INTEGRATED
MARKETING
COMMUNICATION
CREATIVE STRATEGY
FROM IDEA TO IMPLEMENTATION
THIRD EDITION
Robyn Blakeman
University of Tennessee, Knoxville
ROWMAN & LITTLEFIELD
Lanham • Boulder • New York • London
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Assistant Editor: Carli Hansen
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British Library Cataloguing in Publication Information Available
Library of Congress Cataloging-in-Publication Data
Names: Blakeman, Robyn, 1958– author.
Title: Integrated marketing communication : creative strategy from idea to
implementation / Robyn Blakeman, University of Tennessee, Knoxville.
Description: Third edition. | Lanham : Rowman & Littlefield, [2018] |
Includes bibliographical references and index.
Identifiers: LCCN 2017042452 (print) | LCCN 2017051349 (ebook) | ISBN
9781538101063 (electronic) | ISBN 9781538101049 (cloth : alk. paper) |
ISBN 9781538101056 (pbk. : alk. paper)
Subjects: LCSH: Communication in marketing.
Classification: LCC HF5415.123 (ebook) | LCC HF5415.123 .B557 2018 (print) |
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iii
Contents
Preface vii
Introduction 1
1 Integrated Marketing Communication 3
Here We Go Again 3
What Is Integrated Marketing Communication? 4
Basic Reasons for the Growth of IMC 5
Why IMC Fails 6
What Drives IMC 7
Case Study 1: NIVEA 8
Tying It All Together 17
2 IMC Marketing Plans 26
The Role of the Marketing Plan 26
Where to Begin: Research 27
What Does a Marketing Plan Do? 27
Case Study 2: Pepperidge Farm Goldfish Crackers Campaign 28
The Creative Strategy and the Marketing Plan 42
3 Branding and Positioning 43
Defining a Brand, Its Image, and Its Worth 43
Case Study 3: Dracula 44
Brand Equity: What Is Brand Equity? 46
Brands: What’s in a Name? 46
Brand Awareness: Perception Is the Better Part of Advertising 47
Tweaking the Marketing Plan 52
4 Creative Briefs 53
The Big Influence Inside a Small Document 53
Case Study 4: CVS Rebranding Strategy 54
What Makes Up a Creative Brief? 56
5 The Creative Process 69
The Creative Brief Is the Inspiration behind a Good Idea 69
The Soccer Game of Idea Teamwork 70
Is the Idea on Target and on Strategy? 72
Where Does a Good Idea Originate? 73
The Creative Concept 74
iv CONTENTS
Elements That Make Up an Ad: What Goes Where? 79
Type Is a Personality Thing 83
Putting Ideas on Paper: The Stages of Design 87
Visuals, Options, and Decisions 89
Color’s Representational Role 92
6 Copywriting 95
The Components of Copy 95
Visuals: Tying the Verbal to the Visual 104
The Logo as a Symbol 105
Visual/Verbal Parts 105
Writing beyond the Ad: Promotional Devices 106
Copy Sheets 108
Selling the Client on the Creative Idea 110
7 Campaigns 112
The IMC Campaign 112
Planning the Campaign 113
Case Study 5: Ecco’s Catwalk 114
Isolating the Key Consumer Benefit 115
Developing a Cohesive Visual/Verbal Message 116
The Promotional Mix 117
Types of Campaigns 118
Concept Components 122
Stand Up and Stand Out: It Pays to Be Different 128
8 Public Relations 129
The Strategic Use of Public Relations in IMC 129
Marketing Public Relations 129
The Diversity of the Public Relations Voice 131
Case Study 6: Dawn Dishes It Out 132
How Does Public Relations Help IMC Be Consumer Focused? 136
Incentives and Deterrents of Public Relations 136
Putting Public Relations to Work 137
The Strategy behind Public Relations 138
The Many Documents That Make Up Public Relations 140
Publicity 147
9 Newspaper Advertising 149
The Strategic Use of Newspaper in IMC 149
What Is Newspaper Advertising? 149
Case Study 7: Nissan Altima 150
The Diversity of the Newspaper Voice 152
How Does Newspaper Advertising Help IMC Be Consumer Focused? 153
Incentives and Deterrents of Newspaper Advertising 154
The Strategy behind Newspaper Advertising 155
The Look of Newspaper Advertising 156
Co-op Advertising 159
Evaluation 159
CONTENTS v
10 Magazine Advertising 161
The Strategic Use of Magazines in IMC 161
Case Study 8: Max Factor 162
The Diversity of the Magazine Advertising Voice 163
How Does Magazine Advertising Help IMC Be Consumer Focused? 165
Incentives and Deterrents of Magazine Advertising 167
What to Avoid and What to Include in Magazine Advertising 169
The Look of Magazine Design 170
Cooperative Advertising and Magazines 173
11 Radio Advertising 175
The Strategic Use of Radio Advertising in IMC 175
Case Study 9: Post Honey Bunches of Oats 176
The Diversity of the Radio Advertising Voice 177
How Does Radio Advertising Help IMC Be Consumer Focused? 179
Incentives and Deterrents of Radio Advertising 180
The Strategy behind Radio Advertising 181
The Sound of Radio Design 181
What to Consider When Designing for Radio 184
12 Television Advertising 190
The Strategic Use of Television in IMC 190
Case Study 10: The “Aflac Duck” Historic Campaign 192
The Diversity of the Television Advertising Voice 196
How Does Television Advertising Help IMC Be Consumer Focused? 197
Incentives and Deterrents of Television Advertising 199
The Strategy behind Television Advertising 200
The Sight, Sound, and Motion of Television Design 201
How to Deliver the Message 204
13 Out-of-Home and Transit Advertising 216
The Strategic Use of Out-of-Home in IMC 216
The Diversity of the Out-of-Home Voice 217
Case Study 11: The Metropolitan Museum of Art 218
How Does Out-of-Home Advertising Help IMC Be Consumer Focused? 224
Incentives and Deterrents of Out-of-Home and Transit Advertising 225
The Strategy behind Out-of-Home and Transit Advertising 226
The Look of Out-of-Home and Transit Advertising 227
14 Direct Marketing 230
The Strategic Use of Direct Marketing in IMC 230
A Word about Databases 232
The Diversity of the Direct-Marketing Voice 233
Case Study 12: Auburn University 234
How Does Direct Marketing Help IMC Be Consumer Focused? 238
Incentives and Deterrents of Direct Marketing 239
The Strategy behind Direct Marketing 240
The Many Documents That Make Up a Direct-Mail Kit 242
Bottom Line 247
vi CONTENTS
15 Sales Promotion 248
The Strategic Use of Sales Promotion in IMC 248
The Diversity of the Sales Promotion Voice 249
Case Study 13: Pepsi 250
How Does Sales Promotion Help IMC Be Consumer Focused? 255
Incentives and Deterrents of Sales Promotion 256
The Strategy behind Sales Promotion 257
The Look of Sales Promotion 258
16 Internet Marketing and Social Media 260
The Strategic Use of Internet Marketing in IMC 260
The Diversity of the Internet Marketing Voice 261
The Strategic Use of Social Media in IMC 267
Case Study 14: Gatorade Dunk 268
The Diversity of the Social Media Voice 269
How Do Internet Marketing and Social Media Help IMC Be Consumer Focused? 277
Incentives and Deterrents of Internet Marketing and Social Media 279
The Strategy behind Internet Marketing 280
The Design of Internet Marketing 281
Designing for a New Medium 282
The Strategy behind Social Media 285
Bottom Line 286
17 Mobile Media Marketing 289
The Strategic Use of Mobile Media in IMC 289
The Diversity of the Mobile Media Marketing Voice 291
Case Study 15: IKEA 292
How Does Mobile Media Marketing Help IMC Be Consumer Focused? 298
Incentives and Deterrents of Mobile Media Marketing 300
The Strategy behind Mobile Media Marketing 301
The Look of Mobile Media Marketing 303
Designing for the Newest Digital Medium 305
18 Alternative Media Advertising 310
The Strategic Use of Alternative Media in IMC 310
Case Study 16: Allstate 312
The Diversity of the Alternative Media Voice 314
How Does Alternative Media Advertising Help IMC Be Consumer Focused? 319
Incentives and Deterrents of Alternative Media 321
The Strategy behind Alternative Media Advertising 322
The Look of Alternative Media Advertising 324
The Choice to Use Alternative Media 327
Guerrilla Marketing Is All about the Innovative Encounter 328
Glossary 335
Bibliography 346
Index 351
About the Author 359
vii
Preface
Selling a product or service today requires the creative and strategic use of multiple media
options. Understanding how to use those options to best effect requires having a firm
handle on how business theory affects the development of the creative message. Professors,
instructors, and students in myriad disciplines will appreciate the unique approach of this
book—which takes a combined look at both marketing and advertising rather than focusing
on just one or the other. The goal here is to provide readers with a simple introduction to
how the business of marketing can be transformed into a visual/verbal message and how
that message can in turn be strategically delivered.
Today’s business environment requires students to be well-rounded professionals,
understanding not only the business of advertising and marketing but also how to choose
and employ the best media options to deliver the message and reach the intended target
audience. This book focuses on:
• communicators employing the correct message;
• placing the message in the most appropriate media; and
• using the most advantageous communications approach.
Instructors who can combine both marketing and advertising tactics let students know that
marketing and design are no longer separate entities; they are the result of all parts working
as a cohesive whole.
In order to achieve this cohesive visual/verbal message, the choice of media vehicles
employed depends on several factors, such as a brand’s life-cycle stage, copy length, who is to
be reached, what objectives need to be strategically accomplished, how the most important
attribute will be visually and verbally presented, and the overall tone of voice used to deliver
the message throughout the campaign. To ensure effective delivery, the text breaks down
the varied media options into individual chapters, allowing instructors to tailor both lecture
and projects around how each vehicle can or cannot accomplish the overall marketing and
advertising goals.
Instructors teaching courses that focus on finding strategic and creative solutions
to business problems will find that this text not only simplifies abstract design and concept-building principles but also clearly and simply outlines:
1. how to lay the foundation for the development of a marketing plan, creative strategy,
and creative brief;
viii PREFACE
2. how a creative strategy fits in a business plan and how it is developed and used;
3. how to use a creative brief to develop a brand image and/or concept that is cohesive
across multiple media and speaks to the intended target; and
4. how to write and design for multiple media using the strategy developed during
the business phase.
To keep up with the ever-changing media environment, I have updated the discussions on
newspaper, magazines, out-of-home and transit, electronic media, and mobile to include
more interactive options. The discussion on social media has been expanded to include the
growing use of video; additional alternative media examples and case studies have also been
presented. Although not all visuals used in the text are available in color, the e-edition of
the book uses the color images whenever possible. New to the third edition is the inclusion
of discussion questions and additional teaching materials.
A complimentary Instructor’s Manual and Test Bank are available, as well as an openaccess Companion Website for students that includes interactive flashcards and other learning
material. Visit http://textbooks.rowman.com/blakeman3e or e-mail textbooks@rowman.
com for more information.
1
Introduction
Have you ever seen an ad and said, “Wow, that’s cool?” Or thought it was stupid, or that you
could do it better? If you have, you’re not alone. Unfortunately, creative teams rarely get
to do whatever they want with an ad. They must meet strict prerequisites for an ad to be
considered effective or successfully sell a product or service. What ends up in print, online,
or on television isn’t all about the message; it’s also about how the message visually and/or
verbally accomplishes a marketer’s business plan of action.
There’s a lot of really good advertising out there, but if an ad doesn’t reach the target
audience with a relatable message . . . if it doesn’t strategically accomplish a predetermined
set of objectives or goals . . . if it doesn’t clearly push a single attribute important to the target
. . . no matter how cool that ad is, it will fail. Some of the most mundane, seemingly uncreative ads you are exposed to are often more successful at accomplishing these prerequisites
than their more entertaining counterparts.
Successful, memorable advertising needs to figure out how to tie the business of advertising to the creative of advertising, part of the foundation of integrated marketing communication (IMC). Creative represents the voice of business and can ultimately determine
the success or failure of a product or service in the marketplace. It is important for you to
understand that the advertising creative process is not an art—it is a marketing function. To
be successful, advertising must seamlessly integrate the business of advertising into a visual/
verbal message that not only sells but also can build or maintain image as well as engage the
target, all at the same time.
In a nutshell, the goal of advertising is to generate revenue through information and
entertainment. To do this, account and creative teams must build an interpretive creative
strategy based on a sound business plan. A creative strategy looks at who is most likely to
purchase and what it will take to get them to purchase. A business plan that employs IMC
expands the creative strategy’s voice by using one visual/verbal message throughout multiple
media. This consistent visual/verbal message can be more accurately targeted to reach those
most likely to purchase or use the product or service by incorporating a message developed
with their specific needs, wants, and lifestyle in mind.
The development of an effective IMC campaign requires you to look at the creative
side of advertising as a part of the business of advertising rather than seeing the two as separate functions within the advertising process. Although two very distinctive and different
mind-sets will need to analyze these areas for advertising to succeed or make a profit, they
must work together. A creative idea doesn’t work unless the groundwork for that idea is
laid down in the marketing process, is tied directly to those most likely to use or purchase
2 INTRODUCTION
the product, and is appropriately placed in media vehicles they are likely to see, hear, and/
or interact with.
The focus of this textbook is to teach you (1) how to interpret a business plan to create
an idea and (2) how IMC uses a strategic approach to build and sustain brand-to-target
relationships using a coordinated message in diverse media. We’ll first cover the differences
between traditional advertising and IMC and then delve into the details of marketing plans,
creative briefs, copywriting, and campaigns. Handy templates serve as a guide to help you
execute your creative ideas. In the latter half of the book, we’ll look at specific media—traditional outlets such as newspapers and magazines but also social media, mobile, and new
alternatives. Each of these chapters explains the medium, considers the pros and cons of
using it in an IMC campaign, and offers hands-on details for crafting creative in that format.
Case studies throughout the text are designed to help you see IMC in action.
3
‡
CHAPTER
1
Integrated Marketing
Communication
Here We Go Again
Understanding advertising today requires a look at where advertising in the United States
began. Integrated marketing communication (IMC) can trace its roots to long before
the invention of computers and industrialized manufacturing, all the way back to one-onone trade among friends and neighbors.
Early in the settlement of the United States, most of the population lived and worked
in small, tight-knit communities. While word of mouth was probably the first form of communication between sellers and potential buyers, it was personalized selling that built and
retained relationships between local consumers and merchants.
Local citizens could rely on area craftsmen for handcrafted items such as furniture and
boots and shoes that were custom made to meet a buyer’s individual needs. Household
goods such as pots, pans, coffee, tea, ammunition, and tobacco were sold by (or could be
ordered through) the resident grocer, while local farmers supplied the community with a
variety of meats, fruits, vegetables, and dairy products.
The mid-nineteenth century ushered in the Industrial Revolution, and for the first
time, mass-produced goods, often manufactured in far-off places, were sold to a wide
audience. The custom work of the craftsman was all but replaced with machine-produced
products, effectively ending the two-way dialogue between local merchants and residents.
Taking its place was a generic one-way statement from an anonymous manufacturer to an
4 CHAPTER 1
unknown, uninvolved consumer. Limited competition and media options made advertising
efforts simple and wide-reaching exposure more or less guaranteed—for a while.
Advances in technology eventually expanded media options and encouraged competition. Product categories once dominated—often for generations—by one brand were
suddenly inundated with multiple equivalent products. Features once considered unique or
cutting edge in one brand could now be easily and economically copied by other brands
within a category so that what was once a selling point for a particular brand became a
routine product feature within months. Without any distinguishing features or meaningful
differences between individual products, brand image erodes—along with consumer brand
loyalty. The unqualified number of diverse and often misused or incorrectly used media
options contributed to this erosion by splintering consumer attention further—offering
too many media options to successfully guarantee reaching a specific target audience—and
diluting brand awareness.
Today, IMC has resurrected the relationship between buyer and seller by re-creating
an environment of consumer-focused communication efforts. IMC’s ability to strategically
deliver a consistent message to the right audience through the correct media is crucial to
the successful implementation of an IMC creative series. To do this effectively, marketers
must develop a creative strategy that not only coordinates advertising efforts, both visually
and verbally, but also answers the target market’s most important question: What’s in it for me?
What Is Integrated Marketing Communication?
IMC, also known as relationship marketing, works to interactively engage a specific
individual, using a specific message through specific media outlets. The goal is to build a
long-term relationship between buyer and seller by involving the targeted individual in an
interactive or two-way exchange of information. Expertly placed media efforts and the use
of computer databases play a big role in getting the message to the right target audience,
as does the development of a consistent visual/verbal image for the product or service.
It wasn’t until the mid-1990s that IMC first began to attract and hold the attention
of marketers. Up to this point, most advertising dollars were spent on more traditional
mass-media advertising, such as print (newspapers and magazines) and broadcast (radio
and television), that sent a more generalized message to a large audience. IMC, in contrast,
focuses on the use of alternative or promotional media, such as direct marketing and sales
promotion, the Internet, and social media, to name just a few, to reach individual consumers
with a personalized message. Consumers in today’s marketplace are inundated with thousands of advertising messages daily; they must pick and choose which will be remembered
and which will be ignored. IMC attempts to ensure that the message will be remembered
by replacing unwanted one-size-fits-all tactics with an individualized message to a much
smaller target audience in language consumers can understand and relate to and in media
they are sure to see and use.
Messages used in an IMC campaign must be tailor made to fit a specific target audience’s needs, wants, and lifestyle. The goal is to reach one individual within the target with
a specially designed message that will create a lasting relationship and develop a brand-loyal
INTEGRATED MARKETING COMMUNICATION 5
consumer who will continue to purchase that brand without the need for continuing
advertising efforts.
Each brand or product must be as individualized as the target. The enormous number
of media options and virtual product anonymity in many categories make it necessary for
marketers to create an identity for a brand or service that will make it stand out from the
competition.
It is important that the product’s image match the target’s self-image, and the advertised
message must get and hold the target’s attention among the clutter of competing brands.
If it sounds as though it’s more expensive to get a message to individual targets compared to a mass audience, it is. IMC is often more expensive to employ than traditional
advertising methods, but the results can be worth the expense.
Communicating with a target that has a known interest in the product or service
increases reach, or the number of interested people who will see the message, and reduces
frequency, or number of times an ad or promotion will need to be used. Exposure to the
message is essentially guaranteed when the message is placed in a special-interest medium
the target is known to use, making purchase more likely.
The initial steps required to attract a brand-loyal consumer are more expensive than
those needed to retain a brand-loyal customer. Once the consumer thinks of a brand as her
only choice, the need for additional communication efforts can be reduced, minimizing
costs.
Traditional advertising, on the other hand, takes longer to build loyalty. Because it is
less likely a given target will have repeated exposure to a mass-media vehicle, the amount
of time required to educate the target on the features and benefits of the product or service
is increased. The result is a target who is often unable to recall the product’s name at the
time of purchase.
Basic Reasons for the Growth of IMC
Technology has changed the way corporations market their products and services. Customers are now in control of what they buy, when they buy, and where and how they buy.
Computerized databases have given a name and personality to the mass audience. Advertised
messages can be addressed to an individual and can feature products he or she has a known
interest in, based on past purchase behavior. The Internet and other interactive media make
it easy to purchase virtually any item without leaving the house, at any time of the day or
night, using a toll-free number or Internet site. Consumers are better educated about products and can seek out additional information at their leisure. Marketers realize consumers
have many product options from which to choose when making a purchase. Because of
this, thinking has gone from being sales oriented to being customer driven in a relatively
short period of time.
Before IMC, traditional marketing efforts were simple, aimed at making a sale and
increasing profits. This type of tactic, where the seller does no more than deliver a message to
a buyer, is known as an inside-out approach. IMC, on the other hand, is consumer driven
and understands the consumer has many choices available in any single product category.
6 CHAPTER 1
Marketers are now focusing on an outside-in approach, in which products are designed
to meet consumers’ individual needs and wants.
Successfully employing IMC requires a change in corporate philosophy or a different
way of thinking about and planning for strategically effective marketing communications. To
be effective, IMC must be looked at as a process for building a relationship with the target
and developing a product or offering a service that meets the specific needs of targeted individuals. Product performance and quality are also critical components to success. Each time
the target repurchases, the product or service must match her expectations and consistently
deliver reliable results (see case study 1).
Why IMC Fails
IMC fails when it is seen as just another communication effort rather than a corporate
philosophy expressed both inside and out.
Most people think of IMC as being in parity with advertising, with its one-image/
one-tone-of-voice approach. However, unlike traditional advertising, IMC really comprises
all aspects and any “interaction points” of planned or unplanned communication between
the brand, service, or corporation and the target audience and is affected by both inside and
outside influences.
Planned contact is external and includes outside advertising and promotions
employed to reach the target. Unplanned contact is internal, or corporately focused on
employees and vendors, and is the least controllable of the two. Because of this, it must
be the most flexible form of contact in order to adjust to changing market, corporate,
or consumer conditions. Corporate philosophy plays a major role in unplanned contact,
which includes:
• Employee gossip
• Word of mouth
• Governmental or media investigations
• Management performance
• Customer service initiatives
• How sales associates greet clientele
• Product quality and performance
• In-store and out-of-store displays
• Packaging
• Distribution
• Price
• Store locations
• Uniforms
• Deliveries
• Delivery drivers
• Dress codes
INTEGRATED MARKETING COMMUNICATION 7
• Sales tactics
• Management style and/or philosophy
These all will have a direct impact on how the target views the product or service and will
affect both initial and repeat sales.
Any change in corporate philosophy brought about by IMC efforts must be communicated internally as well as externally. Even the smallest details affect the success of IMC,
and for it to work, every individual in the company, from the top down, must buy into the
message being delivered to the consumer. If this is not the case, the target will receive mixed
messages: a disconnect between what he hears in communication efforts and what he experiences when dealing with a company representative. Consider the following example: If the
message to the public is “Fly the Friendly Skies,” every employee with access to the public
must be made aware of and understand this message. Nothing will kill the momentum of
this advertising campaign faster than the target’s meeting an angry ticket agent or snooty
customer service representative.
What Drives IMC
To successfully use IMC, corporations must absorb the message into their corporate philosophy to ensure the target receives a consistent message and a reliable product or service.
But this is only one of many initiatives that drive IMC. To be truly consumer driven, IMC
planning must also address several issues:
• Research
• Database development
• Use of the Internet
• Employing correct media tactics
• Building brand-loyal consumers
• Creating an interactive relationship
• Brand development
• Projecting a consistent visual/verbal image
• The promotional and media mix
• Evaluation
Research
IMC can’t work without an intimate knowledge of the intended target audience—those
individuals research has determined are most likely to buy the product or use the service.
Research is key to understanding what the target audience wants, how buyers will use the
product or service, where and how they live, what media vehicles they use or see, and what
they are looking for in a customer-brand relationship. Information gathered in the research
phase will be used to determine the best promotional and media mix to reach the intended
target audience and the type of message that will motivate purchase.
8 CHAPTER 1
^C
CASE STUDY 1
IMC Advertising: NIVEA
Overview
NIVEA is one of the most recognized skin and beauty care brands in the world. NIVEA cream was first
introduced in 1911, and the NIVEA brand now extends to fourteen product ranges worldwide, from
sun care to facial moisturizers, deodorant, and shower products.
Objectives
The goal was to increase UK market share for NIVEA Men, but the brand also wanted greater market
penetration for male skin care products. In other words, it wanted not just a greater share of the
existing market, it wanted to expand that market. It wanted more men buying skin care products.
One key aim was to move men from just considering skin care products to making actual purchases.
NIVEA also wanted to sell more male skin care products to women, who research indicated,
were often the initial purchaser of skin care products for men. Another objective was to develop
the NIVEA Men brand image. The NIVEA brand has always stood for products that are reliable, userfriendly, and good value for money. The brand’s core values are security, trust, closeness, and credibility. These values would be strengthened and expanded on with the relaunch, to get more men
and women to think of NIVEA as their first choice for skin care.
Tactics
The NIVEA Men team devised marketing strategies to deliver its objectives. These strategies set out
how the objectives would be achieved within the designated budget set by the management team.
This focus on product development combined with an emphasis on consumer needs is a key
differentiator for NIVEA Men. It is a major reason the brand is still the market leader in the UK for male
facial skin care products.
It is important to get the promotional balance right. NIVEA Men promoted the new launches
of its products through a mixture of above-the-line and below-the-line promotion. The use of sport
was a key element here. NIVEA Men supported football events at a grass-roots level through its
partnership with Powerleague to build positive relationships with men and help create stronger
brand affinity. It also allowed the brand to build and maintain a consistent dialogue with men, which
helped drive sales.
Above-the-line promotion included television and cinema adverts, which reached a wide audience. By linking its products with sports, NIVEA Men aimed to build a positive male image for them.
The brand also benefited from press advertorials in popular men’s magazines, making daily use of
skin care products more acceptable to men.
Promotions were used to attract new customers. For example, distribution of free samples
encouraged trial of NIVEA Men products, which drove purchase. These promotions have helped
build brand awareness and consumer familiarity, which reinforce the brand presence. There is a
dedicated NIVEA Men website to support its products and educate men on their skin care needs. To
INTEGRATED MARKETING COMMUNICATION 9
enhance the brand, a “Configurator” tool was created on the website to help customers determine
their skin type and find the products that best suit their needs.
Results
NIVEA Men adopted a range of key performance indicators to assess the success of the brand’s
relaunch in the UK. It looked at:
• Market share. Did the relaunch accelerate this growth and help achieve its market share objectives?
NIVEA Men is a market leader in many countries and is consistently gaining additional market share.
• Overall sales. Was this in line with objectives? Internationally, NIVEA Men skin care products grew
by almost 20 percent. Its sales in the UK market at retail were nearly £30 million and in line with
expectations.
• Brand image ratings. NIVEA Men won the FHM Grooming Award for Best Skincare Range for the
fifth year running. Voted for by consumers, this award illustrates that NIVEA Men has an extremely
positive brand image with consumers compared to other brands.
• Product innovation. In response to consumer feedback and following extensive product innovation and development, the NIVEA Men range has been expanded and the existing formulations
improved.
These results show that in the UK, the NIVEA Men relaunch met its overall targets—a significant
achievement considering the difficult economic climate. The marketing plan for the relaunch used
past performance and forecast data to create a new marketing strategy. This built on the brand’s
and company’s strengths to take advantage of the changing male attitudes toward using skin care
products.
Source: http://businesscasestudies.co.uk/.
Database Development
The growth of IMC can be traced to the development of database marketing. Database marketing uses a computer to store personal information about individuals and their
past purchase history. Unlike traditional advertising methods, which focus communication
efforts on a large group of targeted members, IMC targets individuals. Every time a consumer makes a credit card or grocery store purchase, visits a website, subscribes to a magazine or trade organization, or fills out a warranty or rebate form, personal information about
the consumer is gathered and stored in a database. This information is used to direct future
communication to only those individuals known to be interested in a product or service,
eliminating advertising waste and allowing for a more personalized appeal.
The ability to talk to a target audience member by name is not all that new. What is
new is how much is known about the targeted individual and her special interests. Because
messages can be designed to specifically address issues of importance to the target, the question What’s in it for me? can be answered for every target group or niche market. Database
10 CHAPTER 1
information also plays a role in determining the best media and promotional mix, creative
strategy, and overall message strategy needed to reach the intended target.
Use of the Internet
The use of computer databases to identify targeted audiences and the growth of the Internet
as an information source is behind the initial and ongoing success of IMC. The Internet has
personalized communication efforts between buyer and seller, moving from talking at the
target to talking with the target (particularly through social media sites). As an educational
and informational tool, the Internet can persuade and motivate consumers to take the next
action-oriented step—such as picking up the phone and dialing a toll-free number to speak
directly to a customer service representative or to request additional information, make a
purchase, give feedback, ask for coupons, request sales promotion materials, or enter a contest or sweepstakes—all on their own time, from their own home or office, and with few
distractions. The use of credit cards and the availability of multiple quick and easy contact
options have made interaction and purchase immediate and, more importantly, interactive.
Consumer use beyond branded pages includes search, viewing branded and original
video content, playing games, and interacting with varied social media sites such as Facebook, Pinterest, and YouTube, to name just a few.
Employing Correct Media Tactics
It’s no longer necessary for IMC to depend only upon traditional advertising vehicles such
as print and broadcast media to reach the intended target audience. Modern IMC is about
using any type of communication vehicle to reach the target audience.
It’s impossible to develop a relationship if the target never sees the message. Students of
advertising often think only of advertising when deciding what media to use when developing their IMC program. But the options are much more diverse than that. The IMC media
grab bag also includes public relations, direct marketing and sales promotion, out-of-home
and transit, the Internet and social media, mobile marketing, and alternative media sources
such as revolving truck-side billboards, ticket stubs, or toll gates.
The focus in IMC is on getting a coordinated message out to the right target via the
best media. The advertised message must appear in the right place at the right time, no
matter how unusual that “place” may be. If the target can see it or hear it, it is a potential
advertising vehicle. It doesn’t matter if it’s a shopping bag, a bathroom stall, the sidewalk, a
bathroom mirror, an athlete’s body, athletic gear, T-shirts, shopping carts, product placement
in a television show or movie, pop-ups, or a scrawl on a curb—everything has message
potential written all over it. This kind of advertising is known as alternative media. The role
alternative media plays is small compared to that of the promotional, traditional mass-media
vehicles and digital options, but it is no less important. Although traditional media vehicles
are where most advertising is still placed, don’t stop there. Times are a-changin’, and traditional vehicles might not be the best places to find the target.
If the message doesn’t reach the target audience where it is, budgets are wasted; and unless
it is utterly unique, the product will not gain enough acceptance to survive in a cluttered product category. The increasing cost of mass-media advertising makes the old hit-or-miss ways
of advertising obsolete. Advertising messages must be placed in the media that research has
INTEGRATED MARKETING COMMUNICATION 11
proved to be seen or used by the target market on a regular basis. What media should be used
will depend on the target, the objectives that need to be accomplished, and the overall strategy.
Building Brand-Loyal Consumers: The Long Road to Loyalty
For decades the middleman—the retailer—has successfully silenced communication
between buyer and seller. IMC removes this barrier by encouraging consumers to actively
participate in communication with the seller.
Individually targeted buyers can easily gather information or shop from the comfort of
their own homes at times convenient to them. By picking up the phone or visiting a website, they can place an order, ask a question, or request additional information from a knowledgeable customer service or technical representative. In many cases, consumers can order
products built to their individual specifications, make suggestions, and give feedback about
a product or service or about customer service initiatives. This two-way dialogue between
buyer and seller solicits brand loyalty by allowing the consumer to receive a product specifically made to his needs and be a major contributor to ongoing product and corporate
development. Brand loyalty means that the target will not only favor a product or brand
over all the others in the category but will do so reliably, building the lasting, long-term relationship needed to build brand equity or become the product leader in any one category.
By concentrating communication efforts on a specific group of individuals, you develop
an approach that consistently and effectively speaks to the target’s needs. Message development based on a target’s needs, wants, and special interests sets a product or service apart
from competitors, and this is the basis for an effective creative strategy.
Creating an Interactive Relationship
It took a long time for today’s product and corporate leaders to understand that it is less
expensive to retain old customers than it is to constantly look for new ones. Communication tactics used in an IMC approach shift communication efforts away from the traditional
one-way mass-media monologue to a two-way dialogue between buyer and seller. This
approach builds a relationship by allowing the target to give feedback, discuss ideas, and
register complaints as an involved consumer.
Building a relationship between buyer and seller is a necessary precursor to building a
brand-loyal consumer, and brand-loyal consumers require less advertising effort, which leads
to rising profit margins.
Relationships are built on dialogue. One feature that distinguishes IMC from traditional
advertising efforts is that advertising speaks at a group of individuals through mass-media
vehicles about perceived problems or interests, while IMC speaks to (or with) a single individual about his known problems or special interests.
Brand Development
Because today’s consumers are exposed to hundreds—if not thousands—of diverse advertising messages daily, it is important that a product or service have a personality, or brand
image. A brand is a product’s identity: the name, symbol, image, and use that distinguish
one brand from another. A brand’s name is something the consumer trusts based on his or
her history with the product. If the product tastes the same, works the same, or fits the same
12 CHAPTER 1
every time the consumer buys, she no longer spends time thinking about or looking for a
replacement. This is brand loyalty.
Brand value is the sum of every experience the consumer has—not only with the product but with the company that makes the product. Are the sales associates courteous every time
the target enters the store? Do delivery drivers drive cautiously and make deliveries at times
that don’t inconvenience consumers? Is the product always as fresh as the advertising says it
will be? These are the types of influencers that affect brand image. Every experience between
the seller and the target will affect both the brand image and brand equity.
All communication efforts should work to anchor or position the brand’s identity and
image in the target’s mind. If the brand’s image mimics that of the consumer, it creates a tie
that binds the product to the consumer’s lifestyle. A reliable brand offers reliable results and
will be the first product the target thinks of and recognizes when purchasing. With all the
similar brands available in any one category, the goal is to make the brand a familiar face
among a crowd of strangers to the consumer.
Projecting a Consistent Visual/Verbal Image:
The Business Strategy behind Creative
Advertising is more than a creative idea: It is the result of months of planning and strategizing. Advertising encapsulates a study of the product or service, the competition, and the
target audience into an effective and coordinated business and creative strategy.
The results seen digitally, on television, or in print media are just a small part of the
business of advertising. At its most basic, advertising is a process that reacts to the client’s or
marketer’s business needs by finding a creative way to sell a product or promote a service.
Remember, a successful IMC campaign talks directly to a specific target about a specific
point he is interested in and placed in a medium he will be exposed to often.
Traditional advertising is no longer the most strategically effective way to reach a mediablitzed, often apathetic audience. To reach today’s savvy and educated consumer with the right
message requires a message that relates to the target’s life experiences, reflects the target’s image
of himself, and is repeated enough to develop an identity or relationship with the target.
An IMC campaign is based on a set of objectives that communication efforts need to
accomplish. Each campaign focuses on a single key consumer benefit of the product or
service that research has found is important to the target. This benefit may be unique to the
product, or it may feature a creative solution that sets the product or service apart from the
competition. Strategy refers to how the key consumer benefit will be creatively delivered
to the target. What is collected during target investigations should be used to build an appropriate message strategy that will talk directly to the target about the product, addressing
points especially important to the target.
It is important that all pieces in an IMC creative series have a consistent visual identity
and send a consistent verbal message that is easily recognized as the tone, or voice, of the
product or service. The visual/verbal identity must talk the talk and look the part consistently
from media vehicle to media vehicle. This is not to say the ads should be repetitive—that
would be boring—but they do need to have something that ties them together visually, such
as the layout style or typeface, color, or spokesperson or character representative (see figure
1.1). Verbally, ads can be tied together through the copy or the headline’s voice and style.
Figure 1.1. These thumbnail campaign ideas use a consistent headline, tagline, logo, and visual “tone”
to create a familiar identity for
Art Market Gallery across creative
pieces. Images courtesy of Paul
Domingo, University of Tennessee.
14 CHAPTER 1
The bottom line is that every communicated experience should look and sound familiar. The ability to strategically direct a cohesive message to the right audience through the
correct media is crucial to the successful implementation of an IMC creative series.
The Promotional and Media Mix
The ability to reach the targeted audience using the best promotional and media mix available is another of IMC’s many strengths. The promotional mix includes public relations,
advertising, direct marketing, sales promotion, out-of-home and transit, the Internet and
social media, mobile, and alternative media.
Communication efforts are often directed at different audiences, each requiring its own
message and promotional mix. Determining which combination of promotional vehicles
to use often depends on the target’s overall knowledge about the product or service. For
example, those who know little about a brand will need a different promotional mix than
those who are more regular users.
The media mix breaks the promotional mix down to specific media vehicles such
as newspaper, magazine, direct mail, Facebook, guerrilla marketing, gaming, and so on.
The media mix can be either concentrated or assorted. A concentrated media mix
places all advertising efforts into one medium. An assorted media mix employs more
diverse media. Like the promotional mix, the type of media mix employed will depend
on budget, overall objectives, and the target audience and its degree of brand knowledge
and/or loyalty.
Let’s take a brief look at a few of the major players that make up the promotional mix
we will be looking at in more detail later in this text.
1. Public relations
2. Advertising, including newspaper, magazine, radio, and television
3. Out-of-home and transit
4. Direct marketing
5. Sales promotion
6. The Internet and social media
7. Mobile
8. Alternative media
9. Personal selling
Public Relations
The job of public relations is to give a product or service news value. The most common
form of information distribution is done by issuing a news release, but news conferences
and interviews are also useful. Such exposure is often free, but it is not always guaranteed.
Information sent to local news outlets is not always picked up and used, and when it is, the
news staff often rewrites content. Not all forms of public relations rely on the ability to
generate news; others, like event sponsorships and brochures, are paid for, have guaranteed
message content, and occur on a predetermined schedule.
INTEGRATED MARKETING COMMUNICATION 15
Public relations is an effective way to announce events or repair a damaged reputation.
Strategically, public relations can be used to inform, tantalize, or build curiosity around a
product or service launch, deliver testimonials, or whet the consumer’s appetite for upcoming promotional events.
Advertising
“Advertising” is a term often used to generically describe all forms of advertising communication. In reality, it covers only communication appearing in print media, including newspapers and magazines, and in broadcast media, including radio and television. Advertising
is known as a mass-media vehicle that can reach a large, less-targeted audience. Advertising
must be paid for, so media placement and message content are guaranteed. Traditional vehicles are still the best choice to build brand awareness and develop brand image.
Out-of-Home and Transit
“Out-of-home” is a broad term that describes any advertising seen outside the home. This
mass-media vehicle can be simply designed or have digital or three-dimensional components. Most boards use a single dominant but colorful image with a small amount of copy
or no verbal elements beyond the logo. The most commonly employed vehicles include
outdoor boards, mobile billboards, and wall murals. A board or mural is a great support
vehicle that is best suited as a reminder or teaser vehicle when used in an IMC campaign.
Transit advertising is on the move. It can be found on buses, trains, planes, and business
vehicles; in and around stations, terminals, and shelters; or on platforms or benches. Most
are very creative and colorful and can include three-dimensional images or quick response
(QR) codes, be interactive in some meaningful way, or have GPS devices that change based
on the vehicle’s location. Like out-of-home, transit advertising has little to say, so it is best
used as a support vehicle.
Direct Marketing
Direct marketing, also known as direct response, employs such media vehicles as direct mail,
catalogs, infomercials, and telemarketing. Because direct marketing uses databases to reach an
exclusively targeted audience, it is one of the best ways to talk to the target on an individual
level and induce an immediate response. The availability of credit cards, toll-free numbers,
order forms, and websites makes purchasing from home convenient, fast, and easy. Both sales
promotion and direct marketing are considered promotional vehicles, and both are great
ways to build brand awareness and encourage purchase.
Sales Promotion
Sales promotion uses incentives or motivators as an enticement for consumers to buy or use
a product or service. Typical incentives might consist of coupons, rebates, samples, contests,
sweepstakes, buy-one-get-one-free offers, and premiums such as T-shirts, pens, pencils, and
calendars, to name just a few.
Sales promotion incentives can generate interest and are best used for new product
launches, “try me” opportunities, or attempts to resurrect an aging brand.
16 CHAPTER 1
The Internet and Social Media
The Internet allows target audience members the opportunity to gather information or
to shop from the comfort of their own homes at a time when they are exposed to fewer
distractions. Products can be purchased online, and the target can seek out additional information interactively through chat rooms with other product users or one-on-one talks with
customer service or technical representatives.
The goal of social media marketing is to deliver content that social media users will
share with friends and family that assists the brand with building brand awareness, gaining
feedback, and broadening reach. Social media can help personalize a brand by creating
interactive opportunities with its target audience. The opportunity to directly respond to
questions, complaints, or rumors keeps brands in touch with their target and gives loyal users
a chance to voice their opinions, making them feel a part of the brand’s success.
Mobile
Mobile is one of the best ways to reach a busy, distracted consumer, since the device is always
on and always with the target. A great reminder vehicle, it can deliver a personalized message to targets wherever they are. Mobile offers brands a diverse array of advertising options,
such as search, mobile web, text, and video options, gaming, e-mail, coupon delivery, and
other interactive options such as QR codes and augmented reality (AR). Users with GPS
capabilities can opt in to be reached via text or e-mail when they are near a brand or be
alerted to a sale.
Alternative Media
Alternative media refers to the use of any clean, printable surface that can be utilized to
deliver an advertising or promotional message. Appropriate surfaces might include, but are
not limited to, sidewalks, exercise equipment, fruits and vegetables, an ATM, or a gas pump
nozzle. These unique media vehicles often reach the target audience more effectively than
advertisements in print or broadcast media, so advertising efforts and costs are minimized
but maximum exposure is achieved. This nontraditional approach looks at the demographic,
psychographic, behavioral, and geographic profile of the target audience and determines
what surface, vehicle, or type of event will or will not reach it.
Personal Selling
Since this text deals exclusively with consumer promotions and personal selling is usually
found in corporate environments, it will not be discussed in detail here. But as a member of
the promotional mix, it is worth mentioning. Personal selling is face-to-face selling between
a buyer and a seller, the ultimate interactive relationship. However, its one-to-one nature
makes it very expensive, relegating its use almost exclusively to the corporate environment.
In choosing the most appropriate media mix to reach the target, it is important to know the
targeted consumers: where they are and what they see, hear, or view. Employing the use of
alternative media opens a whole range of communication possibilities. The right media mix
for the client’s product or service might include any of the following: newspaper or magazine articles; remote radio broadcasts; outdoor boards; banners; transit advertising, including
INTEGRATED MARKETING COMMUNICATION 17
both interior and exterior options on buses or taxis; small airplane banners; building signs;
caps and cups; a message stuffed in the pocket of a new garment; grocery receipts, packaging,
and window or in-store displays; table tents; posters; shopping bags; bill or credit card stuffers;
freestanding inserts; text messaging; home pages; and banner and pop-up ads. These are only
a few of the alternative media options available for use in an IMC campaign. Which ones
are most appropriate for an individual campaign is determined by the target and the brand.
Evaluation
Evaluating the results of traditional advertising efforts is fairly easy: Did the campaign make
money or a return on the brand’s initial investment? Very basically, return on investment
(ROI) is determined by how much money was spent on advertising versus how much
money was made.
Evaluation determines whether all goals or objectives for the IMC campaign have
been met. If they were, great—the message should continue without changes. If not, the
advertising team must determine what outside or inside influences got in the way, such as
competitors’ advertising, whether the correct message was used, whether the target audience
saw and understood the message, and so on.
Evaluation can be a rejuvenator or an annoyance. There are many who feel the evaluation techniques used in IMC are inadequate and do not accurately assess results. However,
as it stands right now, evaluation is the best indicator of what worked, what should be used
again, where additional attention needs to be directed or backed off on temporarily, and
what needs to be changed to accomplish the overall objectives.
IMC is designed to make money, but additional ROI or outcomes require more than
a strong profit margin to survive in today’s competitive market. It is also important to
determine such things as brand awareness, how the target views or positions the product or
service against leading competitors in the category, and smaller but no less important issues
such as how many new contacts were made, the number of responses resulting from directmail efforts, and the number of participants in the most recent sales promotion.
Tying It All Together
The Difference between Traditional Advertising Methods and IMC
Traditional or mass-media advertising uses conventional print and broadcast media such as
newspapers, magazines, radio, and television to get a message across to a mass audience that
may or may not be listening. Because the messages are general rather than personalized in
nature, this sort of advertising does not build a relationship with the target audience, and it
takes longer to build brand loyalty.
Successful relationships require nurturing, a component missing in traditional advertising efforts. Without dialogue, information can travel only one way, as a monologue from the
seller to an often passive and distracted buyer.
That being said, when pure message is all you want to get out, traditional advertising
methods are still the best way to build awareness or influence consumer attitudes about a
product or service.
18 CHAPTER 1
Traditionally, advertising has always taken a lead role, with public relations, sales promotion, and direct marketing used as support mediums. IMC, on the other hand, analyzes the
various options available and chooses only those that will most effectively and consistently
reach the target audience. Advertising is no longer a marketer’s first—or even best—media option,
and often it is not used at all.
The Line That Divides
IMC differs from traditional advertising in the way it chooses media, uses databases to talk
to individual members of the target audience, tailors messages to the target’s self-interest, and
creates consistency between advertising pieces via layout and message delivery.
IMC is everything traditional advertising methods are not. IMC is about communicating the client’s message or the key consumer benefit associated with the product or service
both consistently and cohesively. It’s about developing an image that is recognizable to the
target no matter what medium it appears in.
Traditional advertising knows the target audience; IMC knows the targeted individual
and uses a message that relates specifically to that audience member’s needs or wants. Unlike
traditional advertising, IMC vehicles can be personalized to speak to one person within a
target group or to other shareholders such as employees, retailers, or tradesmen.
Media choices are based on the target’s lifestyle, and IMC messages appear in media
vehicles the target is sure to see and use. The brand’s overall image should be expressed consistently in the choice of creative strategy, message, and layout style used as well as reflected
in the product name, logo design, packaging, price, and overall design layout. No internal or
external customer interaction point should be overlooked. These images will further reflect
the image and reputation of both the consumer and the store where the product can be
purchased or the service can be used. Often, traditional advertising methods do not coordinate these elements, sending multiple or unrelated messages to the target. IMC strategically
coordinates these elements, both inside and out, into one consistent brand image targeted
to a very specific audience.
Being able to define a product or service for a target requires a communications plan of
attack. The business of advertising would go nowhere without a creative solution that can
cut through the advertising clutter and not only capture the target audience’s attention but
also reach out and communicate with its members. To do this effectively, IMC must develop
a creative strategy that not only coordinates advertising efforts both visually and verbally but
also answers the target audience’s most important question: What’s in it for me?
Defining a Creative Strategy Statement
“Creative” describes a unique and individual idea. “Strategy” is a plan to accomplish that
creative idea or concept. Employing an IMC creative strategy is all about sending the right
visual/verbal message to the right target audience through the right media in order to
achieve the overall communication objectives.
A creative strategy statement is an integral part of the marketing communication process. Once the goals or objectives are set up by the client, the advertising team can begin
developing an effective creative strategy that will accomplish them. Effective strategies are
INTEGRATED MARKETING COMMUNICATION 19
the slippery yet essential monsters that define advertising direction. Determining the right
strategy requires research. You are not looking at ideas, describing a creative look, or solidifying media outlets at this point; you are looking at solutions to an advertising problem. These
solutions assist in the development of a concept or theme that can be consistently executed
both visually and verbally within multiple media without losing substance or focus.
A successful creative strategy statement is developed from information found in the
client’s marketing plan (discussed in chapter 2) and is written from the consumer’s point
of view. It needs to ask, on behalf of the target, What’s in it for me? How will it solve my
problem or make my life better? The answers should ultimately lead to an idea, unique to
the product or service, that will influence the target to act on the message and make the
product or service stand out from the competition.
The creative strategy statement will define the IMC campaign’s visual/verbal tone of
voice and is the foundation for the communication phase of an IMC campaign. The creative
strategy affects every aspect of IMC and will ultimately give the product its image and voice
and define seller-to-buyer contact.
Who Develops the Creative Strategy Statement
and for Whom Is It Intended?
The creative strategy is usually developed by the agency account executive (AE), but it can
also be developed jointly with the client. Representing the business side of advertising, the
AE acts as the liaison between the client and the agency and the client and the creative team.
The creative team includes, at the very least, a copywriter and an art director. This team of
“creatives” will use the creative strategy to develop the overall concept or idea. Their interpretation of the creative strategy begins the construction phase of message development.
The Look of a Creative Strategy Statement
Creative strategy statements can take many different forms, depending on the agency and
the overall size and scope of the project. The longer, more explanatory form has two main
areas. The first looks at the communication objectives; the second dissects the creative strategy statement into four main sections: the target (primary and secondary), the competition,
the key consumer benefit, and the proposed promotional mix. Let’s take a brief look at each
one (see template 1.1).
Communication Objectives
Creative strategies must accommodate a specific set of objectives, or what the client needs
communication efforts to achieve. Objectives are determined by problems the target or
product category may have and any market opportunities the product must take or create
to overcome these problems.
Objectives describe what it is you want the target to think, feel, and do after exposure
to the message and should answer the target’s number one question: What’s in it for me?
Some of the most common objectives might include creating brand awareness, or what the
target should think or know about the product or service after exposure to the advertising
message; defining a need the product or service can fulfill, such as how the target will feel
TEMPLATE 1.1
Creative Strategy Statement
1. Communication Objectives
2. Creative Strategy Statement. Each section should be answered with no more than one or
two sentences.
a. Primary and Secondary Target Audience Profiles
b. Competition
c. Key Consumer Benefit
d. Promotional Mix
^T
INTEGRATED MARKETING COMMUNICATION 21
or how much can be accomplished by using the product or service; and encouraging action
on the part of the target, such as making a purchase, visiting a showroom, or calling for more
information. Determining how these objectives should be addressed will be the first hurdle
the creative team must clear before a creative direction is determined.
Creative Strategy Statement
Each of the following sections should be addressed with no more than one or two sentences.
A successful strategy requires the creative team to have a thorough understanding of the
target audience, the competition, the product’s key consumer benefit, and the media options
or promotional mix.
The Target Audience The primary target audience is identified based on research
as the most likely prospect to buy the product or use the service. Secondary target audiences are often influencers whose opinion the primary target audience member trusts or
seeks out for advice. Take, for example, a campaign for the iPod. Advertising efforts may
focus on a primary target of fifteen- to twenty-eight-year-olds, with a secondary audience
of parents or grandparents of the primary target. Messages targeted to the primary audience
may focus on image and features, while advertising targeted to the secondary audience may
add information on price or purchasing options.
A thorough understanding of both audiences will help the creative team determine the
answers to some important questions: What does the target audience want? Are its members
aware of the product or service? What will influence their decision to purchase? How will
the product be used in their daily lives? Are they currently using a competitor’s product? If
so, what do they like or dislike about that product? What will it take to convince them to
switch brands? Are there any major influencers or secondary target audience members who
must also be reached?
Advertising to a single target audience no longer has the impact it once had to deliver
the brand’s image and promise. Many purchases require little or no thought; others, especially high-dollar purchases or products that reflect a target’s lifestyle, need to fit in, or desire
to be the first to own, are influenced by other individuals trusted by the primary target.
These individuals are known as outside influencers.
In his book Strategies for Implementing Integrated Marketing Communications, Larry Percy
identifies roles an individual can play that can positively or negatively affect his decision or
another’s decision to buy:
• Initiator: the individual who originally decides to purchase a product or use a service
• Influencer: an outside person or group of people who recommends or discourages
the purchase of a product or use of a service
• Decider: the person who ultimately determines what will be purchased
• Purchaser: the individual who initiates the purchase or use of the product or service
• User: the individual who will use the product or service
It’s important to remember that IMC talks not to a target audience but to a single individual within that targeted audience. Every time the target considers a particular purchase, he
assumes a mind-set or plays a role. That role will determine the type of message the target
22 CHAPTER 1
receives. Initiators must be made aware of the product or service and the benefits that come
with ownership or use. Influencers, such as family and friends, salespeople who may or
may not recommend the product or service, and professional influencers such as doctors or
financial advisers, must understand the reason a product or service should be recommended
or overlooked. The decider must have the answer to the question What’s in it for me? before
deciding whether to purchase. The user must not only use the product but also be willing
to recommend and repurchase the product or reuse the service.
The Competition This is not a list of competitors but rather a look at what competitors are doing and saying in their advertising and a statement regarding what the client’s
brand must do to compete within the product category, stand out from the competition,
and attract the target’s attention. Knowing how the product is positioned in the mind of
consumers, or what they think about the product or service, will help determine a unique
and individualized concept direction. A new product will need to have a brand image and
position created for it; an established product will need to have its image and position
supported; and a mature or reinvented product may need its position altered in the target’s
mind or its image rebuilt or reestablished. It’s important to know what leaders in the product category are doing so that the new message can address or challenge them with its own
unique image and voice, avoiding a me-too approach. It is also important for the target to
know why the client’s product is better than the competition’s.
The Key Consumer Benefit The key consumer benefit is the answer to the target’s
question What’s in it for me? It is the one product or service feature and benefit combination
that research has shown to be the most important to the targeted audience. All IMC communication efforts will focus on this feature and its corresponding benefit.
It’s important that the creative team know enough about the product or service to be
able to understand, define, and highlight the key consumer benefit’s inherent drama. The
successful translation of this drama into a meaningful benefit tailor made to fit the target’s
self-image and lifestyle will make the product or service memorable, and it will stand out
from the competition.
Advertising must be memorable in order to achieve the stated objectives. Memorable
advertising will deliver a key consumer benefit that that will solve a target’s problem or
reflect a creative concept or idea that resonates with the target’s lifestyle or self-image. For
an ad to be memorable, it must:
• Tell a visual and verbal story that can hold the target’s attention.
• Push one strong idea of special interest to the target—one that is important to the
target, fulfills a need or want, and can be delivered both visually and verbally.
• Clearly repeat the product name throughout the copy and represent it visually
throughout the ad.
• Use an appeal that matches the key consumer benefit and target audience profile.
• Have a creative element or benefit that makes the ad stand out from other competitors in the brand category.
The Promotional Mix Once the team has a thorough understanding of what needs
to be accomplished, who the target is, and what his motivation is to purchase, it’s time to
consider the best promotional mix to reach the intended target.
INTEGRATED MARKETING COMMUNICATION 23
This section should give the creative team an idea of where the message will appear,
since media choices often affect the overall message to be delivered. Choices beyond—or
even instead of—traditional advertising can make it easier to reach the target audience
during each step of the decision-making process.
How will the advertising team know which media within the promotional mix to use?
They must ask the following questions:
Public Relations
• Is there something newsworthy about the product or service?
• Is it a new product launch?
• Is the product or service sponsoring any charitable events or opening new production
facilities?
• How does the company fit into the local community? Are relations good or bad?
Sales Promotion
• Why is there a need to give something away?
• Does the brand strategically need to increase short-term profits?
• Is this a new product launch, where samples or “try me” opportunities would increase
awareness and/or sales?
Direct Marketing
• How well does the company know the target audience?
• Will addressing the target personally increase awareness or induce purchase?
• Is there access to a computer database of target names, interests, and past purchase history
to make a personalized message relevant or motivational?
• Is this a product or service that lends itself to creating a long-term relationship?
• Is there a target or prospective target niche that has been overlooked by previous communication efforts that fit the target profile?
Internet
• Do members of the target have a computer? If so, do they use it to seek out additional
information and compare products?
• Is this a rational or life-sustaining purchase, such as food or clothing, or is this a purely
emotional or fun purchase?
• Is this a product that requires interaction with customer service or technical representatives?
• Does this product offer upgrades? Is there a need to update the consumer on product
changes or uses, and can this be done through personalized e-mail notices?
• If dealing with multiple targets, can alternative information be delivered with greater
frequency and with less expense electronically?
• The Internet takes a product or service global; is the company able to handle this volume
of consumers and keep customer service initiatives high and delivery timely?
24 CHAPTER 1
Out-of-Home
• Will the target regularly pass by or use any of the available vehicles?
• Does the life-cycle stage, or age of the brand, require reminder messages?
• Does the brand need to reach a large mass audience?
• Can the message easily be tied into the media mix, fortifying and ensuring a consistent
message across vehicles?
Mobile
• Will the target reliably respond to mobile notices?
• How many mobile users are reachable?
• Can the product or service show a strong return on investment?
• Is this a type of product or service the target will opt into for information and promotions?
Alternative Media
• Is the target hard to reach?
• Can the overall message be made interactive?
• Why does the brand need to create buzz, or need to awe or use unconventional surfaces
to reach the target?
• Is there a valid and relevant reason to offer personalized messages or to interact with the
target one-on-one?
When used correctly, IMC should successfully integrate all messages throughout the promotional mix into one unified strategy.
Strategy Statements That Get to the Point
An established client making minor changes to a product’s performance or image does not
require the same amount of research as a new product or client. Existing knowledge about
the target and competition can be easily reexamined and reused to coordinate message and
media needs. This type of situation will often require a simpler and more informal type of
creative strategy statement that is not more than two to three sentences long and includes:
• The target audience to be reached;
• The key consumer benefit; and
• The objective or purpose of the communication message.
Some creative strategies developed for corporate advertising may not use any of the above
options and instead rely solely on the company’s mission statement as a place to begin idea
generation.
Execution of a creative strategy will be discussed in further detail in the section about
creative briefs in chapter 4.
INTEGRATED MARKETING COMMUNICATION 25
DISCUSSION QUESTIONS
1. How is IMC different from traditional advertising?
2. What role does personalized selling have in IMC?
3. What are the benefits of having a two-way dialogue between buyer and seller?
4. How has IMC affected buyer/seller relationships, brand image, brand loyalty, and brand awareness?
5. Why is IMC also known as relationship marketing?
6. An ineffective IMC campaign is caused by what internal and external factors?
7. What is the best “type” of message to reach today’s consumer?
8. What are the visual and verbal ways to tie an IMC campaign together?
9. What is a promotional mix, and why is it important?
10. What is the role of the media mix in an IMC campaign?
11. What is the major role of each facet of the promotional mix as discussed in the chapter?
12. What is a creative strategy statement? What are the main areas that make up a creative strategy?
Define and explain each section.
^Q
26
‡
CHAPTER
2
IMC Marketing Plans
The Role of the Marketing Plan
The marketing plan dissects the overall environment in which the product or service will
be used. Before any creative executions can take place, a company must first determine what
it wants to do financially, strategically, and competitively.
A marketing plan is the client’s business plan; it diagnoses the current market situation
by looking at any internal and external factors that could affect a product’s success. It is
an internal document that outlines the company’s strengths and weaknesses as well as the
opportunities and threats affecting the product or service. A marketing plan determines
marketing objectives, or what is to be accomplished; profiles the marketing strategy, or how
objectives will be met; identifies the target audience; compares current competitive strategies; and determines implementation and evaluation tactics.
Without a marketing plan, the client cannot determine overall operating and business
decisions or justify advertising spending.
Think of it this way: All advertising begins with a client that has a product or service it
needs to promote. To do this effectively and expeditiously, the client first must know a few
important facts. To begin with, a thorough knowledge of the product or service is important
when comparing its attributes to competing products or services. Next, the client needs to
determine the target audience most likely to buy the product or use the service and what
product attributes the target likes or dislikes about competing products. Finally, the client must
decide what kind of message strategy it will take to set its product apart from the competition.
All the questions and all the answers begin and end with research. Each section of the
marketing plan must be carefully researched to determine current trends, attitudes, and both
IMC MARKETING PLANS 27
market and target needs. Any problematic areas or favorable trends that need to be addressed
or exploited will need to be researched further.
Where to Begin: Research
The organization of research takes place in the marketing plan. Research can be qualitative
or quantitative in nature. Qualitative data employ the use of open-ended questions that
can be distributed and collected through interviews, convenience polling, and focus groups.
A focus group gathers a representative sample of the target audience, usually ten to twelve
people, who will use or try the product in a controlled environment. Information gathered
in a session can be used to determine creative development, product design, or the effectiveness of product attributes, to name just a few.
Quantitative data, on the other hand, are made up of closed-ended or controlled
surveys, where participants must choose their answers from a preselected set of responses.
There are two types of surveys: formal and informal. Formal surveys include closed-ended
questions where participants choose from a predetermined set of responses such as strongly
agree, agree, disagree, and strongly disagree. Informal surveys are open ended, allowing
participants to give their opinions.
Surveys need not be completed in a sterile office environment; they can be conducted
at malls and shopping centers, in parking lots, online, over the phone, or through the mail.
Researchers should not concentrate their efforts on only one type of research technique
but should consider using multiple options. Ultimately, the type of research performed will
depend on what needs to be accomplished, the product or service to be advertised, and the
target audience for the product or service.
Client input determines what type and how much information needs to be gathered.
Once researchers know the questions that need to be answered, they must determine if the
information exists or needs to be gathered. There are two types of information available to
researchers: primary and secondary data. Primary data do not exist and require that original research be gathered from a variety of sources such as surveys, interviews, focus groups,
observations, or experiments.
Secondary data are already available and can be found from external sources like the
public library, websites, trade associations, and the US Census.
Research is the foundation for the development of a marketing plan. The marketing
plan solidifies the client’s marketing goals or objectives and serves as the launching pad for
creative strategy development and all future communication efforts. See the Goldfish Crackers integrated marketing communication strategic marketing plan (case study 2).
What Does a Marketing Plan Do?
Simply put, a marketing plan is a comprehensive look at a business’s place within its product
category. Its primary function is to detail a business’s strengths and weaknesses as compared
to its competition and determine any opportunities or reveal any relevant threats within
28 CHAPTER 2
^C
CASE STUDY 2
IMC: Pepperidge Farm Goldfish Crackers Campaign
Overview
By 2004, Pepperidge Farms Goldfish crackers, introduced in 1962, had evolved into a megabrand
available in more than twenty-four individual flavors and varieties, from the original cheddar to peanut butter–filled sandwich crackers and crispy rounds. At the end of that year, Goldfish sales in the
United States were $168.5 million, making it the number-two snack-cracker brand, behind Nabisco’s
Ritz crackers. But despite its ranking, the Goldfish brand was slipping; in 2004 sales of the crackers
dipped 8.3 percent from the previous year.
To lift its iconic brand out of the doldrums, Pepperidge Farm, a division of the Campbell Soup
Company, looked beyond its agency of record—Young & Rubicam Advertising in New York—for
creative help. The company charged BrightHouse Live, a small Atlanta-based agency known for its
unique approach to marketing and advertising, with developing a clever new marketing campaign
for the Goldfish brand. BrightHouse Live created a television-focused campaign that featured an
animated goldfish character named Finn. The campaign, which began in January 2005, also included
in-store and online marketing and new packaging for the Goldfish crackers. A budget for the campaign was not announced, but according to TNS Media Intelligence/CMR, a unit of the UK–based
market research firm Taylor Nelson Sofres, in 2003 Pepperidge Farm spent $16.3 million on advertising for its Goldfish brand, a figure almost unchanged from its spending in 2002.
The new campaign, as well as its spokescharacter, Finn, seemed to resonate with consumers and
helped increase sales of Goldfish crackers by about 5 percent within several months of its launch.
Media insiders also praised the campaign, using a variety of adjectives to describe Finn, from lovable
and funny to spunky and irreverent. Additionally, the Campbell Soup Company credited the campaign and its spokescharacter with boosting Pepperidge Farm’s sales in 2005.
Historical Context
According to its website, Pepperidge Farm’s humble beginnings in 1937 were in the kitchen of Margaret Rudkin, the mother of three children. To ease the allergies of one of her children, the industrious
mom began baking bread for her family that contained none of the preservatives or artificial ingredients found in commercially baked bread. Her efforts in the kitchen soon evolved into a small business
named for the family farm in Connecticut: Pepperidge Farm. The first product, whole-wheat bread,
gained in popularity with consumers, and in the 1940s the line was expanded to include oatmeal
bread, dinner rolls, and stuffing mix. The peripatetic Rudkin also added to the product line by collecting recipes during her international travels, including European-style cookies that she discovered
while traveling in Belgium in the 1950s. In 1961 the Campbell Soup Company acquired Pepperidge
Farm. The following year Goldfish crackers were introduced after Rudkin discovered the snack cracker
during a trip to Switzerland and returned with the recipe and permission to market it.
Ogilvy & Mather had served as Pepperidge Farm’s ad agency for forty years. In 1995 it resigned
from the Pepperidge Farm and Goldfish crackers account, reportedly because of a business conflict,
and agency Saatchi & Saatchi/New York took over the account. When a smiling face was added to the
original goldfish in 1997, ‘‘Smiley’’ the Goldfish icon was born. Saatchi & Saatchi created the accompa-
IMC MARKETING PLANS 29
nying tagline: ‘‘The snack that smiles back.’’ In 1998, following a consolidation by the brand’s parent
company, Campbell Soup, Young & Rubicam Advertising in New York won the Goldfish account. The
agency introduced a new campaign for Goldfish crackers in 2003 that included the theme song ‘‘Jingle for Goldfish.’’ The campaign, which targeted kids eight to twelve years old, featured two scruffy,
longhaired musicians playing acoustic guitars and singing the jingle. Television spots placed the
singing duo in a variety of settings, including on a school bus and in a classroom. At the request of
Pepperidge Farm, Atlanta-based BrightHouse Live joined the team in 2004, and its Finn the goldfish
campaign was released in January 2005.
Target Market
Any parent, babysitter, or other person who had ever quieted a fussy toddler with a cup of Goldfish
crackers could appreciate the value of the tasty fish-shaped treat. But with the new campaign featuring Finn, a personable animated goldfish, the goal was to help create an even closer bond between
the popular Pepperidge Farm brand and the children who enjoyed Goldfish crackers. As an added
benefit, the clever spots connected with the adults who purchased the product. The animated Finn
also was designed to continue Goldfish crackers’ appeal to tweens—kids eight to twelve years old—
and teens who had been given the fish-shaped crackers as toddlers but had perhaps stopped eating
them in favor of other snacks. To further reach its target market, Pepperidge Farm introduced a Goldfish website, www.pfgoldfish.com, that enabled older kids to go online and play games featuring
Finn. The site also offered a variety of activities that parents or caregivers could play with kids three
to five years old, such as determining how many Goldfish crackers tall the child was. In addition, new
packaging (the milk carton box was replaced with a bag similar to what was used for other products
in the line) added to the appeal of the brand for consumers of all ages.
Objectives
1. Update the brand.
2. Reinforce the bond between target and brand.
Competition
In the snack-cracker wars, flavor, as always, was paramount; but in the early 2000s, part of the battle
was about the shape of the cracker. Pepperidge Farm’s fish-shaped crackers were near the top of
the list, with 98 percent of Americans surveyed saying that they recognized and were familiar with
Goldfish crackers.
Nabisco, which claimed one of the top spots in the snack-cracker market with its Ritz brand, went
one step too far in its competition with Pepperidge Farm when it introduced its own fish-shaped
crackers in 1998. Nabisco’s new crackers were planned as a tie-in to the Nickelodeon television network’s program CatDog. The new crackers resulted in a lawsuit, pitting Nabisco against Pepperidge
Farm. The latter alleged that Nabisco’s new crackers infringed on its Goldfish brand trademark. In
2000 a federal court upheld Pepperidge Farm’s claim and ordered Nabisco to discontinue production
of its fish-shaped cracker. Later in 2000 Kraft Foods acquired the Nabisco brand for $18.9 billion.
While Nabisco’s Ritz cracker brand claimed the number-one spot in the snack-cracker market
at the end of 2004, with $232.6 million in annual US sales, the company was still looking for a niche
in the shaped-cracker market. Nabisco introduced dinosaur-shaped puffed crackers under its Ritz
30 CHAPTER 2
brand in 2005. The new Ritz Dinosaur crackers were created in direct response to Pepperidge Farm’s
Goldfish crackers and targeted the same young consumers and their parents.
In 2005 the Kellogg Company introduced its own character-shaped cracker under its Keebler
Sunshine cracker brand, Cheez-It. Rather than a fish or prehistoric creature, however, Keebler Sunshine’s new crackers were shaped like the cartoon character SpongeBob SquarePants and directly
targeted the kids who munched on Ritz Dinosaur and Pepperidge Farm Goldfish crackers.
Targeting an older audience, in 2004 Kellogg introduced Twisterz, another variation on its
Cheez-It crackers. The new shape, a twisted cylinder rather than the traditional square, was launched
in time for the end of college basketball season and included combination flavors designed to
please college-age consumers: Cheddar & More Cheddar, Hot Wings & Cheesy Blue, and Cool Ranch
& Cheddar. The new product launch was supported by a marketing campaign created by Leo Burnett/Chicago and continued the brand’s tagline: “Get your own box.’’ With $140.1 million in sales, the
Cheez-It cracker brand ranked fourth in the snack-cracker market at the end of 2004.
Marketing Strategy
Although New York–based Young & Rubicam Advertising remained the agency of record for Goldfish
crackers and other Pepperidge Farm brands, in 2004, when Pepperidge Farm wanted to put a different spin on advertising for the fish-shaped cracker and update the brand, it partnered with BrightHouse Live, an agency based in Atlanta, Georgia. Opening its doors in 2003, BrightHouse Live had
quickly earned a reputation for devising unusual advertising campaigns. The creative idea developed
by the agency was primarily a television campaign that featured an animated goldfish named Finn.
A specific budget for the campaign was unavailable, but according to a report in Adweek, in 2004
Pepperidge Farm spent approximately $14 million from January through September on advertising
for the Goldfish cracker brand.
Prior to the creation of the campaign, Pepperidge Farm devoted more than one year to conducting market research about Goldfish crackers. Included were interviews with mothers and children to determine what the brand meant to consumers. The company also worked with Character,
a leading character-development agency within the film industry, to help establish the personality
of the new spokescharacter, Finn.
BrightHouse Live created a series of four thirty-second and three fifteen-second television spots.
The initial two thirty-second spots, which were first aired in January 2005, highlighted Goldfish crackers’ cheddar-flavored variety. Subsequent spots featured the brand’s Flavor Blasted and Sandwich
Snackers varieties. Each spot showed Finn interacting with other Goldfish crackers as he made plans
to help protect them from being eaten by hungry humans reaching for a snack. Finn warned, ‘‘To
avoid being eaten, you’ve got to avoid the bowl, avoid the baggies. Cool?’’ One spot had Finn’s advice
being ignored by the other Goldfish crackers. As the crackers laughed and jumped into a bowl on
a kitchen counter, a person reached into the bowl and took a handful of the crackers. A voice-over
stated: ‘‘Tasty Goldfish crackers, baked with real cheddar cheese. It’s a wonder they’re not extinct.’’
Finn sighed and returned to the package to try again to warn the remaining Goldfish crackers about
how to avoid becoming a snack for humans. The spot ended with Finn exclaiming, ‘‘So much for fish
being brain food.’’
In addition to television spots, the campaign included in-store advertising and Internet promotions on a new website for the product that featured games and activities for kids to play alone or
with their parents. As part of a brand update, the company designed new packaging for the crackers.
IMC MARKETING PLANS 31
the marketplace. It also defines marketing or sales objectives and determines the appropriate
marketing strategy needed to accomplish those objectives, defines the target to be addressed
and the competition, and determines evaluative measures.
Developing a plan that incorporates input from customers is the first step in developing
a strong IMC plan. For the plan to be truly integrated, it must ensure all messages use the
same tone of voice and are reflected in all internal and external communication. If a client
wants to increase sales, profits, and brand equity, it must have a plan that will specifically talk
to the right audience, define the product and the competition, and offer a product that is
unique and consistently reliable. A typical marketing plan comprises seven sections. For a
sample marketing plan, see template 2.1.
Let’s take a quick look at the seven basic areas that make up a marketing plan:
• Situation analysis (SWOT)
• Marketing objectives
• Marketing strategy
• Target market analysis
• Competitive strategies
• Implementation tactics
• Evaluation
In an interview reported in Business Wire prior to the release of the campaign, Pepperidge Farm’s
vice president of youth snacks, Steve White, said that by bringing the familiar goldfish to life as the
spokescharacter Finn, ‘‘we feel confident that kids of all ages are going to love the character as much
as they love the snack.’’
Outcome
At the time of the new campaign’s 2005 launch, Pepperidge Farm’s Goldfish crackers were among
the world’s most popular snack crackers, with American consumers devouring more than 85 billion
Goldfish crackers annually. Within six months of the start of the campaign, Pepperidge Farm reported
that sales of Goldfish crackers were up more than 5 percent. Parent company Campbell Soup also
noted the success of the campaign in its third quarter report for the period that ended May 2005.
The report stated, ‘‘Sales of ‘Pepperidge Farm Goldfish’ snack crackers experienced good gains due to
continued momentum of the base brand and the favorable impact of new advertising featuring the
new animated character, ‘Finn.’’’
Besides resonating with consumers and spurring sales, the campaign was well received by
media insiders. Writing in the Chicago Sun-Times, Lewis Lazare described Finn as a lovable advertising
icon that was ‘‘funny and irreverent’’ with ‘‘spunk and soul.’’
Source: “Goldfish Crackers Campaign,” Marketing Campaign Case Studies, http://marketing-case-studies.
blogspot.com/search/label/Campbell%20Soup%20Company.
TEMPLATE 2.1
Marketing Plan
Marketing plans differ from organization to organization, and their appearance can vary as
widely as their content. This example is only one way of developing a comprehensive marketing plan. The marketing plan should be as long as necessary to understand the competition,
the client, the target, and the marketing objectives. All business documents should be double-spaced with at least one-inch margins on all four sides. Use either ten-point Helvetica or
eleven-point Times to make reading easier. Be sure to number all pages.
Include the following when completing a marketing plan:
Name:
Date:
Assignment:
Situation Analysis:
Marketing Objectives:
Marketing Strategy:
Target Market:
Competitive Strategies:
Implementation Tactics:
Evaluation:
^T
IMC MARKETING PLANS 33
Situation Analysis
The situation analysis looks at current marketing conditions and their possible effect on
marketing efforts and how factors in the marketplace can affect outcome. It is here that the
product or service, the competition, the target audience, and any environmental, economic,
legal, and political situations are dissected and analyzed.
Each of these factors can be broken down and examined further by developing a situation analysis, or SWOT. A situation analysis looks at a company’s strengths (S) and weaknesses (W) as compared to the competition and any opportunities (O) for and threats (T)
to the product or service within the marketplace.
Further studies will compare current product features with those of the competition,
analyze any previous communication efforts, and determine distribution needs.
A thorough look at the target audience and any competitors’ advertising efforts will
help determine how the situation analysis can be used, if the objectives can be met, or if
any modifications will be needed.
Marketing Objectives
From the data developed in the situation analysis, a set of marketing objectives will be
devised to determine what the company wants to accomplish through its marketing activities. Over the next year, client objectives will concentrate on various financial outcomes,
such as sales or profit issues.
Marketing Strategy
A marketing strategy determines what steps will need to be undertaken to accomplish the
stated objectives. It is here where the marketing mix will first be identified.
The Marketing Mix
The marketing mix, traditionally known as the 4-Ps, is a brand’s marketing plan of action
and includes product, price, promotion, and distribution, or “place.” Each will play a vital
role in message development. Because advertising today is so consumer focused, many marketing plans employ a fifth P—people—to the marketing mix.
• Product. This specifically deals with anything having to do with the product, including
quality, features, packaging, servicing arrangements, and warranties.
• Price. Any price issues are looked at here, such as payment terms, cash or credit
options, and any discounts or sales materials.
• Promotion. This deals with the communication or promotional mix, including public
relations, advertising, direct marketing and sales promotion, out-of-home and transit,
the Internet and social media, mobile media, and alternative media. The promotional
mix provides a foundation for examining the best promotional options available to
reach the target audience with the right message.
• Distribution, or “Place.” This deals with where the product will be available for purchase.
34 CHAPTER 2
• People and/or Personnel. This section deals with the targeted consumer as well as any
internal contact point who uses or comes in contact with the brand; also, the competency and professionalism shown at any customer contact point.
Target Market Analysis
The more that is known about who will be using the client’s product, the easier it will
be to target the message directly to them. This section breaks down the intended target
audience, those people research has determined are most likely to buy the product or use
the service, into the following market segments: demographics, psychographics, geographics,
and behavioristics. Segmentation can also be based on usage patterns, level of loyalty, and
specific benefits.
Good ideas should talk to the target in words the target can understand. To do this
effectively, target attributes must be isolated in a more personalized way.
Demographics breaks down personal attributes such as age, sex, income, marital and
professional status, occupation, education, and number of children.
Psychographics looks at the target’s personal attributes that affect lifestyle, such as
cultural, emotional, family, health, and social issues as well as hobbies and overall beliefs.
Psychographics affect how the consumer will view the product and advertising.
Geographics defines where the target lives and how that affects who he is, how he
thinks, his goals, and his limitations. Geographics can be broken down regionally or by city,
state, or zip code. Where a person lives often influences the type of product he will buy and
where the product should be advertised. A hard-laboring blue-collar worker might have
different goals and limitations from those of a college graduate. They use and are exposed
to different media and require different messages.
Behavioristic profiles look at why a person buys: Is it loyalty, social acceptance, brand
name, or need?
When determining the correct target market for the client’s product or service, any one
or combination of the above segmentation practices could be used. Answers found within
these segments will determine both message content and media choice.
Demographic and geographic information is used to determine if the target market has
sufficient disposable income available to purchase the product.
Psychographics and behavioristic data are used in the creative development stage.
Demographic, psychographic, behavioristic, and geographic information can be found by
purchasing or using existing databases, surveys, or focus groups.
If IMC is to successfully build a relationship and develop advertising materials that
are consumer focused, research needs to take a thorough look into the lives of the target
audience. As discussed in chapter 1, it is simply too expensive and wasteful to advertise to
anyone who is not interested in buying or using a particular product or service. Because
IMC is intended to develop a personal relationship and build a loyal client base, advertising
must talk to those most likely to use the product or service.
To personalize a message, the creative team needs to know what media targets are most
likely to use and what motivates and interests them. The success or failure of advertising
depends on whether the information gathered will help determine what kind of promo-
IMC MARKETING PLANS 35
tional mix will reach the target audience members and what kind of message will solve their
problem, address their image or social status issues, or satisfy any specific needs and wants.
Again, there may be times when you will need to divide a larger target audience into
smaller market segments or secondary markets. For example, if your client is in jewelry and
the primary market is eighteen- to thirty-four-year-old women, a good secondary market
might be husbands, significant others, parents, or even grandparents. Each would require a
creative approach unique to that market segment.
How Are Certain Target Audiences Chosen?
It is important to find a reason a target audience needs the product or service being promoted. What does the target want that is currently unavailable? How can the client’s product
or service meet that want? What does the client’s product or service offer that the competition doesn’t? Who are the people who are in need, how do they live, and where do they
live? What do they buy now? What are their purchase and media habits? These questions
and more can be answered through target profiling.
In his book Strategies for Implementing Integrated Marketing Communication, Larry Percy
lists five potential target audience groups that can be further broken down into two categories. Knowing where the target audience falls will decide message development and media
choice.
Noncustomer Groups
• New category users—those trying the product for the first time
• Other brand loyals—those loyal to competitors’ brands
• Other brand switchers—those who have loyalty to no particular brand and will switch
based on a sale or promotion
Customer Groups
• Favorable brand switchers—those who favor the brand but will consider switching
• Brand loyals—those who are using the brand and will never switch
Identifying Ethnic and Other Influential Consumer Groups
When targeting for a new product, creative efforts must reflect both lifestyle and buying
habits. Different target segments will look at new product launches differently, some more
openly and others more skeptically. Both require an approach that talks to their lifestyle.
Knowing how the target audience members think and act, what their needs and wants are,
what excites them, and what offends them makes addressing their issues and concerns easier.
This knowledge helps in building a loyal customer base and allows the product or service
to grow and change as the target changes.
Changes may be based on growth of a specific ethnic group, age or purchasing power,
geographical relocation, or a change in interests. No matter what the change may be, issues
associated with these changes will affect each ethnic and other influential consumer group
differently. In the United States there are three very distinct ethnic groups beyond Caucasian: African Americans, Hispanics, and Asian Americans. Within these groups the target can
36 CHAPTER 2
be further broken down by age affecting purchasing power, life-cycle stage, media usage,
message content, and media consumption.
Each group, although often part of a larger target profile, requires a message designed
especially for it. Brand loyalty throughout ethnic and other influential groups is higher if
communication efforts use members of the target group, are written in the group’s native
language, and appear in print or on a broadcast media targeted to their specific demographic
group. Let’s look at how these very different markets break down.
African Americans According to the US Census, African Americans and other blacks
make up just over 14 percent of the population. According to research by the Nielsen Group,
African Americans shop the most often but spend less on each trip. They shop more often
in smaller establishments such as drugstores and convenience stores. Typical households have
an annual median income of just over $43,000. Additional statistics show African-American
women to be the leading force behind this group’s spending growth. More than 18 percent
of African Americans have a bachelor’s or advanced degree, and just over 44 percent own
their own home. Almost half the black or African-American population is married with no
children, allowing for discretionary buying. Brand loyal and preferring private-label brands
over nationally distributed ones, their top expenditures include housing, food and clothing,
cars, trucks, and health care.
African Americans watch more TV than any other ethnic group and are heavy users
of premium cable channels. They tend to use the most voice minutes on their phones and
watch the most mobile videos. Mobile devices are heavily used to access the web and e-mail.
Social media access is often done from a PC, and they tend to favor Facebook in general
over other outlets. Print plays a very small role in their media consumption.
Hispanics The Hispanic market includes many national-origin groups, the largest
being Mexicans, Puerto Ricans, Cubans, and South Americans. The US Census reports the
Hispanic population at just over 17.6 percent. They are the second-fastest-growing ethnic
group in the United States, according to the 2010 US Census, with a median age of twenty-seven years. More than 47 percent of Hispanic Americans are married, and they have
the second-largest households overall, with 3.3 members. The median household income
is $47,150, and almost 15 percent are college graduates. Most, just over 75 percent, are
bilingual.
Image is important to Hispanic consumers, and many admit to being heavily influenced
by peer reviews. They believe quality is an important factor when purchasing. According to
research by the Nielsen Group, Hispanics spend more but shop less often than other ethnic
or racial groups. Those who primarily speak English shop more frequently in supercenters
and drugstores, while those who primarily speak Spanish prefer shopping at dollar and convenience stores and warehouse clubs. The most heavily purchased items include children’s
products, health and beauty aids, and fashion.
Heaviest media use includes watching Internet videos and using mobile devices for
web access, shopping, social media, texting, and e-mail. They enjoy engaging with brands
online and are typically early adopters. They are both heavily influenced by and influential
on social media. According to the Association of Hispanic Advertising Agencies, “the voice
of Hispanic marketing,” they spend over seventeen hours a week watching Spanish-language
TV and twelve hours listening to Spanish-language radio and just slightly less watching and
IMC MARKETING PLANS 37
listening to broadcasts in English. They enjoy reading both newspapers and magazines and
are most likely to engage with Internet advertising that uses technology in a creative way.
Asian Americans The Asian-American population includes people of Chinese, Filipino, Indian, Vietnamese, Korean, and Japanese descent, among others. The US Census places
the Asian-American population at almost 6 percent. According to the 2012 US Census, it is
the fastest-growing and most affluent ethnic group, with a median income of $72,472. It is
also the best educated, with 54 percent having college degrees, and has the largest percentage (27 percent) of multigenerational households.
Asian Americans are brand-conscious consumers and are generally geographically concentrated, making them an easy and cost-effective group to reach.
Asian homes are the most “wired” and represent the greatest online use of all ethnic
groups. They also are the most inclined to respond to sales and promotions. Typical purchases
include fresh produce, baby items, cars, technology, and health and beauty aids.
These tech-savvy consumers are the most active mobile, tablet, computer, and Internet
users among all groups looked at. They are avid Internet video watchers and are most likely
to share ads, like ads, or purchase products they have seen from ads. They are more likely
than any other ethnic group to do offline research on products seen online before purchase.
Defining the Labels Surrounding Target Segmentation
Demographic groups are often labeled based on events that shaped or defined their formative or childhood through adult years. This can be formulated around cultural, economic,
and political influences. For example, “Baby Boomers” got their name based on the large
number of babies born immediately following WWII. Generation X, or “Baby Busters,” got
their labels from two different sources. Baby Buster originated because birth rates dramatically declined following the baby boom generation. Generation X comes from a 1991 book
by Douglas Coupland entitled Generation X: Tales for an Accelerated Culture. The letter X, he
explained in a 2014 NPR article entitled “From GIs to Gen Z (Or Is It iGen?) How Generations Get Nicknames” by Samantha Raphelson, “was meant to signify his generation’s
desire not to be defined.” The label “Millennials” reflects a demographic segment that came
of age in the new millennium. Finishing off the alphabet segmentations is Generation Z,
also known as “Centennials” because they were born nearest the turn of the century. Let’s
take a quick look at each group.
Baby Boomers No longer the largest targeted population segment as of 2015, they still
hold 70 percent of the nation’s discretionary income.
This aging demographic is projected to make up 20 percent of the US population by
2029. Educated decision makers, baby boomers are an affluent demographic segment, with
an average income of $60,000. Boomers fifty-five and older control more than three-fourths
of America’s wealth.
The fifty-plus consumer is living longer and is more physically active, better educated,
and more financially secure than previous generations at this age. This market is open to new
brands and is willing to try new products. Boomers are the biggest buyers of new technology and cars. Most boomers are married, 80 percent own their own home, and 47 percent
are still employed. The majority of boomers are white, with only 12 percent being African
American, 4 percent Asian American, and 12 percent Hispanic American.
38 CHAPTER 2
This target group watches more TV than eighteen- to forty-nine-year-olds and spends
more time online than teenagers, spending $7 billion online annually. Baby boomers routinely spend time listening to the radio and are heavy users of all forms of print. They are
profuse catalog purchasers, making them a great direct-mail target. Purchases tend to be on
home improvement products, home furnishings, large appliances, health and beauty, grandchildren, and casual dining. Seventy percent buy at least one product online a month and
are avid texters.
Baby boomers do not see themselves as old and worn out but rather as healthy, independent, active, and successful. Advertising efforts should reflect that lifestyle.
Generation X Gen X, also known as the “Baby Bust” generation, is a relatively small
consumer group, making up only 16 percent of the US population. According to American
Express, they have the largest spending power of any generation, controlling 29 percent of
the country’s net worth and 31 percent of the overall income; 82 percent own their own
home.
Often overlooked by advertisers and marketers because of their small numbers, this
powerful target is more educated and makes more money than their baby boomer parents
at similar ages. However, they have less wealth overall, thanks in part to decreased savings,
lower interest earnings, and increased student debt.
Sandwiched between the much larger and more vocal baby boomer and millennial
generations, the often-underestimated Gen Xers came of age following Watergate, Vietnam,
and the stock market crash of 1987 that spurred a recession. Thanks to the economic and
political conditions of the day, they were often mislabeled as cynical, angry, insecure slackers
who question conventionality.
Born before the birth of the Internet, like their baby boomer parents, they had to
quickly adapt to the exploding digital landscape. In a 2016 Adweek article entitled “5 Reasons Marketers Have Largely Overlooked Generation X,” Robert Klara notes, “Their age
leaves them with one foot in the past and one in the future—and that leaves marketers
confused about which platforms should be used to reach them.”
Digitally savvy, this demographic still finds traditional media relevant, with 48 percent
regularly listening to radio, 62 percent routinely reading newspapers, and 85 percent watching favored television programming. Sixty percent own a smartphone, and 75 percent use
social media. Their Internet use concentrates on shopping, banking, and researching products. Snail mail and e-mail are also favored media outlets.
Brand loyal, Xers look for authenticity, personalized service, and transparency in their
advertised messages. Messages that focus on family values, safety, and security will resonate
with this target group.
Generation Y The coveted Generation Y, or “Millennial” generation, makes up 25
percent of the population and has more than $200 billion in spending clout.
Thought to be brash, narcissistic, and entitled, this group saw economic prosperity, as
well as the devastation of September 11, 2001, and two economic recessions. Millennials are
more ethnically and racially diverse than any previous generation and are viewed as being
more optimistic and entrepreneurial than their parents’ generation.
Born into a digital world, millennials value technology, especially mobile, and are heavy
users of almost all forms of digital media. Technology dominates the lives of these digital
IMC MARKETING PLANS 39
natives, both personally and professionally. Media diverse, 75 percent of Gen Yers own a
smartphone, 63 percent subscribe to paid TV, 90 percent use some form of social media,
90 percent use digital coupons, 50 percent use coupons delivered via snail mail or found
in newspapers and magazines, and 54 percent use retail catalogs. They watch content on
multiple screens and are known to binge-watch favored programming.
More skeptical of advertising than previous generations, this diverse target can be
marketed to if they get something of value that does not interrupt the user experience.
Millennials don’t like a hard-sell approach, preferring instead to be engaged. Outbound and
traditional advertising with splashy copy is unlikely to induce them to buy; nor are mass
advertised messages appearing on television, in pre-roll video ads, and in display formats.
Interactive inbound marketing tactics are preferred. They will respond to branded content as
long as it doesn’t feel like an advertisement. Traditionally, they are more influenced by their
social contacts than advertising. Media outlets like social networks that can offer up more
personalized content will get their attention.
This very diverse group of consumers prefers to express individuality rather than follow
trends when making purchasing decisions. They want convenience, personalized messages,
and 24/7 customer service and look for brands with a social conscience. Not known for
being overly brand loyal, once they are won over, however, they become devoted long-term
followers. When possible, millennials will embrace opportunities to cocreate products with
the marketers who develop them.
As consumers, they spend time researching brand options before buying and look for
advertising that highlights their personal interests and overall lifestyle. They are thoughtful
consumers, looking for interactive options that are delivered in an original way and that
introduce diverse types of experiences and opportunities. In-store promotional events where
they can interact not only with a brand but also with store personnel and other shoppers
will increase loyalty. “Turn[ing] the everyday shopping trip into an event appeal[s] to this
experience driven generation,” Holly Pavilka says in a 2015 MediaPost article entitled “Get
Creative with Your Millennial Grocery Shopper.”
Generation Z Generation Z, also known as the “Centennial” generation, makes up
another 25 percent of the population.
In a 2015 New York Times article by Alex Williams entitled “Move Over Millennials,
Here Comes Generation Z,” Lucie Green, worldwide director of the Innovation group at J.
Walter Thompson, describes them as “millennials on steroids.” Gen Zers tend to be self-sufficient, realistic, and practical. They are mature and in control. Value-conscious, experimental,
innovative, and risk takers, they don’t want to stand out in a crowd. This target segment
would rather spend their money on college, experiences, or technology than on luxury
goods. When buying, they are willing to put in the time to tenaciously research brands
and find the best quality for the best price. They tend to be brand loyal to brands that have
earned their trust by living up to expectations, making them excellent brand ambassadors.
This target segment understands economic reality, coming of age after the Great Recession, September 11, and the ongoing war on terror. They are a conscientious, hardworking
generation that looks to the future. Unlike the millennials, Generation Zers value their privacy; they spend less time on Facebook and instead favor anonymous social media platforms
like Whisper or Snapchat, where images are fleeting. The New York Times article goes on to
40 CHAPTER 2
say, “As far as privacy goes, they are aware of their personal brand, and have seen older Y-ers
screw up by posting too openly.”
They are pessimistic about world affairs and have little confidence in government,
politicians, or brands. They tend to follow brands that are consistent in quality and project
a sense of realism rather than Madison Avenue’s advertised views. They want advertising to
reflect diversity not only in race but also in the depiction of body types, economic conditions, and gender persuasions. They see themselves as investors in a brand, not consumers
of that brand.
This traditionally advertising-avoidant generation needs advertising that is participatory
rather than passive. They typically spend more time watching content online than watching
TV. They are best advertised to in quick soundbites and ads with minimal text and large
visuals. Social media and their phones are staples in their life. They respond to experiencedriven campaigns that use inspirational content marketing that is engaging and can be easily
and innovatively shared through social media. They do a great deal of shopping digitally as
well as in brick-and-mortar stores. Pop-up stores that focus on the customer experience
and mobile e-commerce are a couple of options that deliver creative and innovative ways to
interact and engage with Gen Zers.
Generation Alpha There’s not much to say about this group, since they are just being
born. One thing everyone agrees on is that they will be the first generation to be wholly
born within the twenty-first century. Typically, they will be better educated, immersed in all
forms of technology, and wealthy. They will be raised by older parents within smaller family
units, be more culturally diverse, and live longer.
When determining campaign direction, the creative team should never lose sight of who the
target audience is. It is the one that advertising needs to reach and affect.
Talking to the right audience doesn’t guarantee success if the message delivered is in
the wrong media, but it does highly increase the chances for success. The bottom line is that
the creative team should know the target audience so well after reading the research that it
is able to address creative efforts to an old friend.
Further Narrowing the Target
As we have seen, target audiences can be further broken down into small specialty and/or
age groups. Some products never reach mainstream popularity but do have a very strong and
loyal group of users. Concentrating advertising efforts specifically on winning the attention
of a small group of mostly affluent consumers loyal to one specific product is known as
niche marketing. The limited number of consumers keeps competitors from competing
in the market or trying to copy the product because it would not be profitable.
Target audiences can be further classified into six distinct age groups. These groups
respond to different kinds of advertising. Since they have social and financial differences, it
is important to keep the group classifications in mind. Differentiating one target group of
consumers from another is crucial.
• Matures: 1909–1945
• Baby boomers: 1946–1964
IMC MARKETING PLANS 41
• Generation X or baby busters: 1965 to around 1984
• Generation Y or millennials: 1982 to around 2000
• Generation Z or centennials: 1996 to around 2010
• Generation Alpha: 2011–2025
Following the baby boomers, the dates defining generation X, Y, and Z fluctuate. Thanks
to the changing characteristics of each target segment over time, it is difficult for experts
and researchers alike to definitively determine when one segment ends and another begins.
Figure 2.1. The McClung Museum
of Natural History and Culture
utilized alternative media—in
this case, dinosaur footprints in
a sidewalk—to stand out. Robyn
Blakeman.
Competitive Strategies
Knowing what competitors are doing with advertising and product development is the
difference between being a leader or a follower within a product category. Understanding
the similarities and differences between a product and its leading competitors is crucial in
order for a product to stand out from the competition in the mind of the targeted consumer.
Implementation Tactics
Implementation tactics determine if everything can come off on schedule and in the right
order, with the right materials in place, and with the proper people available to carry off
the marketing efforts. Additionally, such items as scheduling, budgetary items, timelines, and
information on enacting the marketing mix have to be discussed and developed.
42 CHAPTER 2
Evaluation
Evaluation takes place before the marketing plan is put into effect and again after implementation to determine whether results in fact reflect corporate goals and whether objectives
were successfully met. Evaluation is critical to a successful IMC campaign.
The Creative Strategy and the Marketing Plan
Once the entire advertising team understands the corporate goals, it is time for agency executives to begin considering a creative strategy to direct results. Remember, a creative strategy
is a synopsis of the product or service and the target audience. It should describe the key
features of the product and service and define the overall benefits to the targeted audience.
The marketing plan should answer the target’s main question: What’s in it for me? There
should be enough information in the marketing plan to identify a unique product feature
or specific target need and to start imagining creative direction.
DISCUSSION QUESTIONS
1. What is a marketing plan, and how is it used to build an IMC campaign?
2. How do researchers know whether to use qualitative or quantitative research techniques? What
are the pros and cons of each?
3. What are the seven basic areas that make up a marketing plan? What are their roles/purpose?
4. What are the four different market segments? Why is it important to define and understand
each?
5. Why is it important to understand different target groups?
^Q
43
‡
CHAPTER
3
Branding and Positioning
Defining a Brand, Its Image, and Its Worth
The American Marketing Association defines a brand as a “name, term, sign, symbol, or
design, or a combination of them, intended to identify the goods and services of one seller
or group of sellers and to differentiate them from those of the competition.” Quite simply, the brand is the product or service. Branding is a product’s identity and its legacy. By
building a strong brand image for a product or service, it gives the product a personality, an
image, and the single voice or message for the brand. This ultimately determines how the
consumer thinks about the product or service and how it stands out from the competition.
The more unique the persona created, the more memorable the brand will be.
Target perception is only one aspect of a brand’s image. Another key characteristic is
brand and/or corporate reputation, or the ability to deliver a reliable performance from
purchase to purchase. Repetitive results create repeat purchases and build brand loyalty and
brand equity.
Repetitive results relate directly to product performance. Over time, a product or service that has repeatedly proved itself to the consumer creates trust and goodwill. If a product
is inconsistent or cannot deliver on the promise made in the advertising and promotional
efforts, it can result in unfavorable reviews or bad word of mouth, one of the most powerful forms of communication. Think about it: How many people do you talk to in a day, a
week, or a month? Consumers trust in the unbiased opinion given by friends, colleagues,
or professionals over those they hear in advertising claims. Eventually, repetitive negative
comments will discourage repeat purchases and affect brand equity. See case study 3 for a
take on Dracula’s use of integrated marketing communication branding.
44 CHAPTER 3
^C
CASE STUDY 3
IMC Branding: Dracula
Tod Browning’s 1931 production of Bram Stoker’s Dracula is one of my favorites of the Universal horror collection. And Bela Lugosi’s portrayal of the creepy count from Transylvania continues to inspire
moviegoers and enthusiasts as well as inform all other depictions of vampires onstage, on-screen,
and in books.
Because of that consistency and memorability, Dracula can actually teach important lessons
about branding for small businesses, associations, or entrepreneurs.
Lesson 1: Positioning Dracula
Brand positioning should always be done relative to the competition. In Dracula’s case, he is positioned against other classic monsters of the day: Frankenstein’s monster, the Wolfman, the Mummy,
the Gill Man of Creature from the Black Lagoon, and many others.
But effective positioning defines what makes you unique. The famous vampire is differentiated
by his aristocratic alter ego—Count Dracula—and by his ability to morph into a bat on demand.
While other movie monsters terrified their victims simply by their presence, Dracula first hypnotized
with his gaze and then sucked their blood for a protein-rich midnight snack.
Dracula was different—not the same old robot, alien, or zombie. So he has a clear and consistent
position in our minds.
Lesson 2: Defining Brand Dracula
Developing the Dracula brand is pulling together various attributes, such as personality, image, and
core competencies. What did Dracula stand for?
Dracula was good at mixing with high society. His personality was sophisticated, and—in later
movie evolutions of the character—he’s quite the ladies’ man. He was mysterious, shrouded in
intrigue, and was repelled by wolfsbane, garlic, and a cross.
A mirror could not hold his undead reflection. Those and other characteristics are what make
up the memorable and unique brand. Dracula was about something remarkable. That’s how he got
noticed, got publicity, got word-of-mouth buzz—and, ultimately, got new customers (or victims!).
Lesson 3: Developing Dracula’s Identity
This is the fun part. In business, it’s stuff like your name, logo, tagline, colors, and other elements that
make up your trade dress.
For the count, it’s his signature cape. (Lugosi was buried in his Dracula cape; it was that important a part of his persona.) It’s also his widow’s peak hairdo, eastern European accent, hypnotic eyes,
nocturnal feeding habits, and propensity to shape-shift into a bat.
It’s important that all your identity elements are in place—and used consistently—before
spending a penny on marketing, communications, or advertising.
BRANDING AND POSITIONING 45
Lesson 4: Going Public with Dracula
Dracula enlisted the assistance of Renfield, the real-estate broker who unwittingly helped the count
secure a derelict abbey near London from which to “run his business.” This was Dracula’s “brand launch.”
But that launch started inside Dracula’s castle, as Lugosi prepared his undead minions and his
daytime hangout—his casket—for the public launch. That’s because he realized that his staff was
critical to building a strong brand.
Your employees and frontliners are your best advocates, your most loyal evangelists, and your
best brand ambassadors. Like Dracula, your job is to make sure your staff is engaged, bought in,
involved, and communicated to continually in the branding or rebranding process.
Only when safely in Carfax Abbey with his staff—minus the hapless Renfield, who had been
admitted to the sanitarium adjoining the abbey—did Dracula make his grand entrance into London
society, his “target audience.”
Here’s how you can be sure that—like the count—you’ll effectively stand out in a crowded
marketplace:
• Position your business and stand apart. Positioning is the process by which your business
creates an image or identity in the minds of your core market, giving them a reason to choose
your offerings. Positioning is always done relative to your competition. Consider what makes your
business unique. Why should people support Brand You and not Brand B?
• Specialize and focus. The aristocratic vampire drank blood from his victim’s necks to stay alive.
Like Drac, specialization lets you build your brand around your strengths. And this focus allows you
to differentiate your business, offers you presumed expertise and perceived value, and makes it
easier for prospects and customers to understand your business. Focus allows you to first simplify
and then amplify your message—because the less information we’re given, the more likely we are
to remember it.
• Your business’s identity is made up of “outer layers”—those attributes that prospects and
customers see and experience. Make sure you’re clear on what makes your offerings unique, and
then align that difference with your name, logo, tagline, messaging, and other visual and verbal
cues that will allow your target market to “get” what you’re all about. Like the count’s cape, your
trade dress can be the ultimate branding tool.
• It’s critical to engage staff and other stakeholders in embracing what you stand for. In fact,
86 percent of employees say being engaged in the brand would make them more likely to talk
positively about the company they work for with others outside the organization. Your customer’s
notion of your brand is formed from his or her first experience, or “imprint” (or in Dracula’s case,
love bite), with your business or service. Every interaction is a chance to enrich your brand. Your
staff should be able to answer this question every day: “How am I helping deliver on the company’s brand promise today?”
Sure, Dracula eventually had a stake pounded through his heart. But don’t let his demise distract you
from building a strong brand to help increase your business’s awareness, differentiate you from the
competition, and drive revenues.
Source: Michael DiFrisco, “Brand Dracula: Four Branding Lessons from the Undead,” MarketingProfs,
October 25, 2013, http://www.marketingprofs.com/articles/2013/11927/brand-dracula-four-branding-les
sons-from-the-undead#ixzz2oPYTVyjX.
46 CHAPTER 3
Brand Equity: What Is Brand Equity?
Brand equity is a company or product’s reputation in the marketplace. Over time, a brand
must repeatedly deliver reliable results to create trust between the target and the brand. Trust
translates into brand loyalty and repeat sales.
From the consumers’ perspective, brand equity means they are familiar with the brand
and know from experience that it brings positive results and unique brand associations. So,
to the consumer, brand equity is made up of two kinds of brand knowledge: brand awareness and brand image.
Brand equity is our perception of quality based on experience, often before we buy a
product. For example, Campbell is a brand, even though it is not a specific product. We buy
Campbell’s chicken soup or tomato soup—a product—because we know it’s a quality brand
and thus favor it over, say, a store brand. Consequently, Campbell has more brand equity in
the mind of the consumer than does a grocery store brand.
Once a product or service becomes so well known that its name is no longer its sole
brand identity, other aspects of its package design or logo treatment, such as typeface, graphic
symbol, or color use, can be just as representative as the brand name. For example, most
consumers can conjure up the Coke script, the Nike swoosh, or the Bayer Aspirin yellow in
their minds without the product in front of them. This is because those brands have equity
or ownership of their product categories.
But being the recognizable face of a product category can have its drawbacks. For
instance, a brand’s equity can be threatened when its brand name becomes the noun used
to describe all products within a category, such as Kleenex for all tissue products, Xerox for
all photocopies, or Coke for all soda products. We have all been guilty of using one of the
above brand names to represent a generic product. These companies have been almost too
successful at building brand equity, setting themselves apart from the competition so well
that their equity is being eroded away as the brand name becomes the representative for a
product category or task.
IMC can be used to identify and turn around this generic use before a product’s name
becomes mainstream and the brand loses its brand identity, its trademark protection, and its
target loyalty. Some well-known examples of brands that have lost their trademark protection include aerobics, aspirin, cellophane, cola, corn flakes, escalator, granola, hoagie, kerosene, linoleum, nylon, raisin bran, shredded wheat, super glue, thermos, touch tone, trampoline, yo-yo, and zipper. To better tackle the problem of generic usage head-on, brands might
employ public relations announcements or news or magazine feature articles. Advertising or
direct-marketing efforts can create awareness and reinforce not only product differences but
also the relationship with the target.
Brands: What’s in a Name?
A brand is a product’s name. Its image is created through advertising and often over a long
period of time, becoming part of that brand’s reputation. Brands are identifiers: Some are
easy to acquire; others we aspire to obtain because of the status they bring or the success
BRANDING AND POSITIONING 47
they represent. The more intimate the relationship between the target and a brand, the less
likely the target is to switch to a competitive brand based on its advertising claims and/or
current promotions.
Brand Awareness: Perception Is the Better Part of Advertising
It may seem obvious that before a brand can succeed, the target needs to be aware of its
existence. But what is not always so obvious is that the target also needs to be aware of what
the product or service offers, how it is different from competing brands, and how it can
address their specific wants or needs. It is important that every product or service, whether
new, old, or mainstream, know its own product attributes and perceived image before making any claims against or comparisons to competing brands.
Once the target is aware of the brand, the next logical step is for the target to form an
opinion based on the product, service, or corporation’s reputation, advertised image, and/or
ability to fulfill a specific need or want.
Brand Image
A brand’s image is its personality and its status as compared with other brands of the same
or similar quality in its category. Targets must decide whether they like it or don’t like it or
whether they care about how influencers, whose opinions are valued, will think of them
when they are seen using the product or service.
A brand’s image is created and maintained by what we think about a product before
and after use. Brand image is built in the media and maintained in the mind of the consumer based on quality or lack thereof. Brand image is based on consistency. Every time the
product name is mentioned, the consumer associates an image or specific qualities with it.
A brand’s personality must be built around the target’s needs and wants. It should
become a reliable old friend that does not change with each passing fad but can be trusted
to bring home consistent results, purchase after purchase.
Most brands in a given product category are the same; today it is easy for companies
to quickly create a product exactly like a successful competitor’s, often at a lower cost. But
reputation cannot be replicated. Advertising should build on that. By creating a brand image
or personality for a client’s product, creative teams can successfully make it stand out from
the competition. Make it more distinct through creative ideas, packaging, and logo design;
make consumers see, hear, and feel the product before they need it by using distinctive
typography, color, and slogans. If the client’s product is the one they think of first and the
one they trust, they will purchase and/or use it because it delivers on its advertised promises.
Image development begins by asking a few questions about the product: Is there anything holding back the brand, such as limited size or color choices? How much does the
target already know about the product versus that of the competition? Is there any confusion that deals directly with the product’s visual/verbal identity, purchasing options, or
life-cycle stage?
48 CHAPTER 3
The Visual/Verbal Brand
Before a brand can achieve equity or develop or maintain loyalty, its product must first have
a consistent brand image that can parallel the target audience members’ perceived image
of themselves. This consistent identity begins with the development of a logo design that
appears in all communication efforts and on all packaging. A product’s visual/verbal identity should not only define its personality and/or image but also represent a solution to the
target’s problem. Its distinctive look should be one of the factors that make the product or
service stand out from its competition.
A brand’s identifying symbol or logo design can include a representative typeface,
color or colors, and graphic symbol that reflect the brand’s personality and/or use. Another,
simpler option might be nothing more than a black-and-white type treatment. A slogan or
tagline representing the corporate or campaign philosophy may also accompany the symbol.
When producing multiple pieces for use in multiple media, such as public relations,
advertising, direct marketing and sales promotion, the Internet and social media, out-ofhome and transit, or mobile or alternative media, it is imperative that the logo design be
visible and consistent. Believe it or not, the target may not remember the name of the
product, but he will remember the package, color(s), slogan, or logo and look for that when
buying. Obviously, the promotional goal is to encourage name recognition, but color or
logo recognition will do just as well (see figure 3.1).
Figure 3.1. A new product launch
should incorporate known elements of the existing brand (the
Starbucks logo) while also developing a visual/verbal message
that matches the target audience’s
lifestyle (healthy, affordable indulgence). Image courtesy of Jenna
Kay Boucher, University of Tennessee.
BRANDING AND POSITIONING 49
Once the product or service has an individualized visual/verbal identity, image development must also take into account which life-cycle phase the product or service is in:
new, mainstream or mature, or reinvention.
New Brand
A new product will need to have an image developed for it that matches the target audience’s self-image and reflects its members’ lifestyle. New products are a blank canvas that
will, over time, need to develop brand equity and earn consumer loyalty. To create a competitive advantage, a new product must immediately distinguish its product advantages from
those of the competition.
Determining which product advantage to promote will depend on the target, what the
competition is doing, what needs to be accomplished, and the creative strategy used to influence the target. Considering these options, a product’s advantages may be implied, found
among its features and benefits, or based on price, status, or elitism. Additional advantages
might center on the creation of a fad or trend, or they might be based entirely on emotional
or rational needs. Creating brand awareness is critical to the success of a new product launch.
Mainstream/Mature Brands
Once a brand has been established, communication efforts must work to consistently maintain awareness, reinforce quality and reliability, and continue building a relationship with
the target.
Reinvented Brands
Reinvention can occur when a brand needs a new or updated image, or as a result of a
damaged reputation. A product’s reinvention means looking past sins in the eye and eliminating outdated approaches that directly affect image and target perception. Products that
are reinvented, no matter the reason, will have to prove themselves over time in order to
rebuild lost equity and regain brand loyalty.
A product’s creative message can focus on any one of or combination of the following
options when a product’s life-cycle stage will play an important role in advertising and
promotional efforts:
• Brand image. How does the target audience view the product or service?
• Word of mouth. What kind of experience did the target audience have with the brand?
Whether good or bad, a target’s opinions carry a lot of weight with others within
the targeted group.
• Positioning. What does the target think about the product or service compared to the
competition?
• Education. How will the product be used? Is it expensive, professional, or technical?
• Brand awareness. What does the target audience know about the product or service?
• Promotional offers. Is there a need to create involvement through coupons, contests,
or samples?
• Creating a reaction. Is there a need to get the target to come into a showroom to try
the product or visit a website for more information or to make a purchase?
50 CHAPTER 3
• Direct comparison to the competition. Will the key consumer benefit be stronger if a direct
comparison of features is made to those of the competition?
• Use. Is the product or service revolutionary? Is it easy or difficult to use?
• Product introduction. Where is the target’s knowledge? Is the product new, old, or considered a reliable old standard?
The bottom line is that no matter what life-cycle stage the product or service is in, for
it to become or stay successful the target must believe the message and relate to the image.
Brand Loyalty
Brand loyalty refers to the relationship between the product and the target. Brand loyalty—the target’s dependable repurchase of a brand based on favorable and reliable past
experiences—is critical to IMC and brand equity. It is important that all advertising and
promotional efforts represent the product as it is, not as an exaggeration of what it is. This
is the best way to build and maintain brand loyalty, which in turn leads to brand equity.
Brand loyalty is built on trust and the knowledge that the product will deliver what it
promises every time it is purchased or used.
Remember, objectives determine what needs to be accomplished through advertising
efforts. The product’s position in its life cycle will determine what those objectives are as
they relate to brand development, maintenance, or reinvention.
Brand-loyal consumers require less coaxing to repurchase. With the cost of advertising
in today’s market, it is (or it should be) every client’s goal to build brand loyalty by targeting
its advertising efforts to the right audience, providing consistency of product, and building
a brand image consistent with the product’s use and/or personality—and then maintain it.
The more intimate the relationship between the target and a brand, the less likely the target
is to be affected by competitive promotions.
Positioning
Positioning relates to how the consumer thinks about and rates a product or service against
the competition. Positioning requires highlighting target-relevant benefits for the product’s
features. Benefits must be tied to uses that will enhance the target’s lifestyle or image. The
position of a brand is sometimes confused with brand image: A brand’s position in the mind
of the consumer is created via advertising and promotion; brand image is created based on
experience.
Positioning is effective only if fully researched. The entire advertising team must know—
not think it knows—how the consumer thinks and feels about the product or service.
Questions needing answers include: Who is most likely to use the product or service? What
are the benefits to the target of using the product? How does the product stand up against
the competition—what makes it unique; what features are duplicated? What is the perceived
value of the product within the marketplace? How will the product be made available to the
target? Does it come in different sizes, colors, or price ranges? Is it relevant to the target?
One of the ways to break through the advertising clutter is to find out what makes the
client’s product or service unique and position the product directly against the competition’s
BRANDING AND POSITIONING 51
image. If communication efforts can prove the client’s product is bigger, faster, or longer
lasting than the competing brand, it is more likely to be noticed and remembered.
It’s important to understand that the client’s product is probably not the only product
of its kind; it is most likely one of many virtually identical products in the category. To make
it stand out from the crowd, the creative team must carve out a niche or position for the
product. Today, most products are no longer mass advertised; rather, as discussed earlier, clients choose instead to use advertising vehicles that are more selectively targeted to eliminate
media waste.
A strong position is a direct result of a strong brand. This position is built up over time
based on reliability of performance. Branding gives a product or service an air of exclusivity
and a unique identity from its competitors within the product category.
Successful, memorable advertising begins with an established position. Once a product’s
identity is established and accepted, consumers remember it and use it as a measurement
device for all other competitors within the category. Measurement may be based on quality,
convenience, reliability, or service, to name just a few factors.
Brand image helps to determine the product’s position. This is because positioning
deals with who the target audience is, what audience members currently think about the
product, who the competition is and what the target thinks about them, and, finally, what
features are relevant to the target. Once this is known, the creative team can determine and
communicate positioning strategies.
In his article “How to Position Your Product,” Luc Dupont outlines the seven ways to
position a product or service:
• Originality. Being first at anything is a short-lived boast, but if the client’s product is,
use that factor to set the product up as unique.
• Low price. Less expensive does not necessarily mean lesser quality. A low price can be
a selling point if the consumer is convinced of the product’s value.
• High price. More expensive does not necessarily mean high quality; the target must be
convinced an expensive product is worth the investment.
• Sex of the consumer. Not all products are made for both sexes. There are razors especially designed for women and others designed especially for men; fragrances are also
gender oriented.
• Age of the consumer. Few products appeal to consumers of all ages, so it is important
to consider the age of the target audience. Electric cars, for example, such as Tesla,
focus on successful tech-savvy environmentalists; small cars like Fiat are targeted to
young, urban consumers; branded T-shirts and jeans are standard in a teenage wardrobe, while upwardly mobile professionals might choose Polo as their branded look.
• Time of day the product should be used. Some products are intended for use at specific
times of the day, such as cereal for breakfast, soup for lunch, frozen entrees for dinner,
or popcorn as a late-night snack.
• Distribution channels. This relates to how the consumer will receive the product.
Examples include ordering through a website or direct-marketing efforts delivered
through the mail versus the need to visit a showroom.
52 CHAPTER 3
Al Ries and Jack Trout, specialists in product positioning, sum it up this way: “In the communications jungle out there, the only hope to score big is to be selective, to concentrate
on narrow targets, [and] practice segmentation. In a word, positioning.”
Repositioning
A product needs to be repositioned when there is a need to change the way it is viewed
in the mind of the target. Changing perception is much more difficult than working with
an existing position or creating a new one. Repositioning should work to define a new or
special niche in a consumer’s mind.
Tweaking the Marketing Plan
Successful campaigns can, and should, run for years, continually striving to build both brand
loyalty and brand equity. Change should be considered only when the product or company
significantly changes. Today’s advertised messages often change with the seasons, leaving
little time for awareness or loyalty to emerge. The inconsistent repositioning of brands or
repeated challenges to competing brands can affect the target’s image of the product or
service. Companies that are patient and that work at building product loyalty over time will
find competitors’ constant change less of a factor in building and maintaining brand equity.
DISCUSSION QUESTIONS
1. Why is it important to build a strong brand image?
2. Why can having strong and established brand equity be a drawback for certain brands?
3. What is brand image, and why is it important to a product or service?
4. What attributes make up a brand’s visual and verbal identity?
5. What are the three life-cycle phases, and what roles do they play when developing a brand’s
visual and verbal identity?
6. Why is establishing brand loyalty important?
7. What is the difference between positioning and brand image?
8. Why is understanding positioning important to the entire advertising team? What questions
need to be asked, and why?
9. According to Luc Dupont, there are seven different ways to position a brand. Define and explain
each.
10. Define repositioning and explain under what circumstances a brand might be repositioned.
^Q
53
‡
CHAPTER
4
Creative Briefs
The Big Influence Inside a Small Document
The creative brief, also known as a copy platform, creative work plan, creative plan, or
copy strategy, is the next step in the evolution of the creative strategy. Information from the
marketing plan is used in the creative brief to outline the communication plan of attack.
A small internal document created by the account executive, the creative brief should
dissect the product or service for the creative team. It should redefine the target audience,
introduce the key consumer benefit, describe the individual features and consumer benefits,
define objectives, address the competition, and outline tactics. It is the encyclopedia the creative team will use to define the integrated marketing communication message that needs to
be communicated. Think of it as a set of building blocks, meticulously laying the foundation
for the concept or idea that will become the visual/verbal message.
The creative brief is not a document that speculates or generalizes; it needs to be
detailed and concise enough that the creative team of art directors and copywriters can
use it to develop a creative solution for the client’s communication problem. A creative brief
also ensures that the creative team, the account executive, and the client all have a thorough
understanding of exactly what objectives the communication efforts need to accomplish.
First and foremost, the creative brief is a business plan that provides the guidelines for
developing the creative message. It is not a creative outlet; the account executive is not
writing copy or defining or determining what creative should look like. It is a road map for
idea generation and visual/verbal development. See case study 4 about CVS.
There is no exact length for a creative brief. The only absolute is that it must contain all
the information the creative team needs to inspire ideas and keep focused on what problems
need to be solved.
54 CHAPTER 4
^C
CASE STUDY 4
IMC Branding: CVS Rebranding Strategy
Background
CVS is the United States’ second-largest drug retailer and ranked number 13 in the 2013 Fortune 500
list. Its prescription drug sales account for 70 percent of its total revenue. CVS has brought a new
concept to the pharmaceutical industry by creating an online pharmacy.
With more than 7,800 stores across the United States, people can easily find CVS almost anywhere in the country and experience the convenience this one-stop store offers. Customers can also
make their purchases, including prescriptions, online through its website, http://www.cvs.com, and
have their orders delivered to their door.
CVS had a busy and interesting 2014. First, in February, it decided to cease all tobacco sales by
October 1. The response—from investors and in earned media—was overwhelmingly positive.
“While there’s never a right time to walk away from $2 billion in revenue, this was the right time,”
CVS President and Chief Executive Larry Merlo said in an interview. “Eliminating this obstacle will
allow our company to grow over the long term.”
Here is how Merlo describes his company:
Our company does a lot of different things, and at first glance it may be difficult to see how they’re all
related. We run retail stores and pharmacies. We operate retail health clinics. We administer prescription
benefit plans. We sponsor and conduct health care research. Yet everything we do is tied together by one
important idea: We are committed to reinventing pharmacy for better health. Our unique combination
of best-in-class businesses positions us to deliver on this promise in a way that no other company can.
Challenges in Health Care
There are many challenges and opportunities in this market. For example, there’s the rising cost of
health care and what amounts to a growing traffic jam of people waiting to access the health care
system. By 2020 the country will be short an estimated 45,000 physicians.
These are troublesome roadblocks because what quickly gets lost in this scenario is preventive
care. If health care becomes more expensive and harder to access, people can be rerouted off their
healthy path. And many of these detours have dire consequences.
With these and an array of other challenges facing its customers, CVS realized, it needed to be
more than just a place where customers go to pick up their prescriptions.
The Problem
Looking to position itself as a more health-focused drugstore, CVS has a new corporate name and
initiative to help its consumers quit smoking. The company is changing its name from CVS Caremark
to CVS Health (though the store signage will still read CVS/pharmacy).
“We’ve changed our company name to CVS Health to reflect our purpose of helping people on
their path to better health,” officials at the company stated.
CREATIVE BRIEFS 55
CVS Health officials say the rebranding effort helps align the company for an expanded role in
providing health-care services beyond the traditional retail pharmacy business model.
The drugstore is banking on an image change. The company hopes that by becoming the first
chain to stop selling tobacco products, consumers will be convinced that its 7,700 pharmacies are
the go-to for their health and wellness needs.
Eliminating cigarettes and other tobacco products from its shelves represents a radical step
forward. This offers a good example of corporate authenticity; CVS is signaling a major shift in its
retail operations, from a primarily transactional model to a health-service hybrid focused on its customers’ quality of life. And it’s taking action to back up the rebranding strategy. In fact, action is the
rebranding strategy.
The CVS brand is sending a clear signal about its commitment to help consumers live healthier
and better lives. Further, this decision to include wellness as a defining brand attribute will likely
appeal to non-consumer stakeholders such as hospitals, health insurers, and physicians, who have
become attractive partners in the retail pharmacy value chain.
CVS Rebranding Strategy Alternatives
So, how are they pulling it off?
First and foremost, CVS is displaying great courage with its business practices, and savvy
instincts with its rebranding strategy.
Although sales of tobacco products at drugstores such as CVS account for less than 4 percent
of all tobacco sales, CVS must clearly follow up this big strategic move with other marketing initiatives to help maintain or increase share of wallet among current CVS customers. Additionally, a
demonstrable shift to brand values that reflect customer values could boost customer acquisition
for CVS—attracting new customers or those switching from competitors.
Results
It is unclear whether the move has yielded any financial benefits to the pharmacy chain. To date,
none of the other national pharmacy chains have followed CVS’s lead and dropped cigarettes.
The company stated that the new name reflects “its broader health care commitment and its
expertise in driving the innovations needed to shape the future of health,” while CEO Larry Merlo told
Forbes, “Changing the name catches up with what we have been doing.”
Reflecting on the big announcement from CVS—the elimination of tobacco products from its
stores—here are my observations:
This move by CVS did more for the brand than ten years of promotion could ever do. Through
a bonanza of PR and social media buzz, it’s receiving a dramatic marketing lift. According to data
sourced on Topsy.com, the announcement spawned more than 100,000 tweets; even President
Obama weighed in! Most significantly, it’s forging meaningful differentiation in the market segment.
Think about it. What did CVS stand for before this shift? Nothing too distinctive, right? Today
there’s a new thought in the back of everyone’s mind: “CVS is a genuine advocate for my health.”
An outcome like that is every marketer’s dream, and CVS achieved it not by “saying” something,
but by “doing” something. This is the new success principle of modern marketing. Actions always
speak much louder than words.
56 CHAPTER 4
Conclusion
So, want to be a new brand hero like CVS?
First, it requires a statement of purpose—one that directs action and choices. The bolder, the
better. Then it takes courageous leadership from the top to implement that statement of purpose.
Marketing has never been a departmental activity; instead it is one of two major functions of the
firm (the other is innovation). And this type of business decision making is maybe the best marketing
of all. Hats off to CVS and its CEO for showing us the way.
Note: In the year following its decision to stop selling tobacco products at all its drugstores,
people purchased ninety-five million fewer packs of cigarettes in thirteen states, according to a CVS
Health study.
Source: “The CVS Rebranding Strategy: A Case Study,” Digital Spark Marketing, http://digitalsparkmarketing.
com/cvs-rebranding-strategy/.
What Makes Up a Creative Brief?
Overall length, information content, and format vary by agency, but most creative briefs
contain, at minimum, the following:
• Target audience profile
• Communication objectives
• Product features and benefits
• Positioning of the product
• Key consumer benefit
• Creative strategy
• Tone
• Support statement
• Slogan or tagline
• Logo
Target Audience Profile
Redefine the target audience here. Remember, the target audience consists of those consumers determined through research to be the most likely to buy or use the client’s product
or service. They should be characterized in living detail through demographics, psychographics, geographics, and behavioristics.
The goal of advertising is not only to inform but also to find just the right way to
inspire the target to act. When developing a creative direction, it’s important that the creative
team never lose sight of who the target is. The target audience is the reason for developing communication efforts. The creative team must know how the target will react to the
message in order to successfully advertise any product. Just knowing what the target thinks,
what he finds important, and how the product or service can fulfill his needs and wants
makes creating the right message a lot easier. It is easy to strike out by communicating to
CREATIVE BRIEFS 57
the masses with a generalized message or hit the ball out of the park with an individualized,
consumer-focused message.
Communication Objectives
Communication objectives, or goals, clearly define what the communication efforts need to
accomplish. Objectives should pinpoint what the target should think about the product or
service, what the target should feel when using the product or feel toward the product overall, and what the target should do, such as make a purchase or request additional information.
There is a limit to what can be accomplished with one ad or even a campaign. On average, no product or service should have more than one to three obtainable objectives. Each
objective needs to focus on communication-related issues. Communication-based objectives
give consumers usable, personalized information as opposed to marketing-based objectives,
which are sales related. Primarily, creative efforts will focus on positioning objectives that
inform and educate the consumer about the product or service compared to competing
brands. It is important when determining objectives to know the target’s level of knowledge
about the product or service. A look at the product or service’s life-cycle stage will also be
beneficial when determining what needs to be said or shown; what needs to be introduced,
maintained, or expanded; and what needs to be overhauled completely. This will affect
whether objectives can be accomplished over the short or long term.
Think of it this way: If you have a new product launch or are reinventing a brand, a
relationship must be built first on image and then on trust. The first thing objectives need
to accomplish is to position the brand in the mind of the consumer while working to build
brand awareness. Over time, the objective is to achieve loyalty and, eventually, brand equity.
This type of traditionally based or mass-media advertising is known as brand image advertising. To be successful, all objectives must translate to results.
Product Features and Benefits
The features and benefits section looks at product attributes and attaches them to target
needs and wants. One mistake young account executives or designers often make is to sell
a product’s features and not its benefits. A feature is a product attribute; a benefit answers
the question What’s in it for me? Let’s use a toaster as an example.
Features are lovely but have no point. The point that needs to be hammered home is
what the feature can offer the consumer. Determining a benefit for each of the product’s
features helps break down the product information into smaller, more manageable bundles,
giving concept development a visual/verbal starting point.
See template 4.1 for an example of features and benefits for a toaster. If the product
comes in five colors (feature), the creative brief should inform the creative team by listing
all five colors. Research gathered on the target audience might suggest to the creative team
that the target is upwardly mobile and might have just bought a new home, is on a budget
and will be remodeling, or is trendy and just likes to keep up with the most current look
in decorating. A benefit that informs the target there’s a color that matches any decorating
scheme or considers family size by featuring two-, four-, or six-slice models talks to the
consumer’s current needs.
58 CHAPTER 4
TEMPLATE 4.1
Creative Brief
The purpose of the creative brief is to provide a blueprint for creating an effective ad or campaign. Preparing a brief forces the creative team to learn essential information about the client’s brand and its situation and can inspire creativity. A brief can be presented in any number
of ways; this example brief is set in two columns: one for headings, the second for information
or instructions. See the format below. Place one inch of space between columns, with oneinch margins on all four sides. The creative brief should be double-spaced. Information about
the product, target audience, competitors, and so on, must be gathered before an informative,
helpful brief can be prepared. If the necessary information is not collected, the brief is useless
and the campaign unlikely to be successful.
Target Audience Define the target audience in terms of
Profile:
• Demographics
• Psychographics
• Geographics
• Behavioristics
Identify common key internal and external factors in the target audience’s
frame of reference. Profile a typical target audience member.
Communication Describe what the ad is supposed to accomplish in terms of what the
Objectives: consumer should
• Think
• Feel
• Do
Is the ad intended to build brand awareness (think)? Is the goal to change
consumers’ attitudes toward the brand (feel)? What should the consumer
do after exposure to the ad: Seek additional information by calling a tollfree number or visiting a website or make a purchase (do)?
These are communication-based objectives. Explain choices made.
Product Features: List every attribute of the product (feature) and the benefit that results
and Benefits: from each. Attributes can be inherent in the product (e.g., ingredients) or be
aspects of the image of the brand (e.g., Rolex). List as many features and benefits as are needed to educate the creative team about the product or service.
Set up each benefit and feature within this section in the following way:
^T
CREATIVE BRIEFS 59
Benefits can deal with either product feature/benefits or consumer feature/benefits.
Features can be inherent in the product (e.g., ingredients) or imply that the status or image
of the brand (e.g., Rolex) can affect the consumer’s personal image or lifestyle.
Everything the creative team needs to know in order to write and design the visual/
verbal message needs to be included in this section. That includes pricing issues and any
detail copy, such as address, phone, fax, e-mail, hours, or credit card information. This is
also where any specific information covering coupons or order forms should be included.
• Feature: In one sentence, explain what the feature is.
• Benefit: In one sentence, explain what the benefit of the feature is to the
target audience.
Repeat this format for each feature and benefit.
Positioning of Briefly compare the client’s product to its major competitors. Describe any
the Product: advertising messages used currently or recently for competing brands.
Key Consumer From the features and benefits section above, choose one USP (unique
Benefit: selling proposition) or “big idea” feature/benefit combination that will
dominate all ads and be sure to grab the target’s attention. Choose either
a USP or big idea. Justify choices based on everything stated above. This
section should be no more than one to two sentences in length.
Creative Strategy: Explain how the ad will convince the target to select the client’s brand over
others. Spell out how the objectives will be met. Select a strategy appeal or
appeals and one or more approach(es) and explain choices made.
Tone: How will the strategy be executed? What execution technique will be
used? Will it be humor, fantasy, news? It is not unusual for a campaign to
use a combination of tones to deliver the message. Explain direction based
on what is presented in USP/big idea and Creative Strategy sections.
Support Again, from the features and benefits section, choose a feature/
Statement: benefit combination that directly supports the key consumer benefit.
Slogan or Tagline: Include the brand’s slogan or tagline here. It represents the company’s or
the brand’s image and/or philosophy. Knowing it can help with creative
direction.
Logo: Place the name of the client, product, or service here.
60 CHAPTER 4
Key Consumer Benefit
The key consumer benefit is the one feature/benefit combination that either is unique to
the client’s product or can be positioned as big or important. The key consumer benefit will
be the point that screams from every ad, visually and/or verbally, positioning the product as
the one that meets the target’s internal and external needs. It will become the one voice of
the IMC message and should be chosen because research has determined that it is important
to the target audience and will speak directly to its members’ interests and lifestyle, encouraging some sort of desired action.
There are two types of key consumer benefits: the unique selling proposition (USP)
and the big idea. The big idea or USP is determined by analyzing the target audience and
determining which feature and benefit combination can best accomplish the stated objectives. It will be the tie that binds all advertising and promotional efforts together. Along
with the strategy, the USP or big idea will help determine the visual/verbal direction the
communication efforts will take.
A Unique but Big Selling Idea
Determining whether to use a USP or a big idea depends on what the product or service
has to say about itself compared to the competition and whether the target audience members think its benefits will enhance their lives. If the product or service speaks of individualism or uniqueness or is the first to introduce a product or feature, the best key consumer
benefit to use would be a USP. A product that has no outstanding or unique characteristics
Positioning of the Product
Next, the creative brief should briefly discuss the brands that represent direct competition to
the client’s brand. Compare each product’s similarities and differences to the client’s brand,
and explain how the target audience sees each brand. Rate the client’s brand against its
direct competitors based on brand image, positioning, and so on. Describe any advertising
messages used currently or recently by competing brands.
This section will help keep the creative team from duplicating what competitors are
saying and doing with their promotional efforts. To choose a key consumer benefit and
determine the best way to make a product stand out from the competition, it is important
to know what competitors are doing (see box 4.1).
BOX 4.1. Features/Benefits of a Toaster
Feature Comes in five different colors: red, green, blue, yellow, and orange.
Benefit Makes coordination with your kitchen color theme easier.
Feature Comes in two-, four-, or six-slice models.
Benefit No matter what size family you have to feed, there is a toaster size that makes it faster
and easier.
CREATIVE BRIEFS 61
to differentiate it from the competition will need a big idea. A big idea takes the feature/
benefit combination and turns it into a memorable and creative idea that sells.
A USP has a feature/benefit combination that is unique or exclusive to the client’s
product or service. USPs are also used in promoting a commonplace feature as unique. If
competitors have products with an identical feature but are not advertising it, make the
feature unique by making it important to the target, and use it to stand out from the competition. For example, all microwaves may have a plug, but no one has found a unique way
to make their product’s plug a creative symbol. Differentiation can come from a creative
idea touching a known interest with the target, fulfilling a need, or creating a status symbol.
Figure 4.1. In this ad, three key
benefits are emphasized: Ju-Ju-Be
bags are fashionable, well organized, and machine washable.
Image courtesy of Leah Thompson, University of Tennessee.
The Big Idea
A big idea is a creative solution that sets the client’s product apart from the competition
while at the same time solving the client’s advertising problem. This does not mean the
competition does not have the identical feature, only that it is not pushing it in its advertising. Big ideas that are consumer focused or based on lifestyle will have more longevity than
product-oriented ideas. This is because concepts based on lifestyle are more difficult for the
competition to duplicate. When using a big idea, creativity is the key to success.
Finding inspiration for a big idea is a little more difficult than determining a USP. The
big idea most often must create something unique and interesting out of nothing in order to
attract attention and create a relationship with the target. But by focusing on the consumer
and her lifestyle, even a generic product feature can alter a target’s existing view of a product.
62 CHAPTER 4
The key is to shape it into an unusual, different, or interesting benefit that will catch the
target’s attention. There are several places to look for a big idea:
• Life (your imagination)
• Creative strategy
• Product name
• Product use
• Product appearance
• Product features
• Product comparison
• The news
• Pop culture (books, movies)
• Historical reference
A product or service will never stand out from the competition or build brand loyalty if the
USP or big idea has a “me-too” message or a “been there, done that” creative. A product
must have an identity and offer personalized benefits the target can relate to and a creative
approach that offers the target a reason to try it.
In the next step, the creative team will combine the big idea or USP and the strategy
to get an idea of what needs to be accomplished creatively in order to create a consistent,
memorable, informative, and beneficial idea that touches the target and can transfer easily
between media vehicles.
Creative Strategy
The creative strategy is the foundation for the creative direction or concept. Strategy tells
the creative team how it will talk to the target and accomplish the stated objectives and the
best way to feature the key consumer benefit. The strategy’s main objective is to explain
how advertising and promotional efforts will position the brand and how it will compete
against other products in the same category. The client’s product must be made to step up
and away from the competition in a way that is important to the target. If research, media,
and creative efforts reflect the strategy, a successful outcome is within reach.
The strategy employed by communication efforts is critical to accomplishing brand
differentiation. Brand position engenders brand awareness by creating a brand image that is
important to the target. Only through research can we determine what these influencers or
specific factors are. Advertising clutter can influence these factors.
One of the best ways to make a brand stand out from competing products is to employ a
positioning strategy. This is, quite simply, how the product is looked at compared to its competition. To favorably position the product in the mind of the consumer, the creative team
must determine what factors or benefits are important to the target and build a message
around that. Another option is to use a brand strategy. Branding develops a personality for
a product or service that creates a favorable relationship between product value and target
need. Building brand loyalty through quality or reliability ensures the product is the only
purchase option in the mind of the consumer, leading to repeat purchase.
CREATIVE BRIEFS 63
Several decisions need to be made before deciding on a strategy direction. The first is
what approach will be used to determine how the product or service will be positioned, the
second is what kind of appeal will be used to reach the target, and the third is the execution
technique or tone that will be used to make the appeal.
Many factors can affect the creative strategy. One of the most important is the life-cycle stage of the product or service. Many communication obstacles can be overcome and
opportunities exploited by considering and using this information. During a product
launch, building brand awareness is one of the most important steps; as interest in the brand
grows, building awareness plays less of a role.
The next phase outlines the product’s benefits over the competition. As the product’s
status and/or reputation solidifies, building brand equity or owning a large share of the
product category is important. It is also important to keep the target up to date on any
product or technological changes associated with the brand. Finally, ensuring brand loyalty
takes repeated efforts to deliver a high-quality and reliable product.
The creative team uses the creative strategy section to determine the approach and the
appeal combination that will be used to determine the look and overall tone the creative
message will take. The approach chosen can focus on the product, the consumer, or the
objectives, while the appeal looks at whether the product or service will fulfill an emotional
or rational need. Every concept will be built around the choice of approach, appeal, and
tone or execution technique.
Let’s first take a look at two different types of strategic approaches. The first concentrates
on using either a consumer- or product-oriented approach. The second uses the think/feel/
do model to define objectives.
Product- or Consumer-Oriented Strategic Approaches
Once the decision is made on whether to focus on the product, the consumer, or the desired
consumer reaction, the creative team can begin to flesh out the concept direction. There
are several different ways an ad’s message can be approached; most can be categorized as
having either a product- or consumer-oriented focus. The appeal used will be based on the
approach that will be stressed:
• A product-oriented approach focuses on one or more feature(s)/benefit(s) of the
product.
• A consumer-oriented approach focuses on shaping consumer attitudes about new
and existing products and demonstrating how the product can solve a problem.
Product-Oriented Strategy A product-oriented approach can focus on one of four
different areas: generic claim, product feature, USP, or positioning.
• Generic claim. Pushes a product category rather than a specific product.
• Product feature. Pushes one specific feature of the product—ideally one unique to the
product—in all advertising and promotional efforts.
• Unique selling proposition (USP). Pushes a unique product benefit important to the
target audience.
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• Positioning. Focuses on how the target thinks about the product or service compared
to the competition.
Consumer-Oriented Strategy A consumer-oriented approach can focus on three
major areas: brand image, lifestyle, and attitude.
• Brand image. Creates an image or builds a personality for the product.
• Lifestyle. Affiliates the product with the lifestyle of the target.
• Attitude. Affiliates the product with feelings, attitudes, and overall benefits of use.
Strategies under each approach can be used individually or combined.
Think, Feel, Do, Strategic Approaches
Another way to define the strategic direction is to work directly off the desired consumer
reaction defined in the objectives.
Think Message Strategies Think message strategies are used to evoke identity, image,
or message and can focus on three different areas: brand identity, generic, and positioning.
• Brand identity. A product or service is so established and well known that it can be
identified by its logo treatment or package alone.
• Generic. If the product or service has no unique characteristics to set it apart from
those of the competition, it is important to take a feature/benefit combination not
being promoted by competitors and make it appear unique to the product and
important to the target.
• Positioning. Deals with how the target currently views the product or service compared to the competition. These views may need to be created, enhanced, maintained,
or reinvented, depending on the product’s life cycle.
Feel Message Strategies Feel message strategies are used to create emotional or
fact-based responses and can focus on six different areas: brand image, association, lifestyle,
attitude, respectability, and significance.
• Brand image. What should the target think about the product?
• Association. What association does using this product or service create between the
product’s image and the target’s self-image?
• Lifestyle. What can this product do for the target?
• Attitude. What feelings can be created through use of the product to create an emotional tie with the target?
• Respectability. What do users of the product have to say about it? Testimonials are a
great way to highlight the quality of new products, alleviate fears about products with
potential risks, or repair a bruised or damaged image.
• Significance. What features and benefits are relevant to the target? This approach is
useful for brands that are unique from the competition or that offer features and
benefits not inherent in the competition. Creative solutions are the key here. This is
CREATIVE BRIEFS 65
a great way to build status or give importance to previously ignored features. Creative
solutions could be used to build status or introduce uses for features never before
seen as relevant.
Do Message Strategies Do message strategies are used to incite action and can focus
on four different areas: promotional response, memorable reaction, incentive programs, and
interaction.
• Promotional response. The competition has one-upped the client. To bring the target’s
attention back to the client’s product, this would be a good time to offer an incentive
to create immediate purchase, offsetting the competition’s position of power.
• Memorable reaction. Used to remind the target audience of its history with a mature
brand.
• Incentive programs. Offer a reward to the consumer with repeat purchase. Incentive
programs are great for building brand loyalty.
• Interactive. Create dialogue between the manufacturer and the target. The target can
get additional information, give feedback, or make a purchase directly from the seller.
The strategic approach employed will depend on the product or service, the target audience,
the key consumer benefit, the overall objectives, and the appeal and execution package
employed.
The Appeal of the Message
Once the team has determined whether they will be using a consumer-, product-, or objective-oriented approach, the next step is to determine the appeal or feel.
An ad’s job is to persuade. Whether it is successful or not depends on the type of appeal
used. There are two types of appeals: emotional and rational. Consumer response depends
upon whether the product fills an emotional need or a rational need. Many advertising
efforts will employ the use of both appeals.
Emotional needs include lifestyle enhancers such as cars, iPads, jewelry, and fashion.
Emotional appeals target image and are used on status-related products. These ads appeal to
the target’s need to fit in, be a trendsetter, or stand out from the crowd.
Rational needs are life sustaining, like food and clothing. Rational appeals are information based, using facts, charts, or expert opinions to back up claims. These ads are meant to
educate the consumer on the product’s use, quality, and value.
Appeals are used to attract consumer attention and influence the perception of need for
a product. The focus is most often placed on the consumer’s need for or use of the product
and/or how it will affect the consumer’s lifestyle. Message content reflects on the features
and benefits of a product or service. Often emotional appeals will work better on brands
that have little or no differentiation from competing brands, since communication efforts
are more creative and memorable and build image based on the target’s psychological and/
or social needs.
Since emotional appeals deal with how the target views self-image compared with the
product or service’s image, both the strategy and message content can be more creative and
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less rational or functional, focusing on personal pleasure. If the message will focus on lifestyle or feelings, consider the following options: achievement, affection, ambition, comfort,
excitement, fear, happiness, joy, love, nostalgia, pleasure, pride, safety, security, self-esteem,
sentimentality, or sadness. Strategies focusing on social or image-based emotions might focus
on acceptance, approval, belonging, embarrassment, involvement, recognition, rejection,
respect, or social status or class.
Rational appeals can take several different forms: feature, competitive, price, news, and
image appeals. Feature appeals focus on the most important trait of the product or service.
Competitive appeals make comparisons to other brands to point out important or differentiating features. Price appeals use a product’s price as a differentiating feature. News appeals
give some kind of news about the product, perhaps a new and improved version or a technological advancement or upgrade. Image appeals stress a brand’s status or popularity within
its category or among other users. Some of the most common informational or rational
motives for purchase include comfort, convenience, dependability, durability, economy, efficiency, health, performance, and quality.
If the product or service doesn’t fit snugly into either the rational or emotional appeal
category, there are alternative appeals to consider. Reminder advertising is used to maintain
brand awareness for more mature products. Teaser advertising is used mostly for new product
launches to increase curiosity and build interest in a new product before launch. Information is used to tease consumers about the product without showing it.
Tone
An extension of the creative strategy section, the tone or execution technique defines the
personality and overall voice or style the advertising message will portray. The only rule is
that it should reflect the key consumer benefit.
Once the approach and the appeal have been solidified, it’s important to determine how
the information will be delivered. The execution style or technique is the development of
the visual and verbal tone, what it will look and sound like, or the overall way the ad will
be presented to the target.
The tone should be outlined in a couple of sentences that describe the product’s personality and the attitude, mood, or spirit of the ad or campaign as presented in the key
consumer benefit and strategy sections. This personality can be either stated or visualized
in the advertised message. It is important to remember that the style of language uses flags
or attracts consumer attention based on quality, fun, or status, as much as any visual can.
Questions to consider when determining tone include: Will the overall visual/verbal
message be conceptually emotional or rational in tone? Will the focus be on the product
or the consumer? What role, if any, should the competition play? Where is the product or
service in its life cycle? Should the tone of the message be hard sell, soft sell, or more visually
enticing in nature?
The visual/verbal tone used to address the target audience must be very effective
because if the target audience does not connect with the product, there is a good chance
the target will not buy it. By now the creative team should be able to determine how that
connection can be developed and how the target will respond to humor, facts, or testimonials. Is the product or service newsworthy, can it teach the target something, or will
CREATIVE BRIEFS 67
consumers be more interested in a demonstration? Whatever the tone used, it should work
toward creating or supporting the brand’s image, promoting the key consumer benefit, and
advancing the strategy.
The technique chosen should be the tie that binds the approach and appeal together
(see box 4.2). It’s important to note that the appeal and execution technique may change,
depending on whether communication efforts are talking to the primary or secondary targets or influencers. The key is that they must consistently focus on the key consumer benefit
each time the specific audience sees the communicated message.
BOX 4.2. Tones/Execution Techniques for Visually and Verbally
Presenting the Key Consumer Benefit
To set a rational tone, try using:
• Straight sell or factual message Reminder
• Technical or scientific Teaser
• Demonstration Instructional
• Comparison Talking head
• Testimonial Dialogue
• News event or educational Lifestyle and narrative
• Authoritative
To set an emotional tone, opt for:
• Humor Fear
• Fantasy Sex
• Animation Scarcity
• Slice of life
Combination tones can be conveyed by:
□ Character representative or personality symbol
□ Product feature or product as the star
□ Inherent drama
□ Music
Support Statement
The support statement is one feature/benefit combination that can be used to directly
support or advance the key consumer benefit. Consider the toaster example used in box
4.1 regarding color and kitchen decor. If this becomes the key consumer benefit, then the
support statement for the two-, four-, or six-slice toaster could address how much counter
space is required for use or how its stylish design is contemporary enough to complement
any decorating scheme.
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Slogan or Tagline
Often used interchangeably, the slogan and the tagline are associated with the logo and
appear either above it or below it. A slogan deals with the company or corporate philosophy; a tagline defines the campaign or ad philosophy.
Logo
The logo is the product or corporate symbol. It could be a simple graphic, a line of text,
simple initials, or a combination of both a graphic and text. Always be sure to put the logo
on the creative brief. It is helpful for the creative team to know for whom they are working.
When all is said and done, the job of the creative brief is to summarize goals, facts, features
and benefits, and strategic direction for the creative team. No creative direction should be
offered, but the facts will help define creative direction. The next step is conceptual development, or the idea stage. How will the information presented be used to meet the stated
objectives? What will be said, how will it be said, how will it be shown, and how will it be
laid out on the page? The creative brief is a blueprint; it is the creative team’s job to build
the house and organize the details.
DISCUSSION QUESTIONS
1. Define what a creative brief is and how it is developed and used.
2. Define and describe in detail the ten sections that make up a creative brief.
3. What is the difference between a unique selling proposition (USP) and a big idea? When should
each be used?
^Q
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CHAPTER
5
The Creative Process
Let’s take a break from all this business and strategizing and take a detailed look at the creative process.
The Creative Brief Is the Inspiration behind a Good Idea
There is no document that outlines the creative concept or idea development stage. The
documents we have looked at—the marketing plan and creative brief—concentrate on
marketing assessments and an overall communication profile.
Creative, its interpretation, and its ultimate ability to produce a sale are the driving
forces behind any integrated marketing communication ad or campaign. If creative efforts
fail, it is because the marketing plan failed. The fate of an ad or campaign is sealed during
the development of the creative brief.
Every piece of creative—copy and layout—begins and ends with the creative brief.
Before any brainstorming takes place, before any copy is written or any concept laid out,
the creative team needs to thoroughly study the creative brief.
The creative brief lays an informational foundation for the creative team to build upon.
It outlines what the IMC creative efforts need to accomplish and is the rationale behind
creative direction. The creative team will use the knowledge about the target to define the
audience the team is talking to. Objectives will determine what the creative efforts will
need to accomplish; the strategy and positioning will help determine how the message will
be delivered and the image and position needed to stand out from the competition. The
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key consumer benefit will become the voice of the IMC promotion and must dominate all
creative executions, both visually and verbally.
A great idea can usually be stated in one sentence: the key consumer benefit. It is what
is done with that sentence that brings an idea to life and creates memorable ideas.
The Soccer Game of Idea Teamwork
Once the creative team has decided on a creative direction, the next step is determining a
visual/verbal solution that will bring the idea to life. Coming up with that extraordinary
idea is not as easy as most people think it is.
An active imagination is commendable, but it is fallible, and not every idea will be a
good idea. However, believing your ideas are the best ideas is the only way to approach the
creative process. Fortunately—or unfortunately, depending on how you look at it—there
are always other people around to deny or confirm our brilliance. An idea needs to bounce
around in your head, and once you’ve got it under control, it needs to be bounced off a
colleague before it can be molded into a good idea. This may seem a little like a soccer
match, with balls hitting everyone in the head a few times. You need a partner to play the
idea game; this is why creatives often work in teams.
The creative team is made up of an art director and one or more copywriters. This team
is responsible for developing the big idea, writing the ad copy, and designing ads that bring
the key consumer benefit to life. The creative team takes these ideas and designs them to each
media vehicle’s strengths and limitations. When copywriters and art directors work together,
visual and verbal communication becomes a powerful problem-solving combination.
Who Are the Creatives?
“Creative” as used in this text is a broad term for the conceptual process. A creative is a
person who is involved in creative activity, especially, in this context, involved in the creation
of advertisements. The creative team comprises some very eclectic personalities. Job titles,
which are as diverse as the personalities that fill them, depend on where you are in the
country and the size of the agency. The following discussion profiles only the most common
and generally accepted titles.
• Creative director. This title probably varies most across the country, but basically this
person is the boss or team leader. He or she handles administrative and/or management functions and is most often involved with television and other high-profile
projects.
• Art director. Job titles range from junior through senior levels. This person is the workhorse of the advertising agency, with his or her hands in everything. On any given
day, the art director could be working on newspaper, magazine, point-of-purchase
(POP) advertising, direct mail, multiple digital options, alternative media projects,
or television for any number of clients. The person in this position needs to know
a lot about the creative process, from conceptual development to photo shoots to
production.
THE CREATIVE PROCESS 71
• Copywriter. These team members write copy and, like art directors, may have a range
of titles. Copywriters can find themselves writing copy for multiple media vehicles
and even more diverse types of products.
The art director is the visual idea person. The copywriter is the verbal idea person.
These two diverse minds sit down together with the creative brief in what are known as
brainstorming sessions. These sessions are used to generate multiple ideas that will solve
the client’s advertising problem. Hundreds of good and bad ideas are presented for discussion; most will be discarded, but many will be worked on and developed further.
Anyone associated with a creative team must be open minded and well versed in social
behaviors, current issues, politics, movies, music, and the classics. Creatives should be able to
use anything from historical references to present-day slang to sell or represent a product or
service. These brainstorming sessions are critical to getting boring “been there, done that” ideas
out of their heads and getting down to the new, the unusual, and the eventually successful ones.
New ideas set a product apart from its competitors and can be the catalyst to building lasting
brand images and an ultimate and essential position in the minds of the consumer.
The key to a good brainstorming session is to never be afraid to look and feel stupid
and to come up with a really, really bad idea. It’s humbling but necessary in order to ignite
the ideas of others in the session. One really bad thought voiced aloud can spark another—
hopefully better—idea in another.
Stale advertising begins and ends with stale ideas. Most young creatives believe their first
idea is their best idea, but it’s only their best idea because it’s their only idea. Test the waters
and stretch your legs; you will be surprised where you end up.
The creative cylinders that must be firing to be a successful copywriter or art director
include the following:
• Be able to see what is not there. If a product comes in six colors, what does that
represent: a canvas, an oil spill, a sunset?
• Never linger in one place too long. A creative solution is often elusive and must be
chased down through the clutter of one’s own mind. Staring off into space, acting
out, or borrowing the actions from the guy on the subway might evoke new ideas.
• Know the profession. What is old can be made new again, but it should not be copied
if it is already associated with another product. Using nostalgia in a message can make
a point; copying a competitor can be confusing.
• Be a student of media. Watch TV; go to mainstream and independent movies; pick up
a book, newspaper, or magazine and read up on current and historical events; watch
for fads and trends; watch the fashion wheel of fortune; listen to the radio, surf the
web. Knowing and interpreting what’s going on in society helps set new trends rather
than having to follow them.
• Watch the human species. We’re interesting, we’re unique, and we can relate to one
another’s mannerisms, body language, style or lack thereof, eye movement, and hand
gestures, or how different personalities and age groups move, eat, sit, stare, and read.
• Know the product. If you haven’t used the product, do so. If you are unfamiliar with
competing products, use them and compare. You can only successfully sell a product
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you are intimate with. Knowledge is power, so empower yourself and you will be
able to ignite action and interest in the target audience.
• Understand that advertising is a business. Creative is based on a business plan; it must
be on strategy and on target to meet the stated objectives, and it must be on budget.
Creatives never get to do exactly what they want. Accept that great ideas are not
hindered by limitations but challenged by them.
• Excellence should come with the territory. If you can’t spell or you lack grammatical
skills, copywriting may not be in your future. If you are visually impaired and have
never had an interesting or unique thought, art direction may not be the profession
to pursue. Clients pay out large sums of money for the expertise advertising brings to
the table. Because of this the competition is fierce, the life span short, and the stress
high. It’s what makes the profession a compelling one.
• Cry a little; laugh a lot. The creative process is a tough one. The chances of anyone
liking any ideas in their original form are slim to none. Changes are a fact of life;
rejection of ideas is right up there with death and taxes. Get over it. When an idea
does take form and fly, it’s like exercising: Initially you don’t want to do it again, but
once you see the results, you can’t wait to start all over again.
It is important to understand that creative doesn’t happen in a vacuum. It takes long
hours and a lot of reworking before an idea can be presented, first internally to the team
and then eventually to the client. Because the creative process takes place toward the end
of the advertising process, time is limited. Brilliance may have as little as a few hours to as
much as three to four weeks to show itself. Any creative team member must be able to turn
on the creative juices at a moment’s notice and for long hours at a time. Creatives must be
willing to fight for what they believe in but also be able to let those ideas that just don’t
measure up go—and live to fight another day. Stress should be considered a creative catalyst,
not a paralyzing force.
Because of these unique challenges, creatives are pretty well left alone to come and go
as they please and to work in as creative and individualistic an environment as possible. If
staring out the window or shooting baskets in your office motivates you, more power to
you. Whatever gets the creative juices percolating can be found in any creative department.
Is the Idea on Target and on Strategy?
An effective IMC creative series must be on target and on strategy both visually and
verbally throughout the promotional mix. The creative team members must ask themselves
throughout the creative development stages whether the creative is still on target with
the stated objectives. Is the creative strategy effectively reflecting those objectives? Does
the tone, approach, and appeal decided upon for copy and visual images used reflect the
strategy? Has the creative brief successfully dissected the product or service in order to
understand its features and benefits? Is the visual/verbal message screaming out the key
consumer benefit? Does the concept position the product or service away from the competition? Are consumers being reached in a language they can understand and with an image
THE CREATIVE PROCESS 73
they can relate to? Is the key consumer benefit clearly apparent across all media? Does the
promotional mix reflect media the target is sure to see? If the answer is yes to all the above
questions, the creative efforts are on target and on strategy. If the visual look and the verbal
message are inconsistent and the key consumer benefit is not apparent on all pieces, the
creative is off target and/or off strategy. Advertising that is both off target and off strategy can
be very entertaining, often even brilliant, but if it doesn’t reach the intended target, create
sales, and raise awareness, it’s useless.
Where Does a Good Idea Originate?
The creative brief begins the idea generation stage. All great ads begin with a good idea. A
good idea can come from an overactive imagination, pain, observation, experience, or just
plain luck. It is the thing that drives concept. All good designers need to be culturally diverse
and open minded and have an overactive imagination. This realm of endless possibilities, this
dream state, is the place to define and build ideas. Go beyond the social media and YouTube
culture, and look at the world as it once was and as it is. What was is very important in
defining what is.
Go outside immediate likes and dislikes. Start with music, and experience new sounds
like those from the archives of rock, jazz, blues, or country. Music is a powerful weapon;
everyone relates to it in one way or another. Music makes listeners active participants,
whether they’re reminiscing or singing along.
Next, go to museums and art galleries to see how art, like advertising, marks history
and defines cultures and attitudes. Attend independent film festivals, another cultural marker;
note how your peers speak and represent culture, both past and present. Go to the park or
the mall and people-watch; play with a child; talk to the elderly. Don’t define or label anything you see; just experience it. After all, if we want advertising to touch readers’, viewers’,
or listeners’ taste buds or fashion consciousness, we need to understand their world.
Readers and viewers alike respond to stimulants, whether they’re reminded of something from their childhood or college days or something they haven’t yet experienced but
wish to. If the thought is strategically planted, the consumer will decide whether to buy
into the idea.
The team’s imaginative thoughts will eventually lay the groundwork for an idea. That idea
will need to be developed into a concept direction for the client’s product or service. All great
ads begin by developing, producing, and then eliminating hundreds of ideas that just didn’t
measure up. Open your conservative mind, and your liberal imagination will follow.
Daydreaming and role-playing are a designer’s first line of defense when struggling to
solve a client’s advertising problem and are an important part of the design process. Those
carefree dreams acted out in the backyard—when you imagined yourself a pilot, astronaut,
explorer, princess, clown, or juggler—are just waiting to be resurrected. Feel free to act
up and act out. Jump aboard that broomstick horse; rebuild that impenetrable fort made
of boxes, sticks, and whatever was left over from Mom and Dad’s last home-improvement
idea. Or run outside or look out the window and excavate that passing cloud for a recognizable image. As an adult, you’ll find these are the kinds of thoughts and acts that inspire
award-winning ads and memorable slogans.
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It’s time to reacquaint yourself with your inner child. Instead of feeling ridiculous acting
out your innermost creative thoughts, feel inspired.
The Creative Concept
Creative concept is an idea that imaginatively solves the client’s advertising problem.
Coming up with a brilliant and effective idea takes a lot of hard work. Before a great idea
can be isolated, the creative team must pursue many mediocre ones. Conceptual development, or “brainstorming,” is a process that starts when an idle imagination is kicked into
overdrive and exposes the “unthought of.”
Brainstorming is your imagination at work. In the process, good ideas, partial ideas, and
bad ideas are considered, developed further, or thrown out.
Brainstorming is still done the old-fashioned way—from gray cells to mouth to paper.
Brainstorming sessions may comprise a creative team of copywriters and art directors, or
they may involve a solitary session in which you allow your thoughts to mature. Nothing
is set in stone, apart from the product’s features, so as not to limit the number of ideas the
session may generate.
There is no set way that creatives brainstorm ideas; the main goal is to discuss the creative brief and imagine a way to solve a problem. Within the key consumer benefit lies the
product’s inherent drama. What makes it tick? What aspects are interesting or unusual?
How will it benefit the target audience? Brainstorming isolates that benefit and places it
within various scenarios that have meaning to the target audience. The result should cause
the target to think. People don’t pay attention to abstract ideas; they pay attention to realism,
and they want to know What’s in it for me?—how the product or service can solve their
personal problem or need.
Word Lists
One of the best ways for the creative team to begin visually and verbally solving problems,
answering questions, and defining a brand’s personality, uses, and features and benefits is to
develop a word list. A word list is the first step in the brainstorming process. Copy heavy,
a classic word list is composed of three columns or parts.
The first column represents the facts or more common words used to describe the
product or service. Here, we’ll use an orange as the product:
THE CREATIVE PROCESS 75
In the second or middle column, choose a descriptive or visual word to represent each
product/service fact listed in column one. (A thesaurus works great for assistance and can
be a big help with column two.) This column should lead to previously “unthought-of”
directions. Here is where “been there, done that” or old ideas go to die.
The third column puts elements of the first two columns together, describing how
they might be visually and verbally used in an ad. Ask yourself questions. Consider the five
Ws—who, what, when, where, why—and don’t forget how. Create a scenario for use either
visually or verbally.
This column should create something the target can feel, taste, or just genuinely experience. Set up the word list so that the words are aligned across the page from left to right;
one or more ideas can be expressed in any column for any word.
Are Word Lists Really Useful?
Why do a word list? It opens the door to imaginative thoughts and teaches you to think
visually and relate verbally. Word lists help to spark an often-dormant imagination while at
the same time building word power. A good word list should include twenty to twenty-five
words and visual representations.
The goal of all creative is to develop an image or express an idea that is unique to the
client. “Been there, done that” creative is eliminated when some of the infinite options are
explored. That means conservative views must sometimes step aside and let the liberal ideas
step up. For instance, would you have chosen a duck to sell insurance or used Frankenstein’s
monster to sell joint cream? Would you have chosen instead to use a pitchman talking
about protecting your family or show a bunch of athletes sitting around talking about pain?
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Exercising the infinite creative options available really puts a new spin on “never been there,
never done that,” doesn’t it?
Breaking concept ideas down to one or two words helps you to focus on the point
you’re trying to make. One way to break out of “been there, done that”—the conservative
approach to advertising syndrome—is to create and live a little inside the word list.
You will recognize a good idea when it comes along, basically, because it doesn’t stink as
much as the rest. It’s also dead on target and on strategy, it features the key consumer benefit,
and it meets the goals laid out in the objectives.
With word list in hand, the next step in a traditional brainstorming session may have
a copywriter throwing out a headline to promote the key consumer benefit while the art
director, with drawing pad and marker in hand, quickly roughs out a visual that supports
the headline. On average, a creative team can come up with anywhere from fifty to one
hundred ideas per session. Of course, not all these ideas will be brilliant. Some ideas are
weak, some too complicated, others just plain stupid—but each one inspires another direction or even the possible combination of ideas.
The final step is to search for quality in the quantity. Ideas with potential will eventually
be reworked and narrowed down to three to five ideas or concepts that are presented to
the client.
Visual/Verbal Relationships
By working with a descriptive word list, you will learn to hone your imagination and gain
an understanding of just how much thought needs to go into bringing a product to life
both visually and verbally.
In a nutshell, visual/verbal relationships answer the question Does what is being shown in
the ad have anything to do with what is being said in the ad? If it does, the target will respond to
the message and act upon it by calling a toll-free number, stopping by a brick-and-mortar
store, or visiting a social media or website and ultimately making a purchase. If it doesn’t, the
ad is not speaking in the IMC model of one voice used both visually and verbally.
Visual Cues versus Verbal Cues
Words by themselves or visuals without direction cannot sell anything. To understand the
message and ultimately act upon it, the target needs to be hit by the one-two punch of a
cohesive visual/verbal message. Especially if there is little or no copy on the page, the logo,
slogan, or tagline must speak volumes. Once the product’s key consumer benefit is determined—what will be stressed in the ad—and what the strategy will be, a headline must be
written that creatively presents that idea. The visual chosen for the ad must represent that
idea. It is the visual/verbal unit that will powerfully and successfully knock out the competition. The key consumer benefit strategically represented by a cohesive visual/verbal message
will become the advertising concept.
It is also important to consider what part of its life cycle the product is in when deciding on the most appropriate visual/verbal message. Is it a new product launch, a current
product favorite, or a struggling wannabe? Is it a mature or well-known old friend, or does
it need to be repositioned in the consumer’s mind because of product inconsistencies or
consumer bias that it is old-fashioned?
THE CREATIVE PROCESS 77
Constructing Visual/Verbal Cues
The construction of a visual cue rests with one very important design principle: eye flow.
Where do you want the target’s eye to land within the ad, and where do you want it to go
next? This requires knowing what you want the target to focus on in the first place and what
kind of relationship you want the visual to have with what is being said in the ad. Let’s take
a look at some possible visual cues.
• Key consumer benefit. The key consumer benefit is the one product feature and target
benefit that will be stressed throughout the IMC campaign.
• Framing. The visual cue can be highlighted by placing it within horizontal and vertical lines, such as a doorway or window. The frame need not be traditional; any kind
of line—curved, wiggly, or angular—will work, so long as it can enclose or pinpoint
the image.
• Placement. Placement deals with where the product is in relationship to the camera. Is
a close-up required to show detail or a long shot to show scope? Will a profile work,
or will a head-on shot tell the consumer more? Placement defines how much the
consumer needs to see to understand what is being shown.
• Arrangement. Arrangement deals with composition, or where the product is placed
in relationship to other items or other people in the ad. There are three levels to all
images: the foreground, the middle ground, and the background. Making use of these
areas can help to place a product in a setting, physically tie the image to the copy,
or create ambience. The key is to use what you have and create what you need to
produce the required environment to help project an image, feeling, or use.
• Lighting. Light reflects emotion. Sunlight is happy, sunsets are romantic, and a dimly
lit room is relaxing. Pools or streaks of light create natural eye flow and can be used
to draw the eye to some important point, like the copy, product, or logo.
• Color. Color also reflects emotion. Soft colors relax; bright colors energize. Red is hot,
green is earthy, and black is elegant. Strategically placed color can draw the eye to
an important spot, such as the product or logo. When black-and-white photographs
feature a spot of color, the result is referred to as spot color. This is an excellent way
to highlight the product by making it stand out in contrast to the rest of the photograph. Spot color can give a visual the illusion of three-dimensionality. The lack of
color can also draw the eye, such as with a black-and-white photo used in a medium
heavily saturated with color visuals, which creates a striking contrast.
Now that we have discussed the visual cues, what can be done to tie them to the verbal
message?
• Logo. One verbal message that crosses the boundary into the visual arena is the
product or company logo. A logo is the symbol (visual) that represents a product or
company name.
• Slogans or taglines. The logo can also have an accompanying slogan or tagline (verbal)
that represents the company’s philosophy (slogan) or the campaign’s key consumer
benefit (tagline).
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• Headline. What the visual shows, the headline needs to explain. The headline is the
largest piece of copy on the page. It needs to grab the target’s attention by screaming out the key consumer benefit. It should talk directly to the target audience and
should play a huge role in tying the strategy together.
• Body copy. The body copy will continue the story begun in the headline. If you can
keep your target’s eye moving through the ad to the body copy, the ad has done its
job: It has grabbed the attention of those most likely to buy or use the product or
service. Body copy is ultimately where the sale will be made.
The visual chosen should radiate the concept and product personality. The type of visual
presentation that is used, such as an illustration, graphic, color or black-and-white photograph, or line art will further develop the concept.
The headline’s visual punch should relate the message in its entirety, with the details
left to the copy. At a glance, the target should know What’s in it for me?—what the product
or service offers her personally.
The visual approach will depend on the target audience. Visuals that show the product
alone, in a setting, or in use will get the job done without a lot of creative flair. Use visuals
that interest the target, and look to the psychographic and demographic profiles to find ones
that will both grab her attention and support the headline. Keeping the target audience in
mind will keep the visual/verbal message on target.
All creative efforts must be written and designed specifically for the targeted audience
in a vernacular or language targets can understand about problems or situations they can
relate to and appear in a medium they frequently see.
There is a lot of bad advertising out there, with no direction, no strong brand identity,
and no defined target audience. This kind of advertising usually carries what I call a “been
there, done that” creative label. This means the idea has been used before—sometimes many,
many times. How many times must consumers see creative teams blow up or animate the
Statue of Liberty—or, worse yet, make Mona Lisa smile—for yet another product? When
you’ve seen something once, it’s interesting; when you’ve seen it two or three times, it’s
boring. Once consumers are bored, they stop paying attention to the message.
Today’s consumer is bombarded with thousands of advertising messages each day. A
good creative team recognizes this and looks for an innovative way to make its product
stand out among the clutter. GEICO did it with the “Gecko” campaign; Aflac did it with
the “Duck” campaign.
Enemies of Creativity
The biggest enemy of creativity is the lack of exploration. Believe it or not, anyone’s brain
is capable of generating multiple ideas, but they must graduate from mere thoughts before
they can be shared and acted upon. Successful visual/verbal solutions require the creative
team to systematically dissect a brand and exhaustively evaluate all creative possibilities. The
team must talk about it, think about it, question it, position it, brand it, place it in a relevant
setting (or even an irrelevant one), let it stand alone, compare it to the competition, show
before-and-after pictures, and twist it or bend it in as many ways as possible.
THE CREATIVE PROCESS 79
Finally, if you take shortcuts by failing to fully research both the client and the competition, ideas will lack focus and be unimaginative. Great ideas take a lot of work, and once
you think you’ve found a direction that will solve the client’s problem, you’ll do a lot of
reworking to perfect it.
Elements That Make Up an Ad: What Goes Where?
There is no right or wrong answer to the question of what goes where in an ad. An ad
can be nothing more than a visual, or it can be extremely copy heavy. As long as your ad is
informative, advances the product’s image, and creates interest in the mind of the consumer,
you’re on the right track.
An ad can be made up of the following five elements in varied order: headline, subhead(s), visual(s), body copy, and logo. Not every element needs to be present in every ad;
however, the order is somewhat predetermined.
The order in which elements appear depends on the concept being emphasized. If the
headline has a great consumer benefit or is extremely important to the ad’s direction, then
it must go first; place it at the top of the design. If the visual says more than words can, then
place it at the top of the design. This thought process will also help you determine which
element should be the dominant element on the page.
Controlling the order of what the target sees and reads aids him in understanding the
advertised message. Figure 5.1 shows the different ways visual/verbal elements can be laid
out in a print ad.
The Image behind the Layout Style
Once a concept or creative direction has been determined, the next step is to define the ad’s
visual/verbal persona. One of the easiest ways an ad’s personality can be expressed is through
the layout style, or how its elements are featured in the design. What does the concept say
about itself? Will lots of white space be used for an elegant feel? Will a dominant photograph
be used to draw the viewer’s attention? Will there be multiple small illustrations scattered
throughout the copy to instruct the viewer on how to use the product or service? Will the
ad be sectioned off to show the viewer multiple benefits?
Think of layout styles as the clothes for the concept. Does it shout sporty, sophisticated,
or modern? Does it demand attention through words, or is a visual worth a thousand words?
When designing, it’s doubly important to consider what the ad needs to project visually to
the consumer as well as what it says. Let’s look at nine of the most commonly used layout
styles.
• Big type
• Circus
• Copy heavy
• Frame
• Mondrian
• Multipanel
Figure 5.1. The visual/verbal layout of elements in an ad will vary, depending on the concept(s) being emphasized. Sometimes a visual says more than words (B, C); other times, a
headline or copy will pack more punch (A, D). Image A courtesy of Natalie Wilt, University
of Tennessee; image B courtesy of Alex Crutchfield, University of Tennessee; image C courtesy of Douglas Haas, University of Tennessee; image D courtesy of T. J. Bonner, University
of West Virginia.
THE CREATIVE PROCESS 81
• Picture window
• Rebus
• Silhouette
Big Type
The big type layout style is used when the headline is the focal point of the ad. If the product or service can boast a definitive consumer benefit, the ad should shout that benefit from
the rooftop in very large type. Visuals play a secondary role here. The ad’s beauty and appeal
are defined by the typeface and what it says. The type size and type weight will often vary,
but they should project a distinct pattern. The static appearance of this layout style is very
clean and concise. Type works as a graphic, creating mood. If pictures are included, they
are small and do not compete with what is being said. If you love the shape, texture, and
movement of type, the opportunities to use it as a graphic, verbal element are wide open
in this layout style.
Circus
The circus layout style uses everything from the designer’s arsenal in the ad. It is not unusual
to see multiple type sizes and faces, with assorted snipes and bursts (bold, black, often
floating callouts) touting grand openings and sale dates in brazenly reversed text. In this
layout, there are always too many unrelated visuals to even think about grouping them in
an organized fashion. These ads scream chaos; the key to making them work is controlling
that chaos. Consider using a grid layout, combining or grouping elements to focus on one
dominant image. Try to create as much white space (the white of the page) as is humanly
possible. This attempt at structure aids in manipulating the viewer’s eye movement in a
more controlled fashion, guiding him to move from element to element without missing
anything. Structure also alleviates that floating look and grounds the design, giving it more
power.
Copy Heavy
Headlines and visuals take a backseat in the copy-heavy layout style. Instead, the focus is
on the body copy. A large amount of body copy is used to introduce a product or service.
Visuals, if present, are small and are used to show the product or logo.
Frame
Frame layouts are most often featured in newspaper advertising, where it is important to
isolate the ad from surrounding text. Frames or borders can be of any weight or design and
often define ad size. Frames can be simple, unobtrusive lines, pinstriped, detailed, created via
colored backgrounds, or illustrative. Frames can also be used around small photographs or
copy points to draw the viewer’s eye to them.
Mondrian
Following the style of works by Dutch painter Piet Mondrian, the Mondrian layout style
screams sections. Here, multiple geometric blocks of text, graphic shapes, color, and/or
shaded areas are used to separate parts of the design and guide the reader through the ad.
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Each geometrically or organically shaped section focuses on an element within the ad. This
layout style uses bold shapes and color to stand out among the clutter of other ads. By isolating single elements, the designer ensures that each element is viewed independently. Solid
geometric shapes, such as circles, squares, rectangles, triangles, and lines, are used to further
isolate specific sections but give the ad an almost three-dimensional feel when they are
strategically placed near large areas of white space. By placing bright colors within selected
shapes or reversing text out of a colored background, you can draw the reader’s eye—so
show or say something important here.
Multipanel
The multipanel layout style uses pictures with captions to tell a story or feature multiple
products in boxes of equal size. These boxes are placed side by side, either butted up against
each other or separated by a small amount of white space. Smaller inset photographs can
be placed over one large photograph to point out details. Body copy often is replaced with
copy captions, located either within the panels or under each picture. This layout style works
very well when showing is more important than telling, when comparing one product to
another, or when bringing a television storyboard to print.
Picture Window
The picture window layout style features one large photograph, often with the headline
overprinted. Type can be a solid color, or it can be reversed out of the background. This
layout style is best used when you want the reader to participate in the photo, such as when
using a headline that helps place the reader in the photograph. For example, you might have
a visual of a lake with a sailboat and a headline that asks, “Wish You Were Here?”
Rebus
The rebus layout style is usually crammed full of visuals. Working in tandem with the body
copy, visuals are often placed within the text to help illustrate the story. Pictures can also be
used as substitutes for words within headlines. This is an elegant layout style and lends itself
well to instructional copy, where a picture can be used to demonstrate copy points. Text can
be wrapped around images, visually isolating the content from what is being shown. Visuals
can be repetitive in size or alternate from small to large in order to create focal points.
Silhouette
The silhouette layout style relies on the grouping of visual elements within an ad. The group
of items becomes the dominant element within the ad. A large amount of white space usually surrounds the grouped items, setting them off even more. This layout style works great
when multiple products are featured within an ad. By grouping elements in pleasing and
even irregular shapes, you give weight to the visuals and create a logical path for the viewer’s
eye to follow through the ad.
If the design requires that type accompany each element, consider using callouts. A
callout is a small amount of copy appearing alongside or below an individual image and
connected by a small line. The text is descriptive and might feature price points. This works
well when the visual breaks up the headline or the copy or when type is slightly overlaid
THE CREATIVE PROCESS 83
on a visual or vice versa. White space is at a premium when items are grouped together. At
times the silhouette layout style can just be too static; to alter its symmetrical appearance,
consider allowing items to touch the edges of the ad in opposing spots.
So Which Layout Style Should Be Used?
There are no rules dictating which layout styles are best suited to a specific media. To decide
which style to use, look first to your concept, and then consider how that message will be
delivered and perceived. Readability and legibility issues will play a key role in your choice
of layout style, typeface, or visual. Readability is achieved when a viewer can read an ad at
a glance. Legibility refers to whether, in that short look, the reader understood the message.
Many of the elements appearing in an ad are of equal importance; it is the art director’s job to organize elements into a cohesive package. Elements might include a screaming
headline, sale dates, grand openings, new locations, and multiple products—each needing
descriptive copy and/or price points. Usually several photographs or illustrations will be
needed to show the product. There may also be a need to add detail copy near the logo,
ensuring that it will not get lost along the way. These components will help determine
which layout style to use.
Organizing elements is the key to success in any medium. Remember that even though
an ad might be cluttered, there must be one dominant image. Additional images can be
smaller and placed lower in the ad in a grid or as part of the body copy. It is the art director’s
job to decide what that one dominant element should be, based on information found in
the creative brief. A large headline personalizes the message; showing the product alone, in
use, or in a setting allows the consumer to interact with the product.
Type Is a Personality Thing
The typeface used in an ad is as important as the message itself. Understanding the visual
message of type is critical to building or maintaining a brand’s image.
The choice of typeface should reflect the personality of the product or the company.
Type is not a whimsical or temporary choice. Like layout style, once a typeface is chosen, it
should appear in every ad—no matter what the media vehicle. Typefaces chosen for all digital vehicles should match the face used on print vehicles as closely as possible. The typeface
should become a representative device for that product or service. Type is an art form of
shapes, curves, circles, and lines. Using these elements to define the brand’s personality is an
extension of the conceptual process. An ad’s typeface and style should also reflect the target
audience. Bigger type and less-formal layouts work well when attracting younger consumers, whereas cleaner, more-structured layouts work well in attracting older consumers.
Type Styles and Identifiers
There are two distinct varieties of type styles, serif and sans serif. A serif typeface has feet
or delicate appendages that protrude from the edges of the letters, as in the type you’re now
reading. These appendages can appear at the top and/or bottom of a letterform. Sans serif
type has no appendages.
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Type is categorized by its typeface. Each typeface is assigned a specific name that identifies its distinct set of letterforms. A typeface is part of a larger type family, which includes all
the sizes and styles of that typeface. A font consists of a complete character set in one typeface and style: for example, all italic upper and lowercase letters, numbers, and punctuation.
Almost every typeface comes in varying weights. Weight represents the thickness or
thinness of the typeface’s body. These weights include ultra light, light, book, medium, demi/
semi bold, bold, ultra bold, and ultra black.
The Language of Type
Different type designs reflect different images, moods, or even genders. Serif typefaces,
because of their delicate lines, have a more feminine appeal. Sans serif typefaces boast
straight, unadorned lines that give them a more masculine appearance. This masculine/feminine appeal can sometimes be achieved using differing weights of the same typeface. For
example, the sans serif typeface Helvetica comes in so many weights that Helvetica Light—a
stately, tall, and thin typeface—bears little resemblance to the bulky, stout-looking Helvetica
Ultra Bold. Serif typefaces such as Goudy—a round, elegant, yet squat typeface—can represent both masculine and feminine products. The best place to begin when determining
which typeface and style to use is to match the likely candidates to the creative strategy, the
product’s personality, or the tone of the ad, and experiment from there. See figure 5.2 for
a few examples of how altering the weight of a single typeface can change its overall voice
and personality.
Figure 5.2. Fonts, even in the
same type family, can have distinct
personalities. Fonts used here,
from top to bottom, are Arial Black
(Regular), Arial Narrow (Regular),
Arial Rounded MT Bold (Regular); Baskerville (Bold), Baskerville (SemiBold Italic), Baskerville
(Regular); and Rockwell Extra Bold
(Regular), Rockwell (Bold Italic),
Rockwell (Regular).
THE CREATIVE PROCESS 85
Type Design Rules of Thumb
When designing, the number of typefaces used in an ad should be controlled. The basic
rule of thumb is two typefaces per design. The headline, subhead(s), announcement devices,
and any prices are usually set in the same typeface; the body copy and detail copy are set
in another.
As a rule, smaller copy blocks such as body or detail copy are set in a serif typeface for
ease of reading. There is no limit on the different weights that can be used within a design,
but common sense should rule the day.
Although there are no hard-and-fast rules about mixing serif and sans serif typefaces
within an ad, it is best to use one style throughout the design. The number of point sizes in
an ad should also be controlled. An ad with multiple faces in various styles and sizes takes on
a circus feel and is perceived as junky or low end. However, any device, if used consistently
and/or repetitively, avoids the need to play by the rules.
Logos are a graphic element and are not considered a typeface; they do not need to
necessarily match the style of the advertised message.
Type Alignment
Type alignment, or the way type is aligned on the page, can also affect brand image. There
are several ways that type can be laid out in an ad. The first is center on center, where type
is set with one line centered above another. Alternating the length of lines can create more
white space within the ad.
The next most common alignment is flush left, ragged right. This is where all lines of
text begin in the same place—along the left margin of the ad. The right side of each line is
varied. Type can also be set flush right, ragged left. This alignment is most often used when
working with two columns of type that wrap around a centrally placed visual.
The last type alignment option is justified. This is where each line of text begins in
the same place along the left margin and ends in the same place on the right margin. This
option is not used often in advertising design because type must be designed to fit within
this type of format. Justified type often leaves large gaps between words, stretches out long
words, or creates multiple hyphens at the ends of lines. Justified type is great for newspaper
articles, but it does not look good and is difficult to read in advertising copy.
Type size directly affects readability. Catch consumers’ eyes with large text, whet their
appetites with medium-size text, sell the product with smaller text, and tell them what they
need to know about where and how to shop with the smallest text. If using any secondary
subheads or banners, they should be slightly smaller than the main subhead.
Look out for widows and orphans. A widow is a single word or short line that appears
at the top of a page or at the top of a new column of copy. An orphan is a short line that
appears at the bottom of a page or a word (or part of a word) on a line by itself at the end
of a paragraph. The first line in a paragraph should never end up at the bottom of the page
or in a column all alone.
Type Faux Pas
Readability and legibility can be adversely affected by several design faux pas. Let’s look at
a few of the most common.
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All Caps
The use of all capital letters anywhere in an ad should be avoided. Consider it for a headline
only when it is no more than one to three words long. Most people are not familiar with
an all-caps format and as a result must read more slowly.
Reverse Copy
Traditionally, type is set with black letters on a white background. Reverse text uses white
or light-colored text on a black or dark-colored background. The use of reversed text in
large blocks of copy should be avoided. Readability is minimized because the format is
unfamiliar. Reverse text works best for banner announcements, like those advertising grand
openings or sale hours.
Italics
Italics should also be avoided because of readability issues. Use italics sparingly; their best use
is for emphasis or to set off a special word or phrase, a quotation, or a foreign word.
Decorative Faces
Fancy or froufrou typefaces have no place in advertising. Their elaborate flourishes and decorative appearances make readability and legibility at a glance almost impossible.
Type as a Graphic Element
If you look at type—really look—you will see its beauty beyond content. Its form alone is
a graphic device. Each typeface portrays a personality, an individualism that takes shape via
content. The very randomness of the letterforms creates a uniform message with character
and flair. Whether it’s childish, traditional, expensive, or shabby chic, each typeface awaits the
shape and expression given it by the designer.
A typeface’s personality should match the image projected by the product or service
and that of the target audience. However you decide to manipulate type—whether you alter
the face by condensing or expanding it or by increasing or decreasing letter spacing, or
kerning on the computer, word spacing, and/or line spacing, or leading on the computer,
type size, or line length—readability and legibility should take precedence over design.
Readability and legibility are also affected by the color and direction of type. Type does
not have to be black. It can be any dark color—for example, brown, navy, forest green, or
maroon. Light or pastel-colored type lacks contrast against the stark white of the printed or
digital page, making it difficult to see and slowing readers down, forcing them to reread in
order to understand the message.
Type as a Design Element
Beyond defining a brand’s personality, the typeface chosen, if appropriate, should also reflect
the ambience of the service or store in which the product can be purchased. The openness
or tightness of line and letter spacing can promote this look and feel further, creating a
signature look for the product or service. Work with type; make it the client’s and, in time,
the product’s.
THE CREATIVE PROCESS 87
Putting Ideas on Paper: The Stages of Design
In this section we’ll look at the four stages of the design process:
• Concept
• Thumbnails
• Roughs
• Super comprehensives
Concept
The first stage in the design process is brainstorming or concept development. As discussed
earlier, concept refers to your thoughts and ideas about how to creatively solve the client’s
advertising problem. Concept sets the tone and direction for a single ad or a combination
of ads. This is where bad ideas come to die, and good ideas get a second look and perhaps
an overhaul and facelift. It’s also where daydreams begin to see the light of day. Here the
creative team hammers out sometimes hundreds of ideas, only 10 percent of which will bear
further development.
All those daydreams come out as ideas, many of which will be rejected. Others may
stand the test of development; all are worth sharing. Remember, it is important when you
have an idea to present it to others, whether they’re other professionals or your classmates.
Don’t worry about whether the ideas are stupid. I guarantee that you will excel in the realm
of the ridiculous, you will be teased, and you may never live it down—but you will inspire
ideas in others by sharing those not-so-fabulous thoughts as well as those brilliant ones.
Thumbnails
Thumbnails, or thumbs, are the second stage in the design process. Word lists, as previously
discussed, play an important role in thumbnail development. Ideas generated there become
a reality at this stage.
Thumbnails are small, proportionate drawings, ranging in size from 2 × 3½ inches up
to 3 × 5 inches, that are used to place concept ideas down on paper. Each thumbnail should
reflect a different concept direction, headline, subhead, and visual; no two should be alike.
Try to use a different layout style for each concept. Further development should inspire
alternative concept approaches.
The word “doodle” best describes what a thumbnail should look like. Random headlines, visuals, and layout styles should offer varied solutions to further develop the concept.
Thumbnails can have any number of combinations and components but usually will
consist of one or more of the following: a readable headline and possible subhead(s), a recognizable visual or visuals, body copy indication, and a logo. Each thumb should be enclosed
in a box representing the final size and shape of the ad and should be tightly drawn and
consistent in size (see figure 5.3).
Thumbs should be done in black marker. Color may be added when working within
a color medium. Right off the bat, get into the habit of working in marker. Avoid pencils.
Markers allow you to work and rework without the benefit of an eraser. When you can
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erase, you can obsess on one thumbnail idea. If you make a mistake or just don’t like the
way the idea is going, cross it out and move on; that’s erasing, designer style.
Thumbnails are an internal design process, rarely, if ever, seen by the client. Headlines,
subheads, slogans or taglines, and logos should be written out cleanly and placed in position on the thumb. It is important that other members of the creative team be able to read
your thumbs; this helps them understand the concept direction. Visuals should be quickly
sketched or traced into position. Body copy should be indicated with parallel lines. These
lines represent the placement and the amount of room the copy might take up.
There will rarely be a single thumb that ends up as the final design choice. It is more
likely that two or more will be combined to create the overall look of the final ad. The point
is to have multiple options for the creative team to discuss.
Thumbnails allow you to work anywhere; it is difficult for even professional designers
to be creative on demand a few hours before a deadline. Think about what you need to
accomplish and let it perculate a few hours or even a few days if time allows.
Being able to work fast is critical in design. Developing a thought and then quickly
sketching a thumbnail wipes out the pressure and anxiety associated with a blank page. Get
all your ideas down on paper; thinking ahead makes the creative process a bit easier.
Roughs
Roughs, or layouts, are the third stage in the design process, and they are chosen from the
best thumbnail ideas. Professionals usually use roughs as their idea-generation stage. Roughs
Figure 5.3. Thumbnail example. Image courtesy of Brian
Starmer, University of Tennessee.
THE CREATIVE PROCESS 89
are often presented to the client, especially an established client. Roughs are done at full size,
or the size of the final piece, and are done in color if relevant.
If concepts are being presented to a new client who has no representative typeface or
wishes to change the image of a product or service, offer alternative type choices on each
rough. This allows the client to see the typeface on the page, within the design, and with
any visuals or the logo. The image or personality each typeface projects for the target, company, service, or product plays an important visual role in the development of an identity
or brand image. If the client already has a signature typeface, continue to use that typeface
on the roughs.
Each rough should include a different headline, using the key consumer benefit for
guidance and with a supporting subhead if required, as well as visual(s) and layout style if
presenting multiple concepts. If creating a campaign series, each series should include at least
three pieces, and the concept based on the strategy and the key consumer benefit should
be evident in the headline, concept, character representative, repetitive layout style, and/or
typeface.
Because clients see roughs and review all ideas, the roughs should be tight, clean, and
accurate. It is important that they be checked against the creative brief to be sure they are
on target and on strategy before they are presented to the client. Professional-looking layout
and conceptual skills should shine here. The account executive (AE) will present the client
with three to five design options at this stage. However, it is rare for any ad to make it past
the client in its original form; most likely it will be sent back to creative for minor tweaks—
or worse, a major overhaul. Final client-approved ads will be reproduced on the computer.
Super Comprehensives
The fourth stage or option in the design process is known as super comprehensives, or
super comps. Instead of presenting hand-drawn roughs, as the next step, super comps are
prepared on the computer and are often used to present work to new clients or to show
a new campaign direction to existing clients. With each element in place, a super comp
simulates exactly how the finished design will look and read. All visuals, including the logo,
are sized and in position, and any readable copy is set in the proper typeface. Body copy,
however, is often presented to the client separately, so greeking is used as a stand-in until
final copy approval is obtained. Greeking is a jumbled arrangement of letters, numbers,
punctuation, and paragraph breaks used to temporarily represent body copy, helping give
the ad a finished appearance.
Visuals, Options, and Decisions
The visual chosen for any creative piece is important. It should take into consideration the
medium to be used as well as the product or service to be advertised. The visual the target
eventually sees is a representation of the client’s product or service. As the designer, you can
decide how to present that image—perhaps through the reality of photography or with the
artistic expression of an illustration or graphic design. A more simplistic approach can be
achieved with black-and-white line art, or budget constraints might call for clip or stock
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art. Whatever image becomes the visual voice of the client’s product, it should support the
strategy, headline, and concept and reflect both the target’s and the product’s image.
An ad’s visual options are diverse. There are five possible visual options the art director
might consider using:
• Photographs
• Line art
• Illustrations
• Clip or stock art
• Graphic images
Photographs
Believability is one reason to use photographs. Unfortunately, photography can be expensive, especially color photography. The decision to include a photograph instead of an illustration or line art depends on the concept being used, the image of the product or service,
the medium, and of course the overall budget.
Photographs offer an exclusive viewing opportunity. Paper quality, printing issues, and
screen resolution will affect how clearly the consumer can see what the product looks like
and/or how it is used.
The visual reality offered by photographs allows viewers to see patterns, textures, quality, and color as if the product were sitting before them. The idea of visual variety offers
designers the option to showcase the product alone or in use, placed in a relevant setting, or
being compared to a similar product. Size is also a visual variable; images can be enlarged to
dominate the page or reduced to show multiple views or options.
What’s in a Photograph?
The photograph should be of something the target is interested in. If it is, any visual will
work, but just in case, here are some guaranteed attention getters:
• Brides
• Infants
• Animals, especially young animals
• Celebrities
• Outrageous costumes
• Outrageous situations
• Romance
• Scenes of tragedy
• Current events
• Slice of life
Gender plays a small role in the choice of visual images. For example, men are attracted
to animals, whereas women are attracted to images of infants or children. But no matter the
sex of the target, in the end the visual must be relevant.
There is no better way to create a mood or conjure up emotions than with photographs, especially those with people in them. Although photographs take time to set up and
THE CREATIVE PROCESS 91
shoot, consumers prefer them in ads promoting services such as banking and investing or
products such as food. Photographs can more easily show the product being used, and they
allow consumers to envision themselves using the product or service.
Using a photograph gives credibility to the product, as do the models chosen for them.
Don’t use anyone who appears unlikely to use the product or service. Be sure models are
suitably dressed and are the right age, ethnicity, and sex.
The Pop of Black-and-White Photographs
Why use black-and-white photos when you can use color? One reason is price. It is much
less expensive to use a black-and-white photograph than a color photograph. Another
reason is that a black-and-white photograph stands out against a lot of color. This independence in appearance attracts readers’ attention.
Black-and-white photographs are also excellent mood or attitude setters. Issues such as
drinking and driving and the results from such behavior are often difficult to take in color.
Sadness or isolation, even the passing of time, can be represented best in black and white—
especially with all the bright colors on adjacent pages or in other locations.
Some organizations, especially charities, do not wish to look too affluent or wasteful
when soliciting donations. They might prefer black-and-white photography to color. Fashion ads in black and white are certainly a surprise. They stop readers, making them spend
just a minute longer on this anomaly.
Spot Color
An excellent alternative to full-color photographs is a black-and-white photograph featuring one element in color. This is referred to as spot color. This is an excellent way to
highlight the product, making it stand out in stark contrast to the rest of the photograph.
Spot color can give a visual the illusion of three-dimensionality. By adding a spot of color
to the photograph, the designer can control eye flow, drawing the viewer’s eye directly to
the product.
The use of photographs, especially color photographs, requires a large budget. However,
color photography at any level, such as spot color, is often worth the price. It brings an ad
to life and helps create interest in and involvement by the consumer.
Line Art
Black-and-white line art consists of a line drawing that has no tonal qualities. A drawing is a
great choice when an ad is spotlighting a product with small details, such as a lace tablecloth
or a delicate china pattern. Drawings simplify a design and create a strong black-and-white
contrast on the page.
Products presented as line art can be grouped and still retain their individuality through
the strategic use of contrast, shadows, highlights and details, and varying textures. A strong
black-and-white drawing retains details without muting quality.
Illustrations
Illustrations, unlike line art, have tonal qualities, so they are more like a photograph. But
unlike photographs, illustrations are created rather than reproduced. With illustrations,
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advertisers can take a more analytical approach by presenting charts and graphs or a lighter
approach by creating characters to represent the product.
The choice between using an illustration or a photograph is an interpretive one. Photographers capture reality, but if you want something more imaginative, an illustration also
can create reality. If you are looking for a nostalgic, homey look, you might choose an illustrator with a Norman Rockwell style. If the concept calls for a more modern approach, you
may look for someone who uses a Peter Max or Andy Warhol style.
Illustrations can create a mood or trend as easily as a photograph does. Depending on
the style and color usage, they can represent a laid-back or upbeat approach.
The choice between an illustration or a photograph also depends on the product or
service. For an ad that features customer services, emotional appeals, or a food product,
consider photographs. To create personality, think illustration. For ambience, it’s a toss-up.
One thing is for sure: Illustrations and graphics are less-expensive design options than a
four-color photograph.
Clip or Stock Art
Using either clip art or stock art is a great option when money is tight. Clip art is existing
line art drawings. Stock art is existing photographs of all varieties that can be purchased
and used. These terms are often used interchangeably. The only problem with using clip or
stock art is the small chance it may have been used in another ad. To make the clip or stock
art unique, try combining one or more items and removing or cropping unwanted areas.
Graphics
Graphics have great potential when color is an option. If the client’s product is youthful or
modern, consider using a more upbeat or graphic approach. Graphic design looks at life and
situations abstractly. Bright colors, often chosen for their symbolic meaning, are combined
with both geometric and organic shapes to create modern and bold designs. When used
together, these shapes are often disjointed, and they are used to create an alternative view
of life. When set off by a lot of white space, this design style screams new, bold, or eclectic,
especially if the other advertising surrounding it uses a more traditional approach.
If you need something simpler, a graphic can also be nothing more than a single divider
line between columns of copy, a graphic box used to highlight copy points, or a logo.
Color’s Representational Role
The Mood of Color
Effective color choices can be used as design elements. Certain colors evoke specific emotions and can be used to set a mood or attract the eye. In the unfortunate event that the
target should forget the product name, often the use of unique color combinations on
packaging can help with recall when determining which product to purchase.
THE CREATIVE PROCESS 93
The Meaning of Color
Color can make us feel warm, cold, stressed, or lethargic. We know the sun should be yellow and the sky blue. The elegance, reassurance, or casualness of a color comes from life’s
experiences; we see life in color and use it to describe an event, an emotion, the passage of
time, or life and death.
When using color, be sure it does not compete with other colors on the page but
instead complements the mood you are trying to create. Elegance is portrayed with more
white than color; red and yellow are hot; blue, cool; and green, life. Be careful not to use
too much color, or the ad can become stressful or look gaudy to readers.
Color and Its Emotion
Red
Red is a dynamic and dangerous color with great strength. It can signify passion, lust, and
heat as well as blood, fire, and revolution. Whether reflecting positive or negative emotions,
it is full of action and reaction. Red is great for men’s products or any product requiring a
warning label. It also works well for impulse products such as candies.
Orange
Orange reflects the autumn harvest, fire, and the heat of the sun. Orange is a weighty color,
suggesting depth and volume. It evokes intense feeling, energy, and inspiration. Products that
work well with orange include pasta, precooked entrees, and insect repellants.
Yellow
Yellow is welcoming, open, and vivacious. Yellow is a light, warm or comforting, upbeat
color suggesting laughter. Yellow takes on more weight and stands out when combined with
a dark color. Most products will work with yellow or yellow highlights, but some of the
obvious include vegetables, fruits, sun products, hair products, and paper products.
Green
Green is a relaxing color. It is the color of nature, cleanliness, good health, and money.
Green is a good choice for products such as vegetables, garden equipment, tobacco products,
pickles, and pasta.
Blue
Blue is an earthy color, signifying water, the sky, and ice. Blue, depending on its hue, can be
light or depressing. Blue is a relaxing and refreshing, youthful color that supports make-believe ideas and intelligence. Blue can represent such products as soups, cold beverages, travel,
or frozen-food products.
Black
Black symbolizes sadness, isolation, and death or the need to set something apart or end
something. Black can also denote elegance, honor, and dignity. It is often used for expensive
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products such as jewelry, cars, perfumes, or liquors. Black can also be used as an accent color
to pop lighter, more vibrant colors off the page.
So where does creative fit with what we know so far? Let’s review:
Phase one includes:
1. Research.
2. From the research, the marketing plan is developed.
3. From the marketing plan, the creative strategy statement is developed.
4. From the marketing plan and creative strategy statement, the creative brief is developed.
Phase two includes:
1. From the creative brief, the brainstorming phase can begin. Here is where the
theme, creative concept, or big idea is given a visual and verbal voice.
2. Ensuring the concept is on strategy and on target with the creative brief.
3. Preparation of copy and layout.
Phase three includes:
1. Adapting the creative approach for use in each of the media that make up the IMC
or promotional mix: public relations, advertising (print, broadcast), direct marketing
and sales promotion, out-of-home and transit, the Internet and social media, mobile,
and alternative media.
DISCUSSION QUESTIONS
1. How does the creative team use the creative brief? Explain in detail.
2. Define the “creative team” members. What is their job?
3. Explain why the visual approach depends on the target audience.
4. What are the five elements that make up an ad? Define each.
5. What determines an ad’s visual and verbal persona?
6. How many typefaces should be used in an ad? Why?
7. What are the five visual options available to art directors? How is each suited to varied mediums?
8. What are the emotions associated with color? How can they be used to advertise varied products or services?
^Q
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CHAPTER
6
Copywriting
Writing copy is one of the first steps taken when moving from business thinking to actual
creative brainstorming and eventual execution. In a perfect world, the copy would be
written first and would be the inspiration for an ad’s design. However, advertising is not a
perfect world. It is most likely that copywriting and design will be happening at the same
time. Because of this, it is critical that the copywriter and the art director be on the same
page creatively.
A copywriter deals with both the imagination and development processes of brainstorming and writing headlines, subheads, body copy, slogans, and/or taglines. Copywriters
must use what they learn during the brainstorming process to produce copy that attracts
and motivates members of the target audience to not only read the entire ad but to act on
what they have read.
Every piece of copy, no matter what medium it appears in, must relate to and complement the visual message, attract the target’s attention, build a relationship with the target,
and inspire the target to act.
Successful, memorable advertising is a consequence of a little luck, some good interpretive powers, a few great ideas, and the target audience’s ultimate capacity to reflect, digest,
and connect to the visual/verbal message.
The Components of Copy
The copy’s voice is the direct result of the creative brief. Once a creative direction or concept has been decided upon, the copywriter must determine what needs to be said, how
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much copy it will take to say it, the tone and style appropriate to project the concept, and
how to adapt that copy to a particular media vehicle. Copy for print and many digital
options can be broken down into four main areas:
• Headlines
• Subheads
• Body Copy
• Slogans and Taglines
The headline, subhead, and body copy all need to function as a unit to build, present, and
explain a single message.
Headlines
Headlines That Steal the Show
A headline is the largest piece of copy on the page and is most often the first piece of copy
the viewer will notice. A headline’s job is to grab attention, stand out on a crowded page or
screen, and be unforgettable by either shouting out the key consumer benefit or supporting
the visual. Whether it is a single statement or one or more complete sentences, a headline
must answer the target’s question: What’s in it for me? This not only helps differentiate the
product or service from the competition but also becomes an excellent tool for creating
brand awareness or defining a brand’s identity for the target.
A headline needs to seduce. It should create enough interest to make the target stay with
the ad instead of turning or closing the page. An advertised sales message is not a chosen
read; it’s what I refer to as an enticed read. The target audience is enticed into the ad because
the key consumer benefit is informative, instructional, thought provoking, imaginative, or
even suggestive. It lets the target know how the product or service can benefit daily life.
Sometimes headlines are not the best choice for promoting the key consumer benefit.
Sometimes it is easier to show the key consumer benefit in action, placing the headline
in a supporting role. No matter how the key consumer benefit is disclosed or shown, it is
important that the headline relate to the visual. There is no visual/verbal relationship if the
headline and the visual deliver separate messages. W. Keith Hafer and Gordon E. White put
it best in their book Writing Advertising: “The visual and headline are indivisible.”
If the headline can communicate both visually and verbally, you may not even need
body copy. “Tear. Wipe. Done. Cleaning Is So Labor Intensive.” It doesn’t get more visual/
verbal than that.
Writing effective headlines requires writing and rewriting so that the key consumer
benefit says just the right thing, in just the right tone, to the target audience. The key is to
be original, and to do this, all the “been there, done that” ideas must be exhausted before
the headline can assume the product’s identity.
Brainstorming sessions exile a lot of copy ideas to a computer’s trash can. But before you
decide to empty the trash, consider holding on to some of these refugee headlines. Many
can be reevaluated for possible use as slogans, subheads, and opening body copy paragraphs.
COPYWRITING 97
Headlines That Talk the Key Consumer Benefit Talk
Most consumers don’t get past the headline, so it’s important that the headline can be
read and understood at a glance. If there is a lot to say, the key consumer benefit needs to
be pushed in the headline and any supporting information placed in a subhead. Often, a
headline’s length is directly related to a product’s life cycle. New products and reinvented
products require a longer headline to introduce the key consumer benefit and establish or
reestablish a brand image. Mainstream products that already have an established brand identity will continue building on or maintaining an existing campaign theme.
Powerful headlines catch and keep the target’s attention and pull him into the ad. To
guarantee that the target pays attention to the message, consider some of the tried-and-true
“benefit” words or phrases listed in box 6.1.
BOX 6.1. Suggestive Words and Phrases That Help Create
Attention-Grabbing Headlines
1. You 7. Product name 13. How to 19. Guarantee
2. Free 8. Love 14. Why 20. Results
3. Discover 9. Offer guidance 15. Sale 21. Proven
4. Last chance 10. Introducing 16. Bargain 22. Save
5. New 11. Now 17. Quick 23. Health
6. Announcing 12. Just arrived 18. Easy 24. Safety
Selecting the right words is as important as the tone of voice and style the headline uses
to express the strategy. The tone of voice deals with how the message is expressed. Style deals
with how the headline portrays the message. The following list of styles is suggested only
as a place to start. The way a headline is delivered should not fit a prefabricated mold but
should adapt to reflect the brand’s image and/or concept and message direction. Consider
the following headline styles as another way of brainstorming ideas.
• Direct. A direct headline delivers the key consumer benefit with little or no creative
flair.
• Indirect or curiosity. Indirect or curiosity headlines tantalize with just enough information to make the target curious for more information. One great way to do this is to
ask questions or test existing knowledge.
• Major benefit promise. A major benefit headline is best used when the key consumer
benefit is a USP.
• Play on words. If copy is going to mess with the English language, it is important that
there be a point. A play on words manipulates words, often giving special meaning to
words to match a campaign theme. This headline type can attract a reader’s attention
and give an ad a personality all its own. But, as with all messages, be sure the word
play advances the key consumer benefit.
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• Question. A question headline style asks the target a question. This headline style
requires the audience to think and thus participate. Be sure the question is thought
provoking and cannot be answered with a simple yes or no, so the more open ended
and less specific the question, the better. Questions can help tie the headline to the
visual by showing an immediate benefit through problem solving.
• Metaphors, similes, and analogies. Metaphors, similes, and analogies compare the client’s
product to something else. A metaphor looks at two dissimilar objects to make a point
of comparison; for example, “He is a snake in the grass.” A simile uses the word “like”
or “as” to make a comparison; for example, “sick as a dog.” An analogy compares two
characteristics that are perceived as similar; for example, comparing dry skin with
sandpaper.
• News or announcement. A news or announcement headline tells the reader something newsworthy about the product. Maybe it has received a patent or is new and
improved, or perhaps a new use has been found for the product. This style works well
for announcements or introductions.
• The reason-why. The reason-why headline style gives the target a good reason or list
of reasons to use the product or service.
• How-to. How-to headlines tell the reader how to do or find out something. These
work well when tied to psychographical information; for example, how to save
money or lose weight.
• Product name. Headlines that feature the product name work best for products with
unusually pronounced names, new product launches, or reinvented products. These
headlines often do not promote a strong product benefit and so do not build or
reinforce the brand image.
• The testimonial. If a member of the target audience has had a favorable experience
with a product or service, let her do the talking. Her experiences with the product
are more believable than the advertised message to the target. Placing quotation
marks around a headline highlights the fact that it is an actual quote.
• The command. A command headline firmly tells the reader what to do: “Get to the
zoo.”
• Practical advice. The practical advice headline tells the target how to do or achieve
something: how to make cleaning easier, how to stay healthy, how to make money
on investments. Consumers love practical and/or helpful information.
• Problem/solution. Sell the solution, not the problem. Don’t waste the target’s time
discussing the problem. He already knows the problem, so if a solution is offered, the
headline will have his attention.
• Flag. Talk to a specific group—for example, new mothers or people with bad backs—
by calling out to them in the headline to catch their attention.
• Warning. As the name implies, the headline acts as a warning to the target audience:
If you don’t do X, Y will happen.
• Personal benefits. A personal benefits headline promises something to the target, such
as beauty, health, quality, adventure, or prestige.
COPYWRITING 99
Headline Length
A visual headline may work with one word, whereas a fact-based headline may require more
than one sentence. Five to seven words are typically required to promote a consumer benefit.
Length also depends on the media vehicle. When working with limited space, such as on a
transit sign, poster, or billboard, the key consumer benefit is about all there is room for. The
rules are not that different when writing headlines for digital media. Search, online, mobile,
tablets, and social media heads are typically twenty to twenty-five characters in length. To
ensure readers click on an ad, digital headlines need to be descriptive, feature keywords, use
conversational language, and, most importantly, engage readers.
A Subhead’s Response
There are two basic types of subheads: overline and underline.
An overline subhead is used as a teaser or attention getter and appears above the
headline. If the headline appears too long or will have to be reduced in size to accommodate
everything that needs to be said, consider using an overline as an announcement device.
An underline subhead appears below the headline and explains in more detail
what the headline is saying, elaborates on the statement or comment made, or answers the
question posed in the headline. Ideally, the main underline subhead should not be another
statement, but one or two complete sentences. Remember, the headline’s job is to grab
attention; once it is attained, the subhead should whet the reader’s appetite, enticing him
into the body copy.
Because the headline and the subhead work as a unit, no other copy should appear
between them. It is acceptable to break up the unit with a visual if it strengthens the bond
between the headline and subhead and further promotes the message.
Additional subheads can be used to clarify or explain in further detail what the headline
is saying or to break up long blocks of text. Subheads appearing in the body copy should
read like bullet listings and need not be complete sentences. A consumer should be able
to quickly glance through the subheads and know where the copy is going. Each subhead
should relate to the content of the copy below it. Multiple subheads can break long blocks
of detailed copy into easily digestible bits of information while adding visual interest.
Subheads should be used like chapter breaks, with each new subhead signaling a new
benefit, highlighting copy, and creating interest. Readers can scan the subheads in the same
way they might scan the chapter listings in a book. Even if the target can’t read the copy
now, her interest is piqued and she will read it later.
Body Copy That Informs
The smaller paragraphs of text in an ad are known as body copy. The message that body
copy conveys is the nuts and bolts, heart and soul, of the overall concept.
The body copy’s story begins in the headline. It must speak in the same tone of voice as
the headline, explaining and backing up any claims made. If the headline asks a question, the
body copy will answer it; if the headline is humorous, the copy will have a humorous tone.
Copy continues the key consumer benefit’s story by educating the target on the facts,
features and benefits, and any supportive points associated with the product or service.
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Body copy is essentially broken down into three areas: an opening paragraph, an interior
paragraph(s), and a closing paragraph. The opening paragraph needs to finish the thought
introduced in the headline and developed further in the subhead. If the target has gotten
this far, those two sections must have gotten his attention.
The interior or body of the copy is where the actual selling will take place. This is
where supporting features/benefits will be presented that will enhance the key consumer
benefit and overall lifestyle of the target.
The closing paragraph needs to ask the target to do something: come into the store,
pick up the phone, or go online for more information. Advertising is about making sales;
don’t be afraid to tell consumers what they need to do.
It is very easy to bore the target audience by droning on with a continuous list of the
product’s features and benefits. Entertain readers instead by creating a story, something that is
fun or interesting to read and that flows toward a climax. That climax is what you want the
target to do. Think of body copy as a novel that has a plot (concept). That plot is advanced
by events (features/benefits), and those events affect the characters (the target).
In general, body copy should use short sentences and simple words. It should not offend
or use slang. Be sure to include a time element in copy to get the target moving toward the
desired action. One way to do this is to offer a guarantee, removing any perceived risks associated with purchase, especially if done over the Internet or through a catalog or direct mail.
Things to remember when writing copy that will reach out to the target audience:
• When writing, talk to just one member of the target audience in his own language
or vernacular. A conversational tone allows the copy to speak to the target or ask
questions of the reader. It’s impossible and inappropriate to address any message to a
group. Always talk in the first person; use “you” instead of “them.” Do not say things
like “people” or “they will,” but rather “you will.” This personalizes the message for
the target and allows him to relate the message to his own lifestyle.
• Appeal to the target’s rational and emotional sides. In other words, present the information factually, and tie the facts to how the product or service will make the target
feel, change her life, or solve a problem.
• Write about the benefits of the product or service based on its individual features.
The client’s product is not special because of its features; its competition either
already has them or will have them in a couple of months. Carving out a niche that
features the product’s benefits or solutions ahead of the competition will make consumers identify certain features/benefits with it, which is a great way to propel the
consumer away from competitors.
• If the copy is long, use multiple short paragraphs and subheads to break up the copy.
If the message is broken up into multiple short paragraphs of no more than three to
four sentences each, the target is more likely to read it.
• Be sure the opening paragraph continues the discussion on the key consumer benefit
first introduced in the headline and explained further in the subhead. Think about
what it takes to keep you reading; it must grab your attention and be important to you.
• Keep it simple, and stay on target. Even the most dynamic body copy will not succeed
if it is off target or off strategy.
COPYWRITING 101
• When writing, avoid abbreviations and technical jargon unless writing copy for a
specific profession.
• Avoid using exclamation points anywhere. If you must use them to make your point,
you obviously didn’t make your point.
• Get to the point, and avoid exaggerated claims. Bragging is great only if it can be
backed up with facts. It is the facts that make a product claim believable and what
inspires the target to act.
• Close the sale. Every ad should close by asking the target to do something. If the goal is
an immediate purchase, include a toll-free number or information about where to purchase. Supply a web or social media address for those seeking additional information.
Copy Length
How long should body copy be? The answer is simple: long enough to inform and entice
the intended target into action. The length of body copy depends on how familiar the target
is with the product and whether the advertising or promotional efforts are to change or
maintain the position in the mind of the consumer.
Copy length is also affected by:
• The medium. Reminder advertising, such as a text message or billboard, requires little
more than a headline or statement to promote the key consumer benefit. Direct mail,
websites, or e-mail messages, on the other hand, require long copy in order to explain
the key consumer benefit and move the target to action.
• The target audience. Better-educated older targets will wade through longer copy to
find out more about the product or service. Younger readers will respond better to
large, colorful visuals, spending less time on copy points.
• The product or service. If the product or service falls into the rational category, more
information will be needed to position the product away from the competition.
Products or services falling into the emotional category have few, if any, distinctive
features from those of the competition that will need to be explained in any detail.
Products such as clothing, perfumes, liquor, snacks, jewelry, beauty products, or soft
drinks will traditionally use less copy and focus more on the visual to tell the story.
When to Use Longer Copy
• New product introductions
• Technical copy
• Repositioning or reinventing a brand’s image
• Expensive product purchases
When to Use Shorter Copy
• Mainstream products
• Emotional products
• Reminder advertising
• Inexpensive product purchases
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Too much copy can keep the target from getting involved with the copy. This is the best
time to insert multiple subheads or visuals demonstrating copy points, within the copy, to
break it up into smaller, more readable chunks. Too little copy, on the other hand, may not
set the product apart from the competition or strengthen or build the product or service’s
image.
Expressing the Copy’s Tone
As we have already learned, every concept has an individual approach, appeal, and tone or
execution technique that defines its personality or image. How it is expressed depends on
the execution technique or tone of voice employed to communicate the key consumer
benefit. It is important that the copywriter thoroughly understand what kind of image the
product or service should project. Can that image be developed with a sexual, fantasy, or
humor-based tone? Is it newsworthy, or should a specific feature be promoted? Should the
target be reminded or teased about the brand, or will a demonstration or instructional tone
do the trick? Whichever tone is used to express the key consumer benefit, it should work
toward building up the brand’s image and successfully promoting the key consumer benefit.
Formats for Expressing a Message’s Tone of Voice
A message’s tone can take either a rational or emotional direction, or it can be a combination of any of the following from either category.
Emotional Tone of Voice Emotional tone of voice messages might use one or a combination of the following:
Fear. Since fear can often scare us and trigger an emotional response, it is memorable
and a guaranteed attention getter. There are no rules about how much fear the consumer
can take before being turned off, so common sense in relationship to product benefits or
problem/solution should be taken into consideration.
Humor. A humorous tone looks at the product and the target and places all in an unusual
or outrageous situation in which the product solves a problem.
Sex. Sex is another proven way to attract the consumer’s attention. It is still possible to
intentionally shock viewers with the blatant and often controversial use of sex in advertising.
However, for it to be successful at any level, it must have a point, not just sex for sex’s sake
or shock value.
Music. Music elicits emotion. Use it to set the scene for use or lifestyle enhancement
or to create product association with a certain mood-setting song. If what needs to be said
is boring, consider setting it to a catchy tune known as a jingle: another way to make an
unimaginable, unremarkable, indistinguishable feature stand out from the competitive pack.
Scarcity. If it’s hard to get, it will attract certain types of consumers. Scarcity encourages
action, and want increases the need for, or the value of, a product. The need to be first or
to be one of the few to own something creates status.
Slice of life. Slice of life is the ultimate problem/solution appeal in which the ad presents a problem only this product can solve. There are four stages to a slice-of-life approach:
problem, introduction, trial, and solution.
Fantasy. Fantasy takes the consumer on an imaginary adventure. It takes the reality out
of an otherwise predictable product and makes it fun—and usually memorable. Many fan-
COPYWRITING 103
tasy ads are foolish and fantastic and deal with predictable themes such as food, sex, vacation
getaways, and love and romance.
Animation. Animated characters are used to tell the product’s story. The characters and
the situations they find themselves in are usually very sophisticated and created by computer-generated means.
Rational Tone of Voice Rational tone of voice messages might use one or a combination of any of the following:
Authoritative. Use an expert such as a doctor, scientist, dentist, or engineer to point out
product attributes. Other official devices that might be employed to back up claims include
scientific studies or survey results.
Factual message or straight-sell. A factual or straightforward approach works on a consumer’s needs and wants as well, but instead of selling to the emotions or imagination, the sale
is made based on the facts associated with the product. This approach relies heavily on the
key consumer benefit and any relevant supporting benefits and features associated with the
product or service.
News event or educational. News event or educational tones are used when the product
is in the news. Perhaps the client or the product has won an award for quality or service.
Being first at anything is not only newsworthy but also a great sales device.
Product feature or star. A feature-based approach concentrates on the key consumer benefit associated with the product. It is nice if the feature is unique to the product, but even
an appliance’s plug can be made unique if the competition is not pushing plugs and the
concept is unique and memorable.
Reminder. The reminder tone keeps well-known products such as table salt or seasonal
products in the mind of the consumer.
Teaser. A teaser approach is used to create interest in a product that is not yet on the
market. This approach should build curiosity and entice the consumer by talking about a
product but not showing it.
Demonstration. A demonstration tone of voice compares the product to the competition;
each product’s strengths and weaknesses are compared.
Instructional. An instructional tone, as its name implies, teaches the consumer how to do
something or explains how the product or service can solve a problem.
Inherent drama. Inherent drama differentiates a product or service from the competition
by creating interest or drama around the key consumer benefit. This works well for products
that have few, if any, unique characteristics.
Talking head. A character, spokesperson, or consumer tells the product’s story or his personal experiences with the product.
Dialogue. Dialogue copy focuses on a conversation between two people, a group of
people, or characters.
Lifestyle or narrative. Focus is placed on the target and the role the product plays in her
lifestyle rather than on the product itself.
Additional strategic message approaches might compare the client’s product to the
competition or create a spokesperson or animated personality, creating a personalized
approach to the ad. You never can go wrong with a testimonial or endorsement. In a testimonial, a celebrity or an average consumer endorses the product by telling his personal
104 CHAPTER 6
experiences with it. Endorsements are a little different; the announcer or celebrity often
does not personally use the product and is being paid for his time.
These execution techniques are just a starting place for conceptual development. They
are meant not as a template but as a jumping-off point. Consider combining one or more
ideas, or envision an entirely new and different way to say something about the product or
service.
The Detail of Copy
When writing copy, don’t forget the detail copy. Detail copy is the small copy placed near
the logo or the bottom of the ad to inform the target about locations, phone or fax numbers,
web and/or social media addresses, or maps if applicable. Other items to include might be
store hours, parking, and credit card information, as well as layaway options and gift certificates. Not all may be applicable for all ads.
Summing Up a Philosophy or Concept in a Few Words
Slogans
A slogan represents a company’s philosophy or a product’s image. It is usually placed either
above or below the logo. The two are a unit and should always be used together. A slogan is
usually three to seven words in length and can be either a statement or a complete sentence.
The slogan must aid in positioning the product. It must clearly say what the target needs
to know about a company or product. Good slogans have longevity and add to a product’s
brand image, thus building brand equity.
One of the ways to make a product memorable is to tie the slogan to a product or
service’s image. It should make an association through visual/verbal cues. Consider how a
product works or when the product is used; some kind of word association, pun, or rhyming scheme may be memorable and representative. By using visual/verbal cues, the slogan
represents a product’s image and message.
Tagline
A tagline is not the same as a slogan, although the two labels are often interchanged. A
tagline generally represents a current strategy or concept. Like a slogan, a tagline is three to
seven words in length and can be either a statement or a complete sentence. Taglines do not
have the longevity associated with slogans and often change to match the brand’s life-cycle
stage or current campaign efforts.
Visuals: Tying the Verbal to the Visual
Creating a visual/verbal message is critical. What is talked about in the copy must have a
corresponding visual. The product’s key consumer benefit should be screamed out in the
headline, developed in more detail in the copy, and represented visually through a photograph, an illustration, or a graphic element. By creating a strong visual/verbal relationship,
the creative team can stimulate targets’ imaginations to envision themselves wearing the
COPYWRITING 105
product or picking a particular size or color, as well as see and understand safety instructions
and/or warranties. Other considerations include the headline itself. If the headline copy creates a visual/verbal relationship—for example, “Is This You?”—and the visual shows a tired,
worn-out working mother, then a direct relationship is formed between what is being said
and what is being shown.
It is important that copywriters have coordinating visual images in their head when
writing copy. Everyone who reads the copy must be able to understand what it is saying
and how the visual(s) chosen reflects what is being said. A story line that reflects the target’s
lifestyle will help her see and experience what is written. It is just as important that the copy
create a visual image for the art director. A strong visual/verbal tie also ensures that the client
understands the campaign’s direction.
It isn’t hard to create confusion. If copy is trying to sell the nutrition associated with a
brand of dog food and the visual shows a baby, it is difficult to understand the point without
the headline’s explanation. No one will understand what in the world dog food and babies
have in common unless the connection is created both visually and verbally. Consider this
connection: If the concept is nutritional value, the ad should show and tell dog owners they
need to give their puppy a good start, just as they would a human baby. For the consumer
to understand the analogy, the visual and verbal messages need to work together.
The layout style used also plays a role in copy. These visual directions or cues will be
worked out during the brainstorming sessions or concept development stage. For example,
a picture-window layout style requires a headline that draws the reader into the photograph,
a rebus works great for copy that tells a story or gives the reader directions, and a Mondrian
layout has a youthful feel and works well with copy that is upbeat or energizing.
The Logo as a Symbol
A discussion about visual/verbal relationships would be incomplete without a discussion of
logos. A logo is the symbol—and ultimately the image—of a company or product, and it
should be prominently displayed on any creative piece. A logo can consist of nothing more
than the company or product name represented typographically; it can also be a graphic
symbol or a combination of type and graphic. A logo needs to close every ad, even if it’s
used in the headline. It needs to be the last thing the viewer sees. A logo’s graphic means
nothing until meaning is given it through positioning.
Visual/Verbal Parts
The purpose and aim of the visual/verbal parts of an ad can be summed up by what each
part (feature) needs to accomplish (benefit) and by recognizing a problem and offering the
solution. Every ad needs to accomplish the following:
Problem or feature → Benefit or solution
Attract attention → Headlines and visuals
106 CHAPTER 6
Create interest → Subheads and opening copy paragraphs
Generate excitement → Interior body copy
Induce action → Closing paragraphs or detail copy, logos, slogans/taglines
Once the key consumer benefit is determined, copywriters give it both entertainment
and informational value. Headlines promote it, subheads defend it, and the body copy develops and highlights its many virtues. Copy is the product’s tone of voice. If the copywriter
can’t write copy that visually and verbally tells the product’s story, then it cannot solve the
target’s problem and successfully compete against the competition.
Writing beyond the Ad: Promotional Devices
Many ads have a promotional device, such as coupons or order forms, attached to them. The
copywriter is also responsible for preparing promotional copy.
Coupons
All consumers like to get a break, and coupons are a way to offer something in return for
their patronage or loyalty or as an introduction to a product or service. A coupon is an
effective, temporary sales device. Coupons should be easy to remove from the ad and should
clearly point out the offer.
The design of multiple coupons must be consistent. Headlines need to be the same size,
as do percentages or cents-off claims on every coupon. Alternatives can be used when heads
are not of the same length, structure, or consistency. For example, if you are working with
three coupons—two with fairly long headlines that will break into three lines and a third
that is only two lines in length—consider placing the two longer coupons first and third in
the lineup, with the shorter coupon in the middle. This maintains continuity without altering type size. All headlines, price points, visuals, expiration dates, and logos should appear in
the same place and be the same size on each coupon. Consider placing a dashed line around
the coupon to visually encourage the consumer to cut or tear out the coupon.
Finally, it is imperative that the overall appearance be carried through with a repetitive
element such as logo, slogan or tagline, color, consistent visual, or spokesperson or animated
character. Tie the message, whether verbal or implied, to the visual appearance; make sure
the timing works so that one supports the other, and make the placement match the image.
There are several elements to consider when designing a coupon (see figure 6.1):
• Size can vary, but it usually depends on how many coupons will be appearing in the
ad.
• The headline should clearly state the offer: “Buy One Taco Burrito Platter and Get
a Second Free.”
• If the offer is a cents-off or a percentage-off deal, use a larger typeface and point size
to make it stand out.
• If the offer can be redeemed at the grocery store, a small amount of body copy is
needed to tell the grocer how to redeem the used coupons.
COPYWRITING 107
• Grocery coupons also need to have a UPC code so that they can be scanned at the
checkout stand.
• Don’t forget the product or store logo. Once the consumer tears the coupon out of
the ad, she needs to know where to redeem it and on what brand it can be used.
• Most coupons have an expiration date. This time limit should be prominently displayed at the top of the coupon or in bold or italicized type within the body of the
coupon.
• If the product comes in more than one size, flavor, or any other variation that might
cause confusion for the consumer, add a picture of the product to make it easier to
find the correct item.
• Coupons may also include a marketing code. This code tells the retailer where the
coupon came from, assisting with future media placement.
Figure 6.1. An example of a freestanding insert. Image courtesy of Jordan Vandergriff,
University of Tennessee.
Freestanding Inserts
Freestanding inserts (FSIs) are one-page, full-color coupon ads that are inserted into the
newspaper. These inserts are often double sided and usually feature coupons or announce
a special sale or promotion. These nationally distributed inserts are also known as supplemental advertising.
108 CHAPTER 6
Order Forms
An order form requires the target to do something, perhaps place an order, express an
opinion, or relate an experience with the product or service. Additional uses might include
an opportunity to ask for a free sample or additional information. If the advertising or
promotional goal is to get consumers to ask for additional information or to conveniently
place an order directly from the ad, an order form will need to be written and designed for
them to use. Order forms are used most often in advertising, direct marketing, or Internet
purchases. They are often attached to or found in magazines, in direct-mail pieces, or on
web pages. However the target comes in contact with them, they must be well written and
well designed.
Information gathered from an order form will be used to develop a database of current
and past users and to keep track of anyone who requests additional information. This data
will be used in future advertising or promotional efforts, mailings, or sales promotions.
The order form closes the sale. No matter how creatively the key consumer benefit was
delivered, if the order form confuses or angers the consumer, everything else was a waste
of time. It should not only be an order form but a decorative and creative sales device. As a
sales device, it is a call to action, the last step the target takes when purchasing. Make it an
easy step (see box 6.2).
Guarantees
Guarantees and trial offers are interactive devices that all but eliminate buyer skepticism and
ensure consumer satisfaction. The guarantee is important, so accentuate it in the copy. If the
product or service does not offer a guarantee, be sure to stress the return policy or customer
service options. A brand-loyal customer is a repeat purchaser and a word-of-mouth warrior
concerning all positive and negative contact points.
Good guarantees remove any risk for the consumer and place responsibility for consumer happiness squarely on the client’s shoulders. Consumers will gravitate toward those
products that have guarantees and away from those that don’t.
A guarantee is one of the “little things” the client can do for the target. It is expected,
appreciated, and remembered. A guarantee can replace, substitute, or fully reimburse the
consumer if not fully satisfied, and hopefully with no questions asked. It should be easy for
the consumer, not time intensive or embarrassing.
Copy Sheets
Copywriters submit completed copy on a copy sheet. Every piece of copy that appears in
an ad, such as the headline, subhead(s), body copy, slogan or tagline, logo, and any guarantees,
coupons, or order form information, will appear on a copy sheet. If it does not appear there,
it will not appear anywhere. Each piece of copy should be appropriately labeled and placed
in the proper order in which it will be seen in the ad. The client, account executive, art
director, and computer artist use the copy sheet as both a visual and verbal guide.
COPYWRITING 109
There is no standard format for a copy sheet; most often this is determined by the
agency. The example presented in template 6.1 is only one of many options for presenting
copy.
Set the copy up in two columns, double spaced, with all labels placed in the left column
and all copy confined to the right column. Use ten- or eleven-point Times or Helvetica.
There should be approximately one inch of space between columns and one-inch margins
on all four sides. Do not run columns together. Be sure to tab over so that all copy remains
in the right column.
Coupon or order form copy appears below the logo on the copy sheet. Slogans or
taglines can appear above or below the logo, depending on the logo design.
BOX 6.2. Elements of an Order Form
An order form should include the following:
• Step-by-step instructions on how to order at the top of the form.
• A headline to call attention to what is being offered.
• A reintroduction of the offer/benefit. Even if mentioned in the body copy (and it should have
been), sum it up here again and briefly tell the target what he or she needs to do. This should
be no longer than one to three sentences. Restate it creatively; this is no time to bore the target.
• Blanks for name, address, apartment number, city, state, zip code, phone, fax, e-mail, date of birth,
and intended use for the product.
• A request to “Please Print”—consumers don’t always have the most legible handwriting.
• A box for appropriate titles such as Mr., Mrs., Miss, Ms., and instructions for what to do next (Circle
One).
• If the product comes in sizes or colors or requires a monogram, provide blanks or boxes the target
can check off. Make it easy, and make it clear enough that the target will be sure to get what was
offered.
• If the consumer is asking for more information, additional questions are needed to ensure appropriate information is sent out. For example, a form for more information about life insurance might
include questions about current coverage and dependents.
• Any relevant guarantee information. Tell how the product can be returned, any steps that need to
be taken or applicable conditions, and how long it will take for a refund to arrive.
• Prices.
• Ordering options such as toll-free numbers, fax numbers, and website addresses.
• Payment options, such as credit cards accepted, money orders, or checks. State how long it will
take for the product or information to arrive. List any shipping and handling costs, and be sure to
tell how the product will be shipped.
• If there is a self-addressed envelope attached, instructions to place the form in the envelope.
If not, the address the target will need to mail in the form. If a self-addressed envelope will be
included, separate copy needs to be written for it (usually after the order form copy on the copy
sheet), and it needs to be labeled appropriately.
• Repeat the logo and include the slogan or tagline.
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Selling the Client on the Creative Idea
It would be remiss to close this discussion of copy and layout without discussing what
happens next. Once copy and layout are done, the entire concept will have to be sold to
the client.
The account executive may present anywhere from three to five ideas for the client to
consider. Ideas are usually pitched to the client by the account executive in charge of the
account. A new product pitch will be done with super comps and pitches to existing clients,
often with roughs. There may or may not be a member of the creative team present.
The first step is for the creative team to ensure that the account executive understands
the idea, where it came from, and how it relates to the client’s communication goals. It’s
also helpful if the idea can be backed up with research. It is especially important to be able
to back up how the idea addresses the objectives, reaches the target, and reflects the key
consumer benefit; how the product will be positioned in the marketplace; and what brand
image the creative team is trying to build.
TEMPLATE 6.1
Copy Sheet
Your Name:
Assignment Number and/or Product Name Here:
Headline: The headline should appear here.
Main Subhead: The main subhead should appear here if applicable.
Body Copy A: Tell the product or service’s story here.
Subhead: Multiple subheads are great when making a transition or breaking up a
copy-heavy page.
Body Copy B: Continue the copy here.
Subhead: You need not use multiple subheads if the copy is short.
Body Copy C: Continue the copy here.
Tagline: This could also be a slogan and can either appear above or below the
logo.
Logo: The full logo should appear here.
Body Copy D: Consider placing detail copy here.
Coupon Copy: Write all copy for coupon(s), including the need for the logo etc., here.
Coupon 1: If more than one coupon, place copy for the first coupon here.
Coupon 2: Place the copy for the second coupon here, and so on.
Order Form: Place all copy for order form here.
^T
COPYWRITING 111
Once an ad is accepted, the client needs to sign off on it. Once the client signs off, the
ad is ready to go to production with this copy and/or this layout.
DISCUSSION QUESTIONS
1. Where does inspiration for copy’s voice come from?
2. What is a headline’s job? What does it need to express?
3. What is a subhead’s job?
4. Body copy can be broken down into three specific areas. What are they, and what needs to be
expressed in each one?
5. What affects copy’s overall length?
6. What is the difference between an emotional and a rational copy tone of voice? What factors
determine choice?
7. Why is it important that the visuals and layout styles used in an ad match what is said in the
copy?
8. Why are guarantees considered interactive devices?
9. How does an advertising agency use the marketing plan, creative brief, and copy and layout to
sell the final idea to the client? What are the steps?
^Q
112
‡
CHAPTER
7
Campaigns
The IMC Campaign
Integrated marketing communication campaigns differ from traditional campaigns in the
way they are managed and in terms of overall outcomes. Like a traditional campaign, an
IMC campaign has one unifying message and image and talks to a specific target audience.
Here is where the similarity ends. Unlike most traditional advertising campaigns, an effective
IMC campaign focuses on long-term results that build brand image and brand equity and
works toward building a brand-loyal consumer (see case study 5 for a sample campaign). An
IMC campaign talks to an individual via a two-way dialogue, creating interactive opportunities to connect directly with the targeted individual. IMC campaigns employ more diverse
media vehicles than traditional efforts and choose media based on the target’s lifestyle and
media usage. Conversely, traditional advertising campaigns talk at a mass target audience
in a one-way monologue and use fewer media outlets. Finally, in an IMC campaign all
members of the promotional mix, beyond advertising, are working together to strategically
accomplish the same objectives rather than working as individual contractors.
An IMC campaign can be defined as one that uses diverse media to deliver a strategic,
cohesive, centralized collection of planned messages that focus on a single idea or concept.
Campaign development can be broken down into four distinct steps:
• Planning the campaign
• Isolating a single idea or key consumer benefit
• Developing a cohesive visual/verbal message
• Selecting the promotional mix
CAMPAIGNS 113
Planning the Campaign
The planning, construction, and launch of a campaign doesn’t happen overnight or in a
vacuum. It takes a team of dedicated individuals working across many disciplines to bring
each phase together on time, on budget, with the right message, placed in the correct media,
and addressed to the right target.
In the planning stage, the account executive and the client will look at the marketing
plan and review several key areas, including the target audience, the features and benefits of
the product or service, the competition, and the marketing objectives.
Target Audience
Knowing what the target needs and wants from this product category and how the client’s
product fits into or addresses those needs is critical. In order to develop a consumer-focused
approach, it is important to know as much about the targets as about the product or service.
Their experiences, thoughts, ideas, and uses for the product are what will assist with message
direction and positioning.
Features and Benefits
It is important to know more about the product or service than just the key consumer
benefit. Knowing the product’s attributes, capabilities, and limitations makes it easier to find
a creative direction.
Questions to be asked include: How is the brand currently perceived? How does its
current image affect what needs to be accomplished? Does the brand need to be strengthened or corrected? How many features does the product have? How is it manufactured? Is
it the same, similar to, or completely unique when compared with competing brands? What
is the quality of materials used, and how is it reflected in the price, packaging, store layout,
and so on?
Today’s educated consumer is armed with enough product knowledge to compare
brands and make purchasing decisions based on more than just price. The product must offer
a tangible benefit either not offered or not recognized by the competition. It is important to
know the answers to the questions people in the target audience will ask before they compare products. Targets are not attracted by a great idea alone; they are looking for concrete
answers that offer a relevant benefit or solve a real problem. They want to know What’s in it
for me? Why do I need it? What problem can it solve? What are the benefits of ownership?
How does it work? Where can I buy it? What does it cost? Is it easy to use? By answering
the questions before they are asked, the product or service will appear more relevant than
the competition’s product or service.
Competitors
As with target and product knowledge, the account and creative team cannot know enough
about the competition. How does the client’s product measure up? Does the competition
have studies or professionals backing up its claims or recommending the product? Do you?
What is the competing image, slogan, concept, or theme, and is it different enough from the
114 CHAPTER 7
^C
CASE STUDY 5
IMC Campaign: Ecco’s Catwalk
Challenge
Shoe brand Ecco had gone from strength to strength in its homeland of Denmark. In Australia,
however, Ecco had just 3.7 percent unaided brand awareness. Those who were aware of the brand
thought the shoes were comfortable, but only 9 percent saw Ecco footwear as stylish. And that was
a challenge area, as style always came first for Australian women. They were choosing to sacrifice
comfort for that pair of heels they simply couldn’t live without—and resorting to a range of tactics to
help take the edge off the pain. Eighty-eight percent of women admitted to lining their shoes with
bandages or tape to protect their toes and heels. A small number even admitted to shoving toilet
paper in their shoes during a night out. Ecco set out to prove to women that Ecco footwear could
solve their shoe-related problems.
The key objectives were to make women see Ecco shoes as both comfortable and stylish,
increasing the style perception from 9 percent to 15 percent; turn Australian women into Ecco advocates, increasing the volume of online conversations by 50 percent and positivity by 5 percent; and,
finally, drive a 10 percent year-over-year (YOY) increase in sales.
Insight
Australian women had been conditioned by fashion brands to believe that comfort and style could
not coexist. To make it even tougher, experts were regularly inundating women with fashion and
beauty claims that did not translate in the real world. This led to the consumer insight: Australian
women wanted to believe that style and comfort were both possible in a shoe but needed to hear
it from “women like them” before they would trust the claim.
The strategy was to use real women to change the conversation by providing undeniable proof
that style doesn’t have to be sacrificed for comfort.
Solution
The idea was to host a chic catwalk in one of Sydney’s most iconic locations, a catwalk so long that no
one would be able to fake comfort. Ecco’s catwalk event had two notable differences from a regular
fashion show. The first was that the end of the catwalk couldn’t be seen; the second was that there
was not a model pout in sight. Ecco’s real models smiled for the entire 2.812 kilometers (1.75 miles)
as they experienced firsthand the comfort and style of Ecco shoes. Ecco then amplified their smiles
to the masses through magazine and online executions plus its audience’s Facebook, Instagram, and
Twitter feeds.
In the weeks leading up to the catwalk, Ecco built excitement by publicly recruiting an unusual
type of model: one with absolutely no experience. Ecco’s model-for-the-day competition allowed
real Australian women to vie for a spot on the record-breaking catwalk through their social media
assets. The competition winners were accompanied by other, better-known, everyday women—
bloggers, stylists, and fashion writers. These women were invited to walk and then talk. Each brought
CAMPAIGNS 115
client’s? Does the competition offer accessories to go with the product? How long has the
competition been in business? What is its reputation? How well does its product perform
compared with the client’s product?
Knowledge is endless when used to support a concept. Use this knowledge to build
the product’s image, develop a strategy and concept, and determine how the product should
be positioned.
Communication Objectives
Once the target, the product, and the competition have been reviewed, the next step
requires another look at the communication objectives, or what the client wants to accomplish with its communication efforts. As discussed in chapter 2, most marketing objectives
deal with sales. The conversion to communication-based objectives concentrates on what
the target needs to think, feel, or do after exposure to the message. These objectives should
be clearly stated, be measurable, be defined as long- or short-term in nature, and relate to
the product’s position in the product category.
Isolating the Key Consumer Benefit
Determining the key consumer benefit is easier once you know the product, the target,
and the competition. With product knowledge, the team can determine how the product
attention to Ecco and the world’s longest catwalk editorially. They let their readers, clients, and friends
know that comfort and style can coexist—in the form of Ecco shoes.
Exclusive coverage of the record-setting event was sold to one of Australia’s top-rated morning
TV programs. In a four-minute segment, The Morning Show brought the catwalk to a broader group
of Australian women, further validating Ecco’s promise of comfort and style.
Results
Ecco’s 2.812-kilometer catwalk smashed the world record and grabbed media attention. Ecco
secured a 263 percent return on investment through the coverage alone. Thirty-five percent of
women thought Ecco shoes were stylish. The catwalk sparked a 117 percent increase in online Ecco
conversations. The most common talking points were the record-breaking catwalk and Ecco’s latest
range of shoes. Positivity of the conversations increased by 8 percent as women shared the good
news of a shoe that is both comfortable and stylish. Ecco saw a 16 percent YOY increase in sales
during the campaign period.
Media Channels
Ambient, experiential, digital, events, online, out-of-home, public relations, print, television
Source: “Ecco: World’s Longest Catwalk,” Cream—The Innovation Exchange, http://www.creamglobal.
com/17798/31599/ecco-world’s-longest-catwalk.
116 CHAPTER 7
or service—as opposed to the competition’s product—can affect the target’s lifestyle. The
decision about which feature/benefit will be used as the key consumer benefit will define
the campaign.
The key consumer benefit is the target’s motivation to buy. It should fulfill a want
or need, create excitement, or make the target feel better or more relaxed. In an IMC
campaign, the key consumer benefit becomes the voice of the entire campaign. How it is
delivered will depend on the strategy and the choice of tone, approach, and appeal used to
define the visual/verbal message. Together, each will lay the foundation for how the brand
will be positioned and the development of the brand’s image. And of course it should answer
the target’s million-dollar question: What’s in it for me?
Developing a Cohesive Visual/Verbal Message
IMC campaigns must appear and speak with one cohesive and consistent tone of voice
across the promotional mix. The visual/verbal message is the common thread that will bind
all the communication efforts together. A key consumer benefit alone, if clearly stated and
properly targeted, should be enough to bind a campaign together—but does not create a
lasting visual/verbal identity on its own. The ability to create a visual/verbal relationship
between pieces not only assists with brand-name recognition and image development but
also is more memorable. The diverse choice of visual/verbal ties should reflect both the
strategy and the brand’s image and may include typeface and style, layout style, headline and
body copy style, color usage, spokesperson or character representative, jingle, package design,
logo, and slogan or tagline.
Whatever is used to bind the ads together, it must become synonymous with the
product or service—the first thing that comes to mind when the product is mentioned.
If a product or service is associated with a catchy statement or phrase that becomes a part
of mainstream conversation or a catchy jingle the target can’t get out of his head, it raises
awareness and gives lasting impact to a campaign.
Why Multiple Pieces?
By this point, you may be wondering why it is important to use a series of ads: Why won’t
just one or two do? Repetitive visual/verbal ties are what differentiates a campaign from a
single-view message. Single-view means the message is seen one time and is not associated
with any other advertising used currently or previously. One ad with one message, or even
a once-in-a-while message, is not a campaign and does not offer a synchronized message.
Individualized message delivery has no repetitive identity reinforcement and does not build
or strengthen an existing brand image.
Because consumers are exposed to so many messages, a single-view ad does not create a
memorable identity. It takes consistent visual cues and a repetitive message for the reader or
viewer to give an ad more than a passing glance. Without repetitive consistency, the experience goes into short-term memory and is quickly forgotten. For a message to be stored in
the target’s long-term memory, it must be repeatedly seen or heard.
CAMPAIGNS 117
So why do single-view ads at all? There are several reasons an ad may only be seen
once, but the two most common reasons are poor planning and overstock or sales-related
opportunities. Poor planning is a problem that can and often does affect brand loyalty and
brand equity. If the consumer does not receive the correct information, stock is not available,
or the message is placed in the wrong media, both the target and the product are affected.
Overstocks, on the other hand, provide a great incentive to purchase. Additional stock usually means that lower prices are passed on to a motivated consumer.
No matter the reason, the goal is to use the same campaign-uniting devices that were
used in previous advertising and promotional efforts to make a single-view ad fit seamlessly
within the campaign pattern.
The Promotional Mix
Once it is known who is being talked to, and why, and what needs to be said, determining
the correct promotional mix will be much easier. What media mix will reach the target?
Will a more personalized, interactive media mix, such as social media, mobile, direct mail,
or website be needed? Does the target need to be wooed back, or is the goal to get her to
try the product with some type of sales promotion? Or will mass advertising in print or
broadcast do the trick? Remember, to get the target to act, she must first be made aware
of the product or service and see the product positioned as different or unique from the
competition.
It is also important that campaign ideas translate well from medium to medium. Once
the concept is solidified, the final promotional and media mix will be critical to the visual/
verbal message. The concept may have the benefit of being expressed in hundreds of words
or in only a few, or it may be heard and not seen. Knowing each medium’s strengths and
limitations will keep the concept from losing its visual and verbal integrity. IMC is not
cohesive if the visual or verbal message cannot stand alone.
An IMC promotional mix includes any combination of the following: public relations,
newspaper, magazine, radio and television, direct marketing and sales promotion, outof-home and transit, Internet and social media, mobile or alternative media options. We
will look at each one of these individually in chapters 8–18. In whatever medium a piece
appears, it must consistently use the same tone of voice and repetitive appearance used to
represent the key consumer benefit throughout the campaign.
Synergizing the Promotional Mix Message
Synergistic visual/verbal development is the backbone of IMC. Synergy happens when all
messages to the target speak with one tone of voice and project a common image, giving the
message more impact than any single message could by itself. Without the synergistic coordination of messages, a cohesive, consistent message to the target that repeatedly reinforces
the key consumer benefit cannot be delivered. Multiple uncoordinated messages appearing
in multiple media not only create confusion about what the product stands for but also
keep the consumer from retaining the message. For example, if public relations works
independently of advertising, PR is not privy to the strategy being employed to deliver
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the key consumer benefit, and coordination of efforts may not be possible. Public relations
may mistakenly announce a new product, highlighting one feature/benefit, months before
advertising is ready to launch a campaign focusing on a completely different feature/benefit. Inconsistent messages can effectively erode a product’s competitive edge. Consequently,
brand image and brand loyalty are affected when sales personnel or customer service representatives are flooded with questions for which they have no answers.
Types of Campaigns
Campaigns typically fall into one of four distinct varieties: national, service, corporate, or
retail. Let’s take a look at each one.
National Campaigns
National campaigns use a diverse promotional mix and can be seen or heard across the
country. Campaigns of this size are very expensive and are most often undertaken by the
corporate giants. Established brands, large budgets, and a diverse promotional mix drive
national campaigns.
Students of advertising often mistake large budgets as the key to making a campaign
stand out, while assuming those with smaller budgets will languish or even fail. Nothing
could be further from the truth. A big budget does not make a great idea, but it can sure
help one along. Memorable advertising is idea driven and target focused on the key consumer benefit.
Service Campaigns
Service campaigns are no different from product-based advertising. Although everyone
needs and uses services such as health care, banking, or insurance, the goal is to make the
client’s service stand out from the competition as the one everyone needs and wants. One
of the best ways to do this is to talk about service issues, such as customer service, no
health screenings, easy claim service, or no waiting. The key is to offer the same service as
the competition but to make it seem more important to the client’s service organization.
Then, when the target searches for a representative or location nearby, he will see the ad
and remember the same visual/verbal message from television or newspaper—and a bond
will be created. The advertised message may directly offer a solution to a problem he is
having.
Service is about comfort. You cannot touch customer service, but you can experience it every time you enter the bank or need compassionate health care. Giving ads a
similar appearance and tone of voice reminds the target of who the client is and what
it has to offer every time the target sees an ad. Service campaigns need to emit “warm
fuzzies” such as security, trust, and reliability. The very word “service” means more than
one thing, so be sure to tie the key consumer benefit to the overall philosophy of the
service provider.
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Corporate Campaigns
Corporate advertising is basically a company tooting its own horn. Here a corporation takes
the opportunity to let its target know what it has been up to, such as cleaning up the environment with new product developments or building homes for hurricane victims. Service
to the community creates goodwill, contributes to a brand’s equity, and tells environmentally
or socially minded targets that this company is helping society or the environment in some
meaningful way—an excellent key consumer benefit source. Corporate advertising can raise
employee morale as well, because it talks about the company’s community and national
contributions or involvement, which ultimately affects its employees.
When repositioning is needed to address target needs or to compete with competitors,
it is important that the direction the campaign is taking be communicated not only externally but internally as well. Internally, other shareholders such as employees, retailers, and
tradesmen often will be asked to adjust or adapt to corporate changes. Internal communication is important to how successful the external advertising efforts will be. For example,
if the message to the public is “Hertz: We Try Harder,” employees with access to the public
must understand this message. Nothing kills advertising momentum faster than retailers or
customer service representatives who don’t know—and thus can’t act upon—the corporate
message.
The worst kind of corporate advertising results from bad publicity, where a company
must repair its image in the mind of the consumer. This is a very costly and time-intensive
process. To build back consumer loyalty, the corporation must prove itself to the target all
over again. Politics also plays a big role in corporate advertising when corporations use
advertising to influence political leaders on upcoming legislation.
Retail Campaigns
Often referred to as the ultimate real-estate sale, retail campaigns can push individual products but more frequently promote a store or business over individual products. The campaign is usually based on price but can also be based on reputation. A business’s reputation
foretells price and quality, whether the target is dealing with Tiffany & Co., Zales, or Billy
Bob’s Jewelry Emporium. Each will approach advertising differently; some will push price,
while others exist on image and reputation alone.
Retail campaigns rarely stand out creatively, since price is generally the name of the
game. However, uniformity is still critical to memorability and status versus product relationships (figure 7.1). Because price plays such an important role and constant change is a
fact of life, a sense of urgency is always present. Whether the sale lasts a weekend, a week, or
a month, the goal is to get consumers into the store.
Unlike the other campaigns we have looked at, retail campaigns have a lot to do. They
must initiate attention, create interest, announce prices, direct buyers throughout the store,
demonstrate or showcase products, and encourage purchase through price or quality. A retail
campaign never stops selling, from the signage outside to the shopping bags that purchases
are placed in.
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Figure 7.1. These campaign examples use graphics and copy to promote and educate as
well as include engagement aspects. Images courtesy of Jordan Vandergriff, University of
Tennessee.
CAMPAIGNS 121
All points of contact during the target’s shopping experience should reflect the campaign’s tone of voice and overall appearance. Here are some of the ways a retail-based IMC
campaign can sell the key consumer benefit throughout the entire shopping experience:
• Presale advertising or direct-mail announcements, with or without coupons
• Window displays
• Window signage
• Interior displays or kiosks
• Shelf and rack announcements
• In-store credit card promotions
• In-store signage
• In-store announced promotions
• Promotional buttons or T-shirts for sales personnel
• Unique, attractive, or colorful wrapping tissue and coordinated shopping bags or
boxes
• Table tent promotions for restaurants
• Receipt coupons
• Credit card stuffers
These are just a few of the techniques an IMC effort can successfully employ to build
image through its communication efforts. However, image is more than advertising or promotional efforts; internal changes that deal with sales personnel and decor should be adapted
to match communication efforts. Even a discount department store can deliver discounts
without looking or acting like it. Well-stocked store shelves, a clean environment, friendly,
nicely dressed salespeople, and attractively displayed merchandise can project quality at a
bargain price.
Taking dry research and seemingly unrelated objectives and turning them into a message
that speaks directly to the target across multiple media is not an easy task. The success of the
creative effort will depend on how well it mimics and delivers the research found in the creative brief. Since the creative brief is limited to statistical information, it is up to the creative
team to turn that information into a viable creative solution that is on target and on strategy.
Staying on target requires finding an appropriate creative direction. For a good place to
start, look at the brand name, the packaging, and the product’s uses. It is the creative team’s
job to develop connections to the product or service. Consider doing the opposite of what
the target expects—like a surprise ending in a movie, lead the target in one direction only
to land somewhere else. Consider using plays on words; although advertisers are often criticized for exploiting the English language for their own creative purposes, it is a memorable
way to present a message. The only limits to setting the product off from the crowd is to be
off target or off strategy by deviating from the brief, reach the wrong audience, or talk to
target consumers about something they don’t care about.
The message cannot be implied or it will not accomplish the stated objectives or receive
the needed recognition and sales throughout all media. Consumers do not want to work at
understanding the message; if the message is not clear, they will choose a competing brand
whose information is clear and whose benefit is immediately apparent.
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Successful campaigns can, and should, run for years, continually striving to build both
brand loyalty and brand equity. Change should be considered only when the product or
company significantly changes. Today’s advertised messages often change with the seasons,
leaving little time for awareness or loyalty to emerge. Inconsistent repositioning of brands
or repeated challenges to competing brands can affect the target’s image of the product or
service. Companies that are patient and work at building product loyalty over time will find
competitors’ constant change less of a factor in building and maintaining brand equity.
Concept Components
IMC campaigns consist of three interrelated components that affect concept development
and overall appearance: campaign uniformity and visual and verbal uniformity.
Campaign uniformity means that the overall look and message are consistent no
matter the media outlet used or the final appearance of any creative piece. Visual uniformity means that all creative materials have a unique appearance or look. This happens when
layouts, representative characters, slogans/taglines, or even representative color combinations
are found on all pieces. Verbal uniformity takes place when all creative pieces promote
one idea or key consumer benefit. For the campaign to be successful, it must strategically
accomplish the objectives developed in the creative brief and spotlight the key consumer
benefit. A diverse promotional mix using the same verbal tone of voice and visual appearance increases the likelihood the target will see and remember the message, positioning the
client’s product away from the competition.
The components affecting campaign development emerge from the creative brief to
form the campaign’s overall creative foundation. Before any concept direction can be successful, it must be able to address and accomplish each of the following:
• Every campaign is driven by a key consumer benefit in the form of either a big idea
or USP.
• Strategically, all ads work to accomplish the stated objectives.
• The campaign’s message must speak directly to the target audience’s needs and wants.
• Overall appearance may be based on a specific message or idea, layout or headline
style, character or spokesperson, typeface and style, visual element, or color combinations.
• The campaign has a visual/verbal identity that is clearly recognizable in all advertising
and promotional devices.
• The concept direction creates a unique brand identity to set the product off from
the competition.
Know what needs to be accomplished before beginning the design phase, exhaust the
brainstorming and word list stages, and find the unique and discard the “been there, done
that” ideas. It is key that any campaign include cohesiveness, consistency, and repetition.
Does the campaign idea have all these key elements throughout the promotional mix? If it
doesn’t, what component(s) need to be adjusted to create the uniformity needed?
CAMPAIGNS 123
The Concept Develops the Visual/Verbal Ties
A campaign’s unifying nature brings a constant and reliable performance to each campaign
piece. For a campaign to stand out from the competitive crowd and attract attention, it must
have a visual/verbal look, tone, personality, and appearance all its own. The verbal elements
include headlines, subheads, body copy, slogans or taglines, and jingles. Each element has
a distinct job in telling the product or service’s story. Sound can also unify a campaign
through jingles or music or the distinctive voice of a spokesperson. To define the brand’s
image, it will need a distinct, coordinated tone of voice that can express and identify the
brand’s personality.
Verbal elements should create a cohesive and consistent tone of voice throughout the
campaign and across all media. A campaign’s message should be so intertwined that the
consumer feels the continuity of thought from one ad to the next.
Verbal elements include:
• Headlines. Headlines are most often used to announce the key consumer benefit. Each
headline’s tone of voice should match the tone, approach, and appeal determined
in the strategy and should give the brand an identity. The choice of headline style
should complement the brand’s image and bring the concept to life. For example, if
the target is asked a question in the newspaper, also ask one in the magazine, outdoor,
radio, television, and other media.
• Subheads. A subhead should continue the thought concerning the key consumer benefit begun in the headline. The subhead’s job is to keep the reader moving through
the ad by offering tantalizing bits of information.
• Body copy. The length and overall voice of the body copy is also a great way to tie ads
together. Body copy tells the product’s story through its features and benefits, primary
uses, and any additional or secondary uses that will help to demonstrate the product’s
importance in the target’s life. The first paragraph should continue the discussion on
the key consumer benefit, the middle section should make the sale, and the closing
paragraph needs to move the target to action.
• Slogan or tagline. A slogan identifies a corporate or product philosophy; a tagline
reflects the concept and key consumer benefit used in a campaign. No matter which
one is used, it should always appear above or below the logo. If a slogan is spoken
on radio and/or television, be sure it appears to be spoken in print by the character
representative or spokesperson.
• Jingle. If the message can be sung in a catchy way, why bore the target by saying it?
Jingles can get in a target’s head and stay there; that’s why jingles are described as
“catchy.”
Visual elements speak to the target in a different way; they help the target see or
experience the product or service and the benefit it will bring to his life. Visual images
can show the product in use or place the product in the hands of the target. The types of
images chosen, as well as layout and typeface, can suggest the visual/verbal tone of voice to
be used. Color choices can set a mood, and the purposeful placement of elements within
an ad can help define the overall product image. Consistency and repetitiveness are key to
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binding campaign pieces together; remember, nothing can be said or shown just once in
any IMC campaign series.
Visual elements include:
• Layout style. Layout style, or the overall way each component is laid out or placed
within the ad, creates a consistent visual appearance across media. Use the same layout
style for each printed piece. Layout styles can transfer to radio and television through
tone of voice, with the character or spokesperson delivering the message.
• Visual images. The choice of images depends on the concept. If using a nostalgia
theme, think about using black-and-white photographs or a Norman Rockwell–style
illustration that complements the concept. If the concept deals with making what is
old new again, the use of spot color on a black-and-white photograph can highlight
the product or logo by creating eye flow. Graphic images give a modern, stylish, or
trendy feel to a product; color photographs bring the product alive with rich colors,
textures, and detail.
• Typeface. The same typeface, type style, and weight should be used in all ads in the
campaign. Whenever possible, headlines, subheads, and body copy should be the same
point size and length, as size creates a visual unity between ads.
• Character or spokesperson. A representative, either animated or human, who can speak
for and represent a product gives a personality or face to the product and should
appear in all pieces. If possible, the image should be approximately the same size;
at the very least, the same amount of image should appear in every ad. A repetitive
head-and-shoulders shot, for example, can be used at different sizes.
• Repetitive border treatments can create a mood. Use of a decorative border, whether
elaborate or simplistic, can isolate both the ad and the elements within the ad by
pulling the viewer in, creating an air of exclusivity and elegance. Depending on the
graphic images used, borders with images within them or as an extension of them can
create an illusion of playfulness or homeyness or give the ad seasonal appeal.
• Color. Color, or the lack thereof, can make an ad unique in the same way a particular
illustrative, graphic, or photographic style can. The choice of color should support
the overall key consumer benefit and strategy. Color choices can be used as design
elements to create specific emotions or to set a mood or attract the eye. Color is also
easier to remember than product names.
• Logos, slogans, or taglines. The logo, slogan, or tagline should appear in basically the same
location on all pieces and should be the same size whenever possible.
To help determine whether a campaign is consistent across all media and has all the
required elements, see the campaign checklist in box 7.1.
It is important to be familiar with the promotional mix before finalizing concept direction. Knowing where the ads will be seen or heard will help determine the best way to show
or tell the concept. For example, should the concept rely on a lengthy verbal message to get
its point across, or will media restrictions allow only a few words to make the same point?
Will visuals that show the product in use, in a setting, or through a demonstration deliver
the key consumer benefit better?
BOX 7.1. Campaign Checklist
1. ____ Does each ad clearly state the key consumer benefit?
2. ____ Does the campaign’s message talk to targets in their language and in a way that holds
their attention?
3. ____ Does the campaign’s message address and answer each stated objective?
4. ____ Is the relationship clear between the key consumer benefit, the headline, the body
copy, and the visuals?
5. ____ Is this relationship reflected in the strategy?
6. ____ Does each ad or promotion’s overall image match the tone, approach, and appeal
stated in the strategy?
7. ____ Does the chosen layout style reflect the strategy?
8. ____ If a jingle was created, do the music and words reflect the strategy?
9. ____ Is the concept as strong visually as it is verbally, no matter what medium it appears in?
10. ____ Is the concept unique to the product, and does it position itself away from the competition?
11. ____ Does the copy’s tone of voice match that stated in the strategy?
12. ____ Does the first paragraph of the body copy continue the key consumer benefit discussion begun in the headline?
13. ____ Does the middle paragraph of the body copy give enough information about the product to understand what it is, what it does, and how it will affect the target’s lifestyle?
14. ____ Does the copy close with a call to action?
15. ____ Is detail copy included in all ads to make shopping or ordering easier?
16. ____ Is the message clearly consumer focused?
17. ____ Do the visual components match the strategy?
18. ____ Do the visuals match the image created in the headline and copy?
19. ____ Is the logo clearly seen in every message?
20. ____ Does the slogan or tagline appear in every message?
21. ____ If specific color combinations were used in the ads, do they appear in every message,
and do they match the tone, approach, and appeal used in the strategy?
22. ____ Is the typeface and style consistent in every ad?
23. ____ Is the layout style evident and the tone apparent in every ad?
24. ____ Is the headline size and body copy length as consistent as possible in every ad?
25. ____ If using a spokesperson or character representative, is he or she seen or heard in every
ad?
26. ____ Is the cropping and image size as consistent as possible in every ad?
27. ____ Does the package’s design match the brand’s image?
28. ____ Does the campaign reflect a long-term focus, with enough time built in to build consumer loyalty?
29. ____ Are there interactive components built into the campaign?
30. ____ Does the promotional mix reflect the target’s lifestyle and interests?
31. ____ Is the visual/verbal relationship so strong that if the campaign were thrown into a vat
with a thousand other campaigns, the target would be able to pick out the brand’s
specific series of ads?
32. ____ Does the IMC campaign have one clear benefit, a distinct appearance, and one tone of
voice that is apparent across all media?
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Spokespersons and Character Representatives
When you want to say something visually, consider using a visual voice in the form of a
spokesperson or animated character representative.
The spokesperson for a product is important. He or she must be likable, with an
appearance that fits the campaign’s overall visual/verbal concept. To determine an appropriate spokesperson, the creative team members must ask themselves: Who does this product
remind me of? Remember, it’s the product’s personality that sets it off from the competition,
especially if there are no major differences between brands in the same category.
There are four basic types of spokespersons:
1. Celebrities
2. Specialists
3. Corporate heads or CEOs
4. Common man
Celebrities
A celebrity’s popularity with younger target audiences can be transferred to a product, and
this popularity can actually build a product’s brand equity. It is important that the celebrity’s
professional image be tied to the product’s key consumer benefit. This image translates to
the product, so any character flaws that arise in a celebrity over time will reflect upon the
product. Celebrity endorsements can be broken down into five different areas:
Unpaid On-Screen Spokesperson Charities supported by a celebrity are the most
common benefactors of an unpaid on-screen spokesperson.
Paid On-Screen Spokesperson Paid on-screen spokespersons are one of the most
common types of spokesperson. This is where a celebrity is paid to tie her image to a product and physically represent it in all advertising efforts.
Celebrity Voice-Over This type of spokesperson is used for radio and television.
Voice-overs are less expensive spokespersons because they deliver the message off-screen and
the celebrity is not identified or seen. Celebrity voice-overs are not a great choice for use
in an IMC campaign, since a voice-over cannot be used on all media vehicles.
Dead-Person Endorsement A dead person can’t speak, but his image can. The use
of old interviews or movie clips can associate personality traits, political activism, and even
nostalgia with a product. The use of this type of spokesperson is very controversial and often
considered in bad taste.
Animated Character Spokesperson Believe it or not, the Keebler Elves and the Pillsbury Doughboy are celebrities. We like them, we trust them, and they have been around so
long, we consider them friends. They might make us feel a little nostalgic, and we may even
associate their image with a specific event.
Specialists and CEOs
If something needs to be proved, use a specialist in the field, like a doctor, scientist, or engineer. If the goal is to develop a philosophy, create a friendship, or instill trust, use a CEO or
owner of a small company or business.
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Common-Man Spokesperson
The common man can be someone who uses the product and can talk about his or her
experiences or a paid actor representing the common man based on feedback from real
consumers. Why use an actor when you can use a real common man? It has nothing to do
with trying to deceive the public and everything to do with how the message is delivered.
A trained actor will be able to deliver the message with less effort and more believability.
Anytime a substitution is made, it must be stated in the ad. That being said, common-man
endorsements are becoming more common. It is thought that celebrities, with all their
power and faults, have saturated the market and are becoming less believable. They also limit
the length of time a campaign can run; star power rarely lasts as long as a product’s does.
Personality Traits for an Effective Spokesperson
To reach out and touch the target, the character or spokesperson must resonate with the
target. If consumers don’t like or respect the image or person delivering the message, they
will tune out. We search for people like us, so personality traits should reflect the target’s
self-image and lifestyle. When developing a character or hiring a spokesperson, consider the
following traits:
• Appearance
• Likability
• Trustworthiness
• Expertise
• Credibility
Character representatives begin in an art director’s imagination, much like a live spokesperson does. The choice to use a live person or create a character spokesman will have a lot
to do with concept and a little to do with budget.
There are times when a live actor simply cannot be found who fits the client’s direction
or the art director’s conceived personality for the product. So, when it can’t be found, create
it. Budget can also affect whether a spokesperson will be local talent or a celebrity. But at any
level, live talent is more expensive to maintain than a character on a page or computer screen.
Character reps may come from word association, folklore, historical characters or events,
or even an art director’s past experiences. Character reps are easy to work with; they have no
demands, are never late, and never grow old. Their images can and often do last longer than a
live representative spokesperson. Here are a few character representatives you may recognize:
• MetLife Snoopy
• The GEICO Gecko
• The Energizer Bunny
• The Michelin Man
• Chester the Cheetah
• The Aflac Duck
• Mr. Clean
• The Pillsbury Doughboy
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• Mr. Peanut
• Dow Scrubbing Bubbles
• Tony the Tiger
It is important to remember that campaigns are meant to run for a long period of time,
perhaps decades. If you keep in mind how the concept can grow and mature over time,
you can almost guarantee the campaign will have staying power. This is one of the reasons
to stay away from trends and current celebrities and create your own trends and your own
celebrities through spokespersons or character representatives.
Stand Up and Stand Out: It Pays to Be Different
Product categories with little or no product differentiation need a unique creative approach
to set the product apart—not by features but by status, image, or imagination. This is where
the right strategic appeal creates difference among the masses. Targets will buy a created
and creative image over the status quo; it just needs to fit their image and their needs.
What will be the tie that binds—a character or spokesperson, a jingle, or a theme-related
headline treatment, slogan, tagline, or layout style? The key to creative individualism lies in
the research and brainstorming stages. Create a trend, tie it to an existing trend, resurrect a
trend, or create a voice or a statement that can be reinforced visually through photographs,
illustrations, or graphic devices.
Campaigns and their creative imagery and messages allow the creative team to continually remind targets what the client’s product or service brings to them over that of the
competition.
DISCUSSION QUESTIONS
1. How is an IMC campaign different from a traditional campaign?
2. What role does the media plan play in campaign development?
3. How is the key consumer benefit employed in an IMC campaign?
4. What needs to be considered to ensure an IMC campaign is consistent and cohesive across
multiple media?
5. Why would a brand use single-view ads?
6. What is the promotional mix, and why is it important to have a synergistic mix in an IMC campaign?
7. Why are synergistic visual and verbal elements important to IMC?
8. There are four types of campaigns discussed in the text. What are the characteristics of each
type, and when should each be used?
9. For a campaign to be successful, why is it important to have both visual and verbal uniformity?
10. What is the difference between a spokesperson and a character representative? Define the
different options. When should each be used if at all?
^Q
129
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CHAPTER
8
Public Relations
The Strategic Use of Public Relations in IMC
Public relations is a mostly nonpaid form of communication that builds relationships with
both internal and external audiences through communication efforts that reinforce, defend,
or rebuild a corporation’s or product’s image. External audiences are a company or organization’s “publics,” or target audience. Internal audiences are referred to as stakeholders, or
those who have a stake or vested interest in the company’s success and reputation.
Marketing Public Relations
When IMC uses public relations to promote a brand, it’s known as marketing public
relations (MPR). MPR uses nonpaid media vehicles in either print or broadcast to inform
the public about a product, service, or corporation. (See case study 6 about Dawn’s MPR.)
MPR deals with the “selling” of a corporate or brand image to a specifically defined
target audience. Traditional corporate public relations deals with many different publics,
both internal, such as shareholders and employees, and external, such as consumers and
organizations. This is different from traditional public relations, which is most often utilized
as a promotional or informational outlet. Public relations in the past has been relegated to
a support role, responding more to what the client wanted than what the advertising message required. This disconnect frequently generated unplanned, mistimed, and incompatible
messages that often confused the target and eroded a brand’s identity.
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Today, timing is controlled, and all communication efforts coming from public relations
representatives use the same tone of voice and appearance as other IMC messages. It is not
unusual for public relations to be called upon from time to time to create or promote media
events to strengthen or maintain interest in the product or service. Because of its access to
the press and the press’s ability to reach the target, and because of its credible reputation,
public relations is able to grease the way for the rest of the promotional mix, both internally
and externally.
Reinforcement
Public relations comes into the IMC process with experience in creating opportunities for
two-way communication between the company, product or service, and the target, making
it a vital player in determining and managing the relationship between buyer and seller.
Because of this, public relations is excellent at initiating communication efforts through
interactive exchanges between the consumer or technical assistance representatives and the
consumer. This dissemination of information gives symmetrical information to all interested
parties, bridging the communication gap between word-of-mouth gossip and valid information.
Defense
Ideally, public relations practitioners will find themselves in an offensive position when
introducing or maintaining image; but if any kind of negative publicity does arise, they will
need to take a defensive position. These actions can play a huge role in creating and maintaining brand equity and brand loyalty. In a crisis or negative situation, the way in which the
corporation’s view or position is proactively handled can eliminate any lingering negative
effects concerning the corporation, product, or service.
Rebuilding
If the public is not given the satisfaction of hearing from the corporation or organization,
word of mouth takes over and affects equity and loyalty. Once consumer confidence is lost,
it is very time-consuming and costly to gain back. Continual informative messages, often
delivered through social media and public forums such as news conferences, can successBOX 8.1. MPR Tactics
Tactics used in marketing public relations might include:
• Print news releases
• Media kits
• Video news releases (VNRs)
• News conferences
• Celebrity spokesperson interviews or personal appearances
• Sponsored events
PUBLIC RELATIONS 131
fully deflect countering opinions, hearsay, or investigative inquiries to ensure a product or
service’s continued success.
The Diversity of the Public Relations Voice
Public relations defines action. Its job is to get the word out about what a corporation or
organization is doing locally, nationally, or internationally; how it affects the organization’s
product or service; and/or what the organization’s relationship is with the target. This action
becomes usable information to the public. Externally, its most traditional action-oriented
tactics include news articles; televised events or interviews with company spokespersons,
executives, or CEOs; news releases to local or national newspapers or radio and television
stations; news conferences; and social media management.
Communication inside a corporation is just as important as the message sent to the
consumer. Devices such as newsletters deliver information on company events, insurance,
investments, promotions, and retirements. Additionally, public relations representatives
may act as go-betweens for the corporation and the media, setting up interviews, writing
speeches, and arranging sponsorships to arouse public interest or attract attention.
Additional responsibilities include using social media to interact with consumers, manage viral campaigns and blogs, planning any necessary restructuring for internal adjustments
to new company policies or philosophies associated with an IMC message, the development
of corporate or community sponsorships, and the development of celebrity endorsements
or the arrangement of appearances at an event.
When used as a marketing tool, public relations can launch products, build or enhance
images, and inform consumers for very little money. Costs associated with public relations
most often deal with salaries and development of printed materials.
A public relations representative’s ability to build relationships and interact with consumers creates an interactive dialogue that makes the customer part of the product’s success
and future development. An ongoing relationship with the press gives public relations media
options not available with any of the other communication approaches. This ability to garner media coverage through events, news releases, press conferences, and interviews makes
public relations especially suited to:
• Launching a new product and service
• Positioning or repositioning a product or service
• Generating “buzz” about a product or service
• Affecting and reaching specific target groups
• Crisis control, scandals, or negative publicity for a product, service, or corporation
• Building or maintaining the image of a product, service, or brand
New Products
With a new product launch, public relations can create excitement or anticipation with facts
rather than through creative execution. Because of its relationship with the press, public
relations is considered more reliable than straight advertising.
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^C
CASE STUDY 6
IMC Public Relations: Dawn Dishes It Out
Overview
Though consumers understood Dawn Dishwashing Liquid’s core equity (tough on grease), they were
unaware of its value proposition: Just a little Dawn cleans lots of dishes. As a result, consumers were
being lured by lower-priced products in larger-size bottles that appeared to offer more value.
Dawn turned to Marina Maher Communications (MMC) with a challenge: Lead an integrated
communications campaign that would illustrate—in a unique, dramatic, and breakthrough way—
that Dawn’s Lift Action formula is the best value (just one twenty-five-ounce bottle cleans more than
10,000 dishes).
Objectives
The campaign would need to meet three critical criteria:
1. Generate national awareness of the value claim.
2. Create relevance for consumers (including the large and growing Hispanic market).
3. Be easily integrated with other marketing disciplines.
Tactics
To allow consumers to “see” and “believe” Dawn’s cleaning power, MMC developed a massive event
“torture test” concept that told the story: Dawn Goes the Distance (Dawn Supera la Distancia). The
key visual—providing news/media value, advertising content, and consumer interaction—was to
use daredevil Robbie Knievel, son of the legendary Evel Knievel, to attempt to jump over 10,000
dishes—all cleaned with just one twenty-five-ounce bottle of Dawn! Using Knievel allowed MMC
to establish the positioning of “It takes a daredevil to attempt to beat what Dawn can accomplish.”
The four-pronged integrated marketing effort featured a giant festival and wash-a-thon—
staged at California’s Irwindale Speedway (a recognized motocross locale)—and provided highly
visual footage for a new advertising campaign. Key elements included:
• Credible eating/washing event (where attendees witnessed the 10,000-dishes dishwashing claim)
• Hispanic market location (Los Angeles, home to a large US Hispanic population)
• “Wow” visual for media coverage and advertising shoot (associating the low-interest category of
dishwashing with the excitement of a daredevil motocross attempt)
• Celebrity spokespeople (Knievel to communicate brand value message and Hispanic celebrity
host to emotionally connect with Hispanic target audience)
Results
More than 5,000 bilingual flyers were distributed in market and an ANR, airing pre-event, garnered
attendance of 1,685 consumers. Irwindale Speedway marquee signage was seen by 525,000 LA-area
consumers/drivers over five days. In addition, 1,700 product samples were distributed at the event.
PUBLIC RELATIONS 133
Positioning
The way a brand is positioned or repositioned will have everything to do with the target
and/or parent company or corporation. If the product is positioned as safe and the corporation that manufactures that product is currently under investigation by a federal agency
for safety violations, the product’s position will be hurt by corporate actions. Once the consumer loses faith in a product or service, both brand loyalty and brand equity are affected.
It can be very expensive and time-consuming to rebuild a product’s image. If the consumer
dislikes or is distrustful of the corporation, extensive media coverage can enhance these
feelings of distrust, effectively dooming any communication efforts.
Generating Buzz
Public relations is a great source for creating a “buzz” or hype for a new product launch.
Perfectly timed leaks to the press can create a perceived need for a product or service
before it even hits the market. Because the information is coming from a credible source,
the news media, a product can hit the market ahead of its competitors based on little information and a lot of excitement. However, the product or service must deliver on what is
promised or implied to reinforce credibility and trust. Public relations representatives have
many options available to them to create and build brand awareness that have nothing to
do with the use of traditional advertising methods. Consider the following options when
“buzz” is needed:
• Sponsorships. A sponsorship is when a corporation or brand commits its name and
money to an event such as a golf tournament, concert, or charity event.
The MMC campaign generated sixty-seven million consumer impressions in just one week.
More than 575 TV placements spotlighted Dawn in general market and Hispanic outlets, including
CNN’s Headline News, American Morning, and Airport; ESPN Sportscenter; Fox News Live; Univision’s Despierta America, and Telemundo’s Al Rojo Vivo with María Celeste. Coverage saturated all top-ten ADI
markets in the United States.
Radio coverage included 484 stories, while Dawn’s photo ran on the AP wire service, and the Los
Angeles Times featured the Dawn story and brand name—highly unusual for a low-interest category
in the nation’s third-largest newspaper.
TV advertising launched on January 12, 2004, and Dawn’s brand manager reported: “The Dawn
Mileage program creates a permanent impression in consumers’ minds about Dawn’s long-lasting
performance in a way that no competitor can challenge or match. . . . The program generated results
well beyond our expectations.”
Source: Dawn with Marina Maher, “Dawn Dishes It Out: Changing Consumers’ Perceptions on Value,” Council
of Public Relations Firms, http://prfirms.org/resources/dawn-dishes-it-out-changing-consumers-percep
tions-on-value.
134 CHAPTER 8
• Talk shows. If you can get a talk show host like Ellen or Dr. Oz to talk about a product
he or she uses and likes or a company that sponsored an event the host was involved
in, the host’s popularity and credibility transfers to the product or service.
• Product placement in movies or television programs. If you remember the Reese’s Pieces
trail in the movie ET, you understand the importance of product placement. A
product’s success is usually associated with a character, but it can, if repeated often
enough, become associated with a movie or television show. The sheer number of
loyal viewers or moviegoers for popular features can boost sales and create or reinvent
a brand’s image.
• Celebrity endorsements. As discussed in chapter 7, celebrities can represent a product
based on their success or reputation.
• On-the-spot promotions. In an on-the-spot promotion, a corporation takes the product
to the people so that they can try or see the product in use. These types of events are
often set up on busy street corners, in malls, or anywhere a large number of people
will be available to participate.
• Inadvertent celebrity spokespersons. An inadvertent celebrity spokesperson happens by
accident when a spokesperson’s persona is so well liked by the target that he or she
becomes something of a celebrity. Often spokespersons appear on talk shows and in
the news, creating a nonpaid form of advertising for the product or service.
Reaching Specific Targets
The ability to create a dialogue with both internal and external audiences allows public relations to coordinate messages between its “publics” and shareholders. Public relations works
from the inside out to reach targets with a product they trust, from a credible source that
has earned a reputation based on a product’s repeat performance and quality.
Crisis Control and Scandal
A brand cannot survive if the corporation is under fire or its publics or stakeholders are
unhappy or dissatisfied. Positive relationships, built from the inside out, are as important as
the message. Public relations representatives orchestrate and maintain much of a brand’s,
service’s, or corporation’s image.
Today, a large amount of crisis control takes place via social media. A crisis or scandal
can take many forms and vary in size. For example, a handful of disgruntled consumers
may be dissatisfied with the level of customer service they recently received, while a larger
contingent may respond negatively to environmental issues, contaminated food reports, or
recalls associated with the brand. Any level of negative publicity left unaddressed is detrimental to both a brand’s image and brand equity. Brands that have a crisis management plan
in place can avert scandal and avoid negative public opinion by first acknowledging the
problem and then addressing it using both social and news media outlets.
Brands that continually monitor social media outlets can immediately respond to innuendo by dispelling rumors or address a developing crisis by controlling the flow of information. The key to successfully surviving a crisis is to respond to it as quickly and professionally
PUBLIC RELATIONS 135
as possible. The slower a company is to respond, the more believable any unsubstantiated
information becomes to followers, listeners, or viewers.
Public relations representatives must be careful to avoid causing additional negative
word of mouth or viral postings before responding or posting a comment about any crisis.
If all the facts are not currently available, they need to let the target know that updates
will be posted as soon as they are available. Not all complaints warrant public postings.
For personal complaints, questions, and concerns, deal with the individual directly and
privately. Use public posting only for issues dealing with a larger segment of the target
audience.
In Advertising Campaign Design: Just the Essentials, Robyn Blakeman suggests the following steps for managing a crisis:
1. Take immediate action. It doesn’t take long for negative publicity to become the
hub that negative press revolves around.
2. Be a part of the conversation. Give the facts that are available, and keep consumers
updated on changes as they happen.
3. It happened; admit it. Be a part of the solution; let the target know the steps that are
being taken to avoid such a mishap in the future. Monitor the ongoing conversation
to nip baseless accusations in the bud and clarify points.
4. Do not issue a scripted apology. Social networks are not press conferences and need
personal interaction.
5. Ask for a solution. Find out what it will take to make amends. This proactive
approach lets consumers know the brand or corporation takes responsibility and
cares about what the target thinks. It is also a great way to maneuver the discussion
from a negative one to a more positive one.
6. Solve it.
7. Build on it and move on.
Brands that are active participants in the day-to-day chatter on social media will find
it a great place to monitor public opinion, talk directly to brand-loyal but disgruntled consumers, distribute information, and dispel negative allegations.
Building or Maintaining Image
Any negative publicity is damaging to a brand’s image. Corporations that do nothing often
face intense scrutiny from the media, forcing a corporation to face up to and act on the
charges or allegations. Corporations that respond immediately to damaging allegations can
kill the momentum of any kind of investigation quickly, often with little or no damage to
image or equity.
Public relations brings a reputation built on trust and credibility with both the media
and the target to the IMC promotional mix. As longtime practitioners of consumer-focused
information, public relations representatives are used to building and retaining rapport
between a corporation, brand, or service and its publics and other stakeholders.
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How Does Public Relations Help IMC Be Consumer Focused?
The emergence of public relations from a supportive role to becoming an essential member
of the promotional mix is the result of its compatibility with IMC tactics such as:
• Relationship building. IMC concentrates on tightly defining a specific target audience.
Products and messages are developed with this target audience and their specific
needs in mind. Public relations can take this definition a step further by including
internal stakeholders in the planning and execution of the IMC message. By segmenting these various targets into smaller, more manageable groups, a key consumer
benefit can be adapted to address each consumer or stakeholder’s needs and wants
more specifically. Consumer-focused marketing, or relationship marketing, has always
been a priority for public relations. The move from traditional sales-based advertising
to relationship marketing, or the building of long-term relationships with the target
or other stakeholders, is critical to building brand loyalty and creating a dialogue, or
two-way communication, between buyer and seller.
• Tone of voice. IMC focuses on messages delivered with one tone of voice and one
image. Public relations can reflect the key consumer benefit, the strategy, and the
visual/verbal message on all communication, both internal and external. This consistent and repetitive use helps maintain that voice and image not only with the press
but also through contact with customer service representatives, operators, sales personnel, delivery drivers, and consumers. This coordination of ideals and attitude is as
important to brand loyalty as it is to a brand’s image.
• Databases. IMC employs the use of databases to personally reach individuals within
the target audience. Public relations uses databases as informational and educational
devices to develop a relationship by interacting one on one with the target.
• Brand management. IMC focuses on creating and maintaining the image of a product,
service, brand, or corporation and developing brand-loyal consumers. Disgruntled
employees, negative word of mouth, government investigations, and recalls can affect
a brand’s image. The job of public relations is to manage this image from the inside
out before it can affect a target’s attitude or mind-set toward a product or service.
• Two-way communication. IMC focuses on ways to develop an interactive dialogue
between the buyer and the seller. Public relations is the first to understand that what
happens inside a company affects the product and the consumer. Interactive opportunities allow the consumer to be an internal stakeholder by offering feedback on
products and/or customer or technical services.
Incentives and Deterrents of Public Relations
In order to decide whether public relations is right for an IMC campaign, let’s look at some
of the incentives and deterrents associated with it.
PUBLIC RELATIONS 137
What Makes Public Relations So Great?
The more notable incentives associated with public relations include:
• Elevated corporate or brand image. Public relations determines what the target thinks
about a product or service or the corporation that produces the product by maintaining its positive position in the consumer’s mind through customer service contact
or the proper and swift handling of any negative publicity.
• A well-developed interactive relationship with the target. Public relations can reach, talk,
or bring the product or service directly to members of the target or target groups
through such outlets as social media, news conferences, sponsored events, infomercials, or public service announcements.
• More communication outlets. Able to communicate at length with both internal and
external targets, public relations can tailor a message to an external targeted individual
or on a larger scale to internal groups such as union workers.
• Low cost. Public relations can get the message out through free media sources such as
social media, newspapers, magazine feature articles, or broadcast news sources.
• The ability to present believable technical or scientific evidence through a credible news source.
Because of public relations’ association with the press, both print and broadcast news
departments choose to report on studies presented through public relations sources
because the information can be, and most often is, backed up by research.
Is There Anything Wrong with Public Relations?
The more notable deterrents associated with public relations include:
• Short shelf life of news items. Nothing presented in newspapers or through broadcast
channels lasts longer than twenty-four hours.
• Difficult to modify behavior. To build loyalty and equity, the target needs to be repeatedly reminded about the product and its benefits. Public relations cannot get this
done without the help of other media sources.
• Inability to measure results. Determining if the objectives were successful requires a way
to measure results, such as how many units were sold or the number of people who
attended an event or saw a news conference. Since public relations rarely asks the
target to do something like purchase a product or service and is often paired with
other mass media or promotional vehicles that do, there is no immediate way to tell
if the message reached the intended audience.
Putting Public Relations to Work
Before implementing the public relations portion of an IMC campaign, several decisions
must be made, such as:
• What tools need to be used: news releases, news conferences, social media announcements, brochures, and so on?
138 CHAPTER 8
• What public relations tactics and/or approaches will be used to execute the key consumer benefit and strategy determined in the creative brief?
• What additional media will be used to deliver the message, and when will the message be delivered?
Public relations and advertising are two opposing forces both trying to get the right
message out to the right people. Each uses slightly different techniques to achieve the same
results; the only major difference is that one is free and the other is not.
Public Relations and Advertising
The tension between advertising and public relations has always been about timing. The
question of who should lead and who should follow should be based on the objectives outlined in the creative brief. If the objective is to build brand awareness or maintain a brand’s
image, then advertising is the best communications approach and should lead the way via
print or broadcast. Anytime a product or service has news value, is reinventing its image,
is launching a new product, or makes claims that need to be substantiated to give them
credibility, public relations should lead with news articles, news conferences, social media
announcements, or even exclusive press events.
Why should public relations and advertising be part of the promotional mix? Advertising focuses on the consumers in the form of a monologue, or one-way communication.
Public relations turns the communication into a dialogue, or two-way communication.
• Advertising and marketing concentrate on one product for one consumer group.
Public relations concentrates on building relationships with many groups to accomplish varied objectives on many levels.
• Public relations and advertising make an excellent team for creating brand awareness,
building brand equity, and maintaining brand loyalty.
The Strategy behind Public Relations
The strategy behind using public relations has everything to do with the key consumer
benefit, the right target audience to be reached, the message, and the best promotional mix
to accomplish the stated objectives.
When you talk about strategy, the first thing that needs to be determined is who will be
at the planning table. What role will advertising, public relations, social media, the Internet,
sales promotion, or direct marketing play? Or will some other, less-traditional form of promotion be used to reach the target? The answers will depend on what the IMC campaign
needs to accomplish and the best way to reach the target.
Planning looks at the target, the objectives that need to be met, the strategy that will be
employed to accomplish the objectives, timing, and the assembly of media vehicles that can
be used to strategically accomplish the objectives.
IMC planning is not just about message development but also the development of a
holistic message for change throughout an organization. Change must take place every-
PUBLIC RELATIONS 139
where for an IMC campaign to be successful. Strategically, IMC must execute an internal
plan that reflects the external message. This inside-out examination of the varied target
groups helps coordinate communication between these very specialized groups. Whether
the promotional message is talking to the consumer, the media, retailers, or other quantifiable targets, each audience must receive the message behind the key consumer benefit in its
own language and with its specific benefit clearly defined. The ability to define each group
and its needs is exclusive to public relations and invaluable when defining the best member
of the promotional mix to meet those needs.
Objectives need to be examined to determine the best promotional vehicle to strategically accomplish the stated objectives. Public relations is in a perfect position to manage
word of mouth, maintain customer service, manage social media and brand issues, and
oversee any unplanned events such as media inquiries or recalls, all of which affect image
and strategy.
An effective IMC message can be delivered through press relations, sponsored events,
internal and external communication, and reaction to both internal and external feedback
to make the message stronger. Its credibility and virtually no-cost way of doing business
makes public relations a critical mouthpiece to get and keep the word out about a product,
service, or corporation through varied media vehicles.
Strategically, any approach, appeal, or tone can be adapted to public relations’ tone of
voice. Choices made will ultimately depend on the makeup of the campaign’s promotional
and media mix. For public relations to hold its own at the planning table, its practitioners
will have to see the product or service through the eyes of the marketer and understand that
sales and customer relations are intertwined. In order to accomplish the stated objectives,
public relations needs to be able to speak the language of marketers, initiate the strategy,
and understand the diversity of the promotional mix. This will require adopting an attitude
of planned action based on research as opposed to reaction to events and information from
corporate executives.
Today, public relations practitioners need to be more than media liaisons, relationship
managers, and designated watchdogs for a brand or service’s image; they need to be strategic
market planners.
On the downside, public relations does not offer the power of the other communication approaches to effectively remind the target about the message. Because of this, it is
difficult to change consumer attitudes using public relations alone. Being able to evaluate
the effectiveness of each communication effort is a priority for any IMC campaign. The
implementation of an IMC campaign requires each member of the promotional mix team
to understand what marketers need and want to accomplish and be able to define how public relations can strategically be used to accomplish objectives and determine the estimated
return on investment (ROI).
When public relations is attached to marketing and sales, in order to receive its share of
the marketing budget, it must be able to show measurable and quantifiable results associated
with its efforts. ROI very simply refers to the amount of profit left after advertising and
other costs have been deducted. Many believe public relations, as a member of the marketing team, cannot show a measurable ROI unless it is the sole member of the marketing
team, as might be found in business-to-business marketing. Others believe it is measurable
140 CHAPTER 8
or quantifiable based only on the amount of media placement predicted during planning as
opposed to the actual placement earned. The question that must be answered is: Do certain
media outlets carry more weight than others? The answer is yes. Just like the other parts of
the promotional mix, the final media mix should be determined based on whether the target is exposed to the media vehicle in order to see the article, hear the interview, or interact
with a brand representative.
How do public relations representatives communicate with the media and/or their
publics? Let’s look at some of the techniques involved. Remember, public relations will also
be working from the creative brief, so the message will be coordinated with all other IMC
messages.
The Many Documents That Make Up Public Relations
There are many ways public relations talks to its publics and/or stakeholders. Most creative
executed by public relations consists of large, copy-heavy pieces such as annual reports,
educational materials, infomercials, press conference copy, or public service announcements.
The choice of vehicle does not depend on length but rather on who is being spoken to,
the promotional mix employed, the message to be communicated, and the desired outcome.
Following are some of the more commonly used message vehicles:
• News releases
• Fact sheets
• Media advisories
• Pitch letters
• Press kits
• Newsletters
• Brochures
News Releases
A news release contains the latest news and information about the product or service in the
form of a finished news article. It is sent unsolicited to an editor and, if published, will be a
form of nonpaid advertising.
News releases need to be both well written and newsworthy enough for editors from
print or broadcast media to consider them for publication or broadcast. Writing should be
clear, concise, and factual. Leave the creative writing to the advertising creative team; news
releases are meant to inform, not entertain.
The ultimate goal of all news releases is to be noticed. An editor may receive hundreds
of releases on any given day. Finally, assuming the information is interesting and valuable to
readers, listeners, or viewers, it must also appear in the proper format.
The Look of a News Release
A typical news release should follow a very specific format. Template 8.1 shows an approximation of this format.
TEMPLATE 8.1
News Release
Your Name
Your Client’s Company Name
Client’s Address
Your Phone Number (Day)
Your Phone Number (Evening)
Your E-mail Address
FOR IMMEDIATE RELEASE
Knoxville, TN. June 24—Three-time mountain biking world champion Tinker Juerez will be
signing cartons of Kroger yogurt on Friday, June 28, 2014, at the Kingston Pike Kroger.
Tinker Juerez, the new spokesperson for Kroger yogurt, will be arriving at the Kingston
Pike Kroger at approximately 10:00 a.m. and will be signing autographs and discussing the
importance of a well-balanced diet until 1:00 p.m. Following the autograph session, Tinker will
perform an assortment of mountain bike maneuvers.
Tinker will be making appearances around the country to promote Kroger yogurt’s “Fit for
Life” campaign. “I feel Kroger yogurt should be an essential part of every person’s diet. Not only
is Kroger yogurt healthy, it’s delicious,” Juerez said. “With the variety of flavors Kroger yogurt is
offering, there is a flavor for everyone. If you’re not eating Kroger yogurt, you’re missing out.”
“We feel Tinker Juerez is the perfect spokesperson for the job,” stated Barber Williamson,
executive vice president of sales. “The purpose of this campaign is to show the public all the
health benefits Kroger yogurt offers. Choosing a well-conditioned athlete fits the image of
Kroger yogurt. We feel this new campaign will draw much attention to our product.”
-more-
^T
Page 2 Kroger
The goal is to have Kroger yogurt stand out from the rest of the yogurts on the market.
Kroger will be releasing its new yogurt design at the beginning of next month. This
design will be an entirely new look for the company, one that top executives at Kroger feel will
give the company the edge it needs in the yogurt market.
Kroger yogurt will also begin handing out many new promotional items. These items will
include free cartons of Kroger yogurt, water bottles, and coupons.
Kroger wants to stress not only how important it is to eat its yogurt but also the importance of a well-balanced diet. If all goes well this summer, Kroger yogurt will truly stand alone
in the high-profile yogurt industry.
-###-
PUBLIC RELATIONS 143
It should be typed, double spaced, on an 8½ × 11 sheet of paper, with one-inch margins
on all four sides.
The preparer’s information should appear in the upper left corner:
• The preparer’s name or contact name
• The corporation or organization’s name
• The corporation or organization’s address
• The preparer’s daytime phone number
• The preparer’s evening phone or cell phone number
• The preparer’s fax (optional) or e-mail address
Beneath the preparer’s information and to the far right, type in all caps and underline
FOR IMMEDIATE RELEASE. If this is an advance release, state the time and date to be
released; for example, FOR RELEASE ON SEPT. 26 EST AT 8:00 AM. Advance releases
are known as embargoes. The media is under no obligation to honor the requested release
date of embargoed material, but the release date is generally observed as a courtesy.
Open the first paragraph with the city and state from which the release or news originated or where the event will be taking place. Next to that, add the month and day of the
release or event. The opening paragraph will deal with the key consumer benefit; the body
of the release should ideally use at least two quotes from a reliable, relevant source.
Most news releases should not be longer than one page; if you do have more to say, you
can break an article into two pages by adding the word “-more-” centered at the bottom
of the first page. This signals that there is more than one page and is useful should a page
be misplaced.
On the second page in the upper right, place the page number and then an identifier or
slug. This can be the preparer’s last name or the name of the product or service. The copy
should continue on the next line. When finished, add the symbol “-###-” to the bottom
of the last page, centered, to signify that no pages follow.
Be sure to edit the release before sending it out. Were all names spelled correctly? How
is the grammar? Were facts double-checked? Now is the time to proof the release; don’t wait
for any errors to become public.
What Should Be Said
Here are a few crucial guidelines for writing a news release:
1. Headline. Announce the key consumer benefit. It is just as important in a news or
magazine article as it is on any creative piece. This is also a great way to tie any
communication efforts to come to existing efforts.
2. Opening. The opening paragraph should list the most important facts. MPR, as used
in an IMC campaign, focuses attention on the key consumer benefit and answers
the questions who, what, when, where, why, and how. Do not make the opening
paragraph longer than three to five lines.
3. Facts. The second paragraph should back up any important facts, perhaps with a
quotation or a scientific study.
144 CHAPTER 8
4. Get to the point. Don’t waste words. Give the facts in a concise and relevant way.
5. Avoid hype. Hype does not lend itself well to a news format. Leave the superlatives
to the advertising creative team.
6. Avoid jargon. If the release is for the general public, use language it can understand.
News is no different from advertising copy when it comes to boredom or confusion;
if the text is boring or confusing, the target stops reading or listening.
7. Action. The final paragraph should close with what the target should do or know
about: any locations, informational websites, dates, or times.
As with any copy, it is a good idea to have the client read over and sign off on the release
before it is sent to the press.
Because the competition to be noticed is so fierce, be sure to address any release to the
appropriate editor. We all like to be called by name rather than “Sir” or “To Whom It May
Concern.” This small courtesy can help build rapport with the arrival of the e-mail or fax.
A news release doesn’t just happen. Extensive research has defined the target and determined the key consumer benefit to push and the objectives to be accomplished. This type
of valuable information helps a release capture the target’s attention and create interest.
Fact Sheets
A fact sheet is basically an outline of the news release. It highlights the strategic information
gained from addressing the six basic questions—who, what, when, where, why, and how—in
essence, creating a cheat sheet for the media.
Media Advisories
A media advisory, or media alert, is sent to the media to entice coverage. It briefly lists the
specifics about an event as well as information about interviews, news conferences, or photo
opportunities.
Pitch Letters
The purpose of a pitch letter is to entice media coverage. The difference between a pitch
letter and a news release is that pitch letters are just that—letters. A pitch letter is addressed
to a specific editor, and for the first time, should be creatively written; its role is to get attention. This is a good time to get some feedback from the advertising creative team to make
sure the letter can be written in the same tone of voice that is used in other communication
pieces in the IMC campaign.
Press Kits
Press kits are most often used to promote special events or announce new product launches.
The purpose of a press kit is to inform and educate the media as well as entice a little media
coverage.
The press kit consists of a large, pocketed folder, usually attractively designed. Again,
the appearance should match that of other advertising and promotional pieces that make
PUBLIC RELATIONS 145
up the IMC campaign. Inside the folder is a news release, a fact sheet, backgrounders or
background articles, black-and-white publicity photographs, and a promotional item or
two. Online kits might also include audio and video files of radio or television interviews,
speeches, or any other media-covered event. Press kits tell the story of the event.
Newsletters
Newsletters are an informal way to reach the target. Once sent only through the mail, most
newsletters today arrive via e-mail. Their job is to educate, entertain, and inform both internal and external audiences about a product, service, or corporation.
The standard newsletter is four to six pages in length and is printed on 11 × 17-inch
sheets, folded and stapled to 8½ × 11. Although they are often informal in style and appearance, newsletters should continue the tone and appearance of the IMC campaigns with
which they are associated. By adjusting type size, placing important points in boxes, and
double-dosing the use of white space, a newsletter can be attractively designed and easy
to read. If the campaign uses unique graphics or a spokesperson or character representative
in the campaign, include them along with logos or slogans or taglines and representative
corporate or product typefaces on the newsletter. Informal does not mean unattractive or
poorly written. The image developed for the other advertising and promotional pieces must
carry through in the newsletter.
BOX 8.2. Newsletter Topics of the Day
No matter who the newsletter is intended to reach, the goal is to provide information of interest to
their job, their membership, or their association with the organization and any internal or external
factors that could affect them or the business or organization. Use this forum to preview upcoming events and new product launches, solicit donations, or announce new hires, promotions, and
retirements.
Stories of a more complicated or serious nature should not be tackled here. However, information should be supplied to tell the reader where to go, write, or call for more information.
A newsletter should be an eclectic grab bag of surprises and human-interest quips varied
enough to reach a diverse audience. Copy should feature short sentences and multiple paragraphs
to enhance white space. Do not waste words; a newsletter is not something the reader will linger
over.
Brochures
Brochures are informational documents the public wants to read and will spend time reading. They are frequently technical in nature, explaining detailed procedures, so the writing
style must get to the point, avoiding any hype or jargon and aiming instead for clarity.
As a part of the IMC campaign, brochures should maintain the corporate or product
image delivered in the advertising and other promotional efforts. Color and good-quality
images make a brochure an attractive communication device. (See figure 8.1 for two examples of brochures.)
146 CHAPTER 8
Even the simplest brochures are fairly expensive to produce. Appearance can range
anywhere from a simple fold to multiple folds; a brochure may also include inserts or have
holes or shapes, known as die cuts, cut out of them.
As style pieces in an IMC campaign, brochures are attractive and informative. Best of all,
the target is interested in and will spend time reading the brochure. Here are some simple
writing and design tips to keep in mind:
• Photographs, graphics, diagrams, and charts are essential for a brochure to tell its story.
• Multiple subheads will help move the reader from important point to important
point.
• Short sentences and multiple paragraphs make reading easier.
• Type size should be a little larger here, ten to twelve points, to tell the story or to
explain technical information. Charts and graphs can go as small as eight points; anything smaller affects readability and legibility.
• Vary the weight of the text to visually break up the page.
• Brochures consist of multiple folded panels. The size of these panels varies, but they
are most often 3½ to 3¾ inches wide by 8 inches tall. A standard brochure has six
total panels, front and back, when opened flat.
• Headlines can be used on the outside or inside of the brochure. Inside headlines can
be confined to a folded panel or cross over multiple panels.
• The front cover should cover the key consumer benefit, either visually or verbally. It
is not as important to hit the target over the head with the key consumer benefit in
a brochure, since the reader elects to read the piece.
Figure 8.1. Two very different public service brochure
examples. Robyn Blakeman.
PUBLIC RELATIONS 147
• Copy inside the brochure can elaborate on the key consumer benefit.
• The back cover should feature the logo, slogan or tagline, and contact information.
Additional items might include a map or decision- or action-oriented information
such as seating charts or price lists.
More elaborate brochures may have pockets to hold additional information such as
business cards or free passes. Elaborate or diverse folds are also an option, as are large foldout
brochures measuring 11 × 17 inches flat, 8½ × 11 inches folded, that may show a detailed
map or a floor plan. If the budget exists, brochures are a creative open door.
Publicity
Publicity is the strategic use of public relations. It is through publicity that a product is
made newsworthy to the media. Articles placed in the newspaper, if possible in the section
most likely to be read by the target, provide the target with information about the product.
Other media options might include social media, web pages, magazine feature stories, radio
or television talk shows, and even advertising during programming.
In an article appearing in the Public Relations Journal, Joan Aho Ryan and George H.
Lemmond sum up the need for product publicity this way: “Cynical consumers, zapping
commercials and ignoring print ads, are more receptive to the editorial message. The thirdparty endorsement allows advertisers to sell a new product while enveloping the commercial
message in a creative environment.” That is the essence of marketing public relations.
The first stage of the campaign was the public relations news release and internal and
external management of information and image; the next step determines how the other
possible members of the promotional mix will be used, if at all. These will be discussed in
the chapters that follow.
DISCUSSION QUESTIONS
1. What is public relations, and how is it used in an IMC campaign?
2. How is marketing public relations different from traditional public relations?
3. What are the external vehicles employed by public relations?
4. What are the internal vehicles employed by public relations?
5. What strengths does public relations have when used as a marketing tool?
6. How does public relations employ a two-way dialogue with consumers? Why is this so important?
7. How is public relations best used in an IMC campaign?
8. Define and explain the difference between these terms: publics, shareholders, and target
audiences.
^Q
148 CHAPTER 8
9. How does public relations help IMC be consumer focused?
10. What are some of the pros and cons associated with using public relations in an IMC campaign?
11. What is the strategy behind using public relations in an IMC campaign?
12. What are the documents that can be and often are used in an IMC campaign?
13. Before implementing the public relations portion of an IMC campaign, several decisions must
be made. What are they, and what is their importance?
14. When is it best to use public relations versus advertising? Why should public relations be
included in the promotional mix?
15. What is the strategy behind using public relations in an IMC campaign?
16. What is the difference between public relations and publicity?
149
‡
CHAPTER
9
Newspaper Advertising
The Strategic Use of Newspaper in IMC
Advertising is a paid form of nonpersonal mass media in which the sponsor of the advertised
message is clearly identified. Advertising uses persuasion to sell, inform, educate, remind,
and/or entertain the target about a product or service.
Considered a mass medium because it can reach large numbers of consumers, advertising is most often considered a media option for new product launches or more homogenized and inexpensive products such as ketchup, toilet tissue, and cleaning products, to name
a few. Mass-advertised products appeal to large numbers of indistinct consumers and can be
purchased across the United States.
Probably the best-known member of the promotional mix, the term “advertising” is
often used to describe all forms of marketing-based communication. Although that is not
technically incorrect, advertising refers to the media mix that makes up mass-media advertising, including print (newspaper and magazine) and broadcast (radio and television). Each
of these mass-media vehicles will be examined separately over the next several chapters. Let’s
begin the discussion with a look at newspaper advertising. See case study 7 for an integrated
marketing communication newspaper case study.
What Is Newspaper Advertising?
Newspaper advertising, also known as retail advertising, must accomplish two things. The
first is to sell a product or service; the second is to entice the reader into a response. This is
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^C
CASE STUDY 7
IMC Newspaper: Nissan Altima
Overview
• International automaker Nissan launched a massive interactive print campaign across twelve
Canadian newspapers.
• Scanning a front-page cover-wrap ad allowed readers to view exclusive videos highlighting the
innovative features of the 2013 Altima.
• The award-winning campaign drove 6,500 page views with a 42 percent click-through rate, including a 65 percent rise in test drive requests in one day.
The Client
Nissan, founded in 1933 and headquartered in Japan, is one of the world’s largest international automakers. The company has a long tradition of innovation within its marketing and advertising departments, and its interactive print campaign with Layar (an app that creates an interactive augmented
reality experience) was no exception.
Situation
To promote the innovative technologies available in the 2013 Nissan Altima in the Canadian market,
the automaker turned to Postmedia, Canada’s largest newspaper publisher, to help create an ad campaign as innovative as the car. For Postmedia Project Manager Maggie Greyson, Layar was the perfect
match to provide an innovative experience: “Layar was far above and beyond what the competition
was offering. It turned out to be the big, shiny, innovative tool that Nissan was attracted to.”
Solution
Together with Layar, Postmedia, creative agency TBWA, and buying agency OMD, Nissan launched a
huge interactive print advertising campaign across a dozen Canadian newspapers as part of a larger
campaign showcasing its innovation. Several sizes and styles of ads were created, but the centerpiece was a full-spread ad that was wrapped over the front pages of each newspaper.
The ad invited readers to download Layar and scan the car to view exclusive videos about its
innovative features. Readers could request a test drive of the 2013 Altima and share their experience
across social media.
Results: Test Drives +65 Percent
The campaign was a huge success for Nissan; usage and conversions from the interactive print ads
far surpassed company expectations.
More than eight million readers were exposed to the campaign in one day, which led to more
than 6,500 page views at an impressive 42 percent click-through rate. But perhaps the most astonishing result of this campaign was that requests for test drives increased by 65 percent as a direct result
of the interactive print advertisements.
NEWSPAPER ADVERTISING 151
a tough job. The reader must wade through an enormous amount of written information
before noticing a client’s ad amid the mass of indistinguishable gray that characteristically
makes up an average newspaper page.
The colorful ads appearing in digital subscriptions must fight just as hard to be noticed
as their print counterparts. But they have one advantage print ads do not have: They are
interactive. Although smaller in stature, these engaging little ads can transport interested
viewers to a web page for more information, locations, or even a coupon. Once the link
is clicked on, advertising no longer competes to be noticed amid the array of varied color
blocks; it now singularly dominates the viewer’s screen and attention.
Newspaper advertising must engage the reader with new and improved claims and juicy
got-to-have sales by using bold headlines. Action-oriented claims such as “Buy Now,” “50%
Off,” or “While Quantities Last” are commonly used attention getters in retail advertising.
Advertising appearing in newspaper falls into two distinct categories: local (including
classified and display) and national.
Local Advertising
The term “local advertising” has two meanings. The first is that the advertising is of a local
nature and tells readers where in their area they can find the product; the second is that the
advertising was initiated locally.
Classified Advertising
Local newspapers do classified advertising, dealing with consumers buying and selling,
in-house. Categories include garage sales, auctions, job opportunities, and real-estate opportunities. Classified advertising has steadily declined over the years as the bulk of personal
buying and selling has moved online.
Display Ads
Display ads can be either local or national. The term “display” refers to the complete list of
components appearing within an ad, such as headlines, visuals, body copy, and logos.
National or Brand-Name Advertising
National advertising features brand-name products that can be found at local establishments
or acquired through toll-free phone numbers or on the Internet. Carried in newspapers
throughout the country, national advertising requires few modifications from city to city
outside of personalizing phone numbers and/or addresses.
Based on the results, the campaign was entered in the Canadian Media Innovation Awards and
came away a big winner and crowd favorite. Along with three other victories, Nissan’s campaign was
awarded the top prize of Best in Show.
Source: “Layar Case Study: Nissan,” Layar.com, https://www.layar.com/features/inspiration/case-studies/.
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The Diversity of the Newspaper Voice
Newspaper advertising reaches a lot of people, is effective, offers flexible deadlines, and is
relatively inexpensive. Since both digital and print versions of ads normally arrive at the
newspaper complete, deadlines of twenty-four hours or less can still make the next day’s
edition.
Newspapers are read not only for news value but also for the news of advertising; it’s
where people look for information about sales. It should inspire the consumer to want and/
or need the product or service being advertised right now. To do this, price and product
description play a prominent role. Retail advertising’s primary job is to make a sale. One way
to accomplish this is by instilling a sense of urgency through such devices as limited-time
offers, limited quantities, two-for-one offers, special sale hours, preferred customer sales, and
coupons.
Sales
Newspapers are the place consumers go for sales. Everybody loves a sale. They are abundant
in retail, and they promote predictable themes. The key is to decide how a client’s sale will
be unique and then grab the reader—preferably by the throat. To do this, the creative team
must first do a little brainstorming. What is unique, fun, or unusual about the sale that can
have some type of added interactive component? How will the strategy promote the key
consumer benefit? Headlines, subheads, visuals, and typeface choices all need to reflect the
IMC concept or strategy.
Sales should not seem routine. The personality of the sale should reflect that of the
target, key consumer benefit, strategy, and product or store. Sales create traffic within a store,
and traffic promotes additional purchases. Most sales events are associated with holidays, special events, and overstocks, but why limit yourself? Take an approach the competition would
never think of and be creative with a sale. Why not have a sale called “It’s Tuesday—Let’s
Shop till We Drop Together”?
Coupons
Coupons are the IMC bridge between newspaper advertising and sales promotion. Coupons
offer the target an incentive to buy.
All consumers like to get a break, and coupons are a way to offer something in return
for their patronage or loyalty or as an introduction to the product or service. A coupon is
an effective temporary sales device. It should be easy to remove from the ad or upload to a
mobile device, should clearly point out the offer, and should be easy to redeem. Incentives
often include two-for-one offers or percentage- or cents-off deals.
One of the more attractively designed coupons is known as a freestanding insert
(FSI). FSIs are one-page, full-color coupon ads that are nationally produced and inserted
into weekend newspapers.
NEWSPAPER ADVERTISING 153
How Does Newspaper
Advertising Help IMC Be Consumer Focused?
One thing newspaper isn’t is consumer focused. It does not build a relationship with the
target, and it isn’t interactive in any significant way. So why use it at all in an IMC campaign?
The answer lies in newspaper’s relationship with the other members of the promotional
mix and the advertising media mix. Newspaper is a great follow-up to news releases, press
conferences, or interviews, helping raise awareness and encourage purchase of an existing
product or launch a new product. Other options supporting public relations might include
the promotion of a corporate cause by asking the target to bring in a canned good or donate
clothing to receive free movie passes or a free entree.
By including a coupon, newspaper can work with sales promotion, direct marketing,
or alternative media by promoting “try me” offers. T-shirts, cups, toy characters, and even
watches promoting a current movie might be given out in local fast-food restaurants when
the consumer gives the correct password or repeats a slogan printed in the newspaper.
When a website address is featured, newspaper advertising can refer the target to the
Internet to request additional information, or it can feature a toll-free number to call to
speak to a customer service representative and/or place an order.
Including a QR code is another way newspaper can get readers to interact with an ad,
holding their attention longer, as well as deliver more detailed information about the product or service to interested readers and viewers. To strengthen engagement and purchase,
codes found in ads might offer values available nowhere else, or perhaps introduce the first
clue to a value-added scavenger hunt. An additional inducement might include the opportunity for winners to offer influencer insights into future brand upgrades or new product
launches.
BOX 9.1. How Much Does It Cost?
Every consumer wants to know how much something costs before making a final buying decision.
This not only determines value but also facilitates brand comparison. However, ads for known
high-dollar products often eliminate price and entice the reader through copy promoting benefits,
image, and a special sale or financing to make purchasing easier.
As a rule, creative teams should not shy away from displaying price. Make it big, make it bold,
and give it class. Let it stand alone or tie it to a copy point. It doesn’t matter where it appears, as
long as it’s there.
BOX 9.2. Where Should the Coupons Go?
Deciding where coupons should go is another one of those great questions. Although there’s no
rule, it’s important to consider how easily the coupon can be removed. Coupons can appear aligned
at the top of an ad, vertically down either side, or, most often, at the bottom of the ad.
154 CHAPTER 9
Including information on social media options gives the target additional chances to
discuss his experiences with other users, get additional coupons, enter a contest or sweepstakes, or sign up to receive a free product sample.
Some newspapers are even engaging consumers during purchase. The Sacramento Bee,
for example, is talking to consumers at the newsstand with a fifteen-second ad every time a
newspaper is purchased. When it’s not dispensing papers, pedestrians can also view messages
via the scrolling lighted display featured on the outside of the newsstand. Not limited to
just audio or newspapers, these New Age newsstands can show video and dispense samples.
Highly customizable, these audio and/or video messages can feature advertising, promotions,
or breaking news.
Newspapers are fighting to stay relevant as younger generations turn to the Internet and
twenty-four-hour news channels for news of the day. Finding ways to engage readers and
offering something they cannot find anywhere else are crucial to sustainability.
Incentives and Deterrents of Newspaper Advertising
To decide whether newspaper is right for an IMC campaign, let’s look at some of the incentives and deterrents associated with it.
What Makes Newspaper Advertising So Great?
The more notable incentives associated with newspaper advertising include:
• Getting it there. Newspapers have very short deadlines. This allows for last-minute ads
or a second chance to make changes to an existing ad, up until twenty-four hours
prior to printing.
• Sized to fit. Because of the low cost of newspaper advertising, ads can be sized up or
down to accommodate both budget and/or information needs.
• Believability. Advertising takes on more credibility because it appears alongside editorial material. The difference here from public relations is that public relations is the
editorial material.
• Loyal readers. Consumers buy a newspaper because they want to read the news of the
day and see the sales of the week.
• Cost. The uncoated paper stock, or newsprint, newspaper is printed on is inexpensive. It can be bought in large quantities, used, and then thrown out. Because of this,
newspaper space can be purchased fairly inexpensively. It can reach a mass audience
on a daily basis, making it a very attractive medium.
• Geographically concentrated. Newspaper ads are seen only by those in the same geographic location as the product or service, minimizing media waste.
• Frequency. The number of times an ad can be viewed is affected by how often the
newspaper is printed. A newspaper can be published weekly in smaller markets or
daily in larger ones. An ad appearing in a daily for one week is six times more likely
to be seen than one appearing just one time in a weekly.
NEWSPAPER ADVERTISING 155
• Coupons. The use of coupons in newspaper advertising creates an interactive opportunity by giving the target more than information. Coupons must be torn from the
ad and carried to the product location to be redeemed.
Is There Anything Wrong with Newspaper Advertising?
The more notable deterrents associated with newspaper advertising include:
• Mass media. It is difficult to ensure that an ad will reach the intended target. Newspaper advertising is the least targetable of all the media vehicles we will look at.
• Creative disadvantage. The worst problem is the paper stock. The uncoated, inexpensive newsprint causes the ink to bleed, affecting type quality and causing poor photo
reproduction. The limited amount of color use can also affect both visual and verbal
stimulation.
• Clutter. The gray page of a newspaper has a lot going on. An ad could be missed if it
is not designed to stand up and stand out.
• Life span. Newspapers and the advertising within them are old news within twenty-four hours.
• Declining readership. Readership by younger adults is steadily declining, as they rely on
news television such as CNN or Fox News for up-to-date information.
• Limited viewing. Special sections, such as the sports or financial pages and the comics,
allow readers to bypass the rest of the newspaper.
• Passive medium. Newspaper advertising does little to involve the reader in the message.
• Price based. Newspaper advertising announces sales. Unfortunately, there is nothing
classy or image-oriented about pushing price.
The Strategy behind Newspaper Advertising
Understanding the capabilities and limitations of print advertising as opposed to other
media options, such as broadcast, the Internet, or social media, is crucial for the success of
an IMC strategy. Not all ideas can transfer between media. Knowing this in advance will
save the identity of the campaign and ensure the message will reach the target. Strategically,
the key consumer benefit must be able to be delivered both visually and verbally in the
combined media outlets most used by the target.
Mass-media advertising alone does not look to build a relationship with individual
consumers or create dialogue but instead works to inform and build awareness. Newspaper
advertising cannot guarantee the target will see the message. However, by placing the ad in
a newspaper section of particular interest to the target, it is possible to increase the odds the
target will be exposed to the message.
Like all other components of the media mix, advertising selection depends on the target and the overall objectives. If the target is eighteen- to twenty-five-year-olds, newspaper
advertising would be a poor choice, unless interactive properties are added, since few people
in this age group read the paper on a regular basis, and few, if any, read the paper from front
to back.
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Objectives that might benefit from newspaper advertising include creating brand awareness, maintaining or retaining brand loyalty, creating sales or generating interest, announcing
any product changes or additions, and increasing store traffic. Key consumer benefits that
lend themselves to the use of newspaper advertising include a USP giving the product or
service a competitive advantage over the competition, a unique price, a strong key consumer
benefit, or incentive-based coupons.
Don’t lose the strategy laid out in the creative brief. Newspaper advertising features the
same key consumer benefit, layout style, approach, tone of voice, and images as other pieces
within the IMC campaign.
Strategically, newspaper is better suited to a product-based approach such as generic
or product feature. Newspaper’s relatively poor reproduction capabilities make a consumer-based approach or use of an emotional appeal difficult to adequately portray both visually
and verbally. Rational appeals such as straight fact, testimonial, or news can best hammer
home a product’s features and benefits.
Before making any final strategic decisions, it is important to look at the incentives and
deterrents associated with the product or service and the media mix to be employed, as well
as the overall objectives to be accomplished.
The Look of Newspaper Advertising
It is up to the client to decide whether to use an advertising agency or the corporation’s
own in-house art department to fulfill its communication needs. In-house design is most
often used for small jobs that need to be done right away or that don’t happen on a regular
basis. Most clients working with IMC have large advertising budgets and choose to employ
an advertising agency’s expertise to develop and retain a consistent visual/verbal message.
The overall look of newspaper advertising often reveals whether it was produced
in-house or done by an outside advertising agency. Most large in-house advertising departments are staffed with good creative teams, but ads originating from small in-house art
departments (usually composed of one or two people) often lack the necessary components
to build and maintain a brand image and create memorable advertising that is cohesive
with other advertising materials. Most often, ads lack a compatible key consumer benefit
headline and a subhead that further educates and entices the target to read on. Prices are
often too small to be a viable selling point. Price should always be a benefit in newspaper
advertising. It doesn’t matter if the price does not reflect the key consumer benefit; it is an
important consumer benefit. Finally, the layout is often chaotic. The lack of eye flow and
white space causes a junky, cheap look. Agency ads are clean and have a distinct movement
from top to bottom and left to right. Everything is seen and read in the exact order the
designer intended.
A good ad exploits the page, using one dominant image (visual or verbal) on the page
to create a solid, black-looking area that stands out from the gray clutter of the page. Strong
contrasts in newspaper attract attention. Line art drawings are very effective because of the
strong black-and-white contrasts. Alternatively, lots of white space also can make an ad stand
out and can create an aura of elegance.
NEWSPAPER ADVERTISING 157
A successful newspaper strategy requires the creative team to put itself in the consumer’s
place. What catches your eye? What do you need to know? How do you use it? Where can
you find it? Why can’t you live without it? The answers can be found through meticulous
message construction and the use of a few simple layout techniques.
Advertising is basically a relationship between words and imagery. Design should seek
to create a match between what is said and what is shown. The key elements of print are
divided between copy and art. As previously discussed, the copy or verbal elements include
headlines, subheads, body copy, and slogans/taglines. Art or visual elements include illustrations, photography, charts/graphs, or graphic design as well as logos, type style, and the
overall layout.
Advertising is also about interaction and engaging encounters with a brand. Including
interactive components in newspaper is an additional way to immerse the target not only
in the medium but also in the brand experience. For example, consider adding an augmented reality (AR) component where readers can point their phones at a code to unlock
additional content. Adding virtual reality (VR) components to an ad is another interactive
way to enhance reader experience and brand interaction. Ads that include viewable glasses
could immediately unlock a broad range of possible brand interactions. The New York Times
included Google cardboard VR viewers in its papers when it introduced NYTVR. Gannett,
owner of USA Today, has included VR in dozens of editorial pieces over the past several
years. Honda, in its first foray into branded content, focused on allowing viewers to experience what it would be like to drive the fast Honda-powered Dallara Indy car. USA Today
offers VR content through its app, as well as through its VR Stories app and on YouTube via
the VRtually There channel.
Immersion experiences in any medium will always attract more attention than simple
words and pictures. Experiential marketing like AR and VR, although still in its infancy
for brands, is a great way to create a memorable experience between the target and a brand.
Designing for newspaper isn’t difficult but does take strategy, and a good design plan
needs specific tactics. It is important that each ad have a strong concept developed from
the strategy and a headline that informs the target about the key consumer benefit. The ad
must feature the product and promote its price. Each layout should develop or maintain a
visual/verbal identity that reflects both the brand and the target and is consistent with the
other visual/verbal messages in the IMC campaign. Be sure to create strong black-andwhite contrasts, feature one dominant element, promote price or availability, and use white
space effectively. Body copy should develop the key consumer benefit and include a call to
action. Type should be easy to read and be brand-image specific. The ad should flow easily
from element to element, closing with the logo, slogan or tagline, and detail copy to make
shopping easier (figure 9.1). The simple, inexpensive, yet informative nature of newspaper
advertising makes it one of the leading advertising vehicles.
Clutter
Retail ads have a lot to say and show in a small space. Clutter and chaos are not the designer’s
ultimate goal. A good newspaper ad organizes elements to control the structure of the ad.
To create elegance and order and to stress quality over price, white space should be used
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liberally. Stay away from bold or bulky typefaces. Consider using serif typefaces, which are
more sophisticated. For a more disciplined look, consider lightweight sans serif typefaces.
Size Specifications
Newspaper space is measured from side to side in column inches, or the width of a column
of typeset copy plus the gutter. Column width is measured in 21
/16-inch increments from
21
/16 inches to 13 inches. The depth of an ad is measured in quarter-inch increments up to
21 inches. While the newspaper works within predetermined widths, the depth of an ad is
determined by design and budget constraints. A full-page ad measures 13 column inches
wide by 21 inches deep.
The Effect of Newsprint on Design
Newsprint is not an optimal printing surface. The coarse, uncoated, highly bleedable stock
affects print quality and color reproduction. Photographs can look flat, and delicate illustrations and typefaces can literally disappear off the newsprint’s surface during printing. Good
Figure 9.1. This example of newspaper advertising uses bold colors
and creatively written copy to drive
home the key consumer benefit.
Image courtesy of Kaylyn Harris,
Jordan Vandergriff, Alex Tombul,
Lauren Huguenard, Liz Williams,
Maggie Matson, Mara Robinette,
and Timmy Strini, University of
Tennessee.
NEWSPAPER ADVERTISING 159
design choices can help alleviate these problems. Make sure the type is not too dainty; keep
it big and sturdy. Large type creates large, rectangular blocks of black on the page. Just the
opposite happens when headlines and subheads are smaller; they create an excess of white
space. Either option can produce positive results.
Body copy should be kept to a minimum. Highlight only what the target needs to do,
and include enough about the product to seduce the reader into action. Remember, the
goal is to get the target to act, to get up and visit the store, visit a web or social media site,
or make a toll-free call and place an order. Newspaper advertising is not meant to educate
with large blocks of copy; instead, it entices.
Co-op Advertising
Co-op or cooperative advertising means that two individual but compatible clients
have paired up to share the cost of the advertising and encourage consumers to use their
products together. It is not unusual, however, for there to be more than two members of
the advertising media or promotional mix to participate in co-op opportunities. There
are two types of co-op advertising: vertical and horizontal. Vertical cooperatives are
where one sponsor pays more and plays a larger or more prominent role in the ad. Horizontal cooperatives have budgets that are equally distributed, giving each sponsor equal
exposure.
These highly successful partnerships might team an airline with a hotel chain to promote air and hotel packages to a destination accessed by both. Other co-op ventures might
include name-brand coffees served at national restaurant chains or computers that feature
“Intel Inside.”
Evaluation
Evaluating results is critical to determining the success of any IMC campaign. Success or
failure is determined by whether the objectives were met or not. Advertising will rely on
other media within the promotional mix to determine if brand awareness and increased sales
were achieved, the two most important objectives associated with both print and broadcast
advertising.
Newspaper advertising is believable, simple to design, inexpensive to place, and informative. Although it is not highly targetable, loyal readers seek out newspaper advertising for
unbelievably low price points, to-die-for sales, limited-time offers, and coupons. Consider
making it a part of the media mix for a campaign to localize a national product, create traffic
within a store, or announce a new product launch.
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DISCUSSION QUESTIONS
1. When is the best time to use newspaper?
2. What are the differences/similarities between mass media and niche or alternative media?
3. What is retail advertising and how is it used in an IMC campaign?
4. What other media could also be defined as retail advertising?
5. Why is displaying prices so important in newspaper advertising?
6. To make a sale, newspaper advertising must instill a sense of urgency. In what ways can this
be accomplished?
7. How are coupons used to bridge the gap between newspaper and sales promotion? What are
the strengths of their use?
8. How does newspaper advertising help IMC be more consumer focused?
9. There are numerous pros and cons to using newspaper advertising. Define and explain each.
10. Explain the strategy behind using newspaper in an IMC campaign.
11. What is cooperative advertising? How can it help move or highlight a brand?
12. How can newspaper be made more interactive and engaging?
13. Why is it important to evaluate the results of an IMC campaign?
^Q
161
‡
CHAPTER
10
Magazine Advertising
The Strategic Use of Magazines in IMC
Magazine advertising concentrates on the creation of an image or mood through visual and
verbal relationships. To entice the reader into the ad, magazine ads need to create a conceptual
environment that the reader can both relate to and experience through the words and visuals.
The show-and-tell nature of magazine advertising allows products to speak for themselves
and demonstrate results. Although diverse in nature, many products appearing in magazines
are often exclusive or unique and expensive to own. Other products are more mainstream,
and their features may be indiscernible from the features of their competitors’ products.
Products boasting higher price tags are less likely to be purchased on impulse. Before
buying, discerning consumers will research a product’s benefits and features, identify where
the product fits into their own lives, and determine which problems it can solve. Integrated
marketing communication magazine advertising should make information readily available
to assist the consumer in making an informed buying decision.
The opposite of the discerning consumer is the trendy shopper who uses magazine
advertising to look at all the competing products within a category. With little to differentiate one brand of sneakers from another, product features take a backseat to how consumers
are affected by the advertised message and are convinced to purchase by how they will look,
feel, or be perceived by wearing the sneakers.
When image and product features are prominent, price plays a more subordinate role
in the design; the focus is placed instead on the benefits of owning or using a product or
service. Because of this, visuals tend to play a more dominant role, as does lengthy, fact-based
copy. Creating a strong visual/verbal relationship allows consumers to see the product being
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^C
CASE STUDY 8
IMC Magazine: Max Factor
Background
For more than one hundred years, Max Factor has been developing some of the most creative and
iconic market-leading makeup products. Having built a legacy in glamour, Max Factor wanted to
define what glamour is and how this has changed decade to decade.
Idea
Max Factor set out to illustrate one hundred years of glamour and define it for the future, using its
ambassadors, Gwyneth Paltrow and Marilyn Monroe, as well as bloggers and other industry experts.
A partnership with three of Time Inc.’s biggest women’s brands, Marie Claire, Look, and InStyle, gave
Max Factor an authoritative voice throughout the campaign.
Execution
A highly targeted, expertly crafted twelve-month multiplatform campaign allowed Max Factor to
showcase its market-leading credentials in the beauty category and really stand apart from the
competition.
The campaign included:
• A glossy twelve-page insert in Marie Claire curated by the magazine’s specialist team.
• A pop-up glamour studio at Westfield (a New York City mall, located in the World Trade Center),
where women could “ask the expert” and receive a makeover by a professional makeup artist.
• An immersive cinema experience with a special screening of Breakfast at Tiffany’s hosted by Max
Factor.
• Behind-the-scenes photo shoot with blogger “Hello October,” aka Suzie Bonaldi.
• Interactive web and social activity, as well as targeted newsletter mailings.
• Interviews with top beauty professionals from Marie Claire, Look, and InStyle, exploring their definitions of glamour.
Results
The success of the campaign and delivery of its objectives is reflected in the results. The campaign
wove a strong brand story, promoting brand perceptions of expertise, heritage, and inspiration.
Pre-, mid- and post-campaign analysis showed a strong positive shift in perceptions following
the magazine media campaign. Max Factor was strongly perceived as an expert in cosmetics, having
a rich heritage inspiring women to try new looks.
The campaign promoted brand perception. Max Factor was strongly perceived as a high-quality
brand and a better value for the money than its closest competitors. The campaign also decreased
the brand’s image as old-fashioned and improved its credentials as an expert, glamorous, and stylish
brand.
MAGAZINE ADVERTISING 163
worn or used, learn what colors and sizes are available, and review safety information and
warranties. See case study 8 for a look at Max Factor’s use of magazine advertising.
The Diversity of the Magazine Advertising Voice
Unlike publicity and newspapers, a magazine’s message has a long life span. Because of the
highly individualized content of magazines, consumers tend to hold on to them longer,
often trading with other enthusiasts or friends. This gives advertising a second chance to
make a first impression and reach out to a larger portion of the target audience.
A magazine’s editorial content plays an important role in the advertising that appears
between its covers. For example, advertising found in a home decorating magazine will
promote products such as barbecue grills, paint and wallpaper products, and furniture and
carpeting as well as patio and pool items.
The Variety of Magazines
There are three basic categories of magazines: consumer, business or trade, and farming.
Each of these three categories is broken down significantly further into special interests such
as fashion, sports, cars, hobbies, advertising, marketing, public relations, and so forth.
Consumer Magazines
Consumer magazines are an eclectic group of publications comprising articles and advertising either loosely targeted to a broad audience or specifically targeted based on the target’s
special interests or hobbies. Let’s take a closer look at each category by breaking it down
further into two distinct types: general interest, including local and regional editions, and
special-interest publications.
General Interest Magazines General interest magazines such as People, Time, and TV
Guide enjoy national coverage and large, indistinct target audiences. This type of magazine
supports advertising with a more generalized appeal, such as cars, food and beverages, and
cold and flu medications, that can be sold across geographic and demographic boundaries.
Metropolitan editions of magazines such as Texas Monthly, Los Angeles Confidential, and
Atlanta Magazine are published for consumers in a particular city. Titles most often reference
the city in which they are published, and editorial content reflects topics and advertising of
local interest. This type of magazine allows local advertisers to reach those targeted consumers in the local community only, eliminating advertising waste.
Overall, the campaign delivered differentiation for this long-established makeup brand, providing a unique perspective on beauty today in a dynamic and engaging way for its target audience.
Source: “Magazine Media Brands Deliver Differentiation for Max Factor, Women’s Titles Give Authoritative
Voice to Legacy Brand Max Factor,” https://www.magnetic.media/case-studies/search?sortBy=&sortDirec
tion=&page=35.
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International editions of national magazines such as Time and Vogue publish in Europe,
Asia, and South America. Geographical or regional editions such as Southern Living, Midwest
Living, TV Guide, and trade magazine Adweek, for example, publish for specific regions of
the country or for individual states or cities rather than nationally. This allows clients to
appear in a national magazine for a regional price, again narrowing the target and eliminating advertising waste.
Special-Interest Magazines Special-interest magazines feature editorial material
directed specifically to a targeted group having a specific interest in the magazine’s featured
topic. Advertising that appears in these publications generally matches the editorial content,
guaranteeing to reach those members of the target most likely to use the product or service.
The more specialized the magazine, the more the advertising creative team knows about
the consumer who will see the client’s advertising. Dog lovers read dog magazines, car lovers read car magazines, and clothing lovers read fashion magazines. This kind of specialized
readership challenges the creative team to create an environment that allows readers to participate in the advertising based on personal experience; this specialized interest produces
readers who are loyal and who regularly subscribe to or pick up these magazines at the local
newsstand.
The target’s special interest in the magazine’s editorial material allows for advertising
with longer, more fact-based copy that can educate and encourage product trial. Full-color
photographs and informative copy can be intimately tied to the self-image of the target
audience, creating need and inducing loyalty.
Many special-interest magazines such as PC World and Computer World have suspended
their print versions in favor of an all-digital format; others such as Newsweek, Southern Living, Car and Driver, and Eating Well are produced in both print and digital versions. These
popular digital formats come in basically two forms: (1) those that replicate the content
found in their print versions and (2) those that offer original content with enhanced or
bonus features.
A digital replica allows readers to flip through pages and click on links to more easily
navigate between articles, editorial content, and advertisements. The majority offer access to
archived issues, searchable content, downloading capabilities, highlighting and annotations
on articles, and social media and e-mail sharing. Additionally, if you prefer your digital subscription to mimic the look of the original print version, all you need to do is turn your
tablet and use the landscape option.
Versions with enhanced features and bonus content also afford access to exclusive audio
and video content, slideshows, animation, and extra photo galleries. Advertising found on
digital versions can incorporate the same rich media options and special placement as well.
Virtual bellybands, or animated cover ads that must be clicked on and removed by the
viewer to access the rest of the magazine, and cover wraps are great for both advertising and
regional versions.
Business or Trade Magazines
When selling products to businesses, the best way to reach this market, other than expensive
personal-selling tactics, is to advertise in business-specific or trade publications. Those in
charge of purchasing actively seek out both editorial content and advertising for the newest
MAGAZINE ADVERTISING 165
innovations in their specialization, making advertising in business publications advantageous.
Business consumers not only need to buy but want to buy the newest product or business-related equipment that will increase productivity and profit. The relatively small size of
almost all business markets makes targeting easier than in consumer magazines.
To more precisely determine which business magazine(s) will reach the targeted audience, these publications can be broken down into two distinct types: general business and
specialized business.
General Business If you are trying to reach upper-level managers or those in executive positions, business magazines such as Forbes, Businessweek, or Fortune are some of the best
bets. Editorial material as well as advertising content in these publications covers industry
on a broad and generic scale.
Specialized Business Magazines Just like special-interest consumer magazines, specialized business publications deal with specific industries, such as manufacturing; research
and development; trade, including retail or wholesaling and advertising; and professional,
including medical, engineering, and computers.
Farming Magazines
This very diverse and highly targeted type of magazine deals with both consumer and
business issues. Most are technically based and deal with the newest innovations in farming,
and they are often published regionally in order to deal with the diverse planting, soil, and
weather conditions across the country.
How Does Magazine
Advertising Help IMC Be Consumer Focused?
Magazine advertising does a little better than newspaper advertising at being consumer
focused. Because of their highly targetable nature, it could be argued that magazines are
both interactive and educational. Advertising efforts can talk directly to the target’s special
interests by tapping into the target’s self-image. The ability of magazine advertising to build
a relationship and thus brand loyalty with the target is the result of the product image transferring to the target’s self-image, creating a bond.
What advertising cannot do is develop a dialogue with the consumer. The advertised
message is a one-way monologue with an often passive and distracted audience. To create a
two-way dialogue, advertising must be used to move the target to the next step: to actively
seek out more information by calling a toll-free number or visiting a web or social media
site to order or obtain additional information. A small degree of interactivity can be introduced through coupons, quick response (QR) codes, samples, folds, pop-ups, and website
and social media addresses by involving the target in the reading or viewing of the ad. As
technology advances, however, brands are upping the engagement level by offering AR ads
that can be interacted with using the reader’s cell phone, introducing mobile apps, using VR,
and even making some ads edible.
If the goal is to selectively target and there is a substantial budget, the best media mix
might include magazines, mobile, e-mail, cable television, and radio. Mainstream or major
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television networks such as ABC, CBS, NBC, and Fox, along with magazine advertising,
provide a good combination for more generalized products or services that need to look
attractive or be demonstrated. Because magazines are printed so infrequently, it is important
to consider transferring the brand’s image to television, where identity can be frequently
reinforced.
Magazines are a good choice if the goal is to inform with long copy or dazzle with
color. They are also great at promoting trial by associating the product or service with an
activity the target enjoys or by developing image or brand identity. Magazines bring elegance, prestige, and beauty to the product—and thus, the target’s image.
Image-based products are often referred to as high-involvement products. The target’s
wallet and self-image are tied to the brand’s identity. If magazine advertising is used for
a new product launch, introducing any type of sales promotion at this early stage could
adversely affect a brand’s perceived exclusivity in the mind of the target. However, sales
promotion in conjunction with social media might be used to promote trial, encourage
feedback, or create initial interest in a contest or sweepstakes.
Direct marketing can utilize magazine advertising by offering an order form within the
ad that the consumer can use to place an order or request additional information. Other
direct-marketing devices used for ordering or making inquiries might include a bound-in
postal reply card or a freestanding postal insert, also known as a blow-in.
By placing a web address or hashtag within the magazine copy, consumers can be
directed to use social media or the Internet to provide feedback or acquire additional information or for advance purchase, another way of making the sale personal, interactive, and
exclusive.
Alternative and social media choices are making ads not only interactive but also unique.
More readers are using tablets and mobile activation apps to view magazine content. Ads
that offer some type of interactive device are more likely to hold the reader’s attention in
order to open or interact with the advertising. Video options, QR codes, and digital watermarks (invisible digital copyright information) are common devices seen in many magazine
ads, as is image recognition technology introduced through augmented reality apps. In an
August 22, 2011, Adweek article by Lucia Moses entitled “Death of a Salesman? Consumer
Marketing Execs Gain Ground in Print World,” Condé Nast president Bob Sauerberg sums
it up this way: “There’s technology wind at our back, and we have the best brands. What
we’re interested in doing is utilizing technology and content to create new experiences that
provide value to consumers in ways they haven’t before.”
Because of limited printing schedules and long lead times associated with publication,
magazines are a bad choice for use with any type of current publicity, unless it is planned
or manufactured. New, old, and reinvented products with messages based on image or innovation are ideal for magazine advertising. However, unlike a new or reinvented product,
the image of a more mature product will not be affected by the sale mentality of pairing
newspaper with magazine advertising in the promotional mix.
Design for magazine advertising, like the other members of the promotional and media
mix, will work with the same objectives: strategy, key consumer benefit, and visual/verbal
message. It will speak with the same tone of voice and use the same imagery as other com-
MAGAZINE ADVERTISING 167
munication efforts used in the IMC campaign, such as type, color, spokesperson, and/or
layout style, for ease of recognition by the target.
Incentives and Deterrents of Magazine Advertising
To decide whether magazine advertising is right for an IMC campaign, let’s look at some
of the incentives and deterrents associated with it.
What Makes Magazine Advertising So Great?
The more notable incentives associated with magazine advertising include:
• Select target market. The highly targeted and specialized nature of magazines allows
copy to talk directly to the person most likely to purchase the product or use the
service.
• Printing capabilities. Better paper, better print quality, the addition of color, and detailed
visuals allow targets to imagine themselves using the product. Printing capabilities
allow for both large and small photographs to hold detail.
• Life span. Due to the highly individualized content of magazines, consumers tend to
hold on to them longer, often trading with other enthusiasts or friends, extending
the life of the advertising.
• Image. Since magazines reflect readers’ lifestyle and interests directly, visuals and concepts that address lifestyle directly address image. Full-color visuals and detailed copy
work in tandem to build or retain a product’s image.
• Informative copy. Copy can be longer, since readers selectively spend more time reading
a magazine.
• Creative options. About the only creative restrictions in magazine design are the ability
to actively demonstrate a product or service—and budget.
• Geographic selectivity. Local or regional advertising efforts can reach those most likely
to use the product or service without waste.
Is There Anything Wrong with Magazine Advertising?
The more notable deterrents associated with magazine advertising include:
• Lengthy deadlines. Advance deadlines often require designers to work months ahead
of a publication date. These advance deadlines need to be watched closely to ensure
they coincide with other IMC publication or print dates.
• Cost. Magazine advertising is indeed more expensive to produce than most other
forms of print advertising. The better paper stock and printing capabilities do, however, improve quality and influence design.
• Clutter. Unlike newspaper advertising, which must deal with clutter on the page,
magazine advertising must compete with the enormous clutter of ads that appear in
any one magazine.
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• Publication deadlines. Magazines have fewer publication dates—ranging from weekly
to quarterly—making timely material almost impossible.
The Strategy behind Magazine Advertising
Magazines are a time capsule, capturing lifestyle and values and immortalizing trends.
Magazines can offer up the key consumer benefit in brilliant color and, if necessary, with
detailed copy points. The more that is known about the target audience’s interests, lifestyles,
and general demographics, the better. Strategy development designed to meet the special
interests of the reader makes isolating a key consumer benefit more individualistic and can
accomplish the stated objectives more precisely (figure 10.1).
Figure 10.1. This magazine cover has hidden magazine content under the die-cut steering
wheel. Magazine covers that are interactive even in small ways help capture attention and
engage the reader. Robyn Blakeman.
Strategically, magazine is not a good choice if the product or service is not image
based or if the budget is tight. Other options in these cases might include sales promotion,
direct-marketing techniques, or websites, where the target can be addressed as an individual.
The strategy behind creative determines the tone of voice and images that will represent the product or service’s message and identity. The decision to use magazines as a part of
the media mix will depend on the objectives. Magazines are best used for consumer-based
strategies where brand image, lifestyle, or brand attitude can be specifically addressed
through the visual/verbal message.
MAGAZINE ADVERTISING 169
Product-based strategies should not be entirely ruled out if a new product needs to
be positioned in the mind of the consumer or if the product or service truly has a unique
selling proposition; in these cases, magazines are an ideal media vehicle.
Before determining whether magazine advertising is right for an IMC campaign, here
are some additional questions the creative team needs to consider: Is color necessary? Is the
use of magazines in the budget? Is the objective to sell image to a specific target audience
that can be reached through magazines? Where is the relationship being developed? How
will advertising in magazines help reach the target audience? Will magazines be used as
a part of the campaign launch or as a support vehicle? What is the life-cycle stage of the
product or service? Is there a need to create a dialogue or just to reinforce image? How will
interactivity and engagement be created? Is it important to direct the target to customer
service or a web or social media site? Do all IMC communication efforts work toward
building both loyalty and equity?
BOX 10.1. Transforming Monologue to Dialogue
How can passive, one-way communication be developed into a two-way dialogue? As previously
discussed, interactivity begins by asking the target to do something: Call, log on, sign up for a contest or sweepstakes, visit a social media site, come into the showroom, call for an appointment, or
take a test drive. Readers viewing ads on tablets or mobile devices might be asked to shake or turn
the device, view Instagram images, or view a video. Interactivity engages the target and helps build
a relationship that will develop loyal consumers and build equity.
Objectives that benefit from magazine advertising might include generating interest in
a new or reinvented product or reinforcing the decision to purchase an expensive product
or service by showing benefits of ownership. Additional objectives might include creating
awareness, positioning, or building or maintaining a brand attitude.
Key consumer benefits that lend themselves to magazine advertising include the promotion of a unique selling feature, exclusivity, image, prestige, or elegance.
Carrying the strategy through each of the media or promotional mix options in an IMC
campaign will require a strong sense of how the target thinks. Strategically, the objectives,
key consumer benefit, and visual/verbal message will dominate each media vehicle. A strong
tone of voice and equally strong visual imagery must resonate with the target’s self-image.
What to Avoid and What to Include in Magazine Advertising
Since magazines sell an idea or an image of affluence, beauty, and even intellect, prices
should not be prominent in magazine advertising. Often these ads show no price at all, and
they generally include little copy; they let the image sell the product. Consumers should be
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able to experience the benefits associated with the product or service through the visual/
verbal message and be encouraged to call, engage a mobile app, log on to a web or social
media site, or visit their nearest retailer for more information.
Depending on the product, this is also an opportunity to develop a storyline or plot
that ties the benefits and image of the product or service to the target’s needs and lifestyle.
When creatively written, longer copy can sustain a reader’s interest long enough to educate
and inform. However, the printing surface of magazines is ideal for detailed photographs to
show the product’s benefits and/or attributes without the need for lengthy copy. The ability
to use a broad range of color to set a mood or re-create a time period is second only to the
use of visual discussions through photographs, illustrations, or graphics that can show a product in use, assist with image development, and create a trend or an air of exclusivity or fun.
The highly targeted and educated nature of magazine readers allows copy to talk
directly to the person most likely to purchase the product, the person who clearly understands its benefits. This is one of the few instances in which “been there, done that” works,
as consumers relate their experiences to those the product can solve.
Magazines should be avoided if message frequency is required or if deadlines are an
issue. Where most newspapers are printed daily, magazines have fewer publication dates—
ranging from weekly to biweekly, from monthly to bimonthly or even quarterly—making
the publication of timely material almost impossible. Unlike the twenty-four-hour turnaround of most newspapers, magazine deadlines or submission dates range anywhere from a
few weeks to a couple of months before the magazine appears on the newsstands.
The Look of Magazine Design
Everything about designing for magazines is sexier and more exciting than designing for
almost any other medium except perhaps alternative media. Elite products allow the designer’s fantasy world to come alive. The numerous products without independent identities
present a design challenge. Product individualism, or what sets the client’s product apart
from that of the competition, is achieved through strategy development, layout styles, and/
or type choices.
Magazines reflect personal image. Image portrayal means that it’s the creative team’s
job to make targets see themselves driving this car or using this perfume, or understand the
envy friends will feel when they’re seen wearing this piece of Tiffany jewelry. It is the goal
of magazine advertising to assist consumers with their buying decision by making them feel,
see, taste, and imagine the product in their lives.
Before designing, take the time to study the special-interest direction of the magazines
the ads will appear in. Look at competitors’ ads and do the opposite—or do something
similar, but with more individualistic, engaging, or targeted appeal.
Advertising that appears in the pages of a magazine should provide a visually stimulating
and informative experience for readers. Visual images should develop an identity and create
a visual personality for the product or service. Copy should take the reader on a fact-finding
adventure. Product image and user image should be woven throughout this personalized
MAGAZINE ADVERTISING 171
visual/verbal relationship. The magazine’s relationship with the consumer allows the advertising to talk directly to the people who will be buying and using the product.
Concepts that address lifestyle directly address image. Full-color visuals and dynamite
copy work in tandem to create the appropriate consumer response.
Photographs bring the product or service alive with enhanced details by offering an
exclusive viewing opportunity. Textures are magnified, emotions are highlighted, and colors
pop off the page. Copy can be longer, since readers selectively spend more time reading a
magazine than they do a newspaper. Storylines or plots can be developed to promote uses,
scientific studies, demonstrations, purchase options, and trends.
Graphic designs or colorful illustrations attract attention by showcasing interesting
shapes and brilliant color variations. Design styles and color usage can re-create time periods
and suggest liberal or conservative views. Bold, colorful graphics suggest youth and energy,
while subdued colors reflect relaxation and stability.
Interactive options create novelty and support content. The New Yorker’s Innovators
issue, for example, uses AR to bring its front and back covers to virtual life. Using the AR
app Uncovr, the covers infuse both a New York City subway car and the city skyline with
interactive reality. To encourage additional interaction, readers can move and tilt their device
to find hidden surprises within the skyline.
Target used Shazam to bring interactivity to its ads in Vogue. All readers had to do was
hold their phone over the ads. The app would then whisk them away to an interactive display on Vogue.com, highlighting scenes from the ads’ shoot and purchasing options. Chevrolet uniquely used magazine ads to promote its digital videos. Running in Esquire and Popular
Mechanics, the ad for the Colorado included a video player that was embedded inside the ad.
Readers could watch one of three videos about the truck.
Virtual reality is still inventing itself within the covers of magazines. Condé Nast is
developing a scripted series, the New York Times magazine is using VR to highlight its issues
on travel, and Sports Illustrated is providing a virtual experience tied to its swimsuit issue.
Interactive magazine advertising doesn’t have to go digital. Carlsberg beer educated
target consumers on how to fold and use an ad as a bottle opener. Volkswagen South Africa
produced an ad featuring its road-eating prowess that the target could actually eat after
digesting the content. To show rather than tell how safe the 408 was, Peugeot created an
ad the target could punch to inflate the airbag embedded in the visual. These are just a few
of the innovative ways brands have used the pages of magazines. Although expensive, they
are never dull.
The Importance of Headlines and Subheads
Headlines highlighting strong consumer benefits seduce the target by relating product benefits to image. By touching an emotional chord in the target, advertising can suggest uses
and promote New Age fads or Renaissance revivals.
Unlike those in newspaper ads, magazine headlines should not overpower the ad but
should be designed into the product’s personality or around the ambience created within the
design. Garish is always out; structure and informative class are always in. Sizes for headlines
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vary in magazine ads; however, they are never so loud as to diminish the brand’s image or
insult the educational or social level of the reader.
In magazines, a reader’s attention can be held for a longer period, so headlines as well
as body copy can be longer and more informative or instructive. Because of this, subheads
are often not needed. However, if there is a great deal of body copy, consider using multiple
subheads to break the ad into more pleasing and readable blocks. Like headlines, subheads
should not overpower but should blend within the copy block.
The Story of Body Copy
Copy should let the consumer know what the experience will be like when using or interacting with the product or service. Be descriptive; write to the senses and the emotions. In
magazines, there is no “buy now while supplies last” mentality or the need to push price,
as there is in newspaper advertising. Magazine advertising makes you feel, taste, and smell
the product.
Body copy can be virtually nonexistent, short, medium, or long, depending on the
message being explained or introduced. The average ad has copy of medium length, just
enough to continue the discussion about the key consumer benefit and describe any additional yet relevant attributes. Good descriptive copy should spell out how the product works,
what it sounds like, what it feels or smells like, and how much it weighs; it should include
a complete examination of benefits and uses. The consumer should experience the product
through the copy.
The Image of Photographs
Magazines often use visuals to do the talking. Photographs offer an exclusive viewing
opportunity. Because of the coated or shiny paper stock and the high-quality printing used
in magazines, the consumer can very clearly see what the product looks like and/or how
it is used.
Photographs bring reality home. As readers, we can see patterns, textures, quality, and
color as if the product were sitting before us. The idea of visual variety offers designers the
option to include background or to isolate the product or image by eliminating background
clutter.
Photographs can be small or large; they can show the product alone or in use, placed in
a relevant setting, or being compared to a similar product.
The main thing to avoid in magazine design is clutter. The blending of type and photographs should create an elegant or classy, informative, playful, or imaginative appearance.
Abundant white space or even black-and-white photographs will set an ad apart from most
others in the magazine.
The Appeal of Illustrations
Illustrations create an image of youth and vibrancy, as well as a clean way to display charted
information. The colorful interpretations of the product in use or in a setting can reveal a
product’s personality.
MAGAZINE ADVERTISING 173
It’s All in the Size
Ad sizes depend on the overall size of the magazine. The most common full-size ad is
around 8½ × 11. Ad sizes range from one-third of a page to a full page. Available sizes vary
by magazine, and they can be found by consulting the Standard Rate and Data Service
(SRDS), which lists specific size guidelines for individual magazines as well as closing dates
and print-related specifications.
Visually and Verbally Involving the Target
The varied concept approaches used in magazines must accomplish an action or promote
the quest for additional research on the part of the consumer. Good interactive or educational devices might include encouraging test drives, using some novel design option such
as folds, or interactive options such as samples or order forms. Alternative options might
include 3-D pop-ups, interactive mobile phone demonstrations, QR codes, or even the
ability to fold and use the ad to complete a specific task, such as open a bottle.
Testimonials also successfully create consumer involvement by evoking curiosity. Informational ads are great educational vehicles, as are recipes accompanying a food product.
Emotional appeals, how-to ads, and product demonstrations all work well in magazine
advertising.
Cooperative Advertising and Magazines
As with newspaper advertising, it is not unusual for magazines to participate in co-op
opportunities with other members of the advertising media mix or promotional mix to sell
compatible products or support a special event.
The benefit co-op advertising brings to the target is the ability to combine two viable
products into a package savings deal. Product pairing, when done consistently, makes the
target think package rather than separate products when considering repurchase.
Magazines may be used to support public relations, direct mail, sales promotion, newspaper, or social media in promoting special events such as the Special Olympics, breast cancer awareness runs, or AIDS-related events. Since magazines influence image and promote
prestige, the visual/verbal message will influence all other design associated with the event,
from publicity to the design of the direct-mail packages, any accompanying outdoor boards,
donation and/or thank-you cards, posters, and banners, to name just a few. Sales promotion
items such as T-shirts and cups or water bottles will also project the same image and overall
design.
The choice to use the visually stimulating pages of a magazine to bring prestige to a
product and reflect the target’s interests, self-image, and lifestyle is a design journey into
the study of human nature. Magazine advertising can be fun, interactive, serious, colorful,
imaginative, and visually/verbally informative. It is perfect for developing a new product’s
image, maintaining an established image, or rebuilding or repairing the image of a reinvented
product.
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DISCUSSION QUESTIONS
1. Define magazine advertising.
2. Why should prices be avoided in magazine advertising?
3. There are several categories of magazines. Define each.
4. How does magazine advertising help IMC be more consumer focused? Define importance.
5. Why are magazines considered highly targetable?
6. How does magazine advertising build brand loyalty?
7. Why is it difficult for advertising to develop a dialogue with the target audience?
8. What brands are best suited to use magazine advertising and why?
9. When should brands consider using magazine advertising?
10. What are some of the ways to make magazine ads interactive?
11. When is using magazine advertising a bad choice?
12. What are the pros and cons of using magazine advertising in an IMC campaign?
13. What is the strategy behind using magazine advertising?
14. What should be avoided and what should be included in magazine advertising?
15. What are some of the ways to turn a one-way monologue with the target into a two-way
dialogue?
16. What components should be included and avoided in magazine advertising?
17. What copy and design elements should be included in magazine advertising? Explain how to
involve the target.
18. How is cooperative advertising used in magazines?
^Q
175
‡
CHAPTER
11
Radio Advertising
The Strategic Use of Radio Advertising in IMC
Radio permeates our world. We are exposed to it everywhere: in the car, at work, while on
hold on the phone, in the doctor’s office, and while shopping. Because of this, radio has the
distinction of being one of the few media vehicles that can be used to reach the targeted
audience close to the time of purchase.
As a verbal medium, radio is often considered handicapped when compared to other
media vehicles within the promotional mix. Limited by its sound-only format, radio is
nonetheless burdened with delivering both the visual and verbal message. Looked at another
way, radio could be considered the ultimate integrated marketing communication strategic
vehicle. Creative teams that try to make radio advertising conform to the same visual/verbal or show-and-tell standards as print, digital, and television inhibit the target from truly
imagining “themselves” without the assistance of a predetermined visual stimulus or using
the product or service. Radio is the ultimate strategic use of the target’s imagination. (See
case study 9, “Post Honey Bunches of Oats.”)
Radio ads must create a sense of visual stimulation for the listener. A radio ad should
attach the listener’s visual imagination with a verbal narration that outlines the features and
benefits associated with the key consumer benefit. To make listeners create a personalized
visual picture, the verbal message must be colorful, informative, and tied to their personal
experiences in order to entice them to place the product in their visual perspective.
Great for building awareness, radio can be used as a primary advertising vehicle for local
advertising or as a support or secondary vehicle for regional and national advertisers. As a
176 CHAPTER 11
^C
CASE STUDY 9
IMC Radio: Post Honey Bunches of Oats
Background
Post Foods’ Honey Bunches of Oats began to deepen its reach and commitment to the Hispanic
community with a national campaign that aligns the brand’s spirit of positivity with the uplifting
power of music.
Objectives
1. Align music, national media, digital, shopper marketing, and community relations touch points for
greater reach and ROI for Post’s Honey Bunches of Oats.
2. Drive strong awareness for the brand and its celebrity connection with Prince Royce.
3. Showcase the brand’s positive and uplifting essence.
Solution
The campaign’s promotion vehicle was “Honey Bunches of Oats presents: Ring in the New Year with
Prince Royce in New York City!”
• Univision Radio used on-air, online, television, and social media platforms to promote an unforgettable campaign that featured A-list Latin artist Prince Royce as he returned home to perform
in an exclusive concert; tuning in, logging on, or attending Univision Radio events were the only
ways to win tickets.
• In Houston, Los Angeles, Miami, and New York, promotional teams promoted appearances at
retail outlets and used customized messaging to encourage listeners to purchase specially marked
packages of Honey Bunches of Oats that gave them a chance to win a VIP trip to New York to meet
Prince Royce.
• Honey Bunches of Oats became the presenting sponsor of X96.3’s annual basketball game in
New York, where fans could win Prince Royce concert tickets. More than $15K was raised for the
Hispanic Federation and charities to benefit Hurricane Sandy victims.
• Audio and video streaming, e-mail blasts, event listings, and media banners connected users to a
custom registration page within Univision.com to register for their chance to win a VIP trip to New
York City and meet Prince Royce.
• Participating stations, DJ endorsers, Stage 48 Lounge, and Prince Royce took to their Facebook
and Twitter pages to build buzz for the upcoming concert, increase registrations, and create
viral conversation that resulted in more than 60,000 social media mentions, likes, comments,
and shares.
• To kick off the weekend, on December 30, Stage 48 Lounge in New York City was transformed
into a Honey Bunches of Oats experience, with branding inside and outside the venue, signage,
premiums, and sampling, including an intimate Prince Royce performance, a meet-and-greet, and
a New Year’s countdown to prepare guests for 2013.
RADIO ADVERTISING 177
support vehicle, radio is an effective way to entice the target to action and/or reinforce other
communication efforts within the promotional mix.
The Diversity of the Radio Advertising Voice
Delivering simple, low-cost messages to a small but specialized group of consumers is radio’s
specialty. Radio spots can be written, produced, and aired in as little as a few days. Changes
and/or updates to existing spots are easy and relatively inexpensive to make, keeping material timely and making the medium adaptable to changing market conditions.
Radio’s very personalized nature builds relationships with the target, especially if a
popular radio personality reads the spot on air, giving the product or service credibility and
effectively tying the product identity and/or image to that of the DJ.
One way to maximize brand awareness is to tie the product or service to an ongoing
sponsorship such as the news, the weather, or a special feature. Sponsorships highlight the
product’s name and are guaranteed to run at the same time every day, adding extra emphasis
to the product’s name and image beyond the advertised message.
As one of the most inexpensive media vehicles available, radio allows more advertising
to reach the right target. Cost is determined by the length of the spot—fifteen, thirty, or
sixty seconds—and the time of day the ad will air. The two most popular and expensive
advertising slots, known as “drive times,” include mornings from six to ten and afternoons
from three to seven. Midday and evening hours are less expensive, as listenership drops off
Univision Radio has always been a critical part to our media plan; however, the latest creativity from the
team has taken our partnership to the next level with custom events that have changed the game, delivered value to our Latina consumer, and helped us drive dollar sales.
—Mike Foley
Brand Manager US Hispanic and Export, Post Foods
Results
• 9.5 percent increase in national dollar growth and an even greater increase in New York State of
30 percent.
• The program drove the entire cereal category growth for Post during the period it ran.
• 1,960 on-air announcements
• 1.6 million online impressions, with a 0.10 percent click-through rate (CTR)
• 60,000+ social media interactions
• 2,300 thousand sweepstakes registrations
• 12 retail appearances
• 1,500+ concert attendance
Source: “Radio Case Study: Post Honey Bunches of Oats,” Radio Advertising Bureau, http://www.rab.com/
public/ncs/caseStudies.cfm.
178 CHAPTER 11
after listeners begin or end their workday. Other costs associated with radio include production-related costs such as hiring talent, including sound effects or music, and the frequency
with which the ad airs.
Since people are often distracted by other things while listening to the radio, spots must
be aired repeatedly to catch the listener’s attention. It is also important to remember that
the target will probably not listen to only one station, so multiple media buys on multiple
stations will be required to reach the intended target.
Airtime can be purchased on either AM or FM radio stations. Determining what stations will best reach the targeted audience depends on the stations’ programming format.
The two most basic types of radio formatting are talk and music. A station’s format defines
the listening audience; because of this, radio advertising can talk directly to the target’s special interests.
Satellite and Internet radio, on the other hand, allows radio enthusiasts to either tap
into more than a hundred diverse programming channels or create customized playlists. SiriusXM satellite radio is a subscription-based service, making it a great outlet for marketing
high-end brands to more affluent consumers. Most satellite radio ads are heard on news and
talk radio programming. Listened to mostly in cars, satellite radio is available nationwide and
offers a format for every listener and every advertiser.
Internet contenders such as Pandora and Spotify offer both free and paid versions that
can be customized and downloaded to both laptops and mobile devices. Listeners who use
the free versions sacrifice quality and open the door to advertising. Advertising heard in both
platforms uses both audio and visual ads. Audio ads are woven in between songs; visual ads
are delivered via banners.
Better at collecting demographic and geographic data on its listeners than Spotify,
Pandora seems a better option for local advertisers. Attracted to its large number of users,
marketers can place advertising based on users’ registration data such as age, gender, zip code,
musical selection, and time of day and device used.
Because radio is sound only, it’s important that what is said or read in other media used
in an IMC campaign be repeated on the radio. This might include a jingle, sound effects, or
the distinct voice of a spokesperson or character representative from television, a slogan or
tagline, or headline style from print.
Radio is not considered interactive or a great image-building option. Although radio is
a one-way monologue from the product or service, it need not be passive. Consider jingles,
especially if they can be turned into participatory sing-alongs in the old-fashioned but wellloved “Hokey Pokey” style. Remote broadcasts, broadcasts that take place from a location
other than the radio station, are another way to get the target involved and the best way to
use radio to encourage two-way communication between buyer and seller.
In radio, image is created verbally. But radio can be visually stimulating if an ad is written to support the target’s self-image. If targets can see themselves using the product, their
image will be much stronger than one manufactured by the creative team. This is especially
true if the image was first introduced elsewhere in the promotional mix and radio is being
used as a support medium.
When radio is part of the media mix, the advertiser will need to decide if the message will run nationally, with the same generic message in all markets, or locally, with the
message adapted for each market, and whether it will be heard on traditional, satellite, and/
RADIO ADVERTISING 179
or Internet platforms. The generic form of radio advertising is known as national network
advertising; more geographically tailored messages are known as local or spot advertising.
The national generic message is not used very often. It goes against everything radio is:
a highly targetable, highly specialized, and highly personable medium. Local or spot radio
is where most advertising is placed. This relatively inexpensive medium offers small local
business owners and national advertisers the same opportunity to tailor their message to a
specific demographic based on a station’s format, psychographically based on lifestyle, and
geographically based on location.
How Does Radio Advertising Help IMC Be Consumer Focused?
This very verbal medium must imprint the product’s benefits on an inattentive mind, and
one of the best ways to do this is to make radio as interactive as possible. Radio ads should
give targets an activity—let them sing, hum, or clap along to a catchy jingle, the kind that
intrudes upon the unconscious mind whether the ad is airing at the time or not. Radio
also offers promotional opportunities through contests or sweepstakes such as trivia games,
where a listener calls in with the answer to win a prize, or through giveaways, such as gift
certificates or product samples. Remote broadcasts can encourage listeners to stop in at a
particular location and take a test drive, pick up freebies like T-shirts or CDs, or meet a
celebrity or local DJ. Another method is to take a page out of an old radio script and create
an ongoing verbal slice-of-life vignette. If the storyline uses intrigue, humor, or some other
curiosity or interactive building device, such as a scavenger hunt, to tell a compelling story,
the target will tune in to get the next piece of the puzzle or learn how the next episode
turns out.
Radio is often used in public relations to promote events such as blood drives or collection drives or even for new product launches.
Unlike print, where it is easy to ignore advertising by turning the page, the radio audience is captive to the message unless listeners switch stations or turn the radio off. This is
less likely when listeners are involved in other activities while listening.
Radio and newspaper advertising can be a powerful combination when adapting to
changes in the marketplace, since messages can reach the public quickly and inexpensively.
Like magazines, radio is able to deliver a specialized message to a small niche market.
However, unlike magazines, radio is not as useful for big-ticket merchandise or detailed copy.
Radio, like newspaper, is meant not to educate but to excite the target to action. If price
plays a major role in the communication efforts, radio’s fleeting message makes remembering price points difficult.
Radio can also be used to reinforce and localize messages seen on television. The verbal
message from television can be used on radio, keeping the cohesive IMC message going.
Listeners who have been repeatedly exposed to the televised commercial will be familiar
enough with the message that they will be able to replay the visual message or video from
the television commercial in their minds.
If the goal is to educate or requires getting the target to act quickly, consider combining
radio with newspaper, social media, the Internet, mobile texting, or out-of-home or transit
in order to reach a larger portion of the targeted audience.
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DJs who use social media in their programming will find it a great way to promote
their time slot or encourage the audience to cocreate content or participate in discussions
on local, national, or personal day-to-day issues. Social media can also be used to encourage
location-based check-ins using services like Foursquare or Facebook at remote broadcast
locations such as concerts, bars, or restaurants.
Radio and social media offer not only engagement but also immediacy. Both encourage
interaction through stories and events that can be used to elicit immediate feedback from
the target.
Incentives and Deterrents of Radio Advertising
To decide whether radio advertising is right for an IMC campaign, let’s look at some of the
incentives and deterrents associated with it.
What Makes Radio Advertising So Great?
The more notable incentives associated with radio advertising include:
• Cost. Radio is very inexpensive to use compared to other media vehicles in the
promotional mix.
• Targetability. The varied music formats of radio stations make targeting to a specific
audience easier.
• Portability. Radio can easily be taken by the target anywhere.
• Quick turnaround. Messages can be quickly developed and be heard on-air within a
matter of days, sometimes even within hours.
• Interactivity. Listeners can become involved in the message by calling in to receive a
free sample or stopping by a remote broadcast location for free gifts.
• Imaginative impact. Radio is an imaginative stimulus. It is a verbal message visualized
in the mind of the consumer.
• Local and national adaptability. Radio spots can be easily adapted for airing in any
location.
• Frequency. Radio’s relatively low cost allows messages to be aired more often to ensure
they reach the targeted audience.
Is There Anything Wrong with Radio Advertising?
The more notable deterrents associated with radio advertising include:
• Background noise. Radio gets little direct attention, so advertising must be clever in
order to catch and hold the attention of a target who is doing something else while
listening.
• Sound only. Radio is the imagination of the message. Messages must be written in a
visually stimulating way since the target can only hear the message.
RADIO ADVERTISING 181
• Fleeting message. Lengthy informational messages are impossible; the message is gone
in fifteen, thirty, or sixty seconds. Listeners cannot spend time going back over the
message.
• Fragmented audiences. In larger markets, radio ads need to be aired on multiple stations,
since the target has many options with the same or similar formats from which to
choose.
• Clutter. Radio stations run a lot of ads between songs or talk programming. It is a
cluttered medium, airing anywhere between fifteen and twenty minutes’ worth of
advertising in an hour, with the bulk of the advertising being local.
The Strategy behind Radio Advertising
Nobody “listens” to the radio anymore; it has been relegated to background noise that keeps
us company while we work, drive, shop, or get our teeth cleaned. For radio to work, it must
do one of three specific things: have a catchy tune or jingle associated with the message,
include some kind of engagement device, or just be downright intrusive.
Whether radio is strategically right for an IMC campaign will, of course, depend on the
target to be reached, the key consumer benefit, the objectives, and the strategic approach.
Anything that can be told in story form will work on radio. It is an excellent media vehicle
for bringing character representatives or spokespersons to life, and it gives immediacy to the
message. Anything that must be spelled out through lengthy copy in order to educate or be
demonstrated will not work on radio.
Effective communication objectives might include immediate sales, loyalty programs,
increased store traffic, product or service inquiries, encouraging test drives, or developing
brand awareness.
Strategically, radio is better suited to a product-based approach, such as generic or product feature. The use of a consumer-based approach requires image to be substantiated in
other areas of the promotional mix before it can be discussed on radio. The type of strategy
used to deliver the message can be either emotional or rational in nature, but the rational
approach does offer more imagination-based options. The best rational-based execution
techniques include straight fact, product as the star, testimonials, and news; the best emotional appeals include fear, humor, dramatization, sex, fantasy, and slice of life. The choice of
tone, approach, or appeal is affected not only by the stated objectives and target audience
but also by a product or service’s incentives and deterrents.
Radio is not a good choice if the strategy is based on a unique selling proposition
(USP), since this often must be visualized to be understood, especially if it involves some
kind of new technology, look, or use.
The Sound of Radio Design
Radio stations can air prerecorded spots or present the material live by an on-air personality.
Since DJs are as much a part of the listening pleasure as the music or talk format, the product
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gets an added boost of credibility. On-air personalities are not provided a script from which
to read but instead are given a list of the product’s features and benefits to present for thirty
to sixty seconds in their own words.
Radio ads need not only employ the use of a spokesperson or on-air personality to
deliver the message; they can also use music and sound effects to activate a listener’s imagination.
If it’s true that nobody’s actively listening, then it’s the creative team’s job to find a way
to get the listener “tuned in” to the message—and this must be done within the first three
seconds. This can be accomplished using specialized voices or voices that are unique to the
ear, sound effects, or music.
Execution Techniques
Several different execution techniques can be used to deliver a radio message:
• Music and jingles
• Narrative drama
• Straight announcement
• Celebrity delivery
• Live donut
• Single voice
• Dialogue
• Multivoice
• Sound effects
• Vignette
• Interview
Music and Jingles
If the message can best be delivered attached to music, then use it. To create ambience or
evoke certain emotions, use music from popular culture or a golden oldie. Music, especially
an oldie, attracts our attention by dredging up memories and feelings from the back of our
minds. These imaginative musings will enhance and enrich the current message.
Jingles are intrusive. They creep up on our unsuspecting consciousness when we least
expect it: in the shower, during a meeting, or at a movie. If the concept involves creating
a theme song that ties to the slogan or tagline, then develop a jingle. Jingles are interactive,
memorable, and a great way to prolong or extend the life of the message.
Narrative Drama
The best way to tell a story is the narrative approach. Narrative dramas take a little slice out
of life and deliver it to listeners as dialogue between characters.
Straight Announcement
A straight announcement is just that—an announcement—most often delivered by an
on-air personality. This is not a story or an imaginative stroll down memory lane; it’s the
facts delivered in a straightforward manner. The commercial usually starts out with the key
RADIO ADVERTISING 183
consumer benefit (USP or big idea) and ends with the announcer asking the listener to try
the product.
Celebrity Delivery
If the IMC campaign has a character representative or spokesperson, he or she should speak
on behalf of the product in the radio spot. If the product has no recognized spokesperson
and a celebrity voice is used, be sure the celebrity and the brand’s image are a match.
Live Donut
A donut uses a prerecorded opening and closing message. The center, or “donut hole,” is
filled in live by an on-air personality. This keeps the message moving and does not allow
room for the DJ to ad lib.
Single Voice
Use one specific voice when the brand has a recognizable spokesperson or character representative who can deliver the message and is known through use on other IMC pieces.
Dialogue
Dialogue is a good way to let characters talk about the product and its uses, benefits, and
features. These characters will be more credible if an announcer is added to the spot to
actually make the pitch.
Multivoice
In a multivoice approach, multiple characters carry the message, not by talking to one
another but by talking directly to the listener.
Sound Effects
If the ad has a repeatable sound, like the drum-banging Energizer Bunny, use it to bring
a visual image to the verbal message. Sounds can also be used to make a point, as with a
grumbling stomach to signify that the product can relieve acid indigestion. Music can also
be used to set a scene or mood, the same way it might in a movie or television show.
Vignette
A vignette is an ongoing storyline. The varied storylines are tied together by some repeated
device such as music, a jingle, a slogan or tagline, or a spokesperson. The first vignette is used
to set up the key consumer benefit within the concept, with the following commercials used
to expand the storyline or as reminder advertising.
Interview
The interview approach is a good way to use testimonials. In this approach, DJs or product
spokespersons solicit interviews with users of the product or service. Often displays are set
up at grocery stores, malls, sporting events, or street corners to encourage trial and feedback.
The creative team can use a combination of techniques to get its message across on the
radio. The approach chosen should be the best one to reach the target.
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What to Consider When Designing for Radio
It is important that radio ads continue the IMC campaign theme. Be sure to carry over
music, character representative, or spokesperson from print, digital, or broadcast ads. If any
representative sounds, theme music, or a jingle were created, reuse them in radio. This will
help with early recognition of the brand name. Be sure to attract the listener’s attention
within the first three seconds, and then open with the key consumer benefit. Radio advertising must accomplish the following:
• The message must tune the listener in. Get the listener’s attention quickly, but be sure
to use the tone of voice used throughout the IMC campaign.
• Let the listener know right away the product name and key consumer benefit.
• If the product is hard to spell or pronounce, find a way to help the listener remember
it. One way is with a mnemonic, such as a word association or rhyming scheme, to
make it easier to remember.
• Write the copy the way a person speaks. Proper grammar is great in print but does
not transfer well into broadcast. Use short sentences to make copy points easier to
remember.
• If there is a way to control the visual in the listener’s mind, do it. If the product’s
packaging is distinct, perhaps in color or shape, let the listener know.
• Don’t be afraid to repeat the product name and its key consumer benefit often; in
fact, the more often, the better. As long as the repeated devices are delivered creatively
and diversely, a listener will not be annoyed or tune out.
• Talk to the listener in real time. Since the overwhelming majority of radio spots are
local, deal with local issues, localities, and personalities.
• Don’t lose the listener with a list of facts. Radio is great for building brand awareness,
but leave any repositioning or the building of brand image to other media better
suited for that task.
• It is important to use the ongoing message of the IMC campaign to bind the campaign together. For radio, consider using the slogan or tagline from print, the personality from television and print, or the music or jingle from television. Radio rarely
leads off an IMC campaign, so use the most prominent visual and/or verbal elements
available to continue the campaign’s tone of voice in radio spots.
• Be careful with sound effects. They are great for getting attention, but they can be
annoying and sometimes can even scare a driving listener. It’s important to make sure
the noises used are easily recognizable to the listener.
The copy sheet used in radio advertising is known as a script. The script can be prerecorded by talent hired by the agency or read live by an on-air personality. A radio spot can
be of almost any length, but the most common are thirty- or sixty-second spots. The script
must be able to be read in its entirety in the time allotted without sounding rushed. A thirty-second spot is approximately sixty to seventy words long; a sixty-second spot is approximately 150 to 180 words long. How many words are used will depend on who is reading
the script, how fast he or she must read, and whether the ad contains any complicated word
RADIO ADVERTISING 185
combinations or technical jargon. Two speakers in conversation will take up more time. (See
box 11.1 for additional word counts.)
Choosing Talent
The person chosen to speak the dialogue for a spot should represent the product’s image and
the target demographics. If the product is lawnmowers, a young person speaking the copy
can talk about how easy it makes her summer job. But if the message is price or relaxation
time at the end of the day, an older speaker will be required. It is also important to be sure
every word is spoken clearly so that the message can be understood.
Radio commercials should feel like one person talking to another. Keep the tone of the
ad either light and upbeat or laid back and friendly. It is important to make sure the tone is
continued throughout the ad to avoid a choppy or disjointed feel.
When deciding whether to use talent or an announcer, look to the IMC concept for
the right tone of voice. The choice of announcer should speak with authority, representing
the client’s voice and personality. Characters should replicate real members of the target
audience.
How Should the Message Be Delivered?
Radio spots most often arrive at the radio station in a prerecorded digital format that is
ready to be aired. But there are other options available, such as sending a script to be either
read live or prerecorded by a member of the station or sending a fact sheet and allowing
on-air personalities to ad lib live on the air. How do you know which one will work best
for the product or service? First, look to the strategy and the delivery used on other IMC
pieces. Additionally, consider the following:
• A script read live on the air works only if no additional sound is required and only
one person will be speaking, as with a straight announcement approach.
• Fact sheets allow the on-air personality the opportunity to chat openly about the
product or service. If the personality has had an opportunity before the spot airs to
test drive, taste, or wear the product, she can add that experience to the discussion.
The fact sheet should place the features and accompanying benefits in their order
of importance, with the key consumer benefit being first. Often, if the personality is
familiar with the product, the brand will get more than the thirty to sixty seconds
BOX 11.1. Radio Copy Word Counts
10 seconds 20–25 words
15 seconds 30–35 words
20 seconds 40–45 words
30 seconds 60–70 words
60 seconds 150–180 words
186 CHAPTER 11
of airtime. But there is a danger that the radio personality will go too far and deliver
the information in a negative or cynical way. Consider this approach only when the
personality is reliable or if last-minute changes are required to an existing ad; for
example, with fare changes for airline travel.
• Copy that needs to be routinely updated might benefit from using a live donut. Here,
an advertiser prerecords a musical opening and closing. Often the music will fade
under or be reduced in volume, creating a musical bridge that ties the opening and
closing together. The hole between the opening and closing is then filled in with
scripted copy that is read live on the air. The music is the constant that ties the ads
together as copy is regularly changed out.
• A commercial that is prerecorded in its entirety is the safest and most professional
way to go. If the script requires the use of sound effects, music, or multiple speakers
in any combination, it will need the structure, timing, and assurance of a prerecorded
commercial.
The Sound We Hear and Its Effects
Sound effects (SFX) are the noises heard in ads: doors slamming, dogs barking, babies crying.
They should be used to capture attention and move the copy forward. In other words, they
should not be used to create noise alone; they must have a point.
SFX should aid the listener’s imagination by creating a visual image in his or her mind.
Music can also be used as an attention getter. It is important to note that although music is
a sound, it can be used to get attention or to create a mood or set a tone.
A good copywriter tries to paint a picture with words and uses sound to back them
up, create excitement, or gain attention. The spoken voice alone is not enough to hold a
listener’s attention, so SFX are a great way to break up the tedium of the spoken message. A
multitude of SFX are available to the creative team. As with all other creative elements, the
choice of sounds must be carefully considered. If a sound doesn’t move the message forward
or have a point, leave it out.
The Creation of a Radio Script
For the copywriter, a script is like an artist’s canvas; descriptive words and visually constructed sentences are used like paint to create a picture in the mind of the consumer.
The key to any script is to make the copy flow in a conversational manner and give
the talent or person reading the script visual copy cues as to what is coming, such as music
or sound effects (figure 11.1). Let’s take a look at how to set up a script and what type of
visual cues make reading a script easy.
All radio scripts are typed on 8½ × 11 paper and are double spaced. Double-spaced
copy adds white space to the page, making it easier to see and read the copy. Use one-inch
margins on all four sides, with one inch of space between columns.
A script is broken into two columns. The left side of the script is devoted to labels and
the specific audio effects, such as SFX, MUSIC, ANNOUNCER, and TALENT, and should
appear in all caps. This makes the instructions stand out from the readable copy.
RADIO ADVERTISING 187
The right column, directly across from the appropriate label, is devoted to the music
and/or SFX that will be heard and any spoken dialogue. Any special instructions or suggestions for emphasis should be shown in (ALL CAPS AND PLACED IN PARENTHESES).
All spoken copy or dialogue should appear in caps/lowercase and be enclosed in quotation
marks.
SFX, or the noises or sounds that will be heard in the ad, are typed in all caps and placed
in the right-hand column. Directly under these instructions should appear a dashed line.
This is a visual cue to the talent reading the copy that a sound is coming up. It also flags
those responsible for the SFX as to when they are coming up and where they belong. SFX
may be live but are most often prerecorded to ensure accuracy.
Figure 11.1. Sample radio script showing solid- and dashed-line divisions.
BOX 11.2. How to Tie the Product to Sound
These are ways you can make a product come alive over the radio:
• Spokesperson. If the product or service can be tied to a specific region or country, such as teas
from the Orient or perfumes from France, then consider the use of a speaker with that accent. Be
careful, though; this can become very clichéd.
• Music. If the product or service being advertised has little pizzazz, like insurance or investment
brokers, then create pizzazz by using music familiar to the target. Musical associations help listeners remember the client’s product or service.
• Authoritative voice. Authoritative or expert spokespersons attract attention and bring credibility
to a product or service.
• Interviews. Testimonials by current users of a product or service bring credibility; testimonials
delivered from an on-site location bring immediacy.
• Humor. Be sure the commercial is funny to the target, or avoid it like the plague. Humor can do
more harm than good if it is not done well or is offensive to listeners. When done well, the listener
looks forward to the commercial rather than changing stations until it’s over.
• Sound effects. Use sound effects to make a point and move the message forward. If there is any
doubt the sound could be misinterpreted, tell listeners what they are hearing.
• Diversity. Alternate commercials regularly. Once a message becomes repetitive, the listener tunes
it out. Keep interest high by delivering the key consumer benefit in different ways.
• Sponsorships. If the product or service sponsors the news or traffic report, its name will automatically pop into a listener’s mind before paid advertising airs.
188 CHAPTER 11
When using radio, be sure the copy will both visually and verbally stimulate the listener’s imagination and incite action. The fact that it is low cost, portable, and highly targetable
makes radio advertising an attractive and inexpensive media option. Although most often
used as a support vehicle for other media in the IMC promotional mix because it does not
build image or promote a two-way dialogue, radio is still a great choice when the goal is to
build and maintain brand awareness and localize the product’s message.
Music instructions are also placed in the right-hand column and also appear in all caps.
Directly under these instructions should appear a solid line. This is another visual cue for
those responsible for the music as well as for the talent.
If a recurring character is being introduced, give the character a name and use it in the
copy. If no recurring character is being used, use the label ANNOUNCER to indicate the
speaker.
Remember, don’t be afraid to intersperse the spot with ear-catching sound effects or
mood-setting music. It will help to hold the listener’s attention.
Be sure to close the spot with the product name, slogan or tagline, and a call to action.
Tell listeners where they can find the product, including landmarks, social media hashtags, a
phone number, or a website address if it is easy to remember. Be sure to mention the product’s name, key consumer benefit, and where it can be purchased at least three times in a
sixty-second spot and twice in a thirty-second spot. See figure 11.2 for a sample radio script.
Figure 11.2. Sample radio script.
RADIO ADVERTISING 189
DISCUSSION QUESTIONS
1. What are the strategic uses of radio advertising in an IMC campaign?
2. Why is radio considered handicapped when compared to other media vehicles within the
promotional mix?
3. Explain the diversity of radio advertising’s voice.
4. How can radio be personalized?
5. To strengthen radio’s verbal ties to other ads in the media mix, what elements need to be
repeated?
6. Radio is considered a passive medium. How can it be made more interactive?
7. How does radio advertising help IMC be more consumer focused?
8. What are the pros and cons associated with radio advertising?
9. What is the strategy behind using radio in an IMC campaign?
10. What are the execution techniques used in radio advertising? Explain each.
11. To be successful, what must radio advertising accomplish?
12. What are the ways radio can be delivered?
13. What are sound effects?
14. What are the components that make up a radio script?
15. How can a brand come alive over the radio?
16. Why does radio copy need to be both visually and verbally expressed?
^Q
190
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CHAPTER
12
Television Advertising
The Strategic Use of Television in IMC
Television advertising influences what we wear, drive, use domestically, and aspire to own. Its
show-and-tell style can bring the product or service’s story to life, set a mood, demonstrate
a use, create a memory, initiate a fad or trend, or define a style.
Despite its cluttered environment and overall expense, television is still one of the best
mass-media vehicles available to reach the target audience, build awareness, and develop an
image.
Using sight, sound, and motion, television can attract and retain the target’s attention,
giving the ad the opportunity to entertain and inform. Television’s ability to reach the target through very specialized programming allows the product’s story to be personalized to
match the target’s lifestyle, interests, and needs.
When used as a primary media outlet, television is ideally suited for new product
launches, reminder advertising for mature products, and repositioning an old product in the
mind of the consumer. However, it is too expensive to use if the product or service is not
unique in any significant way or does not possess an inherent drama that only sight, sound,
and motion can dramatize.
Television as a source of entertainment keeps television sets turned on and viewers
tuned in. Millions of consumers watch television programming and are exposed to a lot of
commercials, but that does not mean they actually watch the commercials. Today’s television
environment is cluttered with back-to-back commercials, further fractionalizing consumer
interest. Getting the attention of any consumer who wields a remote control or owns a
TELEVISION ADVERTISING 191
fast-forwarding DVD player or DVR requires that advertising be not only entertaining but
also useful. (See case study 10 for a look at Aflac’s use of television in an IMC campaign.)
Finding ways to avoid commercials is a new American pastime, known as zipping,
zapping, and grazing. According to Dean M. Krugman, Leonard N. Reid, S. Watson Dunn,
and Arnold M. Barban in their book Advertising: Its Role in Modern Marketing, zipping, zapping, and grazing are among the most serious concerns of today’s advertisers. The fact that
television commercials are considered a nuisance is nothing new; however, it’s only recently
that viewers can do something about them. Commercials considered uninteresting or irrelevant can be zapped with a channel change. Commercials recorded along with television
programs can be zipped over with just a push of the fast-forward button. Viewers who once
channel surfed can now lovingly caress their remotes while grazing through channels.
Much newer on the scene than traditional TV viewing is Internet TV. Included under
this broad heading are streaming Internet video services such as Hulu and Netflix. As the
name implies, streaming Internet video is Internet television that digitally distributes
television content that can be viewed through your television, computer, or mobile device
such as a smartphone or iPad. Both streaming services offer movies, TV shows, and original
programming.
Hulu offers two options: Hulu and Hulu Plus. Offering fewer program choices, Hulu is
free at Hulu.com, but the viewing experience is modeled after traditional broadcast television that interrupts programming with a substantial amount of advertising. Hulu Plus has a
monthly service rate that allows for a larger array of viewing options, but content will still
be interrupted with a few ads; no zipping, zapping, or grazing with this service.
The only way to get away from advertising entirely is to use Netflix. Also charging a
monthly fee, Netflix offers the better selection of movies and older TV shows, while Hulu
Plus offers a greater selection of current-season TV shows and a smaller selection of movies.
So what’s an advertiser to do? First, you must get more creative and target the audience
with more accuracy than ever before. Second, consider weaving some form of interactive
response into the commercial. Television advertising often asks the target to visit a showroom, log on or call for additional information, or make a purchase. Third, consider creating
a contest or sweepstakes where the target can be the first to own the product or use the
service, or use added-price incentives or free gifts as motivators to order now.
Traditional Advertising versus Interactive Advertising
Research for an integrated marketing communication campaign identifies the target audience members, the programs they are watching, and how they view family, fun, health, and
leisure time. IMC works to create an interactive, two-way dialogue between buyer and seller.
Traditional advertising methods talk at the target. Creative teams take great pains to ensure
their message entertains and informs in the hope of enticing the intended target to read,
listen, or view their message. This traditional interaction between buyer and seller is known
as a passive monologue.
Interactive television, also known as direct response, involves the target in the message
process by asking him to call, log in, visit a social media or website, or stop by for further
information or to make a purchase. If so inclined, the target can order immediately without the inconvenience of leaving his home or office. Interaction requires contact, so each
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^C
CASE STUDY 10
IMC Television: The “Aflac Duck” Historic Campaign
Overview
Aflac is a major insurance company based in Columbus, Georgia. In 2000 its top product was its
cancer-expense coverage, which the company had invented in 1958. Though profitable, Aflac
suffered from poor brand recognition; only 12 percent of consumers remembered the company,
in part because it had such an unusual name. In response, Aflac wanted to expand its business by
improving consumers’ awareness of the brand. It also wanted to target thirty-five- to fifty-four-yearold consumers.
In 1999 the company hired a new advertising agency, the Kaplan Thaler Group, to improve its
name recognition. The New York–based agency was known for its ‘‘Big Bang’’ approach to advertising:
the belief that campaigns succeeded most when they altered consumers’ views about the brand
advertised. To accomplish this for Aflac, the agency created a new spokescharacter, the Aflac Duck.
Voiced by comedian and actor Gilbert Gottfried, the Duck appeared in spots that featured consumers
having trouble remembering the company’s name. The Duck attempted to remedy this by ‘‘quacking’’
the answer: ‘‘Aflac.’’ The lighthearted spots were broadcast on prime-time network TV and during
broadcasts of sporting events such as Major League Baseball games.
Aflac spent $35 million on the campaign, and the Duck was a major success. According to USA
Today’s Ad Track poll, it was one of the most popular spots of 2000. Brand recognition shot up to
more than 70 percent and later topped 90 percent. Sales improved 28 percent, in part a result of
improved name recognition. The company’s accident/disability insurance took off, outselling the
company’s cancer-expense plans for the first time. The Duck became a cultural icon and continued
as the company’s advertising focal point through 2004. That year the Duck became one of the first
characters to appear on the Advertising Walk of Fame in New York City.
Historical Context
The American Family Life Assurance Company (later called Aflac) was founded as an international
holding company in 1955 by brothers John, Paul, and Bill Amos. In 1958 it became one of the first
companies in the world to offer insurance against cancer. It expanded its offerings significantly in
the 1980s, and by the late 1990s it sold a variety of policies, from dental care to short-term disability
to hospital-confinement indemnity and life insurance. In 1990 the company adopted the acronym
‘‘AFLAC’’ as its official name. By 2000 Aflac was insuring more than forty million people. The company
excelled at providing policies that helped pay out-of-pocket expenses not covered by someone’s
primary insurer. This was also known as ‘‘supplemental insurance.’’ Aflac was respected in the industry,
and in January 2000 Fortune included it in its list of the one hundred best companies to work for in
the United States. Because of the Fortune 500 company’s solid core business and steady growth, in
1999 the National Association of Investors Corporation named Aflac one of its favorite stocks.
Aflac was especially adept at reaching out to small businesses. It tailored certain plans specifically for this market, with a sales force of about 60,000 that helped reach small businesses face to
face. It was also the largest provider of guaranteed-renewable insurance in the United States. The
company thrived overseas as well, becoming the largest provider of individual insurance policies in
TELEVISION ADVERTISING 193
Japan. Aflac’s primary business strategy revolved around expanding its product line and focusing on
gaining clients through businesses.
Target Market
Aflac was especially eager to connect with consumers in the thirty-five- to fifty-four-year-old age
group and to boost sales of accident and disability insurance. While the company’s cancer-expense
insurance had always been the backbone of its sales, there was not much room for growth in that
sector. For Aflac to grow, it needed to expand its other businesses. Because accident/liability insurance was a major part of the industry, Aflac felt that this was the area it most needed to expand. The
company also wanted to sell more of its supplemental insurance.
Aflac especially wanted to reach consumers with families. Insurance was a buyer’s market. Many
companies offered similar coverage policies, and it was important to stand out. Aflac had a good reputation, but its difficult-to-remember name impeded its efforts to attract new customers; only about
12 percent of consumers remembered the brand’s name. This limited the company’s new sales leads.
Objectives
1. Improve consumer awareness.
2. Expand accident/liability product line.
3. Expand supplemental insurance.
Competition
Aflac’s primary competition came from other accident and health-insurance brands, such as Citizens
Financial Corp., Conseco, and Amerisafe. All offered services comparable to Aflac’s. Several companies were competing in the sector, making Aflac’s low brand recognition a serious liability. Aflac
issued 98 percent of its coverage on a payroll-deduction basis. This meant that while the company’s
sales force and its reputation could help it sell its products to cost-conscious corporations, it had
a hard time drawing sales leads outside of the corporate sphere. Aflac believed that it needed to
change its image with consumers to survive in a tough industry.
Marketing Strategy
Aflac contracted the ad agency Kaplan Thaler Group (KTG), a division of Bcom3 based in New York
City, to help the brand break through to consumers. This was the first major campaign conducted by
KTG on Aflac’s behalf. The company earmarked $35 million for the campaign. KTG cofounders Linda
Kaplan Thaler and Robin Koval had developed an approach to advertising they called the ‘‘Big Bang.’’
A ‘‘Big Bang’’ campaign altered people’s perceptions of a brand or product. Aflac decided this was a
good approach for the company.
While trying to develop an idea for the Aflac campaign, some of KTG’s personnel had trouble
remembering the brand’s name themselves. While repeating the name in an effort to memorize it,
the ad agency employees noticed that it sounded a little like a duck quacking. That prompted the
creation of Aflac’s new ‘‘spokesman,’’ the Aflac Duck.
The new ‘‘Duck’’ campaign began on December 21, 1999. Gilbert Gottfried, a nasal-voiced comedian known for his work in such films as Beverly Hills Cop 2, performed the Duck’s voice. One key spot
194 CHAPTER 12
featured two men in a steam room talking about insurance. One man was praising his insurance
company, which helped him pay his out-of-pocket expenses following a serious accident. Every time
he forgot the company’s name, the Aflac Duck popped up to remind him by quacking, ‘‘Aflac.’’ As the
conversation continued, the Duck grew increasingly impatient with the man, eventually shouting at
him. This was the second spot in the campaign, following the Duck’s debut in ‘‘Park Bench,’’ which
featured a similar conversation held on a park bench. Both commercials revolved around people’s
difficulty in remembering the company’s name.
More spots followed. One showed a young couple discussing having their first child. They realized they needed supplemental insurance and were trying to think of the name of a good insurer.
Once again, the Duck appeared to remind them: ‘‘Aflac.’’ All the initial spots played on the theme of
consumers’ difficulty in remembering the insurer’s name. The commercials turned this weakness
into a strength by using it as the source of much of the campaign’s humor. The Duck himself was a
humorous character, especially in the way he grew increasingly frustrated by consumers’ inability to
either recall Aflac’s name or listen to his prompts.
The spots were mostly aired as a part of what the ad industry called a ‘‘prime-time roadblock,’’ a
strategy involving running the same commercial on many different stations at about the same time.
Aflac ensured a large audience by airing spots during every major network evening news program.
The spots were also aired on CNN during Larry King Live and Headline News and on the financial network CNBC throughout the day. In addition, the spots ran during major sporting events, especially
college football, professional baseball, and major tennis tournaments such as Wimbledon. As the
campaign took off, the company’s advertising spread into prime-time programming across the three
major networks: ABC, NBC, and CBS. In July 2001 the Duck made his premiere in Japan, where it was
just as successful.
Outcome
The “Duck” campaign was an unqualified success. USA Today reported that, based on a poll conducted by the newspaper and market-research firm Harris Interactive, it was one of the most popular
campaigns of 2000. The company’s name recognition among consumers shot up from 12 percent
immediately before the campaign to a resounding 71 percent after the Duck’s introduction. As the
campaign continued, Aflac’s brand recognition soared above 90 percent. The ‘‘Duck’’ spots were a
key reason. According to advertising research company Ipsos ASI, the initial ‘‘Duck’’ campaign scored
more than double the industry average in brand recall. Aflac also saw sales improve. In the first two
weeks of 2000, the company had more sales leads than in all of 1998 and 1999 combined. It also saw
annualized premium sales jump 28.5 percent in the second quarter of 2000, giving the company a
record $168 million in sales that quarter. For the first time, accident/disability insurance replaced cancer-expense insurance as the company’s number-one product. Sales for the year were up a healthy
28 percent, and recruiting was up 22 percent.
The Duck’s popularity prompted the company to offer stuffed ‘‘talking’’ Aflac Ducks, which
quacked when squeezed, for sale on its website. Proceeds were donated to the Aflac Cancer Center
at Children’s Healthcare of Atlanta. The company’s relationship with the institution dated to 1995,
when it funded construction of the cancer unit. Aflac promoted the initiative on CNBC’s Power Lunch.
Company CEO Dan Amos appeared on the program in July with the Duck. The Duck made return
appearances on the program throughout the month, promoting the charity effort. By August the
company had raised $75,000.
TELEVISION ADVERTISING 195
Aflac’s reputation thrived. In 2001 Fortune named it the fifth most-admired company in the
health and life insurance industry. The magazine cited Aflac’s ‘‘bold approach to advertising’’ as one
reason for the honor. The Aflac Duck became a cultural icon, and the company began to associate
itself with the Duck mascot, placing it on the company’s website. In 2004 the Duck was named one
of the country’s favorite advertising figures, besting such characters as Ronald McDonald to become
one of the inaugural members of the Advertising Walk of Fame in New York City.
In subsequent years, several celebrities appeared in ‘‘Duck’’ spots, including comedian Chevy
Chase, retired baseball star Yogi Berra, and singer Wayne Newton. The Duck was also featured on
television shows The Tonight Show with Jay Leno and Saturday Night Live. The Duck would remain the
focus of Aflac’s advertising for several years. To explain the company’s services better, however, the
company began to deemphasize the Duck in some of its advertising in 2004.
Source: “The Aflac Duck (2000) Campaign,” Marketing Campaign Case Studies, http://marketing-case-stud
ies.blogspot.com/search/label/Aflac%20Inc.
commercial should display a toll-free number, website, or hashtag where the target can find
additional information, technical assistance, or help in placing an order. This interaction is
active and takes place in the form of a dialogue, or two-way communication. The target identifies the message, digests the information, and can get a direct response from the
advertised source with just the click of a mouse or push of a few buttons. Advertising clutter
is reduced because the target chooses what he wants to see and when he wants to see it.
Traditional advertising delivers an uninvited message to a distracted target and can
take weeks or even months to build brand awareness and motivate the target to purchase.
Direct-response advertising is immediate, allowing the consumer to buy while the commercial is still airing. There is often a bonus offering if the consumer buys in the next few
minutes or is one of the first one hundred callers. Active involvement shortens the amount
of time needed to build awareness, because consumers pursue additional information on
their own time.
Most direct-response products, on the other hand, have little or no competition and
thus make the decision to purchase generally easier and faster. Writing for direct response
is simple: Grab the listener’s attention within the first three to five seconds; make the offer
simple, especially ordering information; use experts, testimonials, or studies to validate the
product; demonstrate how the product works or what it sounds like; make ordering easy;
and repeat the most important information frequently.
Writing a direct-response ad may be simple, but to say it all takes a little longer than
traditional advertising, requiring around 90 to 120 seconds. This extra time is needed to lay
out the specific selling points and allows the viewer to hear and/or see the product in use.
Direct-response commercials are basically a shorter version of the infomercial.
Infomercials and Home Shopping Channels
Most direct-response commercials are found on cable stations, which are less expensive than
the networks and have a more specialized programming format. The two most commonly
seen forms of direct-response advertising are infomercials and home shopping channels.
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Infomercials are simply long commercials, usually about thirty to sixty minutes long.
This extended commercial message allows time for a demonstration of how the product
works; testimonials from satisfied customers; perhaps a professional endorsement or two by
an engineer, health professional, or scientist; and finally, the payment and ordering options.
The basic premise of these long commercials is no different from that of their shorter fifteen- to thirty-second cousins: Entertain and inform the viewer while making a sale. Infomercials are popular and effective due to their use of toll-free numbers, the acceptance of
credit cards, ease of return, and the ability to log on to a website for reviews.
Home shopping channels allow the consumer to purchase anything from jewelry to
mattresses from the comfort of their own recliners by dialing a toll-free number, texting,
logging on to a website, or using a mobile app. Special prices or payment options are prevalent, and returns are easy. Unlike infomercials, home shopping channels do not concentrate
on selling one item from one manufacturer but offer multiple items, often from multiple
manufacturers. The channel’s designated host most often presents products, but a product
representative, designer, or inventor may also present the product’s attributes to the viewer.
A one-hour program may include anything from pots and pans to hair products, and each
product will receive anywhere from ten to fifteen minutes of presentation time.
The Diversity of the Television Advertising Voice
How Television Breaks Down
Television can be categorized into five separate areas: network, spot, cable, syndication, and
public.
Network Television
Network television is home to the big four networks: ABC, CBS, Fox, and NBC, with each
receiving a sizable share of the available advertising revenue and viewing audience.
Network affiliates, local television stations located across the country, are paid to air network programming at a predetermined time. When network programming is not filling the
schedule, local stations fill airtime with local broadcasts or nationally syndicated programs.
Spot Television
Spot television gives advertisers the opportunity to run their ads in individual markets rather
than on a national basis. These commercials air between programs, while network advertising airs during programming. Most local advertising revenue is generated from these spots.
Cable Television
Viewers can receive the big four networks in their homes for free, but cable television is a
subscription service. Because of this, cable receives income from both subscription rates and
advertising revenue. Cable advertising is less expensive than nationally placed advertising,
and the highly selective and special-interest programming on many channels makes reaching
a specific target audience easier. Unlike network programming that offers a more generic
schedule of shows, different cable channels offer very specialized lineups, including news,
TELEVISION ADVERTISING 197
movies, documentaries, history, sports, and children’s programming, with most running
twenty-four hours a day, every day.
Broadcast Syndication
Programs that are in syndication are produced independently and then sold to individual
local stations with no consideration being given to any one network affiliation. Syndicated
programs can also include reruns of older programs. Local stations are granted some of the
commercial airtime, while the syndicate sells its portion to national advertisers.
Original content developed by Netflix and Hulu are popular options and often boast
big stars and smaller budgets than programming viewed on traditional television or cable
stations. Unlike network programs that are aired at a certain time and day, viewing of original Internet content is determined mostly by the subscriber.
To promote the release of House of Cards and Arrested Development, Netflix, for example,
used TV, print, and online advertising. However, it used very little advertising to promote
the show Orange Is the New Black. Netflix could do this because it has a lot of data on what
its subscribers want to see. Although Netflix’s programming may be advertising-free, ads are
not absent entirely. A subtler form of advertising used in a vast array of programs is product
placement, also known as native advertising, or advertising placed within programming,
eliminating the need for long commercial breaks. Since most characters must eat, drink,
drive, use a computer, make a call, or clean up, product placement can be seamlessly and
silently woven into the script. Because of the ever-growing number of original-content
series being developed for Internet television, it is not unlikely for consumers to subscribe
to multiple services if each one offers unique content that is of interest to them.
Sponsor Public Television
Public television is largely noncommercial and supported by individual viewers and in
part by nonprofit organizations and state and local governments. Corporate sponsors often
underwrite certain programs, but the use of traditional advertising methods on public television is rare. While some sponsored announcements have evolved into a shorter, less-aggressive version of commercial advertising, most sponsorships are understated and use only
a logo, slogan or tagline, address, and/or phone number.
How Does Television
Advertising Help IMC Be Consumer Focused?
Television involves the viewer through sight, sound sets the tone or mood, and motion
allows the target to see the product in action. Used together, sight, sound, and motion place
the product in the target’s imagination and life. Television is a very expensive mass-media
vehicle. It is important when using television to be sure the target is watching. The hit-ormiss mentality of years gone by has been replaced with a high degree of selective targeting.
Cable allows advertisers to select specific channels and programming that can reach the
intended target in the same way magazines and radio can.
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In an IMC campaign, it is important that every time the target is exposed to the message, no matter the vehicle, it reinforces the key consumer benefit and projects the strategy.
Look to what visuals are being used in other materials, and be sure the dialogue matches
the tone of voice. Beyond that, consider color, spokespersons or character representatives,
headline styles, or the execution techniques used elsewhere in the promotional mix to bind
the IMC pieces together.
Each of advertising’s media vehicles, except for newspaper, takes advantage of audience
fragmentation and focuses on reaching the consumer through selective targeting based on special interests, making advertising a great place to build brand awareness or brand image. Public
relations can be used to toot a corporation’s own horn. Newspaper offers time-sensitive offers
and low price. Magazines offer tradition, status, prestige, and class. Radio brings interaction
through location-based promotions; and television entertains with sight, sound, and motion
and demonstrates the product in use. Social media can help spread the message virally.
When used in conjunction with television, public relations can be used to sponsor or
promote local charity events or to acknowledge a corporation’s local or national contribution to important ecological or safety issues.
Magazines and television can be a powerful combination if the objective is building or
projecting a product’s image. Used together, these two vehicles can deliver unique, unusual,
and creative solutions to an image-based strategy.
Magazines, cable television, and radio advertising are all great vehicles for selective and
specific targeting. Reaching and affecting the target are made easier because special-interest
magazines and programming allow advertising to talk directly to the target’s interests.
When used as a support vehicle to television or other media within the promotional
mix, radio allows listeners to take part in the message by imagining themselves using, wearing, or tasting the product. Purchase can take place quickly by encouraging the target to
drop by and test drive, pick up a sample, or set up an appointment.
By including an interactive component, television can draw the target to a web or social
media site or to customer service representatives. Information found there can be used to
build a relationship between the buyer and seller and contribute to building brand loyalty
and equity. Television may be a one-way monologue, but the information presented can
encourage interaction through additional research or even trial.
Tying television to social media can create additional interaction. This media marriage is
more about integrating a product into television programming than the creation of a traditional advertising commercial. Television advertising used in conjunction with social media
is known as social TV. Social TV is not about the hard sell; it’s about the overall user experience or the value of the brand placement and interactive experience. In an online August
17, 2012, eMarketer article entitled “USA Network Brings Advertisers into Its Social TV
Journey,” USA Network digital senior vice president Jessie Redniss tells us: “They are trying
to bring brand advertisers into the conversation.” For example, movies such as Pitch Perfect 2
showcased Apple computers, and Dell computers showed up in Jason Bourne. Eyewear also
plays a major product placement role in movies. A prominent character in Deadpool wore
a pair of Oxydo glasses throughout the film, Ray-Ban got a lot of screen time in X-Men:
Apocalypse, and iGreen starred on Melissa McCarthy in Ghostbusters. News outlets also get
a shout-out: CNN got two and a half minutes of airtime in Batman v. Superman: Dawn of
Justice.
TELEVISION ADVERTISING 199
Television and digital programming are laden with brands. Netflix’s House of Cards
uses product placement regularly. Featured brands include Dell, Coke, iPhone, iPad, and
Chevrolet. American Horror Story featured Mercedes-Benz, McDonald’s found its way into
an episode of The Bachelor, and Ford shows up in Angie Tribeca.
In a March 24, 2011, online MediaPost article entitled “TV Advertising Most Influential,” Jack Loechner adds that interaction works: “The survey indicates that the Internet,
mobile, and social media channels are enhancing the overall television viewer experience,
driving people to watch first-run programs and live events during their initial broadcast.”
What does this mean? Television viewers are using these various devices to share their
thoughts and ideas about programs and advertising they are currently watching, proving that
interactive use of social media creates ads that are not only engaging but also a great way to
extend the intended message.
Incentives and Deterrents of Television Advertising
To decide whether television advertising is right for an IMC campaign, let’s look at some
of the incentives and deterrents associated with it.
What Makes Television Advertising So Great?
The more notable incentives associated with television advertising include:
• Impact. Television delivers sight, sound, and motion, allowing the target to view the
product, see it in action or in the proper setting, and hear the message—all at the
same time.
• Selectivity. Between the networks and cable, television offers enough diverse programming to selectively choose the exact program the target will be watching, eliminating
hit-or-miss placement and cutting down on advertising waste.
• Audience size. Television is a mass-media vehicle that reaches a lot of people. Although
network television does not reach the numbers of viewers it once did, it is still one of
the best ways to reach a target. Network television’s national reach allows advertising
to introduce, maintain, or reposition a brand’s image.
• Trends and fads. Television sets trends and influences the way we look and talk; we
believe what we see on the screen. We are influenced by what we watch and adapt
it to our vernacular or wardrobe. Programming and advertising often rolls over into
our personal and work environments as we talk about what we saw on television the
night before.
Is There Anything Wrong with Television Advertising?
The more notable deterrents associated with television advertising include:
• Cost. Television advertising is expensive. The length of the commercial, the program
airing, and the time the commercial will run all determine cost. It is important to
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know where the targets will be and what they will be watching when considering
television as a viable media option.
• Clutter. There are a lot of commercials running in any given time slot, some running
back to back. To fight consumer apathy and remote-control rampages, an ad must
stand out visually and verbally by specifically addressing the target audience and its
needs.
• Fleeting message. Television commercials are fleeting; the creative team has only fifteen
or possibly thirty seconds to make a point to a group of people who need a sandwich
or a bathroom break. Develop concepts that repeat major points, and use music to
flag the target to stop, look, and listen; if she missed the ad the first time around, the
music can announce a repeat performance.
The Strategy behind Television Advertising
Writing for television is not an easy task. Copywriters must balance their words with the
video portion of the commercial. They must also ensure that the proper information is
included to strategically promote the key consumer benefit and ultimately accomplish the
stated objectives. All copy decisions will be based on strategy decisions stated in the creative
brief.
How can a story be told in only fifteen to thirty seconds and still accomplish the
objectives set up in the creative brief? What will make the key consumer benefit stand out
strategically? Consider some of the following:
• Let the research guide you.
• Make the key consumer benefit relevant to the target.
• Talk to the target audience in words and about situations they can relate to.
• Open with the key consumer benefit.
• Be sure the commercial stays on strategy and on target. Be sure it reflects the same
visual aspects and tone of voice as other pieces in the IMC campaign.
• Choose a tone or execution technique that complements and highlights the key
consumer benefit and accomplishes the stated objectives.
• If showing a particular feature or benefit is more powerful than simply talking about
it, then do so.
• Get to the point and hammer it home, frame after frame.
• Make sure the audio and video work together as a cohesive unit.
• Write to the target. Have the announcer or voice-over talk directly to the target, or
have the talent deal with situations the target can relate to.
• Mention the product’s name and show its packaging repeatedly so that the target
will remember it.
• Make the key consumer benefit the star of the commercial, and make sure it is clearly
pointed out to the target.
• Involve the target in the commercial. Show her how she will look in the product or
how it will keep her kids safe or make her clothes whiter; tell her about the benefits
TELEVISION ADVERTISING 201
the product or service delivers. Give the target an interactive activity such as downloading a mobile app, visiting a web or social media site, or calling a toll-free number
for more information.
• Make sure the commercial is the right length. The announcer or talent should be
able to speak and move at a natural pace, without rushing. Fill any holes where there
is no action taking place.
• Be sure the last frame in the storyboard has either the logo or a final shot of the product with the logo showing. To assist with recall, especially for a new or reinvented
product, both are preferred.
It is important to remember that the key consumer benefit must be sold in every frame.
It cannot be mentioned or shown only once. Television’s short life span, fleeting messages,
and inattentive audience require the key consumer benefit to scream out for fifteen or thirty
seconds.
Objectives best suited for television advertising include product demonstrations and
concepts that entertain, excite, or have a social or personal impact.
Strategically, there is no approach, appeal, or execution technique that does not work
for television. The creative team is armed with a toolbox of creative opportunities to show
and tell, demonstrate, and activate the target’s imagination.
The Sight, Sound, and Motion of Television Design
Television is more than just the random use of sight, sound, and motion. It is about determining the most appropriate setting for the product, the correct choice of talent to deliver
the message, the right lighting to set the scene, and the appropriate use of props and music
to set the mood or make a point. Finally, the pace or delivery of the message must be in
keeping with the overall look and tone of the message. Television is the coordination of
sight, sound, and motion.
A television commercial begins as a storyboard. This storyboard consists of two parts:
the visual aspects, or scenes, and the script, or what will be said and heard. Television scripts
are much more detailed than radio scripts; because television requires a lot more people to
produce a spot, the storyboard and accompanying script must talk not only to the client
but also to talent, directors, camera operators, lighting and sound people, producers, editors,
composers, food stylists, and computer animators, to name just a few.
The Ins and Outs of a Television Shoot
Designing, planning, and shooting a television commercial is a complicated and lengthy
process. Very little is done on a whim or at the last minute. Most commercial shoots can
take anywhere from several days to several weeks to complete. Before any actual footage is
shot, the creative team, along with the director, must walk through the shoot and go over
any changes; hold auditions; look at possible locations; gather up the product, props, or costumes; and go over the various technical aspects of the shoot, such as lighting and sound,
with the production crew.
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Additional decisions, such as whether the television commercial should be produced on
film, videotape, or digitally, are made at this point, as are decisions about media placement.
Most decisions will be made during the preproduction, production, and postproduction
phases. Preproduction includes the development of the script and storyboard, budget, and
the hiring of on-air talent, a director, and a production crew. The production stage includes
the actual shoot; postproduction includes the editing process.
Big, Small, and Elaborate Productions
How and where a commercial is shot depends on the product, the budget, and the strategy.
Commercials can be done relatively inexpensively when shot and produced locally. This
type of shoot is relatively simple and contains few bells or whistles. The goal is to get the
message out as quickly and effectively as possible.
Nationally produced commercials, on the other hand, use all the bells and whistles necessary to attract the targeted audience. These spots are usually produced and often shot in
major advertising markets and then delivered to major affiliates or cable television stations.
Many national spots are produced right in the studio, employing expensive computer
graphics. Real or animated talent may be developed to attract attention or to create a specialized atmosphere or a special effect.
Another, often equally expensive option, is to shoot away from a production studio, or
“on location,” where a remote site is used for the background of the commercial. Locations
may be exotic or mundane and are determined by the commercial’s overall strategy or concept. Being shot on location gives a sense of reality to the commercial, allowing consumers
to see the product in the setting in which it might be used.
Scripts and Storyboards
A television commercial is made up of a script and accompanying storyboard.
Television Scripts
A television script is a very detailed document. Not only does it include everything that will
be heard, such as dialogue, music, jingles, and sound effects, but it also contains details; any
special instructions to talent, camera, and sound and editing people; and any information
concerning scene changes.
Storyboards
Storyboards show the visual portion of the commercial and the timing sequence between
what is heard and what is seen, one frame at a time. See figure 12.1 for a sample blank storyboard showing windows for video and boxes for audio.
The visual aspects of a television commercial are known as scenes. Each scene is confined in a frame, or the shape of a television screen, on the storyboard. Each individual scene
depicts a major piece of action or location change. Any given scene may require additional
shots from a variety of angles, but there is no need to show them all. A fifteen- to thirty-second spot usually consists of four to six frames; a longer, less-common, sixty-second spot will
need six to eight frames.
Figure 12.1. Sample blank storyboard.
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Under each frame appears the accompanying dialogue, sound effects, and music, or
the audio portion of the commercial (or the portion of the script that corresponds to
that scene). This is an exact reproduction of the script combined with the visual action. A
storyboard is how the commercial will be presented to the client and any other major
production players. The script alone will be used almost exclusively by the talent, although
members of the production team may also consult it.
The storyboard lays out the action. Since you cannot realistically show every scene,
choose just the most important ones: those that move the commercial forward and that
show concept direction. Great artistic skills are not a prerequisite for the visual aspect of the
storyboard; the message is more important.
The actual television shoot is exhausting and stressful; two or three seconds of actual
footage can take several hours to shoot. It is important to have a detailed script to keep the
enormous number of people it takes to shoot one thirty-second spot on the same page.
Copies of the script should be distributed to the talent, the director, the client, and the varied production staff, to name just a few. If everybody is on the same page when shooting
begins, the commercial will be much more likely to shoot on schedule—and stay on budget.
The cost of shooting and producing a television spot is huge. Television airtime needs
to be bought, which is a major chunk of the budget; the spot must be designed, the script
written, and the talent and production crew hired. If the plan is to go on location or use a
celebrity or computer-generated images, the cost skyrockets even higher. A detailed storyboard is imperative. It must be very tight and very detailed; the schedule and budget can be
significantly affected if the storyboard is incomplete or requires changes of any kind once
shooting begins. A good storyboard lets the entire production team know in advance where
they need to be and what needs to be done.
How to Deliver the Message
Before choosing an execution technique for a commercial, look to the strategy to help
determine the best approach or combination of approaches needed to deliver the USP or
big idea. Each appeal will be effective, no matter whether an emotional or rational style is
used.
Commercial Tones and Execution Techniques
Consider one or a combination of the following execution techniques to deliver the commercial’s tone of voice:
• Slice of life
• Spokesperson
• Testimonials
• Demonstration
• Torture tests
• Visual images
• Metaphors
TELEVISION ADVERTISING 205
• Creative comparisons
• Vignette
• Expert presenters
Slice of Life
Slice of life refers to the dramatization of a little slice of the target audience’s everyday life.
This type of approach presents the product as a problem solver. The standard format introduces the viewer to the product, the characters, and the problem. Next it shows the viewer
how the product can solve one or more of the problems, perhaps in a series of vignettes, or
short stories. The closing tells viewers that the next time they have a similar problem, the
product can make their lives better, easier, or healthier.
Spokesperson
The choice of a spokesperson or animated character representative will define the personality and overall image of the product or service. The creative team will have to decide
if this visual representative should be real or animated: a celebrity, the CEO or company
president, or an unknown person whose image will become synonymous with the product
or service. The choice of representative should match the image of the product and the
target. Important considerations might include age, gender, and appearance, such as height,
weight, and demeanor. How should the character or spokesperson sound? Should his voice
be average or distinctive, or perhaps a deep baritone or a Southern drawl is appropriate?
All these decisions will affect how the product or service will be viewed—and, hopefully,
remembered. The perfect spokesperson should represent, or add to, the product’s inherent
drama. There is no reason to settle for only one speaker. Whether the spokesperson(s) or
character representative(s) appear on-screen or as off-screen speakers who are heard but not
seen, additional personalities give life to a concept and to dialogue.
Testimonials
Getting a current user to talk about his or her experiences with the product or service is
priceless. Real people have credibility and are often quite colorful. It can be difficult to
work with people not trained to perform on cue, however, so depending on the approach
needed, the budget, and/or the time frame, it may prove easier to use real experiences from
the public delivered by trained actors. This approach does require the acknowledgment that
trained actors are used in lieu of the actual consumers.
Demonstration
Television is great for this show-and-tell approach, which offers several options:
• Side by side. If there are distinct differences between the client’s product and the
competition, consider placing the products side by side and pointing out the differentiating or unique features.
• Before and after. There are times when it is better to show how a product solves a
problem rather than talk about it. Here, the product is challenged by a problem it
quickly solves.
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• Product in use. This technique shows the product in action while discussing the relevant features and benefits.
• New and innovative uses. This type of demonstration is great for reinvented products
that have undergone a transformation from one use to another.
Demonstrations must be based on proven results to be credible. If there have been any
scientific results or government stamps of approval, or if the product is simply unique, consider showing viewers, rather than telling them, about the product or results.
Torture Tests
If durability is an important product feature, rip it, tear it, and beat it to a pulp. Do not
hesitate to show how the product performs under adverse conditions.
Visual Images
Images are windows to opening the viewer’s imagination. If the strategy is to develop an
image campaign for the product, consider using visuals to set the scene. What kinds of
images, real or imagined, does the product bring to mind? Can some of these visual solutions be combined or perhaps create new associations or ideas? Images should present the
message both visually and verbally.
Metaphors
If the product can be compared to something not usually associated with it, like skunks
to litter boxes, showing it can attract attention and prove a point more quickly than thirty
seconds of copy.
Creative Comparisons
Comparing the product to a great work of art or a famous piece of music creates status and
indicates quality.
Vignette
A vignette is a series of short stories that are tied together to highlight the product’s key
consumer benefit. These stories may have a repeated character or feature a variety of characters who routinely use the product to solve a problem.
Expert Presenters
An expert in a relevant field—such as a scientist, engineer, or CEO—lends credibility to
product claims. A celebrity can also be used to represent status or class or just to define the
essence of cool by using or wearing the product.
The Length of a Commercial Message
Length depends on budget, but the most common television spot is thirty seconds. It is not
uncommon for advertisers to purchase a thirty-second spot and then break the commercial
time in half, producing two related fifteen-second commercials. This allows the advertised message to deliver two separate points in succession, building awareness one feature
TELEVISION ADVERTISING 207
or benefit at a time. If the dual messages are mutually dependent, this technique is called
piggybacking. If the budget allows, a sixty-second spot offers more time to drive the key
consumer benefit home.
Who Is Going to Talk the Talk and React to the Sounds We Hear?
There are many sounds in a television commercial, whether spoken, created, or musically
based. Let’s take a short look at each one.
Talent
Talent refers to the individuals who will be seen on camera speaking the copy or dialogue; it
also includes any off-screen announcers who will be heard delivering the copy. It is important that the talent visually and/or verbally represent the product and target image.
Voice-Over
When an announcer is heard reading the dialogue but is not seen on camera, this is known
as a voice-over. A voice-over can be used to deliver all the dialogue or just the closing. This
is often a good time to consider using a recognizable celebrity voice. Using a celebrity in a
television commercial is less expensive when the celebrity is only heard and not seen.
Announcer
An announcer is both seen and heard on camera delivering the dialogue. This is a great way
to associate, introduce, or use a character representative or spokesperson as the voice and
face of the brand.
Music
Music is used to set a mood. Imagine a movie without the soundtrack; we wouldn’t know
how to react or what to expect when the action finally takes place. Music can be used to
replace words, represent an emotion, or assist in placing the viewer in the proper emotional
state. Volume can also be used to set a mood. Music should be used in the same way talent
and dialogue are used to tell the story.
Sound Effects
SFX replicate reality. Almost everyone can relate to the headache caused by the slamming
of a door, the tension associated with screaming babies, or the calming sound of the ocean.
SFX should support the message, not get in the way of it.
The Preparation of Television Scripts and Storyboards
A script is laid out in three columns. Column 1 is used to label the frames, column 2 is for
labeling instructions, and column 3 is for dialogue, music, SFX, and any special instructions.
Be sure each label lines up with the corresponding information. Labels must be set in all
caps; instructions should be enclosed in parentheses. All dialogue should be typed in caps
and lowercase and enclosed in quotation marks. Be sure to double-space the script, place half
an inch to one inch of space between columns, and use one-inch margins on all four sides.
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There are many ways to lay out or set up a script; the following is just one possible
approach. Let’s take a look at each script item in the order in which it should appear.
Depending on the action happening in the script, placement of SFX, music, or dialogue
can be altered. Any information concerning camera instructions, camera shots, or frame
transitions must be consistent from frame to frame, no matter the content or concept.
When preparing copy for a television shoot, nothing can be assumed or taken for granted.
Television is expensive, and there are too many people involved to safely use generalities.
When in doubt about an instruction, write it out.
Opening Frame
Each storyboard must be opened. The first, or opening, frame must describe what will be
seen when the commercial begins. OPEN: (on grocery store checkout), followed immediately by the camera shot. OPEN is used only in frame 1. All additional frames will use the
frame transition, or the last instruction in the frame, to tell us what we will see next in each
additional frame.
Camera Shots
Camera shots are the first thing to appear in every frame except frame 1, where an opening
description of the scene appears. Camera shots tell the cameraperson how close or how far
away to be from an image or scene. Refer to the human figure depicted in figure 12.2 to
see what the camera is focusing on. Adapt this example to the product; the visual cue would
be the same if the camera were shooting an apple, a car, or a dirty dish.
The following is a list of possible camera shots for use in a script:
ECU (extreme close-up): Chin to top of the head would appear in the shot
MCU (medium close-up): Throat to top of the head
FCU (full close-up): Neck to top of the head
WCU (wide close-up): Collarbone area to top of the head
CU (close-up): Chest area to top of the head
MCS (medium close shot): Waist to top of the head
MS (medium shot): Stomach to top of the head
MFS (medium full shot): Knees to top of the head
FS (full shot): Bottom of the feet to top of the head
No instructions appear beside a camera shot. The camera shot tells only the position of the
camera, not what the camera will be looking at. When writing a script, there is no need to
spell any of the camera shots out; use only the abbreviations, and place in all caps.
Camera Instructions
Camera instructions tell the camera what to do or how to move in a shot. Camera instructions can appear anywhere in a frame, depending on when the camera needs to move. If
each shot will be a stationary or STILL shot, it needs only to be mentioned in frame 1,
following the camera shot. If the camera instruction begins as a STILL shot but moves to a
PAN in frame 3, for instance, the script must state that camera instruction in frame 3. If it
TELEVISION ADVERTISING 209
is not mentioned, the camera will not be there, set up and ready to go when needed. If the
camera goes back to a STILL in frame 4, it must be stated in frame 4. Camera instructions
follow camera shots in a frame.
The following is a list of possible camera instructions for use in a script. See box 12.1
for example use of camera shots and instructions.
STILL SHOT: Instruction for camera to hold on the shot, no movement at all.
PAN SHOT: This instruction tells the camera to move horizontally left or
right from a fixed point. It is important to tell the camera which
way the pan should go, PAN LEFT or PAN RIGHT.
TILT SHOT: This instruction tells the camera to move up or down from a
fixed point. Again, be sure to tell the camera which way to go,
TILT UP or TILT DOWN.
ZOOM SHOT: This instruction tells the camera to move in for a rapid close-up
or away to a distance shot, ZOOM IN or ZOOM OUT.
Figure 12.2. Camera shot
frames.
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DOLLY SHOT: This instruction tells the entire camera to move forward or backward more slowly than a zoom shot, DOLLY BACK or DOLLY
FORWARD.
BOOM SHOT: This instruction tells the camera the shot needs to come from
above, from either a boom or a crane. Used for overhead views.
TRUCK SHOT: This instruction tells the camera to shoot alongside a moving
subject. Again, be sure to tell the camera where to be and what
to do, TRUCK SHOT (along the right side and slightly to the
back of the runner).
Audio Instructions
Audio instructions can appear before or after a character speaks in a frame. The placement
depends on when the listener will hear the noise or music.
The following is a list of possible audio instructions for use in a script.
SFX: Use SFX alone when a noise is brief and immediately over: SFX
(one hand clap).
BOX 12.1. Camera Shot and Instruction Examples
Frame 1: OPEN: (Open onto a grocery store checkout line full of people.)
MCS:
CAMERA: STILL.
SFX IN and UNDER: SFX IN (A lot of people complaining and mumbling in
background) UNDER.
WOMAN 1: “Why don’t they get some more help around here?”
SFX OUT: SFX (Of people complaining and mumbling in background) OUT.
CUT TO: (Another grocery store where another woman is
checking out her own groceries.)
Frame 2: MFS:
CAMERA: PAN (grocery store, notice all the available checkout
lanes) LEFT AND RIGHT.
CAMERA: STILL.
WOMAN 1: “Grocery shopping is always fast and easy.”
MUSIC IN and UNDER: MUSIC IN (“A Hot Time in the Old Town Tonight”)
UNDER.
ANN: “At So So Bees, you will never have to stand in line.
Open 24 hours, for your convenience.”
MUSIC OUT: MUSIC (“A Hot Time in the Old Town Tonight”) OUT.
SUPER: (Logo on parking lot, with grocery store in the background.)
TELEVISION ADVERTISING 211
SFX IN: This instruction signals the sound to begin and continue: SFX
(the clattering of pots and pans) IN.
SFX OUT: Instruction to end the sound effect: SFX (the clattering of pots
and pans) OUT.
SFX UP: This instruction asks for the volume to increase: SFX (of clapping
hands) UP.
SFX DOWN: This instruction asks for the volume to decrease: SFX (of clapping
hands) DOWN.
SFX UNDER: This instruction asks for the volume to go under or to decrease
in volume enough that dialogue can be spoken over it: SFX IN
(of clapping hands) UNDER.
MUSIC UP: This instruction asks for the volume to increase: MUSIC (“Old
MacDonald Had a Farm”) UP.
MUSIC DOWN: This instruction asks for the volume to decrease: MUSIC (“Old
MacDonald Had a Farm”) DOWN.
MUSIC UNDER: This instruction asks for the volume to go under or to decrease
enough that dialogue can be spoken over it: MUSIC IN (“Old
MacDonald Had a Farm”) UNDER.
SEGUE: This instruction signals there is more than one piece of music
being used. A segue is a musical transition from one song to
another, often used to indicate a change in time, place, or mood:
SEGUE (“Old MacDonald Had a Farm” to “Row, Row, Row
Your Boat”).
FADE: This instruction indicates that the noise or music needs to fade
out or away.
Note: Both SFX and music can continue from frame to frame or go in, out, or under from frame to
frame as needed. Use music to set a mood or pace, and use SFX only if they move the commercial along
and help make a point. Too many noises can be annoying and can distract from the message.
Dialogue
Dialogue includes anything spoken by the talent, on- or off-screen, and can appear before
or after SFX or camera instructions. All dialogue should be typed in caps/lowercase and
enclosed in quotes. See box 12.2 for example frames with dialogue and SFX.
VO: (Voice-over) This instruction indicates that the speaker will be
heard but not seen on air.
ANN: (Announcer) This instruction indicates that the speaker will be
seen and heard on air.
RUSS: If you are creating a recurring character whose name will be used
within the commercial, label the part appropriately.
WOMAN or MAN: If more than one person will be speaking in the commercial, label
their parts separately. If they are not recurring characters and no
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names are used in the dialogue, there is no reason to assign specific names.
Frame Transitions
Frame transitions tell the director and postproduction editors how to get out of one frame
and into the next. They also indicate what will be seen in the next frame.
Frame transitions appear in the bottom of every frame except the last one. The final
frame does not need a transition because the network or cable station will control the move
from one commercial to another or from commercial back to programming.
The following is a list of possible frame transitions for use in a script.
CUT: This instruction indicates that the picture will change instantly or
in the blink of an eye; CUT: (To CU of victim).
DISSOLVE: This instruction indicates the transition will fade out of one picture and into another; a good way to show the passage of time.
Dissolves do take a lot of time to evolve, so use them sparingly;
DISSOLVE: (Show aging from youth to adult).
WIPE: This instruction indicates the transition will physically push one
picture off the screen in order to reveal another. Great for showing a rapid transition from one activity or one location to another;
WIPE: (CU of wound to CU of a healed wound).
SUPER: Use this instruction when one image will sit on top of another
image, color, or pattern. The top image is then superimposed on
top of the bottom image. Often, the top visual is reversed out
(prints white) over the background image. Supers usually appear
in the last frame and are used most often when the logo is placed
on top of a background image; SUPER: (Note logo placed on
top of the lake).
BOX 12.2. A Sample Frame Showing Dialogue and Sound Effects
If more than one person will be speaking in the commercial, label their parts separately. If they
are not recurring characters and no names are used in the dialogue, there is no reason to assign
specific names.
WOMAN 1: “Hey, what’s for dinner?”
SFX IN and UNDER: SFX IN (rattling of pots and pans) UNDER.
WOMAN 2: “Kraft Macaroni and Cheese.”
MAN 1: “Yummy.”
SFX OUT: SFX (rattling of pots and pans) OUT.
TEMPLATE 12.1
Example Storyboard and Script: Viravac
A script is laid out in three columns. Column 1 is used to label the frames, column 2 is for
labeling instructions, and column 3 is for dialogue, music and sound effects, or any special
instructions. Be sure each label lines up to the corresponding information. All labels must be
set in all caps; any instructions should be enclosed in parentheses. All dialogue should be
typed in caps/lowercase and enclosed in quotation marks. Be sure to double-space the script.
Place one-half inch to one inch of space between columns, and use one-inch margins on all
four sides.
Frame 1: OPEN: OPEN (on soybean field ravaged by weeds and grasses).
MS:
CAMERA: STILL.
VO: “You don’t need a field choked with unwanted weeds.”
CUT TO: (Shot of 50 lb. bags of Viravac.)
Frame 2: CU:
VO: “What you do need is Viravac.”
CUT TO: (Farmer pouring bag into a field cultivator.)
Frame 3: MS:
SFX IN and UNDER: SFX IN (Sound of contents of bag being poured into the
field cultivator) UNDER.
VO: “Simply add the correct amount of Viravac to your field
cultivator or disc and let the machine do the work.”
SFX OUT: SFX (Sound of contents of bag being poured into the field
cultivator) OUT.
CUT TO: (Diagram of soil, weeds, and Viravac pellets.)
Frame 4: MS:
VO: “The Viravac Pellets are mixed into the top 2–3 inches of
soil, where they go to work immediately to kill germinating grasses and weeds.”
CUT TO: (Soybean field thriving without weeds or grasses.)
Frame 5: FS:
CAMERA: PAN (soybean field) LEFT AND RIGHT.
VO: “The results are cleaner fields; a faster, more efficient harvest; and happy farmers.”
CUT TO: SUPER (White Viravac logo on a black screen.)
Frame 6: CU:
CAMERA: STILL.
VO: “Call your agricultural chemical dealer today and ask for
Viravac Herbicide by name, or visit our website at www.
viravac.com.”
^T
214 CHAPTER 12
Television has a great amount of influence on who we are both as individuals and
as consumers. Although consumers are watching less television, it is still a great choice
when launching a new product, maintaining or reinventing an existing product, building
or maintaining awareness, or developing both a product and a consumer image. Although
expensive to use, television advertising can be highly targeted; with the right message, the
use of sight, sound, and motion can attract and hold the target’s attention long enough to
make a message or image impact. If television is appropriate as part of the media mix, make
it entertaining, and be sure to make it interactive by asking the target to do something.
Figure 12.3. Example storyboard: Viravac. Viravac storyboard and script by T. J. Bonner,
West Virginia University.
DISCUSSION QUESTIONS
1. What are the strategic uses of television advertising in an IMC campaign?
2. What is the use of television advertising ideally suited for?
3. There are three things that will help steer the target audience away from Internet viewing and
back to traditional television viewing. What are they?
4. What is the difference between traditional advertising and interactive advertising?
^Q
TELEVISION ADVERTISING 215
5. Define an infomercial and explain the differences between an infomercial and a traditional
television advertisement.
6. How does television advertising help IMC be more consumer focused?
7. What needs to be considered when deciding to use television advertising in an IMC campaign
to ensure a cohesive visual and verbal message?
8. How can television be successfully integrated into the media mix?
9. What are the pros and cons of using television in an IMC campaign?
10. What is the strategy behind using television in an IMC campaign?
11. How do scripts and storyboards work together to produce a television ad?
12. What are the tones used in television advertising? Define each.
13. Explain the different types of speakers and sounds used in television commercials?
14. There are six steps that must be considered when developing a script. What are they and how
are they used?
15. What types of brands can best employ television advertising?
216
‡
CHAPTER
13
Out-of-Home
and Transit Advertising
The Strategic Use of Out-of-Home in IMC
Any advertising seen outside the home, with few exceptions, is known as out-of-home.
Considered a mass medium, it is one of the least expensive media vehicles and typically
includes more than thirty different types of outdoor and transit vehicles, shelters, stations,
and terminals.
“Minimalist” is the best way to describe the look of out-of-home advertising. Although
this medium is blessed with an unusual variety of shapes and sizes, copy is limited to five
to seven words, and viewing time is often restricted to only a few minutes or even a few
seconds. As a media and creative device used in IMC, out-of-home must present a visual/
verbal relationship that relates to and supports any other pieces used in the campaign.
Although it seems to be everywhere, out-of-home advertising is not as dominant as
it may seem, amounting to less than 1 percent of all advertising in the United States. But
it is growing. Overall growth can be attributed to increased creative options and to media
vehicles that stand out and step up the viewing experience in order to deliver what it takes
to attract today’s distracted, uninvolved audience. Out-of-home is one of the few media
vehicles that do not need to compete for audience attention. In many cases, viewers are a
captive audience for the duration of the traffic light or the trip to or from work; consumers
can’t turn the ad off, throw it in the trash, change the channel, or hit the mute button.
Outdoor boards represent out-of-home’s largest voice, and transit is its most mobile.
Combined, their job is to reach consumers while they move through their day.
OUT-OF-HOME AND TRANSIT ADVERTISING 217
Carefully placed out-of-home advertising can be found in urban and suburban areas of
large and midsize cities, in small towns, in or on public transportation, and along interstate
highways nationwide. Personalized or generic messages can be developed for products sold
locally, regionally, or nationally; but most of out-of-home concentrates specifically on local
businesses and products.
In an IMC campaign, out-of-home vehicles work as great support media and are an
excellent way to build or maintain awareness and reinforce other IMC media. See case study
11 for a look at the Metropolitan Museum of Art Out-of-Home Campaign.
The Diversity of the Out-of-Home Voice
In keeping with its role as a supplemental or support medium for other, more traditional
media, out-of-home works best when used to introduce new products, as reminder advertising, or to maintain a product or service’s brand image. The best way to do this is to show
rather than tell. To do this effectively, advertising efforts must have three elements picked
up from other vehicles in the IMC campaign: a bold visual, a short message, and a logo and
package used as an identifier.
Out-of-home media vehicles do not have enough room or time to tell a product or
service’s full story. Their main job is to remind the public about a product or service. Copy
should be simple so that the message can be absorbed easily. Bright colors will attract attention; bold visuals will help remind consumers about a product or service’s story. The best
copy includes a strong key consumer benefit and a slogan or tagline that can tie out-ofhome to other media vehicles used in the campaign. Sometimes it will take a combination
of several elements to help with product recognition and/or brand image.
Outdoor Boards
Once known as billboards, outdoor boards are one of the oldest forms of advertising. They
can be traced back to the Romans, who used wall signs to direct travelers to rooms for rent
and local taverns.
The Highway Beautification Act of 1965, enacted to regulate placement of outdoor
advertising on interstate highways, was a direct consequence of complaints by consumers
that outdoor advertising was visually polluting the environment. It didn’t help that alcohol
and cigarette advertising and poor creative execution dominated the ads.
Regulation and the granting of any necessary permits at the state level is controlled
by each state’s department of transportation. The Institute of Outdoor Advertising works
continually to push for improved designs and to ensure that signs are placed in locations that
do not offend people or impede the view.
Since the 1990s, creative ingenuity, along with improved technology, has greatly
improved the image of outdoor advertising. Today’s consumers believe that outdoor boards
offer helpful travel and business information, and they enjoy the creative options.
Today’s big, bold, often technology-based “in-your-face” form of advertising is creative
and attractively done, and it’s placed into a diverse array of public places—such as office
buildings, subways, buses, airport terminals, and shopping malls. It is becoming more attrac-
218 CHAPTER 13
^C
CASE STUDY 11
IMC Out-of-Home and Transit Advertising: The Metropolitan
Museum of Art
Background
The Metropolitan Museum of Art is one of the world’s largest encyclopedic art museums, with artworks spanning more than 5,000 years from all corners of the globe.
Target
The multicultural richness of the collection positions the Met as a truly global museum; it is a mustsee museum for tourists and a source of enormous pride for New Yorkers. Now the Met is spreading
this message to tourists and locals alike through an institutional advertising campaign.
Inspiration
Inspired by the diversity of the Met’s own collection and of its visitors, New York City ad agency
LaPlaca Cohen approached the campaign with a dual focus: The Met brings cultures together, and
the art itself transports visitors to various worlds throughout space and time.
Objective
To get people excited about how far they can “travel”—right here in New York—just by visiting the
Met. The notion of the Met as a passport a visitor can use to travel around the world and throughout
time is a message the Met can own uniquely.
Campaign Strategy
The headline “One Met. Many Worlds” conveys the notion of a journey. LaPlaca Cohen joined the
headline with a series of bold art pairings from the museum’s collection to show vastly different
cultures with a visual connection or similarity. “Where will the Met take you?” was added to inspire
excitement and wonder, and invite audiences to engage whether in person or online. The headline
was translated into different languages as a supplemental campaign element to speak to international visitors and position the Met as a truly global museum.
The campaign features extensive use of outdoor media channels seen by both tourists and
New Yorkers. Placements include city bus sides, tourist double-decker bus wraps, subway platform
posters, and a banner at JFK Airport’s Terminal 1. Unique placements, such as painted building walls
along the High Line in Chelsea, generated online buzz via social media channels. Online placements
on expedia.com reached international tourists as they planned trips to New York City. The campaign
also became the basis of the design for the Met’s signature shopping bags and the plaza construction site.
OUT-OF-HOME AND TRANSIT ADVERTISING 219
tive to marketers, who feel the public isn’t paying attention to more traditional advertising
efforts. Because of the availability of diverse locations, this mass-media vehicle can be highly
targetable. Based on where the boards are placed, they can focus on specific neighborhoods
or ethnic groups.
As a vehicle that must both entertain and educate to capture attention, an outdoor
board has only about six to eight seconds to deliver its intended message (unless it’s located
near an intersection where traffic lights help hold the driver’s attention a bit longer). Because
the message must be brief in order to be read quickly, it must be memorable.
The fun of out-of-home advertising is its diversity of size, form, and location. Design
options are limited only by budget and the creative team’s imagination. Outdoor boards
come in two different varieties: the more traditional painted bulletins and poster panels, and
the newer and more creative electronic LED boards.
Painted Bulletin Outdoor Boards
Painted bulletins are large hand-painted boards. Painted boards have evolved into vinylcoated or single-fabric sheets that are stretched across the board. This new technique has
greatly improved image quality, rivaling that found in magazines.
These mega-boards are easy to see when prominently placed on interstate highways or
heavily traveled routes. It is not unusual for bulletins to have extensions or three-dimensional additions. Each of these options operates as part of the design, extending it beyond
the edges of the board. Some boards use the existing landscape as a part of the design. For
example, Bic leaned a large three-dimensional razor against a board in an open field where
a strip the width of the razor had been mowed. Nationwide Insurance illustrated how “life
comes at you fast” when it used visuals of paint cans spilling paint down the side of a building onto a car covered in the paint in the parking lot below.
This type of board is usually purchased for a longer period, often on a one- to threeyear basis, making it more permanent and more expensive than posters.
Moving the Image onto Poster Panels
Posters are created using sheets of preprinted images that are glued directly to the board.
They are smaller in size than painted bulletins and are created in sections, or “sheets,” rather
Results
The Met continues to remain a market leader both nationally and internationally, with 6.2 million
people visiting the Met in the past fiscal year. Of these, 36 percent were international visitors, making the Met the largest tourist attraction in New York City and the greatest attended art museum
in America. In addition to the on-site visits, the Met had forty million website visits over the same
period. According to a recent survey, the Met remains one of the most recognized institutions in
America, with an awareness rating of 85 percent from the general US population and one of the most
reputable organizations as well, with 70 percent of the US population viewing the museum favorably.
Source: “One Met. Many Worlds,” aef.com, http://www.aef.com/wp-content/uploads/2016/10/met_
museum-1.pdf.
220 CHAPTER 13
than painted on-site. These types of boards are usually rented by the month and will most
often be found in heavy-traffic areas and along highways. Overall cost is based on the
amount of time the board will be used, the size, whether the design has bleed or is illuminated, and the location. Boards purchased for more than thirty days can be purchased at a
discount.
Poster panels are preprinted in the shop on paper or vinyl sheets, transferred to the
board’s location, and mounted. The most common poster panels are thirty-sheet posters,
measuring 10 feet, 5 inches × 22 feet, 8 inches. The name “thirty-sheet poster panels” is a
relic: Before printing techniques improved, it used to take thirty sheets of paper to create
a board; today that number has been reduced to eight or ten sheets of paper, or one full
sheet of vinyl.
Smaller, eight-sheet posters known as location signage are often used to mark the location of a business or promote a product near the point of purchase—increasing both reach
and frequency, as well as building brand awareness and/or reminding consumers about a
product or service. Visual/verbal messages include at least a logo and perhaps a graphic or
visual and a short message along with the logo.
LED Boards
Even outdoor boards can’t escape the long arm of technology. Lighted and computer-controlled LED boards (figure 13.1) host several different advertising messages that rotate every
Figure 13.1. This electronic
billboard changes several times
per minute, catching consumer
attention. Robyn Blakeman.
OUT-OF-HOME AND TRANSIT ADVERTISING 221
eight seconds, holding the commuter’s attention. A single board can deliver several different
messages for a single product or service, like a campaign, or can advertise multiple products.
Both attractive and entertaining, movable boards have made outdoor advertising one of the
fastest-growing media vehicles—second only to the Internet, according to the Outdoor
Advertising Association of America.
A computer can easily change signs in minutes, compared to the forty-five minutes and
labor required to change traditional boards. On a smaller scale, taxicabs can be fitted with global
positioning hardware so that this type of sign can change based on a cab’s location within a city.
This allows local advertisers to promote their messages close to their business locations.
BOX 13.1. Sizes of Outdoor Boards
Outdoor boards come in the following sizes:
30-sheet posters (10 ft. 5 in. × 22 ft. 8 in.)
30-sheet bleed poster (color or visual goes to the edge of the board, leaving no white border; 9 ft.
7 in. × 21 ft. 7 in.)
8-sheet small (5 ft. 11 in. sheets)
Painted bulletins or LED boards (three standard sizes: 14 ft. × 48 ft., 20 ft. × 50 ft., and 20 ft. × 60 ft.)
Large and bright, these boards can often be seen from quite a distance on interstate
highways. However, most boards are placed in low-speed, high-traffic locations that feature
a four-way intersection, where drivers are stopped long enough to see a board’s full rotation.
As an IMC device, marketers can use several boards that show the same or different
messages in varied locations throughout a city, ensuring that vehicles along the route will
see an integrated stream of messages.
LED boards are creative, attractive, and colorful. They don’t fade or tear after prolonged
exposure to the elements, and they are easy to change. The only downside is that several
cities have banned the boards as too bright and as posing a driving hazard because drivers
lock onto the boards’ continually moving messages.
Digital boards offer diverse creative opportunities and make outdoor advertising more
targetable toward varied demographic groups than ever before.
Whether a brand is using more traditional or technology-based boards, each design should
sport a bold visual and be short, sweet, and to the point, using no more than five to seven
words. Because of this, outdoor boards are often considered to have a limited creative palette.
However, that is untrue: The medium’s sheer size and flexibility and its suitability to bold
colors add up to a broad range of creative options, which only expand further with the use
of extensions or three-dimensional designs.
Wall Murals
Wall murals are outdoor boards that are painted on the sides of older buildings, usually
located in urban areas. Wall murals offer a larger canvas and are more permanent than any
other type of out-of-home media vehicle.
222 CHAPTER 13
Transit Advertising Keeps the Message Moving
Transit advertising, another form of out-of-home, targets the millions of urbanites who use
public transportation or see public vehicles while they’re on foot—or from their motor
vehicles, bicycles, or office windows. The diversity of shapes, sizes, and canvases offers an
abundance of creative opportunities and challenges. Public transit includes taxis, buses, trains,
elevated trains, and subway and airport terminals. Canvases include buses (both interior
and exterior, as well as entire bus wraps) and exterior taxi signs. Additional options include
stations, platforms, bus shelters, benches, and three-dimensional kiosks. Basically, if there is a
flat surface on any moving vehicle or room where the vehicle arrives and departs, it’s ripe
for transit advertising. Transit, like outdoor, has limited advertising space and thus requires a
short message—making it another great support vehicle. Since most public transportation
is located in cities, advertising is targeted to middle- and working-class urban consumers.
Frequency is the reason to choose transit as a media option. Riders travel back and forth
to work on a daily basis. The fact that these consumers are “trapped” for a set period allows
messages to be read repeatedly. Because space constraints keep advertising clutter to a minimum, memorability is increased. Let’s take a closer look at some of these diverse vehicles.
Exterior Bus Advertising
Sheer size makes bus advertising like a moving billboard, reaching people who are walking
and in their cars. Design should be bold and entertaining to attract commuters’ attention.
Exterior bus displays come in three categories: king- and queen-size posters and full bus
wraps. The type of display chosen is based in part on a bus’s route.
King-size posters display the advertised message on both the curb and street sides of the
bus. Queen-size posters appear on the curb side only.
Full-size bus wraps are giant wraps that can creatively carry a story line around the bus,
making use of the front, back, side panels, and windows. Designs will almost always make
use of the windows, so care must be taken to ensure that riders’ views are not blocked by
the design. Most wraps are airbrushed directly onto the bus’s surface. Creative teams using a
wrap should do so only if the design is visually creative and can make use of the entire bus.
Bus Shelters and Benches
Transit shelters are the places where riders wait for the bus. They offer a very creative canvas,
which can often be lit from behind by the sun or artificially by strategically placed lighting.
They attract the attention of not only riders but also those passing by on foot, in cars, on
bicycles, or in public transportation vehicles.
Shelter ads are large (usually 4 × 6 feet) four-color panels. Like most out-of-home
advertising, they use a visual, a logo, and perhaps a slogan or tagline to introduce the public
to, or remind them about, a local product or service. Many are interactive, requiring the
target to take a picture, pop or look under something, or use holographic images. Some
shelters also have a bench that can be used to support other, more traditional media vehicles.
However, bench advertising need not be confined solely to bus shelters. Usable bench
surfaces can be found in local parks, restaurants, malls, subways, bus and airport waiting areas,
and college campuses. Popular and effective, they are usually located in locations with a large
amount of pedestrian traffic.
OUT-OF-HOME AND TRANSIT ADVERTISING 223
It is important to point out that brands that use city property for advertising are often
responsible for not only the upkeep and sometimes even the construction of the vehicles but
also of restoring the vehicles to their original states after the campaign is over.
Interior Handhold Bus or Subway Advertising
Creative ideas are not confined to the outside surfaces of public transportation. Riders who
must spend their time standing can hold onto an advertised message rather than a simple
bar or fabric loop. These engaging and creative messages can turn a simple horizontal bar
into barbells or a vertical pole into stacked beer cans. No pole to hold onto? How about
hanging a hand attached to an arm that pushes hand lotion?
Interior and Exterior Bus, Taxi, Train, and Subway Cards
These varied vehicles often offer space for little more than a few words and perhaps a small
visual. Often these cards are printed on both sides so that the message can be changed out
from time to time. It can also be a great direct-response vehicle when offering tear-off pads
of applications or order cards, known as car-cards. Passengers can use the car-cards at a later
time to request more information, place an order, or apply a discount toward a purchase.
Interior vehicle cards come in a number of different sizes and are placed in frames above
the vehicle’s windows.
Vehicle Advertising
Advertising on vehicles—whether cars, taxis, or buses—can be creative, appearing both
inside and outside of these constantly moving vehicles. Exterior messages can appear on the
roof, trunk, windows, and doors (figure 13.2). More elaborate designs can be digitally driven,
wrap around the vehicle, or support three-dimensional visual enhancements. Because this
moving canvas can cover a lot of ground and be seen by thousands of people a day, it has a
very broad reach. Vehicles fitted with GPS can feature messages that change out, based on
the taxi’s location, to highlight nearby restaurants and shopping venues, making it a great
way for big and small businesses alike to promote their product or service close to their
place of business. Other digital options can be displayed on three- and four-sided roof tents
that show videos and even holograms. As a support vehicle, taxi advertising is best used as a
branding, reminder, or promotional vehicle.
Interior advertising appears on video screens placed on the back of the front seat. The
video typically runs both advertising and promotional information on local events such as
concerts, movies, or current theater productions.
Subway, Airline, and Train Terminal Posters
Terminal posters are large, usually local ads located in bus, train, subway, or airline terminals.
Many of these posters are illuminated for greater impact. These posters often advertise local
products that visitors can enjoy while visiting a city or that locals can find near the stop or
station. Often the station posters can be coordinated to match smaller advertisements found
inside the transportation vehicles. Many designs feature QR codes that travelers can shoot
with their smartphones for more information on the advertised brand or to receive coupons.
224 CHAPTER 13
Glass floor displays are also common; these are known as kiosks and are used when showing
the product itself will make a greater impact than a photograph would.
When ingenuity is added to traditional advertising techniques, it will always catch
people’s attention. For example, BART, the San Francisco transit system, showcased “mini
movies” as a part of an advertising campaign in downtown tunnels. The “movie” used a
flipbook technique that relies on a series of strategically spaced posters that are “activated”
as the train passes them, making the images look as though they are moving.
Moving Billboards
One of the newest forms of outdoor advertising appears on the backs and sides of semitrailer
trucks. The trucks are hired to drive up and down the highway and streets during rush hour,
when the audience is virtually a captive one. Designs can appear on either side or on the
back of the vehicle and can be either static or digitally enhanced, allowing more than one
brand to be shown during the truck’s daily route.
How Does Out-of-Home
Advertising Help IMC Be Consumer Focused?
Like all the mass-media vehicles we’ve talked about, out-of-home is not consumer focused
but a monologue that talks at the consumer. Because of this, it must be more creative, more
targeted, and more flexible than two-way media vehicles.
Figure 13.2. Advertising on vehicles can be digitally driven, wrap around the vehicle, or
support three-dimensional visual enhancements. Robyn Blakeman.
OUT-OF-HOME AND TRANSIT ADVERTISING 225
As a support vehicle, out-of-home will not build a relationship or encourage brand loyalty, but it will keep the product or service front and center in the target’s mind. The more
creatively delivered the message, the more favorable the image.
Seen every day as consumers travel, out-of-home is a friendly but persistent reminder
that the product makes a great lunch or dinner choice, entertainment stop, investment, gift,
or news-program choice.
Aside from promoting car purchases, it is not a canvas for image-based products. But it
can entertain and grab attention. Outdoor works especially well for teaser advertising before
a new product launch, and transit is ideal for long-term maintenance advertising. Transit is
particularly effective when tied to a direct-response campaign.
Since all products can be purchased locally, out-of-home can always direct the consumer to the next step in the buying process by including an address.
As a supportive part of the promotional mix, out-of-home can help support both
public relations efforts and messages placed in traditional media outlets. Many forms are
not especially effective at displaying bold logos or smaller web addresses or hashtags for any
social media vehicles used through the campaign, while others can be very engaging and
interactive. No matter where it appears, however, out-of-home’s single visual/verbal voice
is the key consumer benefit.
Incorporating mobile with out-of-home is both engaging and interactive and a great
way to deliver a promotional device.
Paired with alternative media, the possibilities are endless. Terminal or shelter ads in particular can push QR codes, use scents, or distribute samples. Many outdoor boards use solar
power for illumination; still others use the surrounding landscape as an extended canvas.
Incentives and Deterrents
of Out-of-Home and Transit Advertising
To decide whether out-of-home and transit advertising is right for an IMC campaign, let’s
look at some of the incentives and deterrents associated with them.
What Makes Out-of-Home and Transit Advertising So Great?
The more notable incentives associated with out-of-home and transit advertising include:
• Availability. Out-of-home and transit messages are there all day, every day.
• Reach. Depending on location, large numbers of people can be exposed to the messages on a twenty-four-hour basis.
• Frequency. Since most consumers will see the advertised message while traveling to
and from work, the message will be seen on a regular basis, increasing memorability.
• Demographic diversity. Since out-of-home and transit are not as highly targeted as
some other media vehicles, generic products can reach all age, gender, income, and
education levels.
• Visual impact. Size and creative options can make out-of-home and transit advertising
very attractive and visually stimulating.
226 CHAPTER 13
• Creative potential. Creative options are boundless, limited only by the budget and the
creative team’s imagination.
• Location. Since most boards are placed in high-traffic areas and transit moves about
the city, the message is sure to be seen.
Is There Anything Wrong with Out-of-Home and Transit Advertising?
The more notable deterrents associated with out-of-home and transit advertising include:
• Fleeting. Outdoor boards and transit vehicles have a very short amount of time to get
the message to a mobile and often distracted public.
• Visual and environmental contamination. Even the most creative pieces can be seen as a
blight on city streets and the landscape.
• Memorability. Although large numbers see the visual/verbal message, it is difficult to
determine how many read and remember the message.
• Maintenance affects brand image. Media buyers cannot inspect each board or transit
vehicle for condition. A dirty appearance or signs of disrepair can reflect poorly on
the brand.
• Poor targetability. Out-of-home and transit are mass media that are constantly in
motion or seen while in motion, making it impossible to reach a highly selective
audience.
• Clutter. Cities are full of advertising messages, both stationary and moving, that
bombard the consumer. It is difficult for a single message to be noticed among the
advertising noise.
• Message brevity. With only five to seven words, messages not only must get to the
point—they must be simple. Out-of-home and transit can do little more than repeat
a headline, slogan or tagline, and logo.
The Strategy behind Out-of-Home and Transit Advertising
The choice to use out-of-home or transit is based on the need to provide supplemental
support for other major media vehicles such as broadcast or print. Strategically, out-of-home
and transit vehicles are great for new product launches or to maintain or reinforce existing
advertising efforts for mature products or services.
All out-of-home and transit vehicles are meant to build awareness and remind the
public about a product or service or persuade them to do something like come into a
brick-and-mortar store or visit a web or social media site. Companies that use these vehicles
most often include local restaurants, media companies, retail stores, travel-related businesses,
entertainment providers, and providers of packaged goods.
As part of the promotional mix, out-of-home and transit can do little more than creatively highlight the key consumer benefit (covered in greater detail in chapters discussing
other vehicles within the IMC campaign) with a bold visual and minimal copy. Properly
placed, these media can be highly targetable because consumers employ repetitive travel
patterns. Reach and frequency are maximized if the advertising is placed in diverse locations.
OUT-OF-HOME AND TRANSIT ADVERTISING 227
When working with supplemental vehicles, many questions need to be addressed. For
instance, will supplemental vehicles help accomplish objectives? Does the target live in a
major city or travel often? Does the target take public transportation or use other means of
exposure, such as walking or riding a bike to and from work? What types of boards or transit
signs do various city officials allow? Is the ad placed in a location the target is sure to see?
Is some kind of interactive device required, such as car-cards or revolving outdoor boards?
Will mobile alerts be available? Where is dialogue taking place? Do advertising efforts need
to support that dialogue or introduce something new?
Possible out-of-home and transit objectives might be to fortify a current campaign,
reacquaint the target with or introduce her to a brand or service, give directions on how to
get more information, or reinforce an image.
The choice of strategy of course depends on what is happening elsewhere in the
campaign, but the easiest to employ is a product-oriented approach. If the overall campaign features powerful visuals, a consumer approach could come across strongly. The most
effective product-oriented approaches would be generic claim, product feature, or unique
selling proposition. The best consumer approach would be lifestyle. Because of the limited
visual/verbal space, the best appeal would be rational, focusing on a product feature or on
the brand’s news value. Strategies using an emotional appeal are rare but not unheard of,
focusing on personal pleasure rather than image.
The best rational tones for out-of-home are factual, testimonial, news or educational,
reminder, or teaser. Useful emotional tones might include humor, animation, or fear.
The Look of Out-of-Home and Transit Advertising
Even though out-of-home and transit play a supportive media role, they offer almost unlimited creative options due to their size and visual impact.
Most out-of-home vehicles are simply but boldly designed. The vehicle should be able
to visually and verbally tie back to other media efforts used in the campaign. It should
strongly push the key consumer benefit, be brightly colored and creative, use preferably a
single bold visual, and, if applicable, showcase a spokesperson or character representative, a
headline, a package design, and a slogan or tagline. Messages should get to the point in no
more than five to seven words. Copy should be set in a typeface that is easy to read from
distances of up to 500 feet. Spacing between letters should be slightly exaggerated; “all caps”
and decorative typefaces should be avoided to increase legibility.
Bold, colorful images attract attention. Beyond a powerful color photograph, additional
image choices might include high-contrast black-and-white photographs, illustrations, animation, or graphic images.
Choice of image is important: One eye-catching and memorable visual can say more
than a page of copy, so make sure the visual chosen speaks for the key consumer benefit,
strategy, and overall tone.
It is also important to remember that images need not be confined to the surface of an
outdoor board. Extensions, 3-D images, and use of the surrounding landscape are word-ofmouth catalysts.
228 CHAPTER 13
Interactive boards are both visual and memorable. Some are no longer stationary and
can pop up anywhere. Canon used trucks outfitted with digital screens to give photography
tips based on varied conditions such as location and weather. Other interactive boards are
drinkable or edible. Coke Zero created a 4,500-foot straw that dispensed the bubbly drink
from a billboard that debuted at the 2015 NCAA men’s Final Four. In London, Carlsberg
beer also used a billboard to dispense a cold one to people passing by—IDs required to be
served. Another British brand, Mr. Kipling, used its culinary talents to distribute pieces of
their billboard, made entirely of cake and icing, to passersby.
Color choice should not overpower the type or overwhelm the visual. Pop is good, but
it should not negatively affect readability and legibility. It is also important to ensure that
color choices do not blend into the surrounding area; for example, using green on boards
appearing near an area of heavy foliage.
If the design and statement are unique, the ad will stand out from the clutter of other
out-of-home efforts in the area, as well as (hopefully) meet with less resistance from opponents of outdoor advertising.
As in magazine and newspaper advertising, cooperative opportunities are available for
local companies and national brands to team up and share the cost of advertising.
Let’s take a look at some of the more creative options.
Mobile
The combination of mobile and out-of-home is opening several engagement opportunities,
such as sending a text message to an interactive board that reacts in some visual way to the
message. Some boards in pedestrian locations can take a passerby’s picture. Once it’s displayed on the outdoor board, the target can download the image to his phone along with
varied images, video, and music. Other creative options ask pedestrians to take a picture of
their board and take it to the nearest brick-and-mortar location to receive a coupon. Still
another engaging board asks viewers a question they can answer via text message.
Three-Dimensional Boards
Attaching 3-D images to outdoor boards gives a static board a more realistic and creative
appearance. In these boards the visual takes center stage. They are an anomaly in a world
full of out-of-home advertising that often recedes into the background of what is going on
around it. Whether using 3-D elements or any other interactive device, these very creative
and diverse vehicles offer myriad ways to successfully pitch a product or service.
Many outdoor boards enlarge the canvas to include the surrounding landscape.
Three-dimensional items placed on the ground create eye flow as the viewer follows the
visual to its resting place, creating engagement. Many boards incorporate electrical wires or
scaffolding from surrounding buildings or place a 3-D image in front of or below the board.
Other 3-D items, perhaps of cows, coffee cups, or logos, can be placed on top of skyscrapers,
easily viewable when consumers are sitting in traffic on the way to and from work.
OUT-OF-HOME AND TRANSIT ADVERTISING 229
Human Billboards
Don’t like any of the canvases talked about so far? How about using the human body as
a walking, talking, very interactive out-of-home vehicle? This buzz-building surface can
display temporary tattoos and carry messages on clothing or in the hair or beard. Humans
can recite memorized messages or give spontaneous and unscripted responses to passerby
questions or based on their reactions. They are also an excellent vehicle for handing out
promotional devices such as T-shirts, caps, water, and samples.
Sign spinners, also known as sign twirlers, human arrows, and human directional, are
also a great way to attract attention to a specific business, event, or sale. Strategically placed
outside a business or event, usually near a busy intersection or pedestrian-heavy area, these
colorful signs can display both a short message and an identifying logo. Often, their human
companion might be dressed in costume, further drawing attention to the signage. Not only
are they eye-catching, mobile, and adaptable, they are a great way to create brand awareness
and attract impulse buyers.
No matter where we see them, out-of-home advertising messages are no longer easy to
ignore—their colorful images and interactive and engaging options can creatively incorporate the landscape or use the target’s location to tell a brief but often interactive story.
DISCUSSION QUESTIONS
1. What are the strategic uses of out-of- home and transit advertising in an IMC campaign?
2. Why is out-of-home considered a mass medium?
3. Why is out-of-home growing?
4. Explain why out-of-home does not need to compete for audience attention.
5. Define the role of out-of-home vehicles.
6. Define support media. As a support medium, when does out-of-home work best?
7. What is the most effective way for out-of-home to both show and tell the advertised message?
How can this be done most effectively?
8. Why is it particularly important for many out-of-home vehicles to be memorable?
9. How do LED boards work? How do they compare/contrast visually and verbally with traditional
outdoor boards?
10. What are some of the most common transit vehicles?
11. How does out-of-home advertising help an IMC campaign be more consumer focused?
12. What are the pros and cons associated with out-of-home advertising?
13. What is the strategy behind using out-of-home in an IMC campaign?
14. Out-of-home is used primarily as a support medium; it has an abundance of visual and verbal
options. How can a medium that says little be seamlessly tied to other media options?
15. What are ways to make out-of-home vehicles both interactive and engaging?
^Q
230
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CHAPTER
14
Direct Marketing
The Strategic Use of Direct Marketing in IMC
Direct marketing is considered both advertising and a promotional tool. You may be wondering what the difference is between advertising and promotion. Advertising is all about
educating the consumer about a product’s features and benefits to encourage purchase.
Promotion, on the other hand, makes a proposition by offering packaged deals to induce
immediate purchase.
When you know exactly who the target audience is and want to talk to the target
one-on-one, consider direct marketing as an alternative to traditional advertising vehicles.
Direct marketing is all about creating a dialogue between buyer and seller. Communication is coordinated and individualized through the use of multiple media vehicles and databases. The information collected in databases allows direct marketing to reach targets based
on their past buying history, demographics, psychographics, behavioristics, and geographics.
Knowledge about the consumer allows the creative team to create a more personalized
message, eliminating the more generic mass-media messages delivered through traditional
advertising methods. This more intimate environment makes reaching and talking to the
target in a language he can relate to and about a topic he is interested in easier and more
effective. The result is development of an interpersonal relationship between the client or
marketer, the product or service, and the target. This relationship is one of the foundations
needed to build and maintain brand loyalty. The availability of toll-free numbers and access
to the Internet and social media carry this interpersonal relationship a step further by allowing the target to communicate directly with the advertiser.
DIRECT MARKETING 231
Traditional advertising is where advertisers and their agencies have historically turned
to build brand awareness, accomplish repositioning, and eventually build brand loyalty. Today,
the cost of advertising—especially on television—and the fractionalization of media and target audiences are changing the way consumers receive messages. Advertising simply doesn’t
reach the target as well as it used to. The interactive and more personalized nature of direct
marketing makes it a better alternative to build a brand’s image.
Direct marketing is everything traditional advertising efforts are not. As a mass-media
vehicle, advertising delivers a message to thousands—often millions—of readers, listeners, or
viewers, most of whom are not part of the targeted audience. Direct marketing can personalize its message on an individual basis, addressing the target by name.
Traditional advertising requires more time to entice the target to action. Its impersonal
format requires more frequent messages to reach, educate, and then remind consumers to
purchase the next time they are at the grocery store or the mall. Direct marketing eliminates the middleman. To receive a quick response, direct marketing often employs the use
of sales promotion devices such as coupons, contests and sweepstakes, samples, giveaways,
and rebates, to name a few.
Because traditional advertising offers few interactive opportunities before purchase, the
target remains anonymous, and it is difficult, if not impossible, to know where his exposure
to the message took place. The highly targetable and interactive nature of direct marketing makes sales efforts easier to measure, especially if advertising efforts use an identifying
marketing code, often a combination of letters and/or numbers, that pinpoints the medium
from which the order or inquiry originated. Most importantly, since direct marketing is
sent to a specific person, it is easy to track who responded to the message and who did not.
Ultimately, this information will be used to help determine whether the proper media mix
was employed.
Because it is so individualized, reaching the target audience through direct marketing
is much more expensive than advertising. However, because it targets one individual whom
research has deemed most likely to buy the product or use the service advertised, the overall
interest and purchase rate also tend to be higher than in advertising.
Trust in direct marketing has grown steadily over the years, mainly because advertisers
have delivered reliable products, included guarantees, and made purchases and returns easy.
Additional perks promoted in direct-marketing efforts might include some of the lowest
prices anywhere, the opportunity to be the first to own, exposure to limited-time offers,
and additional incentives, such as free gifts or rebates and/or refunds, just for buying from
the televised or direct-mail message.
The goal of both advertising and promotion is to elicit a sale. However, when direct
marketing is part of the IMC promotional mix, its role may not be to generate an immediate sale. Sometimes it is used to generate interest or to encourage information gathering
through requests for more information. Additional pre-purchase research on the target’s part
may require an appointment with a salesperson, a trip to the retailer or brick-and-mortar
location, or a test drive. See case study 12 for a look at Auburn University’s use of direct
marketing.
232 CHAPTER 14
A Word about Databases
Before looking at the diverse list of media voices direct marketing employs, it is important
to look at why it can personalize a sales message, what makes it a relationship-building tool,
and what makes it a successful alternative to mass-media advertising. The answers lie in
direct marketing’s use of database information.
Databases begin life as a short, internally or corporately created list of names, addresses,
and phone numbers. Database marketing as an IMC tool requires several years of data collection. Individual customer data is culled from previous interactions with a company, such
as purchases or requests for more information. By developing their own database, marketers
can save money and aid in customizing future communications while continuing to build
customer loyalty. More extensive lists can be purchased from external sources based on the
target’s demographic or psychographic information. Additionally, names might be culled
from telephone directories, the US Census, warranty cards, UPC scanners at the grocery
store, credit cards, and professional organizations.
Database information ultimately helps marketers develop messages that are tailor made
for the target audience based on their likes, needs, and lifestyles.
A more controversial form of tracking, and one that has involved the Federal Trade
Commission (FTC) over the past few years, is cookies. According to the book Nontraditional
Media in Marketing and Advertising by Robyn Blakeman:
These covert forms of data collection leave an electronic trail behind that marketers use to track
consumer movement online. Oftentimes, consumers do not know that they are being tracked,
which results in consumer anger, as many consider these collection techniques an invasion
of privacy. Consumer outrage caught the attention of the Federal Trade Commission (FTC)
when, in February 2009, it addressed the issue of consumer privacy on the Internet, calling for
an official “Do Not Track” system in its most recent report.
The Boucher-Stearns bill, a congressional bill sponsored by the House Energy and Commerce Communications Subcommittee, is pushing to have all websites post how they collect
and use a visitor’s private information. Additionally, the FTC proposed that websites add “Do
Not Track” technology that would allow visitors a choice to opt-out of having their actions
and information on the site recorded.
Not surprisingly, the advertising industry does not look on the “Do Not Track” proposal
favorably. The Interactive Advertising Bureau believes the proposal will “require a re-engineering of the Internet’s architecture,” and limit what type of content can be offered for free, say
author Jessica E. Vascellaro and her colleagues in a 2011 Wall Street Journal online article entitled
“The Year Ahead for Media: Digital or Die.”
Additionally, the FTC is currently scrutinizing any product promotions being made
digitally through blogs or tweets. The new guidelines state that bloggers, including celebrity
endorsers, must disclose any compensation they might have received for writing about a product.
Privacy is an ongoing concern for consumers, and the ease with which marketers can gather
and sell private information without their knowledge or permission is becoming an unacceptable way of doing business. Many corporations and services are refusing to sell their
customer lists in order to protect their targets’ privacy. The newest tool in the marketing
DIRECT MARKETING 233
arsenal to help combat privacy issues is known as permission-based marketing. Permission-based marketing lets consumers decide whether they want to receive advertised material. By “opting in,” they give the marketer permission to contact them, usually by e-mail or
mobile text, about upcoming and often exclusive sales or promotions.
The Diversity of the Direct-Marketing Voice
Direct marketing uses a diverse array of contact vehicles, including mass media, the mail,
social media, mobile, the telephone, and personal contact. The most typical forms of direct
marketing include:
• Catalogs
• Direct mail
• Infomercials
• E-mail or mobile texts
• Direct response
• Telemarketing
• The Internet and social media
Catalogs
Catalogs, even when they arrive unsolicited, are often opened, read, and lingered over.
Like magazines, catalogs are often saved for later use or shared with friends or colleagues,
extending the catalog’s life and reach. Ordering is made easy, using toll-free numbers, the
mail, tablet or mobile options, or the Internet; guarantees allow most, if not all, items to be
returned for a full refund if the consumer is not entirely satisfied.
Many of the larger catalog companies create what are known as specialty catalogs. These
are smaller versions of a larger catalog, and the specialized content reflects those products
the target is most likely to buy based on past purchase history.
Direct Mail
Direct-mail pieces are like bills; they find their way into the consumers’ mailboxes unsolicited and eventually into their hands unwanted. Direct mail isn’t hated as much as most people would think. Consumers respond to the personalized messages because such messages
specifically address their interests and lifestyles.
Direct mail, also known as database marketing, is a highly targetable, personal, and
measurable form of direct response. The consumer can respond to an advertised message by
sending in an order form or logging onto a website to place an order, receive more information, or provide feedback about the product or service. A toll-free number can also be
used to speak directly to a customer service representative about colors or sizes, shipping,
and guarantees, or to place an order. A typical direct-mail kit can arrive in almost any shape
or form, but basic pieces include an outside envelope, a personalized pitch letter, an infor-
234 CHAPTER 14
^C
CASE STUDY 12
IMC Direct Marketing: Auburn University
The Challenge
Auburn Alumni Association tried countless marketing campaigns, from the efforts of simple postcards to complex and expensive packages. What they found was that regardless of their campaign,
the membership conversion never got beyond 1.9 percent. This conversion rate correlated with a
decrease in membership base, decline in its programs and benefits, and a dismal financial position.
Objectives
1. Increase membership conversion.
2. Drive quantifiable traffic to the alumni website.
Strategy
Create a plan using Variable Data Printing (VDP) [a one-to-one marketing strategy] for direct mail plus
e-mail for alumni whose membership had lapsed, as well as a larger list of past alumni.
To achieve these goals, the campaign focused on reaching alumni on a personal level and
offering them a promotional photograph showing their name spelled out on the Auburn field by the
marching band. The mailing package included a personalized letter with a perforated membership
form, a return envelope, and the photograph. The Auburn Alumni Association also decided to offer
a 20 percent discount for additional photos purchased through the portal by a certain date. Along
with the mailing list, an e-mail campaign was launched to a list of 29,153 addresses offering online
enrollment as well as a link to purchase the personalized photograph.
Results
Once the e-mails and packets were sent out, the association received multiple calls a day in support
of the campaign. The association received three to five membership pledges a day generated from
the e-mails alone. During the first thirty days of the campaign, response conversion rose to 2.3 percent.
Source: “Auburn University Sees Alumni Association Enrollment Conversion Escalate by 21%,” DME, https://
dmedelivers.com/case-studies/.
mational brochure, an order form or business reply card for ordering, and a return envelope
for mail orders.
As an informational tool, direct mail can be used as an announcement device, a
brand-building tool, an incentive to entice nonusers to switch or try a new or existing
product or service, or to reward loyal long-term users.
As an involvement tool, a multipiece mailer requires the target’s attention to sort
through and read the various pieces, play with the movable parts, or scratch off a game
DIRECT MARKETING 235
Direct mail needs time to work, so don’t make the mistake of thinking the first mailing
will be the only mailing. A few gentle nudges may be needed to get the target moving.
Additional forms of direct marketing include statement stuffers, magalogs, and polypaks.
A statement stuffer is advertising that hitches a ride with a credit card bill, financial notice,
or anything else a consumer might receive on a regular or monthly basis.
A magalog deals with a single product, but instead of using a letter, brochure, or circular,
it features a layout more like a magazine and presents information in the form of articles.
Purchase options and order forms are identical to those used in a direct-mail kit.
A polypak is a series of small index cards, often 3 × 5, used to advertise a variety of
products, which are bundled together and delivered through the mail. Often in color and
double-sided, each card has about enough room for a picture and headline on one side and
the order form on the other. These are often used to generate interest in a product, asking
the consumer to call, mail in, or log on to receive additional information.
piece. The more time the consumer spends involved with the piece, the more memorable
it will be.
A good direct-mail response rate is around 2 percent of the total mailings. For direct
mail to succeed, it must be mailed to the right audience and present the right message. Too
often, names are duplicated, wasting money and annoying targets.
As a media option, direct mail is very diverse. It can be used as a sales or promotional
device or as a primary or secondary media vehicle for almost any product or service. Currently, the heaviest users of direct mail are insurance companies, auto dealers, financial service firms, and department stores.
BOX 14.1. Tips for Working with Direct Mail
• If something can be given away, do it. The word “free” is an attention getter, but it’s not really
enticing if that’s all the brand has to offer.
• If the direct-mail piece is for charity, use black-and-white photography and a lower grade of paper
so as not to appear wasteful.
• All additional pieces that appear with a direct-mail letter should be of different sizes and, if possible, varied colors. It is helpful to reuse the graphics or colors from the envelope on the inside
pieces.
• Guarantees, limited-time offers, quantity limits, coupons, free gifts, and other offers will increase
the number of responses or orders.
• The tone of the message should match the image of the product or service. Personalize the letter,
but remember that as a business document, it must make a sale.
• A creative tone works well, but humor belongs in another medium.
• Stick to what the product can do and/or offer; stay away from comparisons with competitors.
• There is a lot of room to make a point; use it wisely.
• Back up facts and benefits with testimonials whenever possible.
• Make the piece appealing; surprise the target with diverse inserts or copy
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Infomercials
Infomercials are thirty- to sixty-minute-long television commercials that allow the consumer to order immediately, using information provided on the television screen. Infomercials use the sight, sound, and motion of television to demonstrate a product, to educate,
and to entice a consumer to buy. Infomercials take the time to create interest in a product
by using testimonials from current users and/or endorsements from celebrity users or technical advisers. Consumers are offered purchasing options with varied guarantees or return
policies. A successful infomercial should:
• Place facts into a storyline that speaks to the target’s special interests.
• Break down potentially complicated information into easy, demonstrable steps.
• Use a celebrity or expert to talk about uses or key features and benefits.
• Summarize key features and benefits and then repeat them regularly throughout the
program.
• Repeatedly tell the target what he or she needs to do.
• Make ordering easy by showing a toll-free number and credit cards that are accepted.
• Outline the guarantee or return policy.
E-mail or Mobile Texts
Two of the most inexpensive ways to deliver direct mail are via text message and e-mail.
Personalized messages can be delivered to a target’s e-mail address more quickly, more often,
and for a lot less money than traditional direct mail. Text messages, although shorter, will
include an accompanying link that will get the target to the same web location but with
less personalization. Technology makes interaction between brand and consumer faster, less
expensive, and more frequent. Alternative media options such as coupons, augmented reality,
and games can keep the interaction just as engaging as if the recipient held a direct-mail
piece in his hands. Because of this, it will not be long before many smaller direct-mail marketers totally abandon traditionally delivered handheld offers and permanently embrace the
use of e-mail, mobile, and/or social media outlets as an alternative way to deliver their offers.
E-mail marketing services such as Constant Contact, MailChimp, and Infusionsoft can
help ensure that permission-based e-mails get through as well as help create e-mail lists and
professional-looking newsletters. Additionally, these e-mail services offer a diverse assortment of templates, the ability to easily upload data, good analytic metrics to track responses,
integration with customer relationship management (CRM) applications, or the ability
to manage a company’s interaction with current and future customers, e-mail delivery, and
affordable pricing.
Direct Response
Direct marketing often employs the use of mass-media vehicles such as newspapers, magazines, radio, and television, where the consumer can directly respond to the message via
telephone, mail, or the Internet.
DIRECT MARKETING 237
Newspapers
Newspapers bring news value to direct-marketing efforts and can be used to target specific geographic areas. If a standard ad is not appropriate, consider using newspaper inserts,
which are often full-color and can range from a one-page FSI with perforated coupons to
a multipage booklet. Samples, quick response (QR) codes, and web and social media sites
can also be used.
Magazines
Magazines might employ multipage inserts bound into the magazine or a bound-in reply
card, appearing beside the ad, that can be torn out and used to order, as well as coupons,
samples, or multifaceted digital options.
Radio
Radio’s biggest contribution to direct marketing is its ability to direct targets to a specific
location where they can pick up literature or a sample or talk directly to a brand representative.
Television
Direct marketing uses television to make a sale, create leads, or build awareness; it also works
well as a support vehicle or companion piece for direct-response advertising appearing in
other media.
Today, interactive television allows the target to order a product directly from the television screen. Although the technology is already available, few programs have employed it.
Telemarketing
Telemarketing uses the telephone as a media device and a salesperson to deliver the message
personally to select members of the target audience. This is known as outbound telemarketing. Databases are used to identify and contact members of the target audience who have
a known interest in the product or service or who are seen as potential buyers based on past
purchase history. When a customer initiates contact with a company for any reason, usually
through the use of a toll-free telephone number, this is known as inbound telemarketing.
The Internet and Social Media
The Internet is an important player in direct marketing. Full of information, the Internet
allows consumers to search out the answers to questions, read reviews, and compare products
in order to make an educated buying decision. A web page can highlight sale products or
suggest accompanying purchases without sales pressure, making purchasing fast and hassle
free.
Businesses that take advantage of the Internet for sales and ordering might also find it
profitable to offer a catalog or create a direct-mail kit, initiating additional contact points
and offering customers a choice of shopping venues.
Combining social media with direct marketing, often referred to as social media
marketing, creates engagement. Once direct-marketing initiatives invite the targets to join
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the brand’s network, social media is a great way to personally welcome them. Direct marketing can also use social media as an announcement device, letting the target know when
new information is being announced. Finally, they are a great combination for ensuring
quality customer service initiatives.
Most importantly when using social media as a direct-marketing tool, remember that
the consumer did not join the brand’s social network to be bombarded with advertising;
she joined to have a conversation. Social media is personal and thus requires a more personal touch in order to receive valuable feedback more quickly than most direct-marketing
channels can achieve.
As this list illustrates, direct marketing has grown beyond just direct mail. Some of the
biggest changes, such as use of the Internet and social media sites, text messaging, and infomercials, have come about because of product reliability and quality, the availability of credit
cards and toll-free phone numbers, and guarantees or easy return policies that lower the risk
of buying what can’t be touched or smelled.
How Does Direct Marketing Help IMC Be Consumer Focused?
Direct marketing brings customer service and personalized messages to the IMC table.
Consumers will no longer accept generalized messages as incentive to buy; they want informative, personalized service, and they want their purchases to be adaptable to meet their
needs. If they have a problem or need help, they want to be able to talk to someone quickly
and easily. Today, brand loyalty is built not only on the quality of the product but also on
the quality of the interactivity.
The Internet allows today’s savvy, educated consumers to shop from their homes, allowing them to instantly compare products and receive feedback from other users. The need for
additional information and research plays a particularly important role when larger, more
expensive purchases are under consideration. Advertising that includes a website address,
social media hashtag, or toll-free number encourages interaction and can be used as a great
response device for requesting a catalog, brochure, or price list; a free consultation; a sales
promotion package; coupons; feedback; or even a limited-time discount offer.
There is little differentiation between brands in most product categories, so the creative
team must find a way to make the client’s product stand out from the competition. One
way is the creative message. Strategies and any promotional efforts must be unique and offer
more than the competing brands by knowing what the target finds important, useful, and
necessary. If the creative is very good, it will successfully grab and hold the target’s attention
and introduce him to a brand-new product or service he didn’t even know he needed. But
the most lasting way to create product differentiation is through development of a longterm relationship based on knowledgeable, courteous, and reliable customer service or
technical assistance that is available twenty-four hours a day, seven days a week.
Once the team identifies the available options, the next step is to determine the message
and the best media vehicle or combination of media vehicles needed to reach the target and
accomplish the objectives.
DIRECT MARKETING 239
Internal public relations efforts are critical to the success of direct marketing. The dialogue initiated between the target and customer or technical service representatives must
be easy, informative, and satisfying to the target. Customer service representatives need to
be familiar with any current promotions, such as sales or coupons, to knowledgeably assist
the consumer and support existing advertising efforts. Good public relations efforts must be
employed at all times when talking to consumers over the phone or responding to e-mail
or social media inquiries.
When print ads are used as a direct-marketing device, they can be simple and direct and
make the ordering process easy by including an order form, toll-free number, or a website
or social media address.
Newspapers are a great place to find coupon inserts such as freestanding inserts or larger
product or retail booklets. Newspapers are also a great vehicle for encouraging a visit or a
trial, or as a last-minute event reminder. Magazines are great for setting the product’s image
and use in the target’s mind. Direct marketing can be used as a follow-up to encourage
immediate purchase.
Television is ideally suited as a direct-response vehicle because its ability to demonstrate
allows the target to see the product in use, often in the setting in which it will be used.
Because of cost, direct-response television is usually found on cable networks. Its highly
specialized programming is also better for reaching special-interest groups.
Internet sites and social networks are a great place for marketers to engage in conversation with consumers and gain valuable feedback about their product or service. Once
a relationship is established, consumers can opt in to receive a more informative, marketing-driven sales message delivered through e-mail or a traditionally delivered direct-mail kit.
Interactive elements are critical to engagement efforts. As previously mentioned, digital
options like websites, e-mail, and social media are great at holding the target’s attention
when content is both informative and compelling. If employing traditional methods, be sure
the target can interact with the piece(s); perhaps it makes noise, pops up, can be used as a
VR device, or can be displayed on a shelf or in a frame. The more unusual and/or creative
the piece is, the more time the target will spend with it, and the more sharable it becomes,
extending message life.
Incentives and Deterrents of Direct Marketing
To decide whether direct marketing is right for an IMC campaign, let’s look at some of the
incentives and deterrents associated with it.
What Makes Direct Marketing So Great?
The more notable incentives associated with direct marketing include:
• Personalization. Direct marketing can personalize communications to speak to individual members of the target market by name.
• Measurable. Using a marketing code placed on direct marketing pieces, the marketer
can tell which medium the inquiry came from.
240 CHAPTER 14
• Database Use. Databases provide target information. This information allows direct
marketing pieces to address specific individuals and their unique needs.
• Customer Response. Direct marketing builds relationships by offering two-way communication between the marketer and the target. It also allows the customer to give
feedback that might affect any current or future changes in the product or service.
• Attention Getter. Having the right database to target the right individuals is the first
step to ensuring your target will open and read your direct mail piece. A piece that
is both attractively designed and personally and correctly addressed creates interest
and encourages investigation. Once opened, the piece must hold the target’s interest
through entertaining and informative copy. This might be the trickiest step of all—
you do not want the piece to end up in the trash unread.
Is There Anything Wrong with Direct Marketing?
The more notable disasters associated with direct marketing include:
• Cost. One of the biggest advantages to direct marketing is also one of its biggest
drawbacks. The personalization of each message makes direct marketing expensive
compared to other forms of advertising. Additionally, a company that does not have
its own database of names will have to purchase a list.
• Annoyance Clutter. If targets are not interested in the message, they can deal with direct
marketing messages the same way they deal with other annoying media: Turn off the
television, throw away the junk mail, or screen telemarketers’ calls.
• Limited Reach. The highly personalized nature of direct marketing limits the number
of consumers that can be reached with any one message.
• Time Constraints. Depending on the numbers required and whether the piece is a
traditional letter or a more involved mailer, direct marketing can take a great deal of
production time. Add the additional time needed for basic folding, stapling, envelope
stuffing, and mailing, and you have months invested into pre- and postproduction.
The Strategy behind Direct Marketing
As we now know, mass-message advertising is no longer the only way to differentiate a
product or service from its competition. This is where IMC comes in. IMC understands
that, properly combined, the efforts of the promotional mix—public relations, advertising, direct marketing, sales promotion, the Internet, out-of-home, mobile, and alternative
media—not only will help meet objectives but also assist with positioning, creating brand
awareness, and building brand image and brand loyalty more efficiently and effectively than
any one medium ever could.
When deciding what promotional mix will best reach the target and accomplish the
objectives, IMC uses two different techniques: advertising, which entices the target into a
sale or gets the target thinking about purchase, and promotion, which solicits immediate
purchase of a packaged offer. Together, advertising and promotion can be used as building
blocks in an IMC campaign; one can inform while the other encourages purchase.
DIRECT MARKETING 241
Like advertising, direct marketing efforts may target both a primary and secondary
target audience. Determining the need for a secondary audience will depend on the target’s
overall knowledge of, or history with, the product or service and whether it can, or would,
be purchased by a family member, friend, or professional associate. Additional factors affecting both the promotional mix and the strategy include how far each audience is from trial,
repeat purchase, and brand loyalty.
Effective communication objectives that lend themselves to direct marketing as a viable
medium include generating sales, building consumer loyalty, enhancing a corporate or brand
image, or encouraging an inquiry or product trial.
Strategically, either a product or a consumer approach will work in direct marketing.
Any of the three consumer-based approaches—brand image, lifestyle, or attitude—can flesh
out the features and benefits of the product or service. Product strategies that can hammer
home the product’s appeal and its overall usefulness in the target’s life include product feature, USP, and positioning.
The decision to use an emotional or a rational tone depends on the product and the
consumer’s knowledge of the product. An emotion-based appeal allows the use of such
approaches as humor and animation, fear, or slice of life. Rational appeals are considered a
hard-sell style, so care should be taken not to go over the top and get too personal. The personal, interactive style of direct marketing walks a fine line between talking to the target like
an old friend and getting too personal and inadvertently offending the target. It’s important
to remember that direct marketing is still a business relationship; it should inform first and
build a relationship second.
Finally, the ability to tie the key consumer benefit to the target’s lifestyle is crucial in
direct marketing because it helps personalize the message.
Effectiveness
Using direct mail to launch an IMC campaign can be very effective. Consider using it as a
teaser or announcement device. Teasing the target about a top-secret new product launch
or grand opening can build curiosity. Direct marketing can also be used as a status device,
delivering invitations to grand openings or private sales.
Once a campaign is launched and interest begins to build, direct marketing can effectively support other media efforts and can make buying the product from home easy.
Detailed information can be supplied through copy and/or demonstrations, allowing any
direct marketing vehicle to close the sale quickly and conveniently from the target’s home
or office.
The type of strategy chosen will depend on whether the focus is to reward the consumer for purchase or loyalty or to promote the product. A strong product approach works
on any level, as do the consumer approach options. A rational appeal is best if the execution technique employed is a competitive, product or service popularity, or news appeal.
Depending on the product’s life-cycle stage, a good alternative emotional appeal is the
reminder. If it’s important to make a quick sale and increase profits for a limited time, the
addition of a strong sales promotion device is strategically a good choice.
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The Many Documents That Make Up a Direct-Mail Kit
Direct mail consists of any advertising material sent by mail to a targeted consumer to
solicit a sale or further inquiry. The personality of direct mail reflects a variety of diverse
faces, shapes, and sizes. It is not unusual for simple direct-mail kits to employ a mixture of
letter formats or informally handwritten notes, postcards, scratch-off cards, die-cuts, pocketed folders, brochures, price lists, CDs, calendars, key chains, or menus.
More creative direct-mail pieces could include three-dimensional designs that use popups or pop-outs (figure 14.1), employ moving parts or sound, even AR or VR components,
but that can become expensive. Most direct-mail campaigns are functional, with a strictly
business appearance.
Almost 50 percent of all direct mail, known better by the derogatory term “junk mail,”
is never opened because it does not create interest or curiosity. It’s considered junk for two
reasons: It comes unwanted into the target’s home, and the overall design is junk. You can’t
change the former, but you can change the latter—and that’s what will get the piece opened.
A typical mailer contains five basic pieces: an outside envelope, a pitch letter, a brochure, an
order form or business reply card, and a return envelope for mail orders.
A direct-mail kit is a design whole. One piece should not stand out alone; every piece
in the kit must work together to create one visual/verbal message. The kit should reflect
the key consumer benefit and strategy as defined in the creative brief and use the same tone
of voice and reflect the same overall appearance as the other pieces in the IMC campaign
of which it is a part. A direct-mail kit most often includes multiple pieces that must be tied
together by headline or type style, color, layout, or the use of a spokesperson or animated
character. An overview of concept and creative devices will help the designer decide how
to tie the kit to the rest of the campaign.
Figure 14.1. An illustrative
example of a direct-mail
pop-up with coupons.
Robyn Blakeman.
DIRECT MARKETING 243
The Outside Envelope
Use color on the outside of the envelope. If possible, use an oddly shaped envelope or one
with a die-cut.
Copy placed on the outer envelope of a direct-mail kit is known as teaser copy. The
job of teaser copy is to engage the reader’s interest and attention long enough to open the
piece. The envelope should include the logo and, if available, a slogan or tagline. The teaser
should contain the key consumer benefit or the What’s in it for me? factor. The answer to
that question is more likely to motivate the target to open and read the piece more quickly
than a witty headline that says nothing of value ever could.
If the envelope is perceived as an intriguing piece of eye candy, the target’s attention
will be held. Use the envelope like a print ad: Feature a large, benefit-based headline that
continues building interest after the color, photograph, or graphic image has grabbed the
target’s attention (figure 14.2). The goal is to create enough curiosity that the target can’t
wait to see what’s on the inside.
Figure 14.2. The outside envelope of an effective direct-mail piece will hook your target
into reading more by conveying key consumer benefit. Image courtesy of Leanne Silverman.
244 CHAPTER 14
Promotional Devices
If working with a tight budget, design a bright, colorful message and consider including a
scratch-off card as a promotional device. If the money’s there, create some kind of stimulating mental toy associated with the message inside. Design a pop-up or other three-dimensional image that raises up when the piece is opened, such as the spokesperson or a picture
of a satisfied customer who goes on to give a testimonial in the copy. Consider movable
pieces that reveal one part of the message at a time, allowing the reader to spin a wheel or
open a window or door. If there’s even more money, include an image the reader can hold
up to her webcam to see an augmented reality (AR) image, or use QR codes or mobile
apps to help bring reality or fun to the message.
Keep in mind that three-dimensional interactive devices can increase the time a target
will spend with the piece, but they don’t make the sale—they support it. Take away the bells
and whistles, and you’re left with the need for a strong visual/verbal message tailored to the
target’s specific needs.
The Pitch or Business Letter
The direct-mail letter should continue the same tone of voice used in other pieces within
the IMC campaign. Open by introducing the product, the key consumer benefit, and the
answer to the question What’s in it for me? The middle section should include features, uses,
additional benefits, and any endorsements, testimonials, or studies. Do not be afraid to mention price; it’s important to the consumer, so don’t hide it until the end.
A direct-mail piece opens the sale, gives a complete and detailed sales pitch, and closes
the sale. The only thing the target has to do is drop the order form in the mail, pick up the
phone, tap an app, or boot up the computer.
Once the envelope is opened, the entire sale rests with the copy. If you’ve got the target
this far, continue to hold her attention by providing additional benefit(s) associated with the
key consumer benefit. Be specific. Copy must answer who, what, when, where, why, and
how—creatively and informatively—and should help alleviate any fears or skepticism the
target may have. If it does not, the target’s hard-won initial interest, created when she first
opened the envelope or viewed the cover, will fade.
Copywriters must be able to take an ordinary feature and give it a personality, a new
use, or a unique twist for an old use. Direct mail is a “sell the sizzle, not the steak” kind of
conversation with the target.
Copy must be believable, not unimaginable. Advertising that appears in print alongside
editorial matter, as in newspaper or magazines, appears credible by association. The unsolicited arrival of direct mail affords it no such advantage unless the brand or marketer name is
well known and respected.
Long copy can be both intimidating to the eye and boring to the reader. This is especially true with direct-marketing e-mails, where content should be short, concise, and
useful to the reader. Messages should focus on no more than three to four items. Leave the
biggest array of eye-catching graphics and hard-sell tactics to print. This is where the theme
developed throughout the IMC campaign can shine and entertain. A well-written plot or
feature/benefit-driven copy that a reader finds intriguing will be read no matter its length
DIRECT MARKETING 245
and will initiate an inquiry or produce an order. Be sure to use multiple subheads to break
up copy, stimulate interest, and make reading easier.
Be sure to close the sale. If this final step is skipped, the target will not know what kind
of action he is supposed to take. Make ordering or attaining more information as easy as
possible. It is important to reference the enclosed order form and provide information about
how to contact customer service for more information by including a toll-free phone number and/or a website address. One way to enhance the response rate is to limit quantities or
the time the target has to purchase.
How personal should the copy get? The answer will lie in the overall price and type of
product being advertised. If the product is whimsical and reasonably priced, keep the copy
light and airy. If the product is expensive or a limited collector’s item, the copy should be
more formal in tone. Copy should sound like a letter to a friend, so use the second-person
pronoun “you” to refer to the target. Whatever tone the copy takes, be sure to give the target
as much information as possible, from how the product is made, designed, priced, and sized
to the varied color and credit card options.
Don’t use too many different point sizes in the letter. This is the first mistake most
direct-mail pieces make, creating an environment rich in tacky and low in class. Use a lot of
white space to make the letter appear more formal. If there is a lot of copy, consider using
an opening key consumer benefit headline, using the same style as on other print pieces,
and multiple subheads to break up long blocks of copy. Use bullets to make specific points
and create even more white space. Be sure to list the ordering options; let readers know
whether they have to use the enclosed order form or can order online or over the phone.
Let them know that there are operators standing by to answer any questions they may have.
Direct mail has a lot of available space just waiting for the message—in fact, more space than
any other medium besides web pages available to creative teams. Use it to sell the product
clearly, informatively, and without a lot of flash.
Circulars or Brochures
Many direct-mail kits include circulars or brochures. Circulars can lower the quality of the
kit because of their photocopy-like appearance, so design them like a poster: Use the visuals
to say something, and use color to create a mood. The copy should include only the key
points the target should take away from the kit, such as colors, sizes, prices, and guarantees.
Because of their use of color photography, illustrations, and/or graphics, brochures
bring a lot of class to the direct-mail kit. Brochure copy can be more creative, bringing a
business letter alive with descriptive copy and visuals.
The design of a brochure is influenced by how it will be folded and eventually used.
Brochures can open like a book, with panels opening from both the left and right sides, or
folded like a fan. Panels can have small, diagonal die-cuts to hold business cards or come
complete with pockets to hold additional printed material that can be removed. However
the brochure folds and whatever additional information it may hold, it must be functional
and reflect the overall design of the direct-mail kit. The choice of size, number of colors, photographic images or graphics, and whether any samples or interactive devices are
included will depend on the budget and overall design.
246 CHAPTER 14
Reply Cards and Order Forms
The reply card or order form should continue to reflect the kit and campaign design, perhaps through color and/or typeface, style, or layout. Use a headline to announce the offer
and a few lines of copy to remind the consumer about the offer and any additional options.
It is important to include space for the consumer’s name, address, city, state, zip code, day
and evening phone numbers, and an e-mail address. Provide the proper boxes or lines if the
consumer needs to make a color or size choice. Be sure the form has enough room to fill
in the blanks and uses a type size that is easy to read. Repeat credit card information here,
as well as the company’s contact information.
BOX 14.2. Sizes and Types of Brochures
There are many different sizes and types of brochures, but the three most popular types are tri-folds,
fan folds, and double parallel brochures.
A tri-fold is the most common type of brochure used in direct mail and is created from a
single sheet of paper. It can be either letter size (8½ × 11) or legal size (8½ × 14) that is folded two
times, creating six usable panels, folding to around 35/8 × 8½ (letter) or 45/8 × 8½ (legal).
Fan folds, also known as accordion folds because the panels do not close into each other
but fold in and out like a fan, can be either letter or legal size, folding to 35/8 × 8½ (letter) or 4 × 8½
(legal).
A double-parallel brochure, also known as a double-fold, is larger and more elaborate. This
brochure design, also available in either letter or legal size, is created by first folding the paper in
half and then in half once again, creating eight usable panels. The final folded size of the brochure
is 2¾ × 8½ (letter) or 3½ × 8½ (legal).
Order forms, whether digital or printed, require the consumer to fill out a structured
form to make a purchase, receive a free sample, or request additional information. The key
is to make it both easy to read and easy to fill out. No consumer wants anything so badly
that he will voluntarily struggle with a poorly designed form.
The size of the response or reply card and whether it is single- or double-sided will vary,
depending on the number of items the consumer has to choose from and product details
such as size or color choices. Don’t forget to code the order form so that the marketer
knows where the sale originated.
The Return Envelope
Whether the target uses it or not, every direct-mail kit should include a preaddressed, postage-paid envelope. The return envelope should be nice and plain and should have the return
address and mailing address preprinted, along with postage bar codes and a statement in the
stamp area that states, “No Postage Needed If Mailed in the United States.” Make sure the
reply card fits inside the envelope without excessive folding or scrunching.
In the end, direct mail gets a bad name because it’s usually poorly thought out and often
even more poorly designed. By following the principles outlined above, it is easy to design
a direct-mail kit that stands out from the crowd.
DIRECT MARKETING 247
Bottom Line
As a member of the promotional mix, direct marketing talks directly to the target and initiates
a two-way dialogue—an IMC must. Messages are personalized and address the target’s known
interests based on past purchasing behavior. Direct marketing is less intrusive than any of the
other media we have looked at so far, allowing the target to decide what message to respond
to, when to respond to it, and where to make further inquiries or purchase decisions.
If the goal is to speak directly to the target with a message he or she is interested in and
is sure to open, any form of direct response device is sure to catch the target’s eye. If the goal
is to introduce a new or reinvented product, employ efforts to remind or encourage retrial,
or update the consumer on product changes or additions, direct marketing will reach the
target in a shorter amount of time and more effectively than traditional advertising efforts.
To ensure engagement and, most importantly, entice targets to action, be sure to include
trial offers, gifts, games, or some other type of enticement that gets them calling, logging in,
or visiting a brick-and-mortar location.
DISCUSSION QUESTIONS
1. What are the strategic uses of direct marketing in an IMC campaign?
2. Define and explain the difference between advertising and promotion.
3. Why is direct marketing considered a medium that encourages a two-way dialogue between
the brand and the target?
4. Why is a more personalized dialogue considered more important in today’s advertising methods than a one-way monologue?
5. How are direct marketing methods different from traditional advertising methods?
6. Why are direct marketing methods more expensive than traditional methods but still considered a viable media choice?
7. When used in an IMC campaign, direct marketing’s goal may not be to make a sale. So what
role(s) might it play?
8. How are databases used in direct marketing? What is their importance?
9. Databases track varied forms of consumer data. How is this considered a privacy issue?
10. Direct marketing has a very diverse array of contact vehicles. What are some of the most commonly used, and how can they each help to visually and verbally express the key consumer
benefit?
11. Why is direct mail often referred to as “junk mail,” and how can that perception be turned
around?
12. What are the differences/similarities between infomercials and traditional advertising?
13. Why are the Internet and social media important aspects of direct marketing?
14. How does direct marketing help an IMC campaign be more consumer focused?
15. What is the role of the visual and verbal message throughout the varied media vehicles in an
IMC campaign?
16. What are the pros and cons associated with direct marketing?
17. What is the strategy behind using direct marketing in an IMC campaign?
^Q
248
‡
CHAPTER
15
Sales Promotion
The Strategic Use of Sales Promotion in IMC
Sales promotion is often used in conjunction with other media, especially direct marketing,
giving the consumer some type of gift or incentive to prompt an inquiry or encourage purchase. Sales promotions are intended to quickly increase sales or interest through discount
pricing or other motivational devices available for a limited time.
Sales promotion differs from advertising in its approach. Advertising influences attitudes
and tells consumers why they should buy; sales promotion gives the target an incentive to
react quickly to the advertised message.
Incentives can take many different forms. Some of the most commonly used include
coupons, premiums, sampling, contests and sweepstakes, in-store displays, refunds and rebates,
and percent- or cents-off promotions. The choice of sales promotion vehicle should reinforce the advertised message, reflecting the strategy and both the target and product image.
When advertising and sales promotion are coordinated in an IMC campaign, it’s
known as integrated brand promotion (IBP). IBP takes place when the brand’s image
(advertising) is integrated into the promotion (sales promotion). To do this effectively, the
brand-building message of advertising must coordinate with sales promotion’s incentive to
buy. For example, coupons arriving in the mail or appearing in a newspaper send a mixed
message if the advertising message is elegance and sophistication. Instead, advertising efforts
might direct the target to a web or social media site or toll-free number for more information or to set up an appointment. On the other hand, if the message is young and upbeat,
promotional items may be distributed at concerts or at the mall.
SALES PROMOTION 249
The most distinctive characteristic of sales promotion is its intent. While public relations, advertising, and direct marketing bring a product and message to the target, sales
promotion sidesteps the message and brings the target to the product. See case study 13 for
a look at Pepsi’s use of sales promotion.
BOX 15.1. What Is Integrated Brand Communication?
Integrated brand communication (IBC) is a direct result of the success of integrated marketing
communication. IMC concentrates on one organized message that is heard across varied media;
IBC concentrates on creating the tie that binds the consumer and the brand. In short, IMC creates
a position, while IBC works with what is already there. IBC is about positioning: What does the
consumer feel about the brand? This feeling becomes the brand and defines the corporation. This
feeling then dominates all advertising efforts throughout all media, consistent with IMC efforts.
IMC is one message delivered through multiple and varied media. IBC takes an existing symbol, image, and overall brand performance and makes it the message. Creating a more distinctive
position further strengthens this image.
Traditionally, a brand’s image was built over time based on quality, reliability, and a product’s
desired features and overall benefits. IBC is the calculated creation of an image for a product rather
than the development of an image by the consumer. Because it is more consumer focused, IBC uses
more Internet-based or interactive media choices in order to interact directly with the consumer.
This interaction strengthens the brand image.
The basic premise behind sales promotion is to give the target something for purchasing
a product or service or for remaining a brand-loyal customer. The job of sales promotion is
to attract first-time buyers, stimulate impulse buys, and entice users of a competitor’s product to switch brands. It’s also an effective tool for raising brand awareness through “try me”
promotions and increasing product demand through limited-time offers. This is important
to IMC efforts, because initiating trial is the first step on the long road to obtaining brand
loyalty.
The use of sales promotion has grown steadily over the past several years due to the
overwhelming number of often indistinguishable products available to consumers in any one
category. By spotlighting one product, sales promotion can help consumers with a purchase
decision by offering an incentive to try the product or use the service.
The Diversity of the Sales Promotion Voice
The success of all communication efforts rises and falls with the economy. Sales promotion
can also be used as an incentive to purchase when a poor economy causes consumers to
purchase conservatively. However, side effects are numerous, and it’s easy for marketers and
their products to get caught in the vicious cycle of promotion, finding it hard to get even
loyal users to buy when there is no current promotion—consumers will simply wait for
the next one.
250 CHAPTER 15
^C
CASE STUDY 13
IMC Sales Promotion: Pepsi
When Pepsi Cola North America decided to design a promotion to increase awareness and sales
this summer, they looked to their agency, TLP, and SCA Promotions. Together, SCA, TLP, and Pepsi
designed a summer-long promotion that would offer one lucky consumer the opportunity to
become the world’s next billionaire. Only SCA, could make it happen . . . coverage for $1 billion.
Objectives
1. Boost Pepsi product sales and increase brand awareness with consumers.
2. Capture consumers’ interest by offering the largest cash prize in promotion history for a national
brand: $1 billion.
3. Gain sponsor support by partnering with the WB Network, Marriott Hotels, and United Airlines.
Strategies
• Offer the billion-dollar prize on a bottle cap promotion that culminates with a live game show on
the WB.
• Invite consumers to visit www.billionsweeps.com and enter a unique sweepstakes entry code
found on specially marked products.
• Randomly select 1,000 contestants to play a game of chance on the WB’s live show for a guaranteed $1 million and a chance to take home $1 billion.
• Have each of the 1,000 selected contestants choose a six-digit number on the day of the game
show. The ten contestants whose number was closest to or exactly matched the one selected by
Kendall the chimpanzee (aka “Mr. Moneybags”) advanced to the elimination round.
• Play a suspenseful game of elimination to determine the final player. In return for forfeiting their
chance at the billion dollars, players were offered an increasing cash prize during each round.
• Award other great prizes during the game show to continue the excitement.
• Coordinate additional coverage for the one million $15 instant-win bottle caps. SCA’s coverage
protected Pepsi from an unexpectedly high rate of redemption. SCA estimated the redemption
rate and covered the cost of redemptions over that amount, keeping Pepsi on budget and riskfree.
Results
• Four million consumers submitted more than twenty million game entries. Pepsi captured important demographic information for future marketing efforts.
• Richard Bay, a graphic design teacher from Princeton, West Virginia, was the final contestant and
won the guaranteed $1 million. To win the billion, his six-digit number would have had to exactly
match Kendall’s. He was only two digits away from an exact match.
• United Airlines presented two around-the-world trips, Marriott gave a lifelong time-share membership, and three Mitsubishi cars were awarded.
Source: SCA Promotions, http://www.scapromotions.com.
SALES PROMOTION 251
Other side effects include devaluation of the brand in the mind of the consumer, overall
expense, and an end-of-promotion drop in sales. Excessive or unnecessary use of sales promotions can lead to the erosion of brand loyalty, brand image, and eventually brand equity.
When deciding whether sales promotions should play a part in an IMC strategy, it’s
important to determine whether inducing an immediate sale is a prerequisite to accomplishing the objectives. Can awareness or loyalty be built without using a form of bribery?
In the end, that’s what sales promotion is, and overusing it can tarnish the brand’s image.
Although sales promotion can do a lot of things, it cannot stand alone to build brand
loyalty, cover for a poorly promoted or poorly made product, or save the life of an aging
brand. These objectives will require the additional and combined efforts of other media in
the promotional mix to promote, educate, or reinvent a product or service’s image.
There are a lot of options available when deciding on a promotional device. Some are
creative, some are functional—but all are consumer motivated. Sales promotions can be
broken down into two basic types: in-store and out-of-store promotions. A distinct few fall
into both categories. Let’s look at some of the most popular.
In-store promotions include:
• Coupons
• Bonus packs
• Price-off offers
• Specialty packaging
• Sampling
• Point-of-purchase (POP)
• Loyalty programs
Out-of-store promotions include:
• Refunds and rebates
• Continuity programs
• Trial offers
• Special events
• Product warranties or guarantees
Promotions that can be either in-store or out-of-store include:
• Contests and sweepstakes
• Premiums
• Giveaways
In-Store Promotions
In-store promotions are a marketer’s last shot at influencing the target prior to purchase.
The sales promotion devices employed are most often determined by price and purchase
location.
252 CHAPTER 15
Coupons
Coupons come with many different offers, such as cents-off discounts and two-for-one
opportunities, also known as buy-one-get-one-free offers. Other offers, often for higher-priced items, might offer a percentage-off option. Whatever the offer, coupons initiate
action and account for almost 70 percent of all consumer sales promotions.
Coupons can be found just about anywhere, but one of the most common places is
within the Sunday newspaper, where freestanding inserts (FSIs) are found. These perforated, usually four-color, 8½ × 11-inch pages offer numerous coupons for one brand
of products. Coupons can also be found within newspaper and magazine ads, in the mail
as a part of a direct-mail kit or polypak, and as bounce-back coupons on the outside of a
product or placed inside packaging. Most coupons can be used immediately and are known
as instant-redemption coupons. Others, like those used in an FSI, might be valid over
several days or weeks to encourage return visits.
Coupons can also be found on the Internet, on social media sites, and in text messages,
where distribution is tracked and usually limited on a per-person basis, so it is unlikely
the target will print coupons directly off a web or social media site. Instead, coupons are
usually sent to the target by e-mail or via mobile text. A request for coupons directly from
the consumer, either by toll-free number or through a web or social media site, creates an
interaction between buyer and seller. The more time consumers spend actively thinking
about the product or service, the more likely the product is to move from their short-term
memory to their long-term memory, assisting with recall when they shop.
Technology at the checkout counter is also an important part of coupon distribution.
One of the most commonly used coupon systems is Catalina Marketing’s checkout coupon.
This form of coupon is distributed with grocery receipts. Which coupons are distributed is
determined based on current purchases; they are often not for the same brand but for other
products in the same brand category. These checkout coupons cannot be used immediately
but may be used on the consumer’s next visit. If consumers remember to bring the coupons
on their next shopping visit, this is a good way to encourage trial.
Crossruffing is another coupon opportunity. Here, two compatible products team up to
share one promotion. For example, a coupon for Pillsbury cookie dough might be placed
on a package of Nestlé chocolate chips.
Bonus Packs
Bonus packs are very popular, giving the consumer more product for the price of the original size or including a related bonus product in a “try me” size.
Price-Off Offers
“Price-off offer” is a fancy term for a sale. Unlike coupons, price-off deals often appear on
the packaging or are announced by shelf signage. A sale can be anything from a cents-off
offer to several dollars or even several hundred dollars off, depending on the product.
Specialty Packaging
Used to raise awareness and to attract attention, specialty packaging is often used when a
product has been reinvented or repackaged. These offers are most common during holidays
SALES PROMOTION 253
or in conjunction with a promotional event, such as a movie premiere popular with the
target audience, a celebrity endorsement, or a sponsored event (see figure 15.1).
Sampling
Sampling is just what the name implies: The product is available for consumers to try at the
point of purchase. If the goal is to entice consumers to try the product, particularly if it is
new or repositioned, put it in their hands; let them feel the quality, weight, or texture. Better
yet, if it smells good, let the consumer sample its scent at no charge. Samples can also be
distributed through the mail as a part of direct-mail kits, bound up in the Sunday newspaper,
distributed at events, or sent in response to consumer requests.
Point-of-Purchase (POP)
This is all the advertising seen while shopping, such as store posters, signage inside and outside the store, promotional kiosks that prominently display products either in the aisle or on
the endcaps, and shopping-cart signs. Shelf dispensers are a popular way to distribute POP
coupons that can be redeemed immediately.
Loyalty Programs
Loyalty programs give something back to customers who repeatedly purchase a product or
use a service; such incentives include free products, priority service, and first-to-own opportunities. The goal is to retain and reward brand-loyal users in order to build a new and/or
strengthen an existing relationship between the brand and the target user. It is a great way
to make a brand with few differentiating features stand out among competitors.
Figure 15.1. This is an example of a give away at the opening of a local club and restaurant.
The inside of the promotional piece used accordion folds with four-color images and little
copy to entice the viewer down to the bottle opener hidden at the bottom of the piece.
Robyn Blakeman.
254 CHAPTER 15
Out-of-Store Promotions
Out-of-store promotions can be used to reward consumers for their loyalty or for purchase
or to draw attention to a brand or service.
Refunds and Rebates
Both refunds and rebates give cash back to the consumer. In the case of a refund, it’s possible for the entire purchase price to be refunded, with or without the original sales receipt.
Rebates often require the buyer to fill out lengthy forms and supply product information
that can be either mailed in or submitted via the brand’s website. The target’s willingness
to give detailed personal and purchasing information in return for an incentive is a great
database-building tool.
Continuity Programs
One lesser-known type of sales promotion is the continuity program. Every time consumers use the program and/or make a purchase, they earn points toward a reward or free gift,
usually associated with the program’s sponsor. Most often used by restaurants, hotels, and
airlines, this is a great way to encourage repeat purchase and build brand loyalty.
Trial Offers
Trial offers, most often used for expensive items such as beds, larger lawn and garden tools,
and exercise equipment, allow consumers to try the product in their home on a trial basis
for a specified time, often thirty to ninety days, before buying.
Box 15.2. What Gets a Coupon Redeemed?
The better the offer, the more likely it will be redeemed. Consumers are also influenced by the origin of the coupon. On the negative side, in-store coupons require time-consuming decisions and
extend the shopping experience. Other offers, such as bounce-backs or checkout coupons, cannot
be used until a future visit. Polypak coupons are the least attractive because of the time required to
sort through the stack of cards. On the positive side, coupons that arrive via e-mail or text or that
land on the target’s front doorstep in the Sunday paper are successful because they can be looked
at and organized at the target’s leisure. Coupons that arrive at the point of purchase with the target
are more likely to be redeemed.
Coupons never go out of fashion; they just hit their stride. Most sales or promotions occur
before and during a product’s peak season. It is not unusual to see a summer promotion for barbecue grills or a winter promotion for hats, coats, and gloves. This might seem a little strange, because
the products would most likely sell even without additional incentives. But remember, the whole
point is to get consumers moving now in order to increase short-term sales within a specific time
frame rather than waiting for them to get around to a last-minute purchase.
Believe it or not, most coupons are never redeemed, and many that are cause another problem: misredemption. This is when a coupon is accepted for the wrong product or used after the
expiration date. Additionally, coupons do not always attract or reach new users and are often
redeemed by consumers who are already loyal to the brand.
SALES PROMOTION 255
Special Events
When a product or service attaches its name to an event, it is called a special-events promotion. Sponsors whose products are a good fit with the event and its target audience will
experience a high degree of product awareness and recall.
Product Warranties or Guarantees
One of the best ways to generate trust or goodwill in a product or service is to offer a
product warranty or guarantee. A warranty guarantees that if the consumer is not 100 percent satisfied, the purchase price will be refunded in its entirety. Price guarantees ensure
consumers that they will not find the product at a lower price anywhere; if they do, the
marketer will honor the lower price, refunding the difference.
In-Store or Out-of-Store Promotions
Some promotions can be used whether the target visits a store location or purchases from
a website or over the phone.
Contests and Sweepstakes
Of all the promotions we have discussed, contests and sweepstakes are one of the few that
do not necessarily require a purchase in order to participate. Consumers love the interactive
participation of games of chance. The decision to use a contest or a sweepstakes depends on
the type of promotion and the desired outcome. Contests are games of skill that require
participants to meet a certain set of standards in order to win. A sweepstakes, on the other
hand, is based entirely on chance. Both can be used to build a database list; information from
entry forms can be stored and used for future promotions.
Premiums
Premiums are wearable or usable gifts that are often given away at out-of-store sponsored
events, through personal selling, or attached to an in-store product. Usually emblazoned
with a company or product logo and/or tagline or slogan, these usable items include T-shirts,
pens, calendars, coffee cups, and baseball caps—basically, anything that can display a logo.
Not all premiums are free; some require a few proof-of-purchase seals and a little cash to
cover shipping.
Giveaways
A giveaway can take place in or out of a store. Although similar to sampling, giveaways
rarely give the actual product or service away. Instead, a giveaway is often something that
complements the product or service. For example, a DVD player might come with an offer
of free DVDs with purchase.
How Does Sales Promotion Help IMC Be Consumer Focused?
Sales promotion brings customer contact to an IMC campaign. It can be used to reinforce
an existing campaign message, stimulate trial or repeat purchase, or launch a new product.
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A promotion is an interactive direct-response vehicle that often initiates a one-on-one
dialogue with the consumer. Products can often be tested and tried on-site, creating immediate feedback between buyer and seller. Most sales promotions are personal.
Because sales promotion, like direct marketing, is so consumer focused, it is more
expensive to use than either public relations or advertising mass-media approaches. Cost is
also dependent on the size and length of the promotion and the number of prizes or premiums needed. Sales promotion runs the risk of generating big losses if participation is low.
Every buyer likes a bargain, but not all consumers will respond to a bargain. Consumers who are loyal to a product will not be tempted by sales or giveaways; others live only
for the next promotion, with brand playing little or no role in their purchase decision. In
between these two extremes lie the switchers, those who may be successfully tempted into
switching from a preferred brand to a new brand. This is the group most influenced by sales
promotion efforts.
Promotions are most often used in an IMC campaign to round out and reinforce
the other advertising efforts that make up the promotional mix. The type of promotion
used should be chosen based on the product and where it is in its life cycle. New product
launches often use coupons, sampling, bonus packs, or contests and sweepstakes to encourage trial purchase. A product in its maintenance stage relies on advertising and requires little
promotional assistance. The use of sales promotion is a great way to reawaken interest in
a mature brand and might be used to remind the consumer of its value with crossruffing
coupons, in- or on-pack offers, or flashy POP displays.
Enticing consumers to take advantage of offers is not always successful, so sales promotion cannot be relied on as the sole way to generate interest and increase traffic or shortterm sales.
Incentives and Deterrents of Sales Promotion
To decide whether sales promotion is right for an IMC campaign, let’s look at some of the
incentives and deterrents associated with it.
What Makes Sales Promotion So Great?
The more notable incentives associated with sales promotion include:
• Time Limit. Sales promotions increase a company’s cash flow, since consumers are
more likely to buy when they are offered an extra incentive on a short-term basis,
ensuring an influx of cash for a set period. Any kind of promotion is good for consumers, since it gives something to, or back to, them. As soon as the sale or additional
incentive is over, sales will drop or return to pre-promotional levels.
• Trackable. After a coupon is redeemed or a contest winner is found, results are easily
tracked. The volume of sales made during the promotion will also determine success.
• Product Visibility. A good promotion can entice the consumer to try the product.
When a product is supported by a promotion, it can increase awareness by making
the product temporarily stand out from a competing brand, initiating a trial purchase.
SALES PROMOTION 257
Promotions can be directly responsible for convincing consumers loyal to a competing brand to switch brands based on an initial trial.
Is There Anything Wrong with Sales Promotion?
The more notable deterrents associated with sales promotion include:
• Negative Sales Effect. Once a promotion has ended, sales often drop as consumers
move on to another product promotion. This is an unfortunate side effect of using
sales promotion. To quickly increase sales again, another promotion will be needed.
• Damaged Brand Image. Overuse of promotions can damage a product’s image in the
mind of the consumer by cheapening its appeal. This directly affects the need to
build and maintain brand loyalty. A product’s image is the voice of advertising efforts,
and excessive promotions can quickly erode the message, destroying consumer confidence in the brand.
• Equity Depletion. Excessive use of sales promotions can negatively affect the way the
target views the product’s image or worth, effectively depleting a brand’s equity over
time.
• Cost. Sales promotion is expensive. A relatively small number of consumers will be
reached compared to other approaches, and inventory to cover prizes or premiums
can be high when compared to the actual number of sales.
The Strategy behind Sales Promotion
Sales promotion works great as a secondary medium for public relations, advertising, and/
or direct marketing, social media, mobile, and/or alternative media to induce trial during
small or inexpensive product launches. It is a useful tool for any product where a particular
feature can be proved at the point of purchase, such as taste or softness. Products in highly
competitive categories with little or no product differentiation can benefit from the use of
coupons, bonus packs, price-off offers, or sampling opportunities.
So how does sales promotion fit into the promotional mix? A mature product that is
being repositioned might lead off with public relations, using the media to announce a new
face to an old friend; advertising will then begin building awareness and introduce the new
image. A coupon could be placed in almost any print or digital medium, but would most
likely be found in newspapers, magazines, and direct mail, on mobile devices, in e-mail, or
on websites.
Direct marketing might use sales promotion in a direct mail kit by directing the public
to a store location, a website, or a toll-free number to receive a free sample or participate in
a trial offer. Incentives such as samples, coupons, point-of-purchase displays, or trial offers
can be used to build brand awareness for a new product or to reintroduce the target to a
reinvented product.
Like advertising, promotional efforts may target both a primary and secondary target
audience. Determining the need for a secondary audience will depend on the target’s over-
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all knowledge of, or history with, the product or service and whether it can, or would, be
purchased by a family member, friend, or professional associate. Additional factors affecting
both the promotional mix and the strategy include how far each audience is from trial,
repeat purchase, and brand loyalty.
Key consumer benefits have nothing to say in sales promotion—but they have everything to show. The message should be your guide, along with strategy, overall objectives, and
target audience as to what the image of the promotion has to do with the image of the
product and target. Sales promotion efforts should be avoided for products with a strong
brand image, with the possible exception of event sponsorships or continuity programs.
Effective sales promotion objectives might include encouraging trial or product switching by nonusers, supporting a new product launch, offsetting competitor promotions, gaining a larger market share, and increasing short-term profits.
The type of strategy chosen will depend on whether advertising efforts are focusing on
the consumer to reward purchase or loyalty, or to promote the product. A strong product
approach works on any level, as do the consumer approach options. A rational appeal is best
if the tone or execution technique employed is comparison, price, or news driven. Depending on the product’s life-cycle stage, a good alternative emotional appeal is the reminder. If
it’s important to make a quick sale and increase profits for a limited time, sales promotion
is a strategically good choice.
The Look of Sales Promotion
Sales promotion must be an extension of the brand’s image and the advertising message. The
closer the visual/verbal relationship, the easier it is to excite consumer interest.
It is important to carry the visual/verbal message created elsewhere in the promotional
mix through all sales promotion efforts. This is often easier said than done because of the
eclectic shape, texture, and size of promotional materials.
Depending on the amount of available surface space, promotional devices such as special
packaging, premiums, contest and sweepstakes announcements and/or game boards, POP
displays, coupons and freestanding inserts, and special event materials should take their cue
from print or direct-marketing materials. Consider adapting unique headline styles, color
combinations, typeface and type style, a spokesperson or character representative, and logo
and slogan or tagline for use in sales promotions. POP advertising that reflects the overall
visual/verbal appearance of the other IMC components can assist with product recognition
should the target forget the product name while shopping.
The job of this very consumer-focused approach is to get the product into the target’s
hands and push for an initial inquiry, a request for follow-up information, or purchase. Sales
promotion is a great way to introduce or create excitement about a new product or to
reintroduce an old one.
SALES PROMOTION 259
DISCUSSION QUESTIONS
1. What are the strategic uses of sales promotion in an IMC campaign?
2. What is sales promotion and how is it used in conjunction with direct marketing?
3. What is the difference between sales promotion and advertising?
4. What are some of the most common incentives used in direct marketing?
5. What is the most distinctive characteristic of sales promotion compared to public relations,
advertising, and direct marketing?
6. Like direct marketing, sales promotion has a very diverse array of contact vehicles. What are
some of the most common and how can they each help to visually and verbally express the
key consumer benefit?
7. What is the difference between in-store and out-of-store promotions? What are some of the
most common types of vehicles and how can they be promoted and tied to an IMC campaign?
8. Only a small number of coupons are ever redeemed. What can the visual and verbal message
say/do to ensure their use? Explain.
9. How does sales promotion help an IMC campaign to be more consumer focused?
10. What are the pros and cons associated with sales promotion?
11. What is the strategy behind using sales promotion in an IMC campaign?
12. Why is sales promotion a great pairing with multiple vehicles in an IMC campaign?
13. What must sales promotion do both visually and verbally to be successful within an IMC campaign?
14. What is the difference between IMC, advertising, and integrated brand communication (IBC)?
^Q
260
‡
CHAPTER
16
Internet Marketing
and Social Media
The Strategic Use of Internet Marketing in IMC
The Internet has changed the way corporations conduct business and connect with customers. Through the Internet, advertising that once spoke to the targeted buyer can now
actively interact with that buyer. Consumers can ask questions, get help or technical assistance, and make a purchase without ever leaving their home or office. The Internet allows
consumers to decide when, where, and for how long they will view a message. The ease with
which information can be gathered makes comparison shopping easier, faster, and more
convenient, so when consumers elect to buy, they are much better educated on product
use, quality, price, competitor brands, and/or guarantee or return policies than ever before.
When consumers visit websites, it is important that the sites open quickly and are easy
to navigate. When consumers initiate contact, they should encounter courteous and knowledgeable customer service or technical representatives who can answer questions quickly
and professionally. Often, this is the only thing that separates one product in a category from
another. The quality of this interaction is often transferred to the brand or service.
The role of the Internet is still evolving. Its growth as an advertising or direct-selling
tool will ultimately depend on how and why consumers use it. Use as a primary vehicle
requires the target to initiate contact based on a personal need that begins and ends with
a search for information. In the Internet’s current role as a secondary or support media
source, the target is directed to a website based on exposure in a traditional advertising or
promotional media vehicle.
INTERNET MARKETING AND SOCIAL MEDIA 261
Used together, traditional advertising and Internet marketing, also called cybermarketing, are effective at building brand awareness, initiating interactive opportunities, and
educating consumers about a product or service. As an educational and informational tool,
the Internet is a great place to direct the target for information on current promotions, news
articles, testimonials, tests or medical results, and advice or tips from relevant experts. Many
websites also sponsor social media sites, chat rooms, and/or blogs where consumers can talk
to and exchange information with other product users.
After advertising, a website is often the consumer’s first concentrated impression of a
brand or corporation. The consumer’s initial website visit is like stepping into a brick-andmortar store for the first time: The consumer will take notice of the furnishings, how the
floor plan is laid out, and how products are displayed. A messy or haphazard appearance is
a turnoff and reflects low budget and quality; a lot of white space and a clean atmosphere
gives the illusion of quality and exclusivity. As we have learned, advertising in any medium is
all about presentation and the way the visual/verbal message is delivered. Internet marketing
introduces yet another dimension: interactivity.
Interactive media focuses on creating dialogue and building relationships between
buyer and seller by providing multiple channels of communication to encourage consumer
interaction and/or feedback. The successful use of interactive media is an important component to developing an effective IMC approach.
The Diversity of the Internet Marketing Voice
The Internet is interactive, requiring the consumer to participate in the message by scrolling
or clicking to retrieve information. This participation should take little thought, and, like
any other medium we have discussed, it should lead the consumer on an informative but
structured journey. Interactive advertising vehicles can be as uncomplicated as a banner ad
or as multifaceted as an entire website.
Advertising as we know it in print does exist on the Internet in the form of pop-ups
and banners, and some Internet service providers sell message space at the bottom of each
viewable screen. This type of message is more reminder than hard sell and can be targeted to
match the demographic and psychographic characteristics of the viewer based on previous
searches. This personalization helps brands reach out to those consumers most likely to buy
with an offer they will be interested in.
Internet use is popular among consumers, and advertisers are still learning the ins and
outs of how to deliver an advertised message that is not overtly intrusive. Making advertising interactive or participatory, rather than just visually and verbally interesting, is a new
challenge. To creative teams, interactive means creating an attention-getting activity that can
also inform. To marketers, it is a means of creating an informational vehicle for two-way
communication with the target audience.
Advertising on the Internet is less expensive than traditional advertising methods, is easier to revise, and is much more targetable and less intrusive to consumers, since they choose
when, where, and for how long they will visit a site.
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Internet advertising and promotional efforts at their simplest can take many diverse
forms, such as banner ads and pop-ups, floating ads, personalized e-mail, and opportunities
to enter a contest or sweepstakes or pick up a coupon or two. More sophisticated options
might include streaming audio and video, webisodes, augmented reality, games, search, payper-click advertising, interactive television, and destination or informational websites.
Banner Ads
With a click of the mouse, a banner can transport a viewer to the sponsored web page.
Banner ads are mass media Internet vehicles usually found at the top of web pages. In its
simplest form, a banner is nothing more than a brightly colored rectangular bar featuring a
logo and a small amount of type. Vertical banners known as skyscrapers are another option,
although they are not used as often. More complex banners can use moving or blinking
images to attract attention. It is important not to get so caught up in what can be done with
the technology that basic design principles are ignored. It is not a big leap from animated
to tacky and annoying, so take care when deciding how consumers should think about the
client’s product the first time they see the banner.
Like traditional advertising methods, these often unpopular and intrusive ads are paid
for by the advertiser and placed strategically throughout the Internet, usually on very active
or highly visited sites. These interactive advertising messages have little type; they briefly
present the key consumer benefit and/or a slogan or tagline with an accompanying logo.
When used as a more selective targeting vehicle, banners can be placed on sites that
focus on a specific market. For example, a site on dental health might have a banner for a
tooth whitening system. This option allows for less waste and creates more interest.
Pop-Up Ads
Pop-up ads are separate windows that pop up on top of a web page. Much like banner ads,
these mass-media ads link the viewer to another site. Pop-up ads were originally conceived
as a vehicle to drive consumers to the desired website; instead, consumers often consider
them an annoyance, making them equally as unpopular as banner ads. Consumers are taking
advantage of pop-up blockers offered by their service providers to keep pop-up windows
from opening.
For now, banners and pop-up ads make up the limited palette from which Internet
advertisers can choose to deliver their message. Advertisers and marketers alike are asking:
What is the look of Internet advertising? Is it more like print or broadcast? Banner and
pop-up ads currently have more print characteristics than broadcast—and all the annoyance
of both. Marketers are constantly working to come up with new and less intrusive ways to
catch and direct the target’s attention to their websites. The Internet’s visual/verbal growing
pains are much like television ads were in their infancy. Long and boring, they sounded
more like radio ads than the creative, informative productions we see today. As knowledge
of what the Internet can and cannot do and how the consumer will interact with and react
to Internet advertising develops, creative teams will be better able to define what good
advertising on the Internet will look and sound like and how motion should be employed.
INTERNET MARKETING AND SOCIAL MEDIA 263
Floating Ads
These ads appear when a website opens and “float” or land on top of the page, blocking the
site beneath. Each message can last anywhere from five to thirty seconds and can take over
a viewer’s mouse for as long as it is viewable. These attention-getting but often annoying ads
will often try to overcome their intrusive presence by featuring animation and/or sound.
E-mail Marketing
E-mail marketing is another way to reach the target electronically. E-mail makes printed
copies and lengthy printing delays a thing of the past, and is an inexpensive and dependable
means of reaching the target. As an effective customer service device, e-mail can be used to
thank customers by name for their purchase and reinforce ways to contact the marketer with
questions or comments. E-mail can also be used to verify the receipt of an order, alleviating
concerns that it might somehow have been lost in cyberspace. It is also an excellent way to
send a follow-up customer comment sheet, allowing buyers to comment on service, product
quality, and so forth.
Like other forms of Internet advertising, e-mail marketing gets mixed reactions. When
consumers elect to receive e-mail messages, it’s known as permission or opt-in marketing. Elective e-mails might come from local retailers announcing sales or from airlines or
hotel chains advertising discount fares or room rates. E-mail messages sent without permission are known as spam.
Streaming Audio and Video
Streaming audio and video is the Internet version of radio and television advertising. A static
image or link can be clicked on and played back, creating an opportunity to use demonstration or testimonial techniques or to give the spokesperson or animated character a role in
the website. It takes a fast Internet connection to run streaming audio and video combinations, and because of technology limitations and variables, it is most commonly used not as
a straight advertising tool but as an interactive supplement.
Webisodes
A webisode is a short original episodic web program that uses sight, sound, and motion
to engage the viewer with branded storytelling content. They are often used to promote
products or services, introduce music, or publicize news events.
These very engaging forms of branded content keep the target engaged and thus
coming back for more. The goal beyond an attention-getting device is to encourage the
viewer to visit related YouTube channels, Facebook pages, or any other related touch points
associated with the brand.
Webisodes are inexpensive to produce compared to traditional television and are a very
successful, unobtrusive way to tell the brand’s story. A few examples of brands currently
and successfully using webisodes are Kraft, Ikea, and Procter & Gamble. The most successful webisodes offer something unique to the viewer, something not found in other media
outlets.
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Figure 16.1. The
“True-to-Life
Prints” online
banner ad was
designed to
demonstrate to
home printer
users the realistic quality of the
prints from the
HP Photosmart
8230 Photo
Printer. Created
by Robin Tan,
Jae Soh, and
Justine Lee
from Saatchi & Saatchi
Singapore for
Hewlett-Packard Asia Pacific.
Images courtesy
of Saatchi &
Saatchi.
INTERNET MARKETING AND SOCIAL MEDIA 265
Augmented Reality
Augmented reality (AR) places digitally created images over real-world images to create a
three-dimensional holographic image. Largely a promotional tool, its main goal is to engage
the viewer, extending the amount of time she spends with a brand. To use, the target must
download a software application or browser plug-in and have a built-in webcam.
AR can also be used in traditional advertising and packaging and on mobile devices.
Thanks to Pokémon Go raising awareness about augmented reality, consumers are likely to
see it used to sell furniture, apparel, makeup, jewelry, and other products. Being able to see
something in your home or on your body before buying can help to simplify purchasing
decisions. Other uses might include navigation, search, or even the ability to scan someone’s
face to find out more information about them, similar to scanning a QR code for additional
content. But for now, AR in its most common and simplest form can be regularly seen
during football games when the first-down yellow line is displayed on the screen.
Technology like AR has everything needed to capture and hold the attention of a
distracted, advertising-avoidant target. It is engaging, interactive, memorable, and worthy of
being passed on to friends and family members.
Games
There are many gaming opportunities for those who enjoy playing. In-game advertising
(IGA), or advergaming, is advertising placed inside video games that can be purchased or
played for free on computers, tablets, and televisions or via mobile devices.
Some games, like Candy Crush Saga and Angry Birds, can be played for free on Facebook; others distribute games as promotional devices for a particular brand. Popular video
games can also display advertising. Most brand placement is simple and game appropriate; in
other words, you won’t see a Pepsi can in a game featuring dinosaurs. However, that same
can may be held by a character in a game that takes place in a present-day or futuristic setting. Other placements might appear on billboards, clothing, transit vehicles, or packaging.
Search Engine Marketing
When brands pay a search engine company such as Google or Bing to place their websites
first or toward the top in keyword searches, it is known as search engine marketing
(SEM). This top placement increases the chance the site will be clicked on. Sites that
employ search engine optimization (SEO) include relevant links to other sites to
increase engagement. Search engine marketing is very effective because it is based on the
target’s specific interests.
Pay-per-Click Advertising
Pay-per-click advertising uses short text-only ads that are placed on multiple popular websites. Its only job is to encourage viewers to click on the ad, where they will be quickly
transported to the sponsoring website.
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Interactive Television
Interactive television is a mixture of computers, television, and the Internet. Television
advertising that features a link allows consumers to directly respond to a commercial message viewed on their television screen by clicking on the link using their remote or with a
remote control or a keyboard. Satellite television has offered interactive technology for years,
allowing viewers to order movies using their remotes. The technology required to make
television viable as a two-way media device is currently available and is gaining in popularity.
Destination or Informational Websites
The job of a website is to provide company background and/or product details. There are
two basic types of content sites: destination websites and informational websites.
Destination websites are the place for surfers to be. This type of site actively engages
viewers, using some form of entertaining activity with the goal of building brand awareness
and encouraging return visits. The ever-changing destination website can intrigue, entertain,
and interact with visitors as a means of introducing a product and building brand awareness.
This type of approach works great for products generally purchased more spontaneously or
products that are not technical in nature and need little explanation as to use.
The goal for marketers and advertisers alike is finding out what makes a surfer return to
a site. A return visit requires initial interest, but the site must change constantly so that every
visit is unique. Easy methods to keep a website fresh include using promotional options,
such as contests and sweepstakes; more sophisticated options, such as augmented reality,
webisodes, or games; or news and weather updates or stock quotes. The key is to find a way
to make visitors bookmark the site.
Since most surfers are on the go from site to site, they like sites that load quickly and can
be viewed as easily as possible. A simple visual/verbal format will be read more often than
a time-intensive multimedia message. Webisodes and streaming audio and video are great if
consumers want to take the time to watch or listen, but even in this popular medium, simple
and traditional approaches work best.
An informational website’s primary job is to educate rather than entertain. This type
of site showcases products or services, offers advice or promotional devices, and provides
customer service or technical support. A typical page features descriptive copy with an
accompanying visual. Although informational sites are not flashy, interactive opportunities
exist through promotional efforts such as free gifts, additional information requests, contests,
and “click-and-print” coupon offers.
The Internet of Things
The Internet of Things (IoT), very basically, connects everyday objects like refrigerators to
the Internet, allowing for interaction from anywhere at any time. Marketers are using the
IoT to connect with their target in very diverse ways. Disney, for example, uses connected
wristbands that can be used to enter the park, unlock hotel doors, and purchase food and
souvenirs. Brands like Frito-Lay Tostitos are using embedded sensors on a smaller, more
temporary basis. As part of a Super Bowl promotion, Tostitos partnered with Mothers
Against Drunk Driving and Uber to remind partygoers not to drink and drive. The specially
INTERNET MARKETING AND SOCIAL MEDIA 267
designed bag included an alcohol sensor that could “smell” if you had been drinking. The
highly creative “how to” packaging showed a steering wheel that lit up after the sensor at
the top of the bag was blown into, showing either a green light, indicating you were OK to
drive, or a red light, indicating alcohol was present and you needed to use the $10-off Uber
coupon to get a ride home.
The Strategic Use of Social Media in IMC
The Internet is no longer just one surfer individually looking for information; it has become
a place to be entertained and to network socially, with sites like Facebook, Twitter, Pinterest,
Instagram, and YouTube.
Social sites are a pop culture phenomenon that affects viewers both socially and culturally. These popular networking sites offer participants the opportunity to post personal
profiles, including photographs; participate in blogs and chat rooms; post messages on bulletin boards; and listen to music or view videos. Consumers’ love of anything technical is
boosting revenues on these varied social sites.
Social media, also known as user-generated content (UGC) or consumer-generated
media (CGM), is the visual/verbal sharing of thoughts and ideas on the Internet between
brand users. (See case study 14 on Gatorade’s use of social media.)
From a business perspective, since the target generates social media content, it creates a
relationship by creating a two-way dialogue between buyer and seller. Businesses that invest
in social media can improve or regulate customer relationships, generate promotions or sales,
and reduce advertising costs.
The interactive environment created through social media outlets eliminates advertising that talks at the consumer through content that is mass focused for an individually
targeted discussion. Advertising appearing on social media sites is more promotional and
requires brand representatives to be part of an ongoing conversation with the target rather
than delivering a scripted response to inquiries that attempt to control the direction of the
discussions by minimizing concerns or selling the brand’s virtues. By taking an active role in
social media discussions, brand representatives can quickly address any negative comments
or rumors or even use consumer feedback in future product upgrades or advertising efforts.
It is important that the strategy employed match the one used throughout the campaign
to keep the message relevant and as a way to reinforce claims made elsewhere. When the
media mix is synergistic, it can continue to educate and inform, no matter where the advertised message is encountered, and ultimately strengthen loyalty and build or reinforce equity.
To take social media efforts one step further, consider adding some type of video. Gaining in popularity on sites like Twitter, these sponsored videos allow customers to see the
product in use. Visual cues help the target remember the brand at the time of purchase as
well as help build loyalty.
Social media sites may also include:
1. Trial or other types of promotional offers
2. Opinion posts
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^C
CASE STUDY 14
IMC Social Media: Gatorade Dunk
For the past thirty years, Gatorade has crowned the champions of the Super Bowl with the iconic
dunk at the end of the game. Although it has been seen by millions of broadcast viewers, it has only
been experienced by a select few individuals since its inception.
Challenge
How could the brand allow its fans on social media to take part in the celebration?
Idea
The Snapchat Gatorade dunk went live the day of the Super Bowl and featured a 3-D representation
of the iconic Gatorade cooler seen on every NFL sideline. Through Snapchat’s facial recognition technology, users could select the Gatorade lens to activate an interactive augmented reality Gatorade
cooler to splash over their head, giving the impression that the user had just experienced a true
Gatorade dunk.
The Gatorade dunk—or “shower” or “bath,” depending on the TV announcer—is a Super Bowl
tradition. And the sports drink is playing that up for its Big Game ad campaign on Snapchat, showing
an animated GIF of tennis star Serena Williams getting doused virtually.
Gatorade is utilizing its ongoing sponsorship of Williams, who dons football-style eye black in
the ad. The PepsiCo-owned brand has partnered with Snapchat and purchased a sponsored lens
on the mobile-social platform for an undisclosed amount. (Adweek reports that the four-month-old
branded lens costs $350,000 on non–Super Bowl days.)
The marketer’s lens employs animation powered by object-recognition technology to trigger
the Gatorade cooler and subsequent dunk. In other words, it’s an optical illusion that Williams is
getting drenched.
Snapchat users will be able to save the animation and share it. Consumers can personalize the
Gatorade lens by pressing down on the app and holding their—or a friend’s—face in front of the
camera in Snapchat. Filtering options will then appear at the bottom of the screen. The lens will be
available through Monday.
Snapchat has become integral to major marketers’ attempts to reach millennial consumers, and
it’s going to be interesting to see how brands do with it during the Super Bowl.
Results
More than 165 million platform views and 8 million unique user-generated videos helped create an
increase in brand favorability and purchase intent.
Sources: “How an Iconic Moment for a Few Became an Immersive Experience for Everyone,” VML.com,
http://www.vml.com/our-work/gatorade.
“Check Out Gatorade’s Super Bowl Snapchat Ad with Serena Williams,” Adweek, http://www.adweek.com/
digital/check-out-gatorades-super-bowl-snapchat-ad-serena-williams-169474/.
INTERNET MARKETING AND SOCIAL MEDIA 269
3. How-to ideas
4. Humorous or motivational stories
5. Imaginative/creative product ideas
6. Q&A
7. Real-time posts
8. Debatable or controversial content
9. Influencer posts
Like in Internet marketing, brands using social media often compile a database of
brand-loyal users who, as a reward for their loyalty, are the first to hear about upcoming
promotions or are sought out for feedback on new or existing brands and current promotions. Along with social media, many brands may also include within their media mix other
digital options such as Internet websites, permission marketing, search, and varied mobile
options such as GPS location, texting, and mobile apps, as well as traditional outlets to reach
the target.
It is important to remember that all social media sites are networking sites. They are
not the arena for pushy sales tactics, hard-sell advertising techniques, or trashing competitor
brands.
Brands that incorporate social media into their promotional mix need to be cognizant
of the fact that they cannot control content, but they can ensure they always talk to visitors,
not at visitors. By being a part of the conversation, brands can ensure they help accentuate
the positive, counter any negative chatter with current facts, dispel rumors, and outline
future actions that will be undertaken if applicable.
Social media is a unique promotional vehicle because it allows users to honestly post
or write about their personal experiences with a brand. It is the first widely used media
outlet where advertisers do not control the message. Because of this, before posting, many
sites require visitors to honor a standard conduct agreement prohibiting the use of profanity,
defamation, or any other form of inappropriate behavior. Sites should also let visitors know
they are legally responsible for any content they post to the site. To ensure compliance,
many sites have someone who monitors content and has the authority to remove anything
believed to be in violation of this agreement.
It is impossible for any advertised brand to reasonably expect that all posts will express
positive experiences or rave reviews, but the brand can reasonably assume posts will express
an honest appraisal of users’ interactions with the brand.
Postings on social media sites are often the foundation for a new or reinvented brand’s
success or failure in the marketplace, often overriding anything said in traditional advertising.
It has redefined customer service initiatives and how companies create a two-way dialogue
between buyer and seller.
The Diversity of the Social Media Voice
Social media encourages word-of-mouth discussions about a brand, conveniently delivers
promotions, and is a great source for feedback. Unfortunately, marketers still want more out
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of social media for their individual brands and are attempting to reinvent and strengthen
its role in the promotional mix by finding a term more suitable to its use in their brand’s
promotional efforts. To more effectively define use, brands have adopted more functional
terms for social media, such as social marketing, social buzz, social influence marketing, and
social response management, to name just a few new labels.
Social media, unlike most forms of advertising and promotion, is not thrust upon consumers but is used by choice. It is not a venue devoid of advertising but relies most heavily
on user-generated content to reinforce the brand’s message. Consumers have many choices
when it comes to social media, such as Facebook, Twitter, blogs, YouTube, Snapchat, Pinterest, Tumblr, Instagram, Google+, and LinkedIn. Let’s take a brief look at what each one
has to offer.
The best reasons for having a presence on Facebook include ongoing conversations with
brand-loyal consumers, building brand awareness, the ability to promote new products, getting feedback on current brands, and providing a convenient outlet for dispensing diverse
forms of sales promotions that promote word-of-mouth and viral sharing, as well as purchase or repurchase of the brand.
Traditional advertising, according to research, is the most effective way to promote
brand pages, followed by personal recommendations and individualized web searches. To
encourage repeat visits, consumers loyal to the brand want their visits to be less about
coupons and more about being part of something exclusive and meaningful. They want to
access elite content, get insider information, and be the first to learn about opportunities on
upcoming product launches and/or play a meaningful role in providing recommendations
on improving product performance.
As an engagement, viral, and promotional tool, Facebook offers a location-based, or
check-in, feature called Facebook Places, where users can share their location with friends
and in return receive some type of incentive. This is also a great viral tool for participating
marketers because Facebook alerts their friends with news feeds every time they check in.
BOX 16.1. Before Adding Social Media . . .
Before adding social media to any media mix:
• Know what role the site is intended to play in the brand’s continued development.
• Know how the target will be initially directed to the site—traditional media, website, e-mail alerts.
• Know what the target wants out of a social media site.
• Know who will monitor the site and when, and know whether they are authorized to respond to
all messages, both positive and negative.
• Be sure all internal and external messages are integrated and that all employees are made aware
of the current advertising messages and promotions being seen by the target.
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Consumers who join a brand’s fan page do so because they like and use the product or
service at least occasionally, and they use the discounts provided there regularly. To encourage repeat visits, it’s important to update the page often with information on the brand or
promotions the targets find relevant to their lifestyle. Like a web page, the main reason fans
do not return to a brand’s page is that content offers nothing new.
To begin with, be sure to make the page more about the brand and its importance to
the target’s lifestyle and less about promotions. Rules for ensuring engagement include:
• Not posting anything that does not positively promote both the brand and the
brand’s image.
• Making sure all posts close by telling the target what you want her to do, such as
“like” the page or give feedback.
• Engaging the target in a conversation. Start by asking questions or making suggestions. It is important to remember that a social media site is not the place to actively
sell the product or service; it’s the place to build loyalty and community around the
brand.
• Posting comments or articles from outside sources not associated with the brand, such
as newspaper articles.
Facebook, like other social media outlets, is constantly changing the way ads are purchased and the types of ads brands can purchase for use. Once boasting more than twenty-seven different types of ad formats, Facebook is cutting out more than half. Instead of a
standard format buy, brands can now pick a format based on what they want to accomplish,
such as building brand awareness, app download, or driving consumers to brick-and-mortar stores or websites. Facebook will use this information to determine the best format to
employ, such as mobile app install ads, or ads designed specifically for mobile, and in-store
offers that advertise in-store promotions.
Facebook is constantly changing out and updating ad formats. Some of the more prominent ad formats include Link-Click, carousel, lead generation, dynamic product, canvas,
collection, video, and slideshow.
All Facebook ads now have some type of social aspect built in. Not only will this
build relationships, but it is a great way to drive both traffic and sales. This is good news
for consumers; they will now have to see only one standardized form of brand advertising
on the platform, and brands will no longer have to create separate ads to accommodate the
various formats. Thanks to the new changes, these social devices can be seamlessly threaded
throughout all ad formats, whether appearing in news feeds or in domain ads that are seen
along the right-hand side of the page.
As it grows, Facebook is getting better at targeting according to demographics, social
connections, interests, and lifestyle.
Twitter isn’t about lengthy discussions between a brand and its target; it’s about making a
comment or criticism in 280 or fewer characters. Its ease of use makes it a popular vehicle
for promoting more in-depth word-of-mouth discussions. Something said in a few words
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can be easily misunderstood, so marketers must constantly monitor postings to clear up
negative comments, clarify messages, or add to positive ones. Its most important attribute to
marketers is the insight into public opinion. Information found here can be used to update
a brand’s taste, performance, color, ease of use, and so on.
Twitter can be employed to improve and maintain relationships, to create an ongoing
two-way dialogue between buyer and seller, or to promote a product. Its main focus is on
interaction and building a brand’s current target audience; initiating, building, or maintaining
brand awareness; and encouraging the target to visit a website or brick-and-mortar location.
Its concise messages can capture attention, keep up an ongoing dialogue with the target,
offer immediate feedback on not only the brand but competitors’ brands, and often introduce unique uses and engaging promotions.
Consumers who follow brands on Twitter want pre-promotion updates on brands
before the launch; to be kept up to date with new technology or innovations; to get coupons, freebies, or trial offers; and to get advance notice of upcoming sale offers.
Twitter is a popular social networking site because it’s fast and easy. Its lack of bells and
whistles is great for consumers but is often considered limiting and frustrating to marketers.
So instead of using it as an advertising outlet, most brands use it as a promotional or interactive vehicle. It is not necessary for all advertising and promotional outlets to tell a lengthy
story about a brand; there are other vehicles more suitable for that. A short, creative message
is often more memorable, one that focuses on a single feature and benefit, directly addresses
lifestyle, and has all the focus one message needs to deliver and create the desired action, such
as a visit to a website or brick-and-mortar store to purchase or seek out more information.
Postings on Twitter are known as “tweets” and are a great way to focus attention on a
public relations event or add a viral or word-of-mouth component. Twitter is an important
member of the media mix because it offers a buyer and seller a forum for exchanging ideas
and delivering promotional opportunities. As a public relations device, Twitter can reach or
react to client postings quickly; and as a promotional device, it can inexpensively dispense
coupons, promote contests and sweepstakes, and offer sample opportunities. As an advertising vehicle, advertising can be placed on Twitter using promoted tweets, promoted trends,
and promoted accounts.
Relatively new to Twitter is Periscope, a live content–creation app. Periscope allows
users to use their phone to shoot live content. Content can include mobile notifications
and location options, work as a social media outlet, and incorporate real-time discussion
and feedback.
So, who uses Facebook versus Twitter? According to researchers, Twitter users tend to
be influencers, while Facebook users tend to reflect the average consumer. Users of Facebook choose to become a brand fan because they are often already users.
Blogs
If the target is looking for a forum where in-depth conversations between buyers and
sellers and numerous unrelated consumers can take place, she can visit a blog. These chatty,
opinionated sites are a great place for brand-loyal consumers to gather, often to talk about a
niche brand. These outspoken loyalists—or naysayers—often offer valuable feedback on new
product launches, product upgrades, or the reintroduction or reinvention of mature brands.
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Often visitors have access to customer or technical service advisers or management-level
executives.
Blogs are often promoted on search engines or websites, or via a link that takes the
viewer to related and relevant content. To ensure participation, each outlet should inform
the viewer why he will find the blog helpful, educational, or informational. For example,
if a new use has been found for the brand, brand users should be diverted to that site for
more information.
Blogs are not as popular as they once were for many Internet surfers. Their decline is
due mostly to younger people preferring to use Twitter or Facebook as their public forum.
Blog sites, however, have not been abandoned by middle-age adults, who regularly use the
Internet as a business or research tool, or by brand-loyal niche enthusiasts. These types of
users are looking to engage in more comprehensive, in-depth discussions that offer value-based and usable content.
Visitors who participate in an ongoing blog expect to find honest, valuable, and
straightforward discussions. Any misleading or inaccurate information posted there will
result in negative publicity.
YouTube
No longer just an outlet for home videos, YouTube hosts name-brand videos by companies
such as Kellogg’s, McDonald’s, and Ford, to name just a few companies that are using this
site to premiere professional and hopefully viral messages to their brand’s media mix.
YouTube is a popular destination site that has survived and grown almost entirely due
to word of mouth on the creative content found there. As an advertising vehicle, YouTube
is a relatively inexpensive way, outside of initial production costs, to repeatedly entertain
and educate consumers, often without hard-sell advertising techniques. Many spots let the
viewer know in an unobtrusive way who is sponsoring the video. This type of content is
known as native, or branded, content. The goal of branded content is to tell a story the
target can relate to that is not only useful but also assists in building a relationship between
the brand and the target. Native advertising allows marketers to place branded content
within an editorial environment. “Native ads,” Chris Rooke, SVP of strategy and operations
at native advertising platform Nativo, tells us, “enable the very same experience that a user
has come to expect from editorial content. It drives authentic discovery.”
An interactive addition is YouTube 360, which allows users to view videos from different angles by either scrolling over or moving their phone.
The ultimate goal when using YouTube as an advertising outlet is to have the video go
viral when viewers tell their friends about the creative content. There is no way to ensure
that any video will have the power to go viral, but to help its chances, it must first and foremost not contain an advertising sales pitch but instead be creative, entertaining, funny, and/
or so unusual and engaging that viewers share it with others within their social network.
Snapchat
Another popular video option is Snapchat, a mobile app that allows users to shoot temporary ten-second videos and photographs that disappear a few seconds after viewing. Brands
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can use Snapchat to initiate augmented reality options, produce scripted series, and for promotional purposes—anything where interactive properties can be included. For example,
during the 2016 Super Bowl, Gatorade used an animated Snapchat filter that let users pour
a virtual cooler of Gatorade over video selfies. Snapchat also offers a Sponsored Lens option
that allows users to lay varied types of graphics over videos and photographs. Newest to the
Snapchat arsenal is Sponsored World Lenses, an option that allows the addition of digital
objects.
One of the fastest-growing social networking sites, Pinterest is a place to “pin up photographs.” This very visual and targetable bookmarking site allows viewers to share personal
images or videos of images found online. As an advertising tool, it is a great way to show
uses, options, or sponsored events. Pinterest’s terms-of-use policy specifies that the site not
be used in promotional efforts, but many brands have found creative ways around the blatant self-promotion clause. Like Facebook, visitors can “like” a pin or follow or comment
on a pin. To be successful, these mini virtual showrooms must either solve a problem for
the target or entertain the target. New to Pinterest is Cinematic Pins, videos that play only
when viewers scroll.
Tumblr
Tumblr is very simply a mix that is part microblogging site and part social networking site.
This diverse site lets the visitor post pretty much everything from text and photographs to
music and videos. Adaptable to all commonly used digital platforms, content can be posted
from a desktop, mobile phone, or browser. As an advertising tool, content must be visually
unique and a fast read. Typical content might include reposting a blog about the brand, “liking” a brand, or commenting on information posted. The goal is to give creative and useful
content so that the more people follow the brand on Tumblr, like any other social networking site, the more the brand will increase its exposure. Brands like Adidas, for example, have
used Tumblr to promote and launch a soccer blog. Users can connect any posted blogs to
their Twitter and/or Facebook accounts.
This mobile photo-sharing app lets users share both videos and photographs either publicly
or privately. Instead of posting a boring cell phone picture on Twitter, Facebook, or Tumblr,
Instagram allows the photographer to apply one of many digital filters, transforming the
image into something memorable and visually unique. Video options allow brands to post
thirty to sixty seconds of advertised material. To deliver more informed options, Instagram
is now offering ad carousels, a mobile optimized slideshow that can be seen alongside video
options. These carousels allow viewers to view five photographs of material highlighted in
the video. Best used as a promotional tool, Instagram can positively position a company as
a great place to work while at the same time increasing consumer trust in new and existing
brands. For small business owners, products shown on the site can increase chatter and sales
leads. It is also a great place for brands to employ user-generated content through photo
INTERNET MARKETING AND SOCIAL MEDIA 275
contests. For example, one restaurant in New York asked diners to snap pictures of their
dinner plates and post them on Instagram so that others could share in the varied culinary
delights.
Video is the newest tool driving social media engagement. Brands are incorporating
short animated GIFs, six- to ten-second disappearing options, longer, more traditional
thirty- to sixty-second spots, and livestreaming options. Although more interesting than the
static photograph, the video option just adds more clutter the target needs to wade through.
Like television, to ensure viewer interaction, brands have only three to five seconds to
engage the target. In a 2015 Adweek article entitled “These Are the Top 6 Trends Shaping
Video Content Today,” Stacy Minero cited a recent Twitter study showing that “videos that
feature people in the opening moments are up to two times as likely to drive consumers to
view” the video. So, like all other advertising content, get to the point quickly.
Social videos are adaptive, easy to use, and multifunctional. They typically play automatically without sound until activated by the viewer. This silent delivery is a great way to cut
down on advertising’s intrusiveness. However, intrusive behavior is what drives engagement
and recall. So, with or without a stunning opening visual, to ensure interaction, it is also
important to add visual cues or text overlays to attract attention.
Options for use are still being shaped by marketers and consumers alike. Video formats
like GIFs are sharable; user-generated content from influencers is an effective way to deliver
creative content and connect with the target. Brand involvement in cause-related marketing (CRM), or the mutual collaboration between a for-profit business and a nonprofit
business or organization, can be spotlighted, as can “how to” or instructional information
that focuses on assembly or use, and livestreaming options that can bring the target and the
brand into contact in very new and creative ways.
Google+
Google+ is Google’s contribution to media networking sites. Loaded with many features
similar to Facebook and Twitter, what sets it apart is its ability to tie Google’s most popular
products together, such as search, Gmail, and YouTube. Google’s goal is to create a single
identity for every person who logs on by allowing him or her to do everything in one place.
For example, Circles organizes and personalizes a user’s social circles around such things
as work or personal interests. Huddle privately organizes texts from ongoing group discussions in one convenient place. Hangouts focus on instant messaging, and video discussions
allow users to share content between phone, tablets, and desktops, while Sparks deals with
search. Additional features include an app for phones and a check-in feature.
LinkedIn is a professional networking site, so as an advertising outlet it is best used by brands
that sell to businesses. Located along the sidebar, these small ads typically feature a visual,
headline, a small amount of copy (seventy-five characters), and a website address. Brands
that want to reach the target personally and immediately can use the lead collection feature,
which allows interested users to request you to contact them directly. For larger budgets,
LinkedIn offers MPU (mid-page unit) ads, which appear at the top of the LinkedIn home
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page, profile, company, and group pages, and LinkedIn Today. Skyscraper ads are seen on
member inboxes and message pages, and leaderboards are seen before users leave a page.
When using social media, it’s all about engagement beyond a simple post or promotion.
Some of the more popular devices include widgets, brand profile pages, and branded wrappers. Let’s take a quick look at each one.
Widgets
Widgets, also known as gadgets, badges, or applets, are applications that contain a small
amount of usually boxed-in content that features the weather, news reports, slideshows, videos, music, or horoscopes, to name just a few examples. Brands that include downloadable
widgets on their sites create engagement by giving the target something to do that prolongs
her stay on the site or take a piece of the site with her. Widgets can be downloaded to personal profile pages, blogs, and websites or placed on desktops.
Brand Profile Pages
Brand profile pages are a regularly used form of promotion on social media sites. Created
by the advertiser for a specific brand, these educational and often entertaining pages often
include demonstrations or games or offer downloadable graphics and/or widgets. The more
creative and/or interactive the pages, the more viral the experience becomes as users share
their experiences with others.
Branded Wrappers
Guaranteed to be seen, a branded wrapper is a single ad that dominates the home or opening page of a social media site. Like widgets, this image, or “skin,” can be transferred to the
visitor’s own pages, creating additional exposure. Because wrappers allow viewers to quickly
proceed to their destination, those who do not wish to interact with the message will not
find them intrusive in the same way as a floating ad or pre-roll.
Viral and Word of Mouth
Finally, we cannot finish up the discussion on social media without talking about viral and
word-of-mouth content.
Viral marketing and word of mouth are the most sought-after and difficult to
achieve forms of user-generated content. The difference between the two is how they are
delivered and their overall length. Viral messages, because they are delivered via the web,
have a longer life span than word-of-mouth messages, which are delivered face to face.
Viral Marketing
Viral marketing uses social media to pass along advertising messages to friends and family
members within the target’s social circle. Today, a campaign’s life span can be extended if
the message is creative or memorable enough for readers or viewers to pass on a link or
verbally share the experience with others in their social circle. Consumers who spread viral
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content are doing more than just purchasing a product; they are enthusiastically promoting
that product to others. Messages or experiences with a brand delivered by a trusted friend
or family member are much more believable than any corporate-sponsored piece of advertised material.
It is not easy to define or pinpoint what traits make a message or video go viral, but
it is safe to say it must capture the audience’s attention, induce curiosity, and be humorous
or educational enough for viewers to not only interact with it but pass it along, via e-mail
or through social media sites like Twitter, Facebook, or Tumblr. Creative aspects beyond
message content that can increase a campaign’s chance of going viral might include slogans
that can be incorporated into everyday conversations or introduction of a character that
becomes the image of a brand.
Advertising with some type of viral component will increase not only brand loyalty but
website traffic as well. Conversely, poorly executed viral messages can affect brand image and
annoy and alienate brand-loyal consumers.
Unfortunately, creative teams cannot make a message go viral. Success depends largely
on its reaching influencers such as bloggers or its appearance on popular media sites. No
matter how many of these tactical steps are in place, it still takes a lot of luck to get influencers to talk about the video or post. The goal is to get viewers to talk about the message
and build curiosity. Once their curiosity is aroused, the next step is viewing, so it is important to choose the most descriptive keywords possible to make the target’s search faster and
easier. Once the target is engaged, the discussion widens, increasing the message’s stickiness
or memorability.
Word of Mouth
Word-of-mouth advertising is all about one person sharing his or her experience with the
brand with others. This free-form type of advertising is the best advertising money can’t buy.
When discussions about a brand are positive, it is a great way to increase awareness, build
image, and build or maintain loyalty among new and existing customers. If discussions are
negative, however, nothing kills a brand’s momentum or negates advertising’s claims faster.
Understanding what excites and promotes discussion is the first step in creating a successful
word-of-mouth campaign.
Advertising appearing on social media sites has been experimental at best, made up
mainly of sponsorships, ad placements, or brand applications that have shown little or no
measurable return on investment and have not always been well received by social media
enthusiasts.
How Do Internet Marketing
and Social Media Help IMC Be Consumer Focused?
Internet marketing is a relatively new addition to the advertising promotional mix and is one
of the few media voluntarily used by consumers to gather information, find entertainment,
and make the occasional purchase. But most importantly, it creates interaction between the
buyer and the seller—an interaction that can be taken to the next level through social media.
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The Internet is as consumer focused as marketing gets without resorting to personal
selling. Electronic media has brought the company to the consumer and made the consumer
an active participant in marketing decisions. Marketers have moved a step beyond one-way
communication (the message) to two-way communication (target response). This give-andtake creates a relationship between company and target (awareness) and target and brand
(loyalty).
The Internet is a great niche-marketing tool. Databases and e-mail make it easy to
personally reach those most likely to be interested in a product. Advertising on niche sites
is more likely to attract members of the target audience.
Because Internet users are actively engaged in seeking information, consumer attitude
is positive. Buyers choose to look at, or look for, messages; since the messages are not thrust
upon them, Internet consumers are less apathetic. If, when visiting a website, their attention
is drawn elsewhere, they can choose a convenient time to return to the site and finish gathering information or complete an order. The Internet offers a no-muss, no-fuss shopping
experience.
Internet users can also decide what they want to look at and how long they want to
look at it. A poorly designed site that is confusing or difficult to navigate or read can be
removed from the screen with the click of a button.
If the client’s website has interactive capabilities, as it should, it is important that the
target be asked to do something, such as call or e-mail for more information or a free sample.
And don’t forget that offering coupons is still a great way to encourage trial or repeat purchase. Most importantly, encourage the consumer to make a purchase or ask for assistance
from a customer service representative or technical adviser. Interactive dialogue is the goal
of Internet marketing.
Customer Service Is a Must
For an IMC program that is trying to develop or maintain loyalty, customer service is critical. Customer service begins when the website launches; continues with informative messages and visuals, feedback, and ordering; and moves on to delivery, follow-up e-mails, and
periodical reminder notes. Customer service and brand-building messages are the Internet’s
keys to success.
It is important to give the consumer a way to make contact. Once a consumer clicks on
a customer service button, he needs to get a response. Knowledge is power; let the consumer
know how long it will take to get a response. Whether a reply is almost instantaneous or
takes twenty-four hours, let the consumer know. This helps create an environment built on
trust and reliability rather than negativity and distrust.
There are two types of customer service: active interaction and passive interaction.
Active interaction is live, via instant messaging, the telephone, blogs, social media sites,
and message boards. Traditional e-mail works great for follow-up or reminder notices, order
confirmations, and thank-you initiatives.
Immediate e-mail responses keep an impatient consumer happy. Consumers want their
questions answered now, so it is important that the Internet portion of the IMC campaign
incorporate contact e-mail links that will immediately connect them with a customer service or technical representative.
INTERNET MARKETING AND SOCIAL MEDIA 279
Toll-free telephone numbers make contact easy and familiar. Specific questions can
be asked and answered with little or no effort. Many consumers are still concerned about
making financial transactions on the Internet, so it is important to offer phone, fax, or mail
order as options when encouraging purchases.
Having a social media presence allows users with similar interests to interact and share
information. Many companies also sponsor chat rooms, message boards, or blogs dedicated
to users of their products.
Passive interaction involves a delayed response to questions from customer service
representatives, such as receipt of a sample in the mail or a follow-up or confirmation e-mail
response.
Incentives and Deterrents
of Internet Marketing and Social Media
To decide whether Internet marketing and social media are right for an IMC campaign, let’s
look at some of the incentives and deterrents associated with them.
What Makes Internet Marketing and Social Media So Great?
The more notable incentives associated with Internet marketing and social media include:
• Consumer-centric. Both forms of electronic delivery are great public relations tools as
well as great outlets for building or reinforcing brand loyalty.
• Flexibility. Online messages offer convenient accessibility twenty-four hours a day.
• Interactive. Internet marketing and social media allow for direct communication
between the buyer and seller.
• Simple integration. Both the website address and social media hashtags can easily be
promoted in other IMC advertising efforts.
• Engaging. Consumers look at both the Internet and social media as communication
tools more favorably because they choose when to be exposed to its messages.
Is There Anything Wrong with Internet Marketing or Social Media?
The more notable deterrents associated with Internet marketing and social media include:
• Clutter. There is a lot of information out there, so finding a way to make a site stand
out is important. Traditional advertising methods are still useful to attract readers or
viewers, so the web and social media site addresses or hashtags should appear on all
advertising materials, but don’t litter the page or screen with them. The site itself
should also be well organized and easy to navigate; social media links should be used
only if they add value and offer sharable information.
• Word of mouth. Sites where consumers are allowed to comment can lead to negative
word of mouth and rampant rumors. Dedicated customer service people must constantly monitor and be prepared to comment on any issues posted or received.
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• Time intensive. The upkeep and monitoring associated with both the Internet and
social media are very time intensive.
• Promotional efforts. Social media vehicles and websites do not work in conjunction
to promote the brand. For example, often promotional offers are not mentioned on
both a web page and social media site.
• Buttons. Many companies do not incorporate social media buttons into their websites.
The Strategy behind Internet Marketing
Internet marketing is an extension of traditional advertising tactics. Websites can be used
to help build brand awareness, increase equity, create loyalty, and deliver an informational
message. At its core, a website is no different than a brochure or direct-mail kit; what makes
the Internet unique is that it allows the seller to interact with the customer, creating valuable
dialogue through feedback. The website represents the product through overall appearance,
ease of use, and customer service options, replacing retail outlets and salespeople.
Other media used as a part of the IMC campaign should feature the web and social
media site addresses to encourage visitation and build interest. A company, product, or service cannot survive on Internet marketing alone. It is still necessary to use traditional media
vehicles to get the word out about the site.
Internet marketing efforts should reflect other advertising efforts, both visually and
verbally. It is important to know how the Internet fits into the promotional mix: Will it play
a supporting role as an informational tool, or will it be the primary location for picking up
a coupon before buying or the only location to place an order?
Promotion is a big part of Internet-based advertising. Consumers must be able to reach
a customer service representative, order samples, download coupons, and enter contests or
sweepstakes on the website.
In public relations, the Internet can be a very effective communications tool. Timely
information can be delivered to all levels of the target audience and stakeholders to
announce job openings, provide information about sponsored events, or even link to other
relevant sites.
Internet marketing combines elements and advantages of newspaper, magazine, and
television advertising, catalogs, and sales promotion vehicles and direct-mail kits, making it
among the most versatile of all media vehicles. The Internet can use the strengths of each of
these media vehicles to engage the viewer and successfully deliver the key consumer benefit.
Print requires a visually or verbally dominant element, broadcast entertains, catalogs prominently highlight product features, sales promotion entices with a gift, and direct mail must be
eye catching to attract and hold the reader’s or viewer’s attention. Electronic media use each
of these attributes to make information gathering easy and informative, visually/verbally
stimulating, and entertaining to keep a viewer from leaving the site and going elsewhere.
Media choices depend on the objectives to be met and the strategy to be used. The
Internet is a good choice for building brand awareness, delivering information, and building
loyal customers through interactive activities.
Effective communication objectives include developing two-way communication,
making sales, building loyalty, encouraging inquiry, developing a relationship, encouraging
product trial, and informing or educating.
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The strategic approach can be either product or consumer based. Consumer-based
approaches work well because the Internet can be used as a relationship builder. Product-based approaches should tie the product or service’s features and benefits back to the
consumer’s self-image, lifestyle, and/or attitude. To educate and inform, the overall style
or appeal of an informational site should be rational. Rational appeals to consider might
include feature or news stories.
Destination websites are consumer oriented. An image, lifestyle, or attitude approach is
especially well suited to this type of site. Emotional appeals based on personal styles or feelings might include stimulation, excitement, happiness, and pleasure. Additional emotional
appeals based on social feelings might include approval, belonging, involvement, and status.
Choice of appeal used will depend on the product or service and the target.
Possible execution techniques for an informational site include testimonials, the product
as a star, straight fact, technical information, science, or news. Possible execution techniques
for a destination site might include humor, animation, or fantasy.
The Design of Internet Marketing
A typical website should tell the story of a company, product, or service. It must take consumers on a visually and verbally stimulating trip that creatively informs and educates them
about the benefits of the product or service. Accessed through an address called a URL,
each page of the site is like a section of a map that can be used to find product information.
Although the Internet can work like television, featuring sight, sound, and motion, it is
also important to lay pages out in the same way as a print ad. It is just as important to keep
the connection speed of the end user in mind when designing a website. Not everyone has
a high-end computer system or fast Internet access, so it is important to design for both the
low-end and high-end viewer. Nothing is more annoying than having to wait for a site to
load. Remember, a company’s website is its online storefront; it is the first impression many
consumers will have of the product or company. Graphic-heavy sites take longer to load
than copy-heavy sites. Features such as streaming video and webisodes are great for demonstrations and entertainment but should be kept short and have a point. Both formats take
more time to load and view than the consumer may want to invest, so make it an option.
Don’t waste the target’s time with creative executions that do not hammer home an answer
to the question What’s in it for me?
At the top of a basic web page is a page header that includes the company logo, site,
and/or page name. A page footer, located at the bottom of the page, may have copyright
information or numbers for page jumps. The sidebar, usually located on the left side, displays
the table of contents or navigational toolbars for the site.
Following the basic design used in print advertising, a website should have a headline,
subhead(s), visuals, copy, and a consistently viewable logo. A headline can be used to shout
the key consumer benefit; the message can be interspersed with visuals that demonstrate use
and/or act as links the target can click on to access AR options, streaming audio and video,
or an appropriate webisode. The website should reflect the same tone of voice and visual
cues as the other pieces in the IMC campaign. To improve readability and legibility, a site
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with a lot of copy will need a lot of white space and increased leading, or the amount of
white space that appears between lines of text.
Good websites are current and ever changing, recognizing that news is old at the end
of every day. Every website should pique and maintain the target’s initial interest, build
excitement, create need, and encourage action.
Designing for a New Medium
From a design standpoint, the Internet is part print, part television. At its simplest, it is pure
text with visual accents; at its most complex, it is sight, sound, and motion. However, the
Internet is neither print nor television; it has its own set of rules that must be followed to
effectively accomplish the objectives and strategically highlight the key consumer benefit.
Keep it simple, keep it clean, make it interactive, and think of the page layout as print and
the delivery of information as television.
Like print, web design requires a lot of white space to be readable. It also requires the
use of typefaces that are easy to read at a glance, increased leading, lines of text no longer
than six inches, varied sentence length, and numerous short paragraphs. Copy should be
informative, creative, and intermittently interspersed with subheadings and visual images,
whether traditional photographs, illustrations or graphics, or some type of video option is
used.
Don’t get caught up in what can be done electronically; do what should be done to
inform consumers. They are visiting the website, first and foremost, for information; they
will not click away to another site once they are engaged. Engagement can successfully lead
them to making an inquiry or purchase.
The Creative Website Options
This discussion will concentrate on the section known as the main text, or message, area,
where the key consumer benefit will first be featured. The key consumer benefit and visual
and verbal elements should reflect the other pieces in the IMC creative series. To brainstorm
ideas about how the website should look, the creative team needs to know the purpose of
the site. Will it be a destination or informational site? Will any customer service or technical representatives be available? Will consumers be able to order from the site, or can they
request additional information only? Will they be introduced to promotional opportunities?
Will there be social media access, a chat room, a survey, or a customer feedback area? What
about follow-up e-mails? Will there be a way to send information quickly? The marketer
needs to commit to these devices by having sufficient staff to manage any service or technical sites twenty-four hours a day, every day. If the service is provided, it must be done well
and to the customer’s satisfaction to build brand loyalty and ultimately brand equity.
Storyboard thumbs are used to work out the overall look of the pages before the final,
full-size storyboard rough is completed. The goal is to keep each page consistent throughout
the site.
Each site will require specific categories or subject heads where topical information
will be placed. These categories will vary from site to site, depending on the function of the
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site and the role it will play in the IMC process. However, most sites include the following
categories:
• Home page
• Navigational aids
• Menu options
• Links
• Main menu links
• Text-only format options
• Press releases or relevant news articles
• Frequently asked questions (FAQ)
• Banners
• Contact or customer service options
• Back button
• Printer-friendly option
Home Page
Every website has a home page, or the main page of the site. The home page is a corporation’s résumé; it should introduce the business and its philosophy and reiterate or strengthen
its brand identity. The design should reflect this identity or philosophy. This page is the
first impression the viewer will receive about a product or corporation. It should creatively
deliver information about a product or service. It is important when developing a website
that the home page highlight the key consumer benefit and visually and verbally reflect
IMC efforts used elsewhere within the campaign. It is important the side panel or navigational system be consistent from page to page. Organize the site into logical sections that
match the menu options. Consider adding visuals to the remaining pages; anyone who gets
past the home page is interested and will read the copy while waiting for the visuals to open.
The overall layout should follow print principles. Announce the key consumer benefit
in a headline. Use subheads to break up longer blocks of copy. Keep copy light and relatively
short, and keep visuals to a minimum to help the site open quickly; any delays could cause
viewers to “click out” to another site. Consider using larger headlines to announce different
areas within the site. Bold headlines, as in newspaper design, work as an announcement and
capture attention. All text should be the same face and/or style used in other pieces within
the IMC campaign when possible.
If product steps or a list of product attributes or features must be given, consider using
bullets to attract attention and break up the page rather than listing them in sentence form.
Another option would be to place them in a graphic box.
The target is at the site for one of two reasons: to gather information or to place an order.
Potential orders depend on the consumer knowing how much something costs, including tax
and any charges for shipping and handling. Do not be afraid to list prices prominently. Consider making them bold or including them as a part of the page design, as in newspaper ads.
However prices are handled, eventual purchase requires they not be hidden.
Color use should also reflect other IMC pieces and/or packaging. Use color as an
accent, for headlines, or on top or side banners. If using a colored background, make sure it’s
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light and the type large enough to read over it. Most sites use too much color, giving them
a garish or circus appearance. Keep print in mind here; the proper placement of color can
call attention to an area or topic, but if too much is used, nothing stands out.
Visuals of varying size interspersed within or around copy are a great way to break
up a gray page and draw a viewer’s attention. Consider using a rebus-style approach to
the page. Visuals that show the product or the product in use or in a setting are critical to
informational websites. However, if they’re not relevant to what’s being said, don’t include
them. Streaming video is a great way to demonstrate a product or present testimonials from
current users or professionals such as engineers or scientists.
Writing for the Internet is often handled as if it were a business document, full of facts
and little else. This style completely ignores the fact that the targets must be both visually
and verbally stimulated if their attention is to be held.
Creatively written copy can tell the story of the product or service and clearly give the
facts, but in a more memorable and attention-grabbing way. Remember the discussion on
direct mail; readers will read long copy as long as it’s interesting.
Navigational Aids
A website needs to be easy to get around in. Navigational tools can be either text or graphics
that allow the viewer to move around the site with ease. When working with large amounts
of text or with multiple pages, the bottom of each page should include a footer with page
numbers the viewer can click on to jump to another page. These helpful links appear in the
same place on every page. The most common navigational tools are buttons labeled “home,”
“next,” “previous,” and “help.” Consumers do not want to waste their time scrolling through
a site to find topics or answers, so it is critical to include navigation buttons that allow the
viewer to jump quickly around the site.
Menu Options
Think of the menu options as a table of contents that will logically lead the reader to specific
sections within the site. Menu options, also known as site maps, are navigational tools that
take the viewer to specific sections within the site. These links are most often graphic bars
located on the left side of the screen or on tabs stretching across the top of the page that
can be clicked on to move to a specific topic or section. Be sure there are enough menu
options to make getting around the site quick and easy so that the viewer doesn’t have to
scroll to find information.
Links
A website should offer links to help the viewer quickly find additional information such as
social media sites, chat rooms, product testimonials, endorsements, surveys, tests, customer
service, frequently asked questions, or ordering information.
Main Menu Links
At the top and bottom of each page there should be a link for viewers to click on to quickly
and easily return to the main menu.
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Text-Only Option
Some consumers may not have the technology to open image-heavy pages, webisodes, or
streaming audio or video quickly. No one wants to wait for a site to open, so offer a textonly option. If the target decides to open a visual by clicking on it, the creatively written
copy will hold her attention while she waits for the visual to load.
Press Releases or Relevant News Articles
A website is a great place to find information about a company, product, or service. Any
events, sponsorships, informative news or feature articles, testimonials, awards, or new product releases should be announced on the website.
Frequently Asked Questions (FAQ)
Consumers often have similar questions and concerns. If the answers are posted in one place,
consumers can easily find the answers they need to make an informed buying decision.
Banners
Nothing is more annoying than having something flashing or moving in your peripheral
vision while you’re trying to concentrate. Banners that move should be avoided. If a site
must use them, place them at the bottom of the page, where they can be hidden below the
viewable frame.
Contact or Customer Service Options
Offer as many ways as possible for consumers to contact customer service or technical
representatives, including instant messaging, e-mail, toll-free numbers, fax numbers, or traditional mail.
Back Button
Many times, when searching for information, a viewer will want to jump back to the previous page. Make it easy by including a back button.
Printer-Friendly Option
Make sure the site is easy to print. Many consumers still like to read from hard copies. If
the site uses a lot of color or images, be sure to include a printer-friendly option so that the
consumer can print a page that contains only the relevant information.
A website is only the first interactive step a brand can take to initiate dialogue between the
brand and the target; the second is social media. Let’s take a look at the strategies behind
this new interactive step.
The Strategy behind Social Media
Social media is personalized; it creates a two-way conversation between buyer and seller, an
IMC must. These social sites can increase brand awareness, encourage interaction between
brand users, give feedback, distribute promotional items such as coupons, and promote
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repeat visits to both web and social media sites. They are great brand-building tools, outlets
for idea generation, and means of identifying brand influencers.
Basically, social media is technology’s answer to personal selling. Any questions or concerns can be answered immediately either in an open forum or privately. A social site represents a brand by providing customer reactions, promotional opportunities, and interaction
between users of the brand or buyer and seller.
Other media used in the IMC campaign should feature logos and appropriate hashtags.
Social media will never be a brand’s primary advertising vehicle; but as a support vehicle, it
is a great way to create or maintain relationships and engage visitors beyond brand performance or selling points.
Visual/verbal efforts seen elsewhere in a campaign will have less importance in social
media efforts. Its job is to ensure that claims made elsewhere are open for discussion or to
deliver the promotion promised. Because of this, it is important to understand how social
media fits into the promotional mix: Will it offer some type of interactive tool or be the
only location to find a coupon or sign up for a contest or sweepstakes?
Interaction is the primary advantage social media brings to an IMC campaign. Will
visitors have access to people who can effectively answer questions or make decisions without delay? What about the handling of customer service or technical issues? Its secondary
advantage is the delivery of promotional vehicles. Is it easy to download coupons, enter
contests, or request a free sample?
As a public relations device, social media is critical to answering questions, handling
problems, or dispelling rumors quickly, efficiently, and in real time. Social sites that are not
the primary destination site for in-depth product information or promotions can be used
to direct the target to a website.
Social media, unlike traditional media outlets, encourages a two-way dialogue between
buyer and seller and among consumers. It has greater reach, is interacted with more frequently, and is more immediate and permanent. Traditional and alternative media outlets can
showcase varied social media logos, as can mobile.
Strategically, the best social media can do is push the key consumer benefit and support
what is said in other vehicles used in the media mix.
The use of social media when it is not integrated solidly into the promotional mix can
confuse the target and produce negative or incorrect assumptions. A seamless integration
ensures that the visual/verbal voice used elsewhere in the campaign will not only produce
thoughtful insight and feedback but also increase engagement.
Communication objectives typically involve building or maintaining loyalty, fostering two-way communication, building relationships, and encouraging trial or repurchase
through promotional options.
Because of social media’s ties to the Internet, the best objectives and strategic choices
will mirror those used in Internet marketing.
Bottom Line
Digital options like Internet marketing and social networking connect the target, the product, other users, and the seller through information and dialogue. They are the only members
INTERNET MARKETING AND SOCIAL MEDIA 287
of the promotional mix the target actually seeks out for information on a product or service.
It is important that this contact, whether initial or ongoing, be a positive one and be considered meaningful and productive to the target. This type of one-on-one contact with customer service or technology representatives is great for building loyalty beyond knowledge
of the product. Site design should reflect the product’s image both visually and verbally; offer
interactive activity such as AR, instant messaging, order forms, or coupons; and continue
the overall message reflected in other IMC pieces. Social media sites that are engaging and
create viral or word-of-mouth chatter are an effective way to promote a brand or initiate a
promotion and/or build expectations for an upcoming event.
DISCUSSION QUESTIONS
1. What are the strategic uses of Internet marketing in an IMC campaign?
2. How has the Internet changed the way brands do business?
3. Why is the Internet considered a direct selling tool?
4. What role does the Internet play as a primary and secondary advertising/promotional vehicle?
5. When is Internet advertising best used in an IMC campaign?
6. Internet marketing adds another dimension to advertising efforts. What is it?
7. What does interactive media focus on?
8. Internet marketing, like other vehicles we have looked at, has a diverse array of advertising
options. What are some of the most common, and how can they each help to visually and
verbally express the key consumer benefit?
9. What makes the Internet interactive?
10. What does interactive mean to creative teams versus marketers?
11. What are the strategic uses of social media in an IMC campaign?
12. Hoes does social media create a relationship between buyer and seller?
13. How does social media differentiate itself from mass media advertising vehicles?
14. Why is it important for the strategy employed elsewhere in the IMC campaign to remain consistent across multiple vehicles?
15. What is typically shown/seen on social media sites?
16. How are databases employed in social media?
17. Why is it important that social media efforts talk to, rather than at, the target audience?
18. What makes social media unique?
19. How can social media influence and/or encourage a two-way dialogue between buyer and
seller?
20. What do creative teams need to know before adding social media to an IMC campaign?
21. Social media has a diverse array of promotional vehicles. What are some of the most common,
and how can each help promote the key consumer benefit?
22. What are the differences between viral marketing and word of mouth? Define when it is best
to use each.
23. Discuss the pros and cons to a brand of a message going viral.
24. What can help make a message go viral?
^Q
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25. Why is word of mouth more powerful than an advertised message?
26. How does Internet marketing and social media help an IMC campaign be more consumer
focused?
27. Why might the Internet be considered a great niche-marketing tool?
28. Why is customer service considered a must for an IMC campaign?
29. What are the pros and cons of Internet and social media marketing?
30. What is the strategy behind using Internet marketing in an IMC campaign?
31. Why is Internet marketing considered an extension of traditional tactics?
32. What do creative teams need to know about designing for the Internet?
33. What is the strategy behind using social media in an IMC campaign?
34. Why is social media considered technology’s answer to personal selling?
35. How does a social media site represent a brand?
36. What role does social media play as a support vehicle?
289
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CHAPTER
17
Mobile Media Marketing
The Strategic Use of Mobile Media in IMC
It is not surprising that many consumers view mobile media marketing as just another
vehicle that electronically collects data and displays advertising. However, the truth is that
advertising on mobile devices has slowly grown from a one-way communication between
a brand and its targeted audience to an interactive and engaging experience for consumers.
The variety of experiences available to consumers is more about brands giving something
back to their target. The Mobile Marketing Association (MMA) defines mobile marketing
as “a set of practices that enables organizations to communicate and engage with their audience in an interactive and relevant manner through any mobile device or network.”
The MMA definition goes on to say:
Mobile media is a “set of practices” that includes activities, institutions, processes, industry
players, standards, advertising and media, direct response, promotions, relationship management,
CRM [customer relationship management], customer services, loyalty, social marketing, and the
many faces and facets of marketing. Mobile media that “engages,” works to start relationships,
acquire, generate activity, stimulate social interaction with organization and community members, and be present at the time of the consumer’s expressed need. Furthermore, engagement
can be initiated by the consumer (“Pull” in the form of a click or response) or by the marketer
(“Push”).
Whether a brand’s mobile media advertising uses an ad that features all copy, visuals, or
video, it is important to push the key consumer benefit to ensure that an integrated message will effectively exploit mobile’s highly targetable reach, making it more attractive and
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cost-efficient than traditional advertising. Because many messages are short and sweet and
can be relevant to shoppers in real time, research has shown that text messages are read more
quickly than those delivered through e-mail and that consumers are more receptive to ads
delivered via their mobile phone.
Location-based features have helped mobile advertising reach consumers near the
point of purchase, alerting them to local sales and promotions. This real-time advertising is
an asset that makes interaction more likely, making mobile advertising an attractive medium.
Targeted consumers who have downloaded an app or opted in to receive advertising are
reachable wherever they are to seek more information or interact with a message that interests them. Because of its flexibility, mobile can deliver a diverse assortment of advertising,
promotional, and entertainment options. Consumers can use search wherever they are or
be reached by text messaging and through banners, audio and video, animation, interstitials,
coupons, GPS and mapping capabilities, and accelerometers—an interactive device that
allows the phone to detect movement when shaken. It is not only a great way to capture
the user’s attention but also an important accessory for many games and for controlling the
direction of mapping. See case study 15 for a look at IKEA’s use of mobile marketing.
Rising advertising costs and an uncertain economy are the catalysts helping new and
alternative advertising vehicles such as mobile grow. Advertising practices directed to smaller
niche markets that avoid the use of more traditional vehicles allow advertisers to employ
less-expensive alternative and often more creative and engaging media options. Mobile
options on the rise include mobile in-game advertising, or advergaming; mobile video; and,
most prominently, mobile search.
This targetable, location-based, real-time, relatively inexpensive, and measurable vehicle
can reach the targeted audience with advertising or promotions for restaurants, shopping,
special events, and movie trailers. Very diverse, mobile can send, receive, educate, and personalize a message. Messages delivered to the target are direct, timely, and often immediately
useful, making the advertised message appear to mimic a brand loyalty reward rather than
junk mail or spam.
A promotional mix that includes mobile creates more opportunities for a product or
service to be cross-promoted, strengthening the reach of the key consumer benefit. Mobile’s
ability to reach those who have opted in to receive messages gives it the ability to reach
targets with messages they are interested in.
Brands that want to create opportunities to build or strengthen brand loyalty or encourage interaction will find mobile a great promotional choice. According to Robyn Blakeman
in the book Nontraditional Media in Marketing and Advertising, mobile also delivers:
• Greater recall and response rates
• Increased brand awareness
• Increased consumer loyalty
• An opportunity to reach high-income professionals
• A highly targeted “opt-in” consumer market
• Increased Internet traffic
• Real-time promotions
• A way to track where the target originally saw the message using multiple keywords
MOBILE MEDIA MARKETING 291
• Easy-to-change-out messages
• The ability to make a purchase or visit a sponsoring website
The Diversity of the Mobile Media Marketing Voice
The diverse types of advertising that can be employed in mobile marketing include mobile
web banners and text links, mobile web marketing, short message service (SMS) ads, multimedia messaging service (MMS) ads, mobile video, quick response (QR) codes, augmented
reality (AR), short codes, mobile coupons, mobile applications, and in-application ads. Let’s
take a quick look at each one.
Mobile Web Banners and Text Links
Mobile banners with accompanying text links were the first type of mobile advertising and
are still the most common. Not all banners need to have accompanying text links; those that
do should take the viewer to a mobile website. Very small and rectangular in shape, banners
usually appear on the bottom of the screen and will have little to say. To encourage interaction, copy should have a strong, simply stated call to action. Banners that do not include
a link will usually appear either below the banner or as a stand-alone link that can be used
like a clickable banner. Although considered by most to be crude and annoying, banners are
both inexpensive and simplistic, making them a popular choice for marketers. It is important
to remember that mobile advertising must be interactive, so offer recipes, coupons, games,
or a contest or sweepstakes to hold attention longer.
Mobile Web Marketing
Very simply, mobile web marketing is advertising created specifically for mobile devices.
Since most mobile phones do not have a comprehensive browser to view web pages, mobile
web marketing tactics help brands to create websites that can be easily viewed in the browsers of mobile devices. This customization ensures that advertising viewed on mobile phones
is easy to load and see.
Short Message Service (SMS)
This very common and simple form of mobile marketing sends ads and promotions through
text messages that can reach the target at or near the point of purchase. SMS messages often
include a link to a sponsoring website where the target can learn about specials or reward
loyalty with incentives or coupons that can be used immediately. Brands that use this simple
form of reminder advertising will find it flexible, measurable, convenient, and affordable.
Multimedia Messaging Service (MMS)
Sent only to users who have opted in to receive information, MMS adds to the simple text
message by including visual images such as audio/video and photographs that can often be
sent in real time.
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^C
CASE STUDY 15
IMC Mobile: IKEA
Overview
The 2014 IKEA catalog came to life this year, taking the customer experience further with extended
digital content. This case study looks at how the furniture brand used augmented reality technology
to add a new dimension to the shopping experience, and garnered 8.5 million downloads in the
process.
To unlock fifty pages of digital content, including videos, furnishing tips, and room designs, users
needed to download the IKEA catalog app and scan the “plus” logo in the catalog with their smartphone or tablet. One of the features was an augmented-reality capability that allowed customers to
view and place selected 3-D virtual IKEA products in their own rooms.
Objective
Create an interactive mobile app that consumers can use to make product selection and purchasing
easier.
Strategy
The app allows users to experience new furniture to scale in their room. Going to an IKEA store may
be difficult for many customers; enabling them to see virtual images of products will help customers
make purchase decisions and buy online.
The service works by users scanning selected pages in the 2014 printed IKEA catalog with the
IKEA catalog app (available for iOS and Android) or by browsing the pages in the digital 2014 IKEA
catalog on a smartphone or tablet.
After selecting a piece of furniture, users put the catalog itself on the floor, where it acts as a
sort of anchor for the 3-D image of the chair or table. If the furniture needs to be rotated, the user
simply rotates the catalog.
Marketers should look at every brand touch point as an opportunity to engage digitally, and
this app is a perfect example of a brand adding entirely new value to an old medium with digital
technology.
Results
According to company reports, the app was downloaded 8.5 million times.
Speaking to the trade journal Mobile Commerce Daily, Marty Marston, product public relations
manager at IKEA US, said: “Some people are afraid that they’re going to make the wrong color choice
or the style might not look good with the other styles that they’re trying to mix and match it with or
just not look good in that space, so they may not buy it, and that’s unfortunate because maybe it’s
exactly what they need. So, we think that this augmented reality feature may be a solution for some
people to really help them with that buying decision in the process.”
Source: “IKEA Augmented Reality Catalogue,” Digital Training Academy, http://www.digitaltrainingacademy.
com/casestudies/2014/11/ikea_augmented_reality_catalogue.php.
MOBILE MEDIA MARKETING 293
Mobile Video
The Mobile Marketing Association mobile video committee defines mobile video advertising as “an ad whereby the primary unit consists of delivery of a video advertisement to
mobile devices. Different from display, the ad unit delivers video to create consumer demand
and engagement, and the video ad delivery is the primary value proposition for the advertiser. During or after the video, it may have rich media features as overlays.”
The quality of these sight, sound, and motion ads has improved significantly over the
past few years. Content can be either passive or informative in nature, offering no interactive
capabilities. Active videos, on the other hand, allow viewers to click buttons on overlays and
video player frames. Interactivity can be further enhanced when videos use click-to-call or
share-with-a-friend text options.
Quick Response (QR) Codes
Barcodes have been a part of the consumer shopping experience for decades. Every time we
pick up an item at the local grocery or drugstore, the purchase price is recorded when the
cashier scans the code at checkout. Quick response (QR) codes, also known as QR barcodes, are used to engage, inform, and entertain targets through their mobile phones. Simple
to use, all consumers need to do is use their smartphone to photograph the black-and-white
or colored graphic square to receive a text message; be transported to a web, mobile, or
social media site; view photographs, videos, or even webisodes; find clues or play a game;
receive coupons; view recipes or additional nutritional information; sign up for contests or
sweepstakes; or receive samples (figure 17.1).
To be worthwhile to consumers, QR codes must present relevant information that
cannot be found at the point of purchase, such as purchase options, product reviews, product performance, height, weight, and range of colors, or alternative uses. This very diverse
symbol can appear anywhere and on a variety of vehicles, such as magazines, newspapers,
direct mail, packaging, cups, napkins, and posters, as well as on innumerable types of out-ofhome and nontraditional vehicles. This makes them adaptable to almost any type of product,
service, or promotion, no matter whether advertising efforts are directed to consumers or
businesses.
These interactive barcodes have introduced a new and unique way of reaching the
intended target: context-sensitive marketing (CSM), or virtual impulse buying. Their
ability to educate and inform makes the decision to purchase easier and faster.
Still a novelty to many, most consumers are curious about the content confined within
the QR code’s graphic shape. Because they decide whether to scan the code, this activity
is not considered an intrusion. When available, one of its most valuable assets is the ability
to immediately and effortlessly download a manual or how-to video to a tablet or mobile
device.
As the use of QR codes continues to mature, consumers will see more and more
repeatedly purchased items with a scannable QR code that directs them to “scan to reorder”
conveniently printed on the label. To ensure growth, consumers who scan the code should
receive some type of coupon or other relevant incentive.
As with all advertising, the continued success of QR codes will depend on whether the
interaction was creative, entertaining, and informative. Like e-mail marketing, if the brand
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has nothing of value to say or offer the target, the code should not be sent. Advertising must
be worth the target’s time to ensure he repeatedly chooses to interact with the code. If it
isn’t creative and engaging or doesn’t enhance the target’s lifestyle in some meaningful way,
leave it out of the media mix.
Mobile Augmented Reality (AR)
Unlike that found on websites, mobile augmented reality is used less often as an entertainment device and more as an informative one. Its job is to engage and create a memorable
interactive experience that is associated with a particular brand.
AR on smartphones and tablets uses the built-in camera to overlay copy and/or advertising content over real-world objects or makes images appear to come alive. AR adds to an
image with illustrated computer-generated images, making the advertising or educational
experience interactive and thus realistic, usable, and memorable.
Brands that include AR in the media mix provide a unique and creative experience that
can be shared virally or through word of mouth, extending the brand’s message.
Figure 17.1. Quick response
(QR) codes allow consumers to interact with a brand
through their smartphones,
accessing information, coupons, and webinars. Robyn
Blakeman.
MOBILE MEDIA MARKETING 295
Short Codes
One of the least expensive ways to engage consumers is to use a short-code promotion. This
simple and easy-to-use promotional device asks consumers to enter a series of numbers into
their mobile phones to win a predetermined prize. Short codes are often cross-promoted in
traditional advertising vehicles and direct mail or as part of an event promotion. Brands that
employ radio advertising, for example, may announce a 30 percent savings on patio furniture
if the listener texts a specific short code. In return, the listener will receive a coupon or promotional code that can be used at a participating retailer. Short-code promotions, although
relatively common, are very effective and are seen most notably as a way of voting on reality
shows and to receive promotional items at sporting or entertainment events. Because these
codes can be used at the local, national, and international level, they are a great engagement
device for all types of products and services.
Mobile Coupons
To receive a mobile coupon, users do not necessarily have to download an app or opt in to
anything. All they need to do is use their phones to go to a brand’s website and download
the coupon. Easily trackable, these instantly redeemable coupons are automatically deleted
after use.
Mobile Applications and In-Application Ads
Mobile application refers to those apps that are native to the device. There are two types
of mobile applications: branded and sponsored. Advertisers can employ branded mobile
applications that push the key consumer benefit and offer some type of utility, entertainment, information, or promotional device. Sponsored mobile applications are where a
particular brand owns the use of the app for a specified period. The overall format of the
advertised message is often customized in some way for the brand (figure 17.2).
Figure 17.2. This is a great example of a colorful mobile banner. Image courtesy of Jordan Vandergriff, University of Tennessee.
Virtual Reality
The use of virtual reality (VR) is on the rise. An ever-rising number of brands are experimenting with its immersive storytelling qualities. To get more engaged eyes, brands that
insert VR into the shopping experience offer customers unique interactions with products
that cannot be encountered in any other way. Marketers who consider incorporating VR
into their media mix can enhance customer engagement. “VR enables the three E’s unlike
any other channel (Engagement, Experience, and Entertainment),” says Michael Dub, a
partner at DXagency, in Alex Samuely’s 2016 article entitled “How VR Commerce Could
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Transform Bricks-and-Mortar Retail.” The interactive experiences available through this
form of experiential marketing are more memorable and sharable than simple words and
pictures on a page.
In-Application Advertising
This form of mobile advertising uses an app to distribute content. Some require a paid
subscription; others, supported by advertising, are free to users. In-app advertising options
include banner and rich media.
In-app banners are very similar to those found on the mobile web and are the most
common form of advertising seen in apps. Users who click on the banner can be taken to
a mobile website, be taken to a separate site within the app itself, or be able to make a call
or send a text.
Rich media advertising options are interactive and unique to each brand. This type of
advertising covers location-based, product carousels, mapping and lookbooks, in-game, and
interstitials, to name a few such options.
Location-Based Services
This type of mobile advertising uses a phone’s GPS to send out advertising messages to
target members who have opted in to receive them, based on their current location.
Product Carousels
Product carousels use Flash to create a slideshow that showcases several rotating brands that
can be seen on both mobile devices and tablets. Targeted consumers can interact with an
ever-changing number of products, usually within the same product category. Each visual
can be accompanied by descriptive copy as well as display contact numbers for sending a
Figure 17.3. This mobile ad not only lets the reader
know about the types of food the brand carries but also
makes purchase easy with a simple click. Image courtesy of Jordan Vandergriff, University of Tennessee.
MOBILE MEDIA MARKETING 297
text or contacting a customer service or technical service representative or include an e-mail
link.
Mapping
Mapping helps users find a specific location and check traffic conditions. Ads can appear on
or off the map and typically allow viewers to download a relevant app for their location.
Each ad has a logo, a small amount of copy, buttons for downloading the app, and a navigation button for directions or a close option. Other mapping options include something
called pushpins, or geo-targeted messaging, that when moused over contain many rich
media and other interactive properties along with location information and a logo.
Lookbooks
Lookbooks allow consumers to browse both products and promotions before they leave
their current location. Shopkick has created an app that interested browsers can use to save
the information and then remind them of the advertised product when they enter the store.
Like product carousels, lookbooks allow consumers to browse must-have products by store
location or brand. All consumers need to do to set up a reminder is simply drag and tag
the item.
In-Game Marketing
This subtle form of advertising is gaining popularity. Like games found in social media vehicles, mobile games would also have relevant advertisements that match the games’ premise.
The goal is to have the advertised message not interfere with the game. Another form of
in-game marketing includes the sponsorship of an event within a game, such as a car race. In
an August 30, 2012, online Mobile Commerce Daily article by Chantal Tode entitled “Best Buy,
Disney Team Up on Mobile Game Promotion for Back-to-School Push,” Michael Burke,
cofounder and president of Adtivity by Appssavvy New York, tells us, “Mobile gaming is
definitely growing. Gaming is huge on desktops and a lot of those games are now moving
to mobile and because of that, advertisers want to follow where the people are.” He goes
on to say, “There are opportunities in mobile gaming to reach consumers who are on the
go, with many playing while they are commuting to work or while waiting for something.
Advertisers can also leverage check-ins . . . or do things with photos or adding stuff to a
calendar that you really can’t do on the Web.”
Interstitials
An interstitial ad is a full-page rich media ad that loads between page views on a site; a
prestitial ad pops up before the home page opens. Their job is to encourage the viewer
to download the site’s native app. Most display for no longer than ten seconds, and almost
all include a skip or close button. Because they can be considered annoying, sites should
typically use no more than one per session.
Other advertising outlets include search; and as mobile screens get larger, some brands
are trying out “takeovers” that temporarily fill all or most of a device’s screen. But like any
ad that gets in the way of what the target is doing, they can be annoying and so should be
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used sparingly and offer the target something relevant, unique, and time sensitive that cannot
be found anywhere else.
Mobile promotional devices like coupons and short codes are interactive, trackable,
memorable, and more likely to be acted upon than traditional advertising. A promotional
mix that combines mobile, the Internet, and social media options keeps information timely
and engaging. Ads that include links can deliver stronger visual/verbal content than a simple
text message. Ads that include rich media allow the target to see the product in action and
hear about its features and benefits. Interactive ads that include a link can whisk the viewer
away to a website for a coupon or more information, and a call-through link can instantly
connect the target to a customer or technical service representative.
Once technology advanced and consumers jumped on the smartphone bandwagon,
advertising creative teams began to creatively ignite this “third screen” that includes mobile
phones and tablets, using techniques perfected on television and the web and introducing
a few new ones.
More and more consumers are using small screens to view movies and television programming and play games. The fact that these small screens can go everywhere with consumers creates both challenges and opportunities for brands that employ them. They must:
• Create relevant, engaging content that encourages the target to opt in;
• Deliver advertising, promotional, and entertainment options that can be employed
across multiple platforms;
• Find ways for branded entertainment to engage and educate.
How Does Mobile Media
Marketing Help IMC Be Consumer Focused?
A study by application company Tapjoy and market research firm Interpret found that
adults twenty-five to thirty-four years old are not only more engaged with advertising on
mobile devices but also remember more ads while using mobile apps, especially those using
video or fully sponsored/branded apps. This group also had the largest percentage of app
click-through rates and stood out from other general app users on the types of rewards they
wanted to receive. Most look for cash and gift cards, but the twenty-five- to thirty-fouryear-old age group was more interested in premium content, game credits, and new apps.
Consumers who use apps do so for many diverse reasons and in many diverse ways.
The study breaks down app users into four specific categories: premium essentials, researcher
purchases, gratis only, and freemium users. Premium essential users are willing to pay for
an app. When considering purchase, they rely on word of mouth, and when browsing the
app store, they do not rely on advertising or promotions. Researcher purchasers use social
networking and recommendations to find apps. This group will rely on television ads and
promotions to learn about apps for new games and movies and often have the most paidfor apps. The gratis-only group will typically download a free app and never upgrade to a
paid version. They typically find ad-supported apps intrusive but are not willing to have the
messages removed by paying. Freemium users download many apps but are price conscious
when deciding which apps to purchase.
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The Tapjoy article concludes by defining premium essential and freemium users as having the best recall for advertising seen in apps. However, those falling within the research
purchaser group were more likely to click on an app than any other group. Finally, the
premium essentials and freemium users were the most likely to download an app to receive
a promotional incentive.
A research study reported in a January 12, 2017, online Pew Research Center article by
Aaron Smith entitled “Record Shares of Americans Now Own Smartphones, Have Home
Broadband” tells us that “roughly three-quarters of Americans (77%) now own a smartphone.” In a 2012 online Open Forum article entitled “Mobile Apps: The New Big Tech
Trend,” Timo Platt identifies the three most important characteristics marketers can isolate
as inherent to smartphones that no other advertising vehicle has: “They are always on, always
near and always dear.”
This marriage of mobile and social media is known as SoLoMo, or social-local-mobile.
Basically, it combines location-based properties with social media to more effectively engage
the target. Its origins can be traced to three social media adaptations:
• Facebook advertising that encourages personal engagement through social media.
• Brands that began sending out coupons based on the target’s location. These types of
promotions used local-mobile or (LoMo) apps such as Shopkick and Gowalla.
• Apps such as Foursquare used a combination of the above that encouraged social
interaction to promote the local and mobile components.
SoLoMo is initiated every time the target uses any of these apps to check in and then
share the experience with her social networking circle. It is also activated when she uses apps
to solicit a recommendation through social media contacts before purchasing.
Platt recommends the following ways to engage the target using SoLoMo:
• “Delivering brand messaging and other promotions to consumers near a local store
through hyper-local advertising and promotions.
• “Collecting referrals and recommendations from friends and other trusted influencers, which affect what customers buy at the point of purchase.
• “Offering one-to-one sales guidance, closing and support. Some of these apps include
access to a trained off-site salesperson to help close the sale of a premium product.
• “Staying in touch post-purchase without customers having to give up contact data.
The merchant can enhance customer satisfaction and service, offer new promotions
and drive brand loyalty.”
The growth of mobile advertising can in part be traced to its many location-based
capabilities that allow a brand to target consumers with personalized text messages. This
real-time permission-based form of advertising can notify consumers about a sale they are
near and/or deliver coupons by sending an alert that includes the brand name, location
where it can be found, and a link for a coupon or additional information.
Very simply, it works like a motion detector. Anytime the target walks or drives by a
location such as a paint store, she activates a locator device that sends an ad and/or a coupon
letting the target in on the current sale on a specific brand of paint or accessories.
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This type of immediate advertising makes mobile marketing a great direct-response and
point-of-sale medium that encourages impulse or unplanned purchases. A media mix that
employs location-based mobile advertising is both engaging and interactive as well as a great
way to build an ongoing, one-on-one relationship with the target. To maintain loyalty, it is
important that messages be on target, be time sensitive, offer the target something of value,
and be easy to opt in and out of.
Advertising appearing on mobile devices, like e-mail advertising, must be correctly targeted. Brands employing it must be sure to collect the type of information that will ensure
the right message is sent at the right time for the right target and place.
Brands that employ mobile advertising want to increase awareness, build or maintain
loyalty, encourage some type of action such as downloading a coupon or making a purchase,
and offer rewards that cannot be found anywhere else. Cross-promotional use in direct mail,
broadcast, print, and out-of-home, along with the Internet and through any other alternative media vehicle, should help direct the target to additional information and prolong the
life of the message.
Anytime an ad causes the target to act, he is both engaged and interacting with the
product or service and the message. Creatively, whether using text only or more complicated
rich media devices, to be effective mobile must:
• Have relevance to the target;
• Ask the target to do something, such as download a game;
• Strategically push the key consumer benefit and accomplish the objectives;
• Be simple and easy to do.
As new and exciting technological advances arrive, mobile, like the Internet, offers
more and more bells and whistles. The use of apps is now commonplace and choices are
numerous, but even more technologically advanced options are available, such as being able
to view programming once confined to a television screen on both tablets and smartphones.
Also growing in popularity are paying for purchases via mobile devices and varied types of
remote management. Consumers can now turn on lights, lock doors, and adjust thermostats
via a web-enabled mobile phone while they’re away from home.
Incentives and Deterrents of Mobile Media Marketing
To decide whether mobile media marketing is right for an IMC campaign, let’s look at some
of the incentives and deterrents associated with it.
What Makes Mobile Media Marketing So Great?
The more notable incentives associated with mobile media marketing include:
• Popularity. More than three-quarters of the US population own a mobile phone.
• Search. Mobile web searches are expected to exceed those done on a personal computer.
MOBILE MEDIA MARKETING 301
• Cost. Mobile ads are a less expensive way to reach the target than traditional methods.
• Geo-targeting. The target can be reached anywhere at any time with pertinent coupons
or promotional devices.
• Engagement. Devices that hold the target’s attention will be more likely to encourage
a response to the message, keeping the target on the site longer.
• Database development. Consumers who opt in to receive information build target lists.
• Buzz building. Messages that can reach the target while shopping can potentially generate buzz or word-of-mouth opportunities as messages are discussed or forwarded
to friends or family.
Is There Anything Wrong with Mobile Media Marketing?
The more notable deterrents associated with mobile media marketing include:
• Intrusive. Not everyone wants to receive texts or other types of advertised messages
on his phone, nor be slowed down by them.
• Message length. Elaborate messages are prohibitive; content must be short but informative.
• Message type. Brands using mobile are still test-driving the best ways to reach the
target with the best message.
• Opt-out. It is easy for consumers to delete or block messages.
• Technology. Like computers, consumers encounter mobile advertising that is affected
by the capabilities available on their mobile device.
• Reach. Marketers are still working on how to reach consumers with a relevant message while searching or shopping.
The Strategy behind Mobile Media Marketing
Research has shown that mobile ads are more engaging than display ads viewed on a desktop computer. There are many advertising and marketing executives, however, who believe
it has more to do with novelty than with pure interest in the brand advertised.
Mobile’s rise to prominence in the promotional mix can be traced not only to the
popularity of smartphones but to the fact that consumers take this direct-response tool with
them everywhere. Mobile can be used to research a product, make a call for more information, or make a purchase, no matter where consumers are.
When determining the overall campaign strategy, it is important that mobile be
included in the promotional mix and strongly promote the key consumer benefit. The type
of advertised message employed will depend on the brand’s overall image, whether it is an
emotional or rational purchase, and price. As a support vehicle, the best strategic approach
will depend on whether the focus will be on the product or the consumer and whether
some type of incentive or additional link will accompany the ad. Campaigns using a product
approach can use banners, SMS, or more elaborate visual options such as video, lookbooks,
or QR codes. Those focusing on the consumer should employ more creative visual and
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verbal options as well as AR and video to help seamlessly weave the brand into the target’s
overall lifestyle. The strongest product-oriented strategies for mobile include generic claim,
product feature, or unique selling proposition. A strategy that focuses on the consumer can
employ any of the consumer-oriented choices.
Choice of appeal like the execution technique will depend on the complexity of the
message and what is being said and shown in other vehicles within the campaign. With that
said, some of the more expressive emotional appeal choices might include lifestyle or social,
while more rational appeals may include feature, price, or news. Rational appeals work best
if the execution technique is a straight sell, testimonial, news, reminder, or teaser. Good
emotional execution techniques might include humor, animation, and sex.
If mobile is being used as a primary vehicle to launch or tease, video works well. To
ensure targets are reached and the message has captured their attention, be sure to run
multiple ads with some type of engagement device such as a game, QR code, augmented
reality, or a coupon.
High-end emotional purchases might consider using QR codes, video, or lookbooks
to maintain or further reinforce image. Brands falling within the rational category can also
use texts, QR codes, or more elaborate augmented reality options, display ads, or coupons.
All mobile strategic categories should invest in search, since most consumers will begin the
purchase process by seeking out information or looking for promotional offers.
Using public relations to advertise a brand’s website in ways that are tied to newsworthy
topics and creative story lines that align with the visual/verbal messages found elsewhere in
the IMC campaign is memorable, as is developing a separate campaign or a joint promotion
where a portion of a firm’s sales is donated to a charity that is tied to a contest or other
notable incentive.
Mobile is a great match with traditional vehicles that showcase QR codes.
To bring more consumer-focused properties to mobile, brands that consider pairing
mobile with social media, as previously discussed, will find it a great way to encourage
word-of-mouth activities and deliver coupons.
Mobile ads that include a link to the brand’s website or that include location-based
properties can increase engagement between buyer and seller, deliver promotions, encourage
purchase, and educate the target.
Apps that include informative content, have games, or use augmented reality will help
create interactive opportunities and build or maintain awareness and set up word-of-mouth
or viral exchanges.
Strategically, mobile advertising is an efficient way to not only reach the target but
also engage the target. Objectives best suited to mobile use might include selling the brand
through e-commerce efforts only, building a database, increasing awareness, announcing a
promotion, or using the medium as a teaser or reminder vehicle.
Brands that strategically choose to include mobile media marketing in their promotional mix will find it to be targetable both demographically and behavioristically, as well as
useful for locating where the target is in relationship to the brand. Other advantages include
interactivity, 24/7 availability, and the ability to develop an imaginative and engaging experience for the target.
MOBILE MEDIA MARKETING 303
The Mobile Web
The term “mobile web” can be defined as gaining access to the Internet through sites
specifically designed for the small screens found on handheld mobile devices. Although
broad, the definition covers everything from traditional browser use to the designing of a
brand-specific app. As a descriptive term for information found on the web, the “mobile
web” label is often frowned upon. It infers there are multiple webs. There is only one web;
the only differences are access and content. In 2010 the late Apple cofounder Steve Jobs
stated that “mobile advertising really sucks.” That was then; today, mobile advertising is
creative, innovative, and interactive. Capitalizing on what mobile can do, advertisers can
The Look of Mobile Media Marketing
Design aesthetics for both mobile phones and tablets rely on the same principles as those
introduced in chapter 16 and will not be reexamined here. Design features for these mobile
devices rely heavily on how and where the device is used, connectivity issues, smaller screen
sizes, overall device features, and their limitations. Consumers use their mobile phones for
many things beyond making calls, such as texting, e-mailing, and playing games. The most
frequently employed advanced features beyond search include jumping on the mobile web.
Let’s take a quick look at some of its unique properties.
BOX 17.1. Mobile Marketing Facts
Here are the top ten mobile marketing facts, according to “50 Amazing Facts about Mobile Marketing,” a June 29, 2012, online slideshow by Jeanne Hopkins and Jamie Turner seen on HubSpot.
• Mobile ads perform four to five times better than traditional online ads in key metrics such as
brand favorability, awareness, and purchase intent.
• Mobile coupons have a redemption rate ten times higher than that of print coupons.
• Seventy-four percent of smartphone users use their phones for shopping; of that, 79 percent
make a purchase as a result of using their phones.
• Brands using SMS to reach customers connect with 95 percent of all smartphone and non-smartphone users.
• Seventy percent of mobile online searches lead to an action within an hour; 70 percent of desktop
online searches lead to an action within a month.
• Eighty-one percent of smartphone users have done product research via their smartphone, and
50 percent have made a purchase with one.
• Seventy-three percent of smartphone users said they use the mobile web rather than an app to
shop.
• Fifty percent of smartphone users have scanned QR codes, 18 percent of whom have made a
purchase afterward.
• Of the smartphone users asked why they would scan a QR code, 87 percent said to get a coupon,
discount, or deal.
• Fifty percent of smartphone users have purchased a product using their phone.
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employ location-based applications, create ads that double as games, or distribute incentives
or information of value to consumers. What consumers do not respond to are repetitively
used web ads recycled as mobile advertising.
The first thing to consider when designing a mobile website is knowing what type of
device the target will use to view the site. Additionally, it is important to know how the
target uses her phone and the type of Internet connection she uses or will typically have
available. The connection is especially important, for example, if the brand will be including
rich media devices or be asking the target to fill out forms using the mobile device.
Understanding how the target will use the site is also important. Most users will surf
the mobile web when they are killing time. Design decisions should start with the idea that
mobile search is being used in the same way most desktop searches are done.
The creative team must also understand how the target will view the mobile site. This
places an enormous emphasis on context. If the target uses his device on the go, then speed
will be a priority, as will the need for designing a graphic yet straightforward and strippeddown site that focuses on a streamlined experience. A target more likely to use his device
in front of the TV or during lunch will spend more time with content, giving it a more
important role.
The successful design of a mobile website involves never losing sight of the type of
content that will be displayed, how it will be used across devices, and its small viewable size.
How much content to bring over from a brand’s traditional website will depend on how the
target will use the site. Understand why the target will visit the site, such as making reservations, viewing a menu, or seeing a map. Design the space to ensure that information is easy
to find, and limit the number of taps the consumer will have to make to no more than three.
Context is as important as content in mobile web design. Context is all about the environment in which content is viewed. Lighting may be poor, the viewer could be distracted
or multitasking, or he may be in motion, whether walking or riding the bus, and the type
of connectivity available may change.
When determining content, the creative team needs to consider why the target will
visit a mobile site. What features are important to targets when they’re on the go? What
do they find frustrating when using mobile websites? And what type of device do they use
when accessing the mobile web? Answers to these primary questions will help determine
what needs to be included on a site and what can be left out.
Because there are so many different types of mobile phones out there, to save money
and time it is important to start out with a design and advertising format that can work on
as many different devices as possible. To avoid confusion, it is important to keep content and
overall look similar to what the target would find on a desktop.
Apps are the way to go when looking for a more focused and personal experience.
Whether the product or service needs an app will depend on how the target will arrive
on the site. If most of the target audience will go to the site directly and repeatedly, an app
would be appropriate. If they arrive at a site via a shared link, an app would be redundant,
since visitors will be able to visit the site whether they have installed the app or not. Brands
using apps might consider a native app like Instagram that will work with the most diverse
number of devices. Like traditional Internet sites, designers must take into consideration that
not all visitors will be using the newest operating systems.
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The choice of typeface should match that found on the brand’s traditional website
when possible. Avoid serif fonts, choosing instead clean, easily readable, and legible sans serif
fonts.
Something rarely considered is battery life. Both smartphones and tablets have smaller
battery life and ramped-up processors, so the more the processor needs to work, the shorter
the battery’s life span. Big drainers include location-based features, animation, and other
varied rich media enhancements.
Why have a specially designed mobile website when a traditional one already exists?
First, and most obvious, is the smaller screen size and the slower performance of mobile
devices. With that said, many smartphone users can view most traditional desktop websites,
but asking them to pinch and zoom in on tiny links and copy has lost its novelty. The major
difference between a mobile web user and a traditional desktop user is location. A mobile
user is out and about, whereas the traditional desktop user is at home, surrounded by fewer
distractions and with a dedicated time allowance.
Designing for the Newest Digital Medium
Design for mobile devices will closely follow the steps and principles used in traditional
desktop website design. The major differences that must be taken into consideration are the
small screen size, download time, and the fact that the viewer is out and about.
Basically, most web designs start out as sketches that are refined in wireframes. A
wireframe is the visual/verbal layout of a website. Using simple line drawings, it helps
the designers and web developers present and envision how each proposed function, any
graphic elements, and the overall structure and content of a website will look.
To decrease download times, avoid background images. Depending on lighting conditions when viewed, readability can become an issue. Additionally, it is important to keep the
design simple; avoid using unnecessary visuals and graphics when possible.
Creating a user-friendly experience is critical when designing for mobile. Users expect
pages to match the integrity, quality, and performance the brand projects elsewhere. Consumers use their mobile phones on the go to enhance their shopping experience, get them
to their destination fast, and offer useful hints and tips as well as offer rewards and an overall
pleasant experience. A rewarding customer experience begins with how an app performs. It
can look great, but apps that open slowly or crash are frustrating and can affect brand image.
Apps that do not perform up to consumer standards compared to other brand applications
will receive poor reviews both virally and via word of mouth, affecting adoption, image,
and equity.
Before design of an app begins, the creative team members should ask themselves:
What does this app need to do differently from competitors to stand out? What can it do
better? Once these questions are answered, designers can come up with an app that not
only enhances the target’s lifestyle but either does something no other competing app does
or does it better.
With that said, it is important to remember that design choices affect features, content,
interactivity, graphics, and thus overall performance.
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Consumers associate acceptable performance with quick download times, how a page
behaves when loading, transitions between pages, rich media performance, a low number
and type of errors, and waiting time between transitions. Creative teams should always seek
to design usable, cutting-edge, memorable, and high-performing sites.
Sites that require viewers to fill out forms need to use a more simplified version than
those found on a traditional website. Consider using radio buttons and lists that can be
tapped to pick preselected options. Be sure any data entered or page screen viewed is savable
for use in later visits or readable at a later time by the target.
Navigation
Do not forget about navigation devices; they should be easy to find and intuitive to use. Be
sure to put all navigational and search devices at the top of the site. Use increased amounts
of white space around them, since fingers often get in the way of click points spaced too
close together. Additionally, the use of increased white space projects elegance and makes
the site easier to use.
One simple but important navigation device to keep in mind is how viewers will move
around using their fingers. Consider the following possibilities or think up your own: tap,
double tap, drag, swipe to scroll, pinch to zoom in or out, and press and hold. When determining a type of navigation device, remember that keeping things straightforward is usually
best to avoid making users learn new and often unnecessary techniques. Tap size of any link
(width and height) needs to be at least thirty pixels. In its User Experience Guidelines concerning navigation, Apple explains that anything tappable should be the size of a fingertip,
which translates to around forty-four points wide × forty-four points tall and top out at
fifty-seven pixels square. A much smaller text link may measure only fourteen pixels high.
Placement of navigation devices is relatively diverse and will depend on content. More
complex sites may place a menu link at the top and navigation buttons on the bottom of
the screen so that users do not have to scroll back to the top to continue their search. Still
others partially hide the menu until the user taps on it to save valuable viewing space.
To keep design simple, place multiple text links on the opening page to make navigation
fast and easy between points. Links can be text only or appear with an accompanying visual.
If users must scroll, make sure it is in one direction, usually vertical.
When incorporating video into advertising efforts, it is important to ensure that ads
are easy to view. “Horizontal ads,” according to a 2016 Mobile Marketing Daily article by
Ben Frederick, “are more effective at generating purchase intent and increasing familiarity.”
The article goes on to say that it is strategically important to adjust the tone depending
on the “intended outcome: Comedic tones familiarize them with the brand, dramatic and
emotional ads appeal to them, and informational ads make them more likely to purchase.”
Emojis
Emojis are mobile royalty. According to a 2016 New York Times article entitled “Picture
This: Marketers Let Emojis Do the Talking” by Robert D. Hof, “92 percent of the online
population now use emojis.” An emoji is not an emoticon. An emoticon is a smiley face
:) or a wink ;). An emoji is a simple graphic image. Able to communicate both thoughts
MOBILE MEDIA MARKETING 307
and emotions, these very communicative and attention-getting little images reimagine how
a picture is worth a thousand words. Brands that incorporate emojis into their advertising
create a unique way to engage with their target that does not use a hard-sell approach.
Brands like Oreo, Coke, Taco Bell, Dove, and Burger King, to name a few, that want to
develop their own branded emojis must first create their own app or work with a messaging
app like WhatsApp or Facebook Messenger. Twitter also will create customized emojis, triggered when a specific hashtag is used, that marketers can incorporate into their advertising
efforts.
Since many symbols need little translation, emojis are an excellent visual and verbal
tool when used in international campaigns. To reach consumers in China, Oreo launched a
mobile campaign that asked parents to paste family photos onto dancing emojis. This very
successful campaign “generated nearly 100 million emojis,” according to a 2015 article in
The Guardian entitled “The Rise of the Emoji for Brand Marketing” by Michael Brenner.
Tablet Design
Designing for a tablet is not that much different from designing for a smartphone; it must be
easy to use, relevant to use, be a problem solver, and be both visually and verbally enticing
and informative. Simple is better; battery time is limited. If a brand can incorporate native
apps into its site, such as GPS features, calendars, or contact lists, use is less complicated.
Another important consideration is that, unlike smartphones, tablets may be used by
multiple members of the family, so simple ways of logging in and out are important, as is
displaying who is currently logged in.
Magazines viewed on tablets often allow users to move between articles by horizontally
scrolling and use vertical scrolling for viewing and navigating an article.
To make browsing easier and less frustrating, provide a home page. Viewers are used to
them and appreciate them.
Consumers will use smartphone, desktop, and tablet interfaces differently, so overall
design must reflect that. Research has shown that tablet users, unlike desktop and smartphone users, have an overwhelming tendency to swipe horizontally.
Generally, there are four basic differences to consider between designing for desktop
and smartphones and designing for tablets: Size is still a problem. A tablet is not as small as a
smartphone or as big as a desktop or laptop, screen resolution varies by device, and options
to view content in portrait and landscape must be considered, along with touch interfaces
and no mouse but more room for fingers to swipe or tap than in smartphones. And, like
smartphones, processing and battery life are limited, so many rich media–enhanced options,
unlike those favored on desktops, can be challenging for both tablets and smartphones.
A tablet can be used for in-depth research of a product or service or for quick bouts of
surfing for phone numbers or addresses.
All digital design is affected by resolution, screen size, and speed, so a one-size-fits-all
space does not apply. As we previously described, mobile sites are trimmed-down versions of
a brand’s traditional website. A tablet user wants a full version of the site but does not want
to spend a lot of time zooming and pinching to see content.
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Tablet design should use simple, clean user interfaces with large, well-spaced, easily
recognizable navigation devices. Copy or visuals set up in horizontal columns are preferred
over vertical ones.
Tablet users tend to read more and for longer periods of time about products they are
interested in while in a more relaxed state of mind than desktop or smartphone users.
Tablets blend print and digital qualities together. “Our goal,” said David Ho, team leader
for the Wall Street Journal iPad app, in “The State of the Art in Designing Content,” a May
14, 2012, online Newspaper Association of America article by Dena Levitz, “was to blend
the best lessons of print with the power and immediacy of the Web to create something
new and special.”
Ho found that users wanted to be able to turn pages, have copy appear in horizontal
columns for easy reading, have a designated final page, and be able to see several, not all,
stories at once.
Digital aspects allow readers to be updated in real time, use multimedia features, and
share any visual/verbal aspects with others through e-mail or social media. Many newspapers and magazines that are available on tablets also offer video options.
These small differences from traditional online sources give tablet use not only immediacy but also incorporate social aspects into the interactive activity.
Advertising on tablets that offers some type of interactive device is more likely to be
clicked on. Chase, for example, used a full-screen interactive ad that allowed users to interact
with the graphic elements. When moved, different benefits of card usage were revealed. By
turning the tablet different ways, viewers could see a different reward ooze out of the main
visual of a large credit card.
Mobile’s importance to the overall promotional mix has taken a giant step forward in
a very short time. Growth has taken a simple communication device to one that organizes,
educates, and entertains consumers. Brands that employ the multilevel creative options
available to mobile advertising will not only engage consumers but also get them talking.
As an advertising vehicle, mobile is still in its infancy, with marketers still testing how much
advertising versus promotional material the target will tolerate and/or interact with.
DISCUSSION QUESTIONS
1. What are the strategic uses of mobile media marketing in an IMC campaign?
2. How has mobile grown from a one-way communication between the brand and target to one
that is both interactive and engaging?
3. How do consumers use mobile?
4. What does mobile add to the promotional mix?
5. When should brands employ mobile advertising?
6. Mobile has a diverse array of advertising options. What are some of the most popular, and how
can each help visually and verbally express the key consumer benefit?
^Q
MOBILE MEDIA MARKETING 309
7. How are quick response (QR) codes employed in mobile advertising?
8. How does mobile media marketing help an IMC campaign be more consumer focused?
9. There are four categories of app users. Define each.
10. The marriage of mobile and social is known as SoLoMo. Define what it is and how it is used.
11. How does mobile employ location-based capabilities?
12. Location-based capabilities bring what additional advertising opportunities to the promotional
mix?
13. What do brands want to accomplish with mobile media?
14. To be effective and relevant to the target, mobile must do what?
15. What are the pros and cons of using mobile media marketing?
16. What is the strategy behind using mobile media marketing in an IMC campaign?
17. What is cause marketing, and why is it important to have it be a part of an IMC campaign?
18. What is important when writing and designing for mobile?
19. What are the major differences between designing for mobile and tablets?
310
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CHAPTER
18
Alternative Media Advertising
The Strategic Use of Alternative Media in IMC
Alternative media, also known as ambient, emerging, new, or nontraditional media, is
defined as creative, shocking, or surprising advertising that appears on unconventional
surfaces that can be found anywhere inside or outside that do not fit into the standard or
traditional media categories of broadcast, print, or out-of-home.
The term “alternative media” refers to the fact that creative teams are no longer tied to
a limited palette of surfaces that are considered static or passive like traditionally delivered
print (newspaper and magazine) and broadcast (radio and television) vehicles. These “traditional” media categories, however, can have added or alternative properties. Broadcast media,
for example, can incorporate web addresses, QR codes, or social media; print can also incorporate the web, QR codes, augmented reality (AR), or social media into the design, while
out-of-home may employ mobile or digital as well as project three-dimensional images.
This unique partnership between traditional and alternative vehicles injects a new level of
creativity into traditional vehicles never seen before that includes engagement, surprise, and
interactive options.
Never boring, visually or verbally, alternative media can be an engaging and interactive
facet of the promotional mix on its own. The rich, assorted palette of often atypical vehicles
and surfaces makes it a lot easier to reach the target with a memorable message wherever
they are. These surfaces, according to Robyn Blakeman in her book Strategic Uses of Alternative Media, can be any “large, small, round, flat, stationary or moving, edible or nonedible
surface that will hold a message and ensure the targeted consumer will come in contact
with it. Often placed in unusual or unconventional places, these highly targeted, creative, and
ALTERNATIVE MEDIA ADVERTISING 311
sometimes interactive vehicles are excellent at delivering both a meaningful and memorable
ad more effectively than traditional media vehicles. And, unlike most other vehicles, they
cannot be clicked out of, turned off, or deleted.”
Adoption of these unique surfaces can reach the target with a creative, tantalizing, and
sometimes shocking visual/verbal message that is often worth sharing with others, effectively extending the life of the advertised message. (See case study 16 for details on Allstate’s
use of alternative media.)
Designs may be big or small, colorful or monochromatic; use a dominant visual or rely
on copy only to deliver the message. Some may incorporate technology, but all will have
creative and inventive visual/verbal ideas that reach targets where they are in unique and
inventive ways. Many depend on some type of interactive or engagement device; others stun
visually and/or verbally to capture attention. This seemingly limitless category of vehicles
has been labeled the “creative economy” by countless advertisers because many vehicles are
inexpensive, and all are meant to create a memorable experience.
In today’s world of overstimulated consumers, finding a memorable visual/verbal solution for a brand’s message is difficult. Creative teams have found that messages delivered in
an unexpected way can leave a lasting impression on consumers. Marketers, on the other
hand, have been less impressed with this new visual/verbal voice of advertising and have
been slow to adopt some of the more unusual forms of alternative media. As brands search
for more consumer-focused, stimulating, and unusual ways to break through the clutter with
an advertised message that not only attracts their target’s attention but holds it, adoption
rates have substantially increased as alternative vehicles have repeatedly delivered the desired
return on investment (ROI). Other market influencers behind the growth of alternative
media include audience fragmentation and the younger, more desirable target audience’s
continued avoidance of traditional advertising vehicles as well as their interest in digital
media options such as mobile, gaming, and the Internet.
Success rates have marketers turning less often to traditional advertising vehicles to
build brand awareness, create or maintain brand image, or launch a new or reinvented
product. To reach a media-blitzed, fractionalized target audience today, an IMC campaign
will often incorporate one or more types of alternative media vehicles into the media mix.
Any vehicle or combination of vehicles employed must include some type of engagement device or sharable idea that can grab attention, deliver a memorable encounter, and
visually and verbally speak to the target in thought-provoking ways. Some messages might
awe, others tantalize or titillate, and still others shock, but all reactions should excite, engage,
build curiosity or provoke, remind, drive traffic to a website or brick-and-mortar store,
encourage sales or contributions, engage the hard-to-reach eighteen- to thirty-four-yearold target, and show a measurable ROI both on- and offline, no small task.
Brands that are looking for new ways to create buzz and interact with their target will
find alternative media vehicles a great option. Small advertisers with small budgets will find
it easier to pin down and reach their target, while purveyors of larger mass-produced goods
and services will find it a creatively engaging way to utilize the many diverse vehicles to
reach multicultural audiences across the globe.
Whether to use alternative vehicles as a primary or secondary media source will depend
on the brand, overall creative message, life cycle, budget, and target. When used as a support
vehicle, alternative media is highly effective at reinforcing a brand’s message or image or as
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^C
CASE STUDY 16
IMC Alternative Media: Allstate
Background
Headquartered in Northbrook, Illinois, the Allstate Corporation is the third-largest personal lines
insurer in the United States behind State Farm (1, 6). Founded in 1931 by insurance broker Carl Odell,
Allstate began as an auto insurance provider and extension of the Sears retail company (1). Currently,
Allstate offers a variety of services within the property and casualty insurance categories, including
but not limited to auto, homeowners, fire, marine, and life insurance policies, programs, and products (1). In 2008 Allstate purchased the Partnership Marketing Group to expand Allstate’s roadside
assistance services and, in doing so, also appropriated PMG’s legal service benefit plans to Allstate’s
US membership base (1). In the fourth quarter of 2011, Allstate accrued $31.4 billion in total revenue
and $928 million in net income (1).
Problem
In 2006 Allstate sought a way in which it could both promote sales and generate a higher level of
consumer interest in its products and services (2). In addition to this, the emergence of DVRs and
other entertainment options, such as Netflix, were rendering television commercial viewership obsolete (3). Advertisers and businesses alike scrambled for new ideas and ways to engage consumers.
Solution
That same year, multimedia corporation Destination Media took advantage of then-recent technological innovations and created Gas Station TV, a network aired through most major gas retailers
via a small, twenty-inch digital television screen installed at the pump (2, 3). GSTV’s quick, cyclical
programming now includes news, entertainment, sports, and weather updates, original content,
and, more importantly, advertising (3, 4). Upon learning of the new program in 2006 through its
media-planning company, Allstate immediately began an advertising campaign tailored specifically
to GSTV (2).
Alternative/Emerging Media
Allstate enlisted the help of actor Dennis Haysbert to narrate and bring the familiarity of a recognizable persona to its commercials. At first Allstate’s commercial content was focused on a more dramatic approach, showing many of life’s unexpected difficulties and the services specific to Allstate in
providing protection and insurance for its customers (5). In 2010 Allstate built an overarching advertising campaign for all media, including Gas Station TV, that was based around a persona known as
“Mayhem.” This more humorous approach personified many of the accidents people can face in their
home or automobile.
Results
As a result of both the advertising on Gas Station TV and the Haysbert campaign, Allstate experienced an almost $1 billion increase in sales from 2006 to 2007 (1). Since then, Allstate has suffered
ALTERNATIVE MEDIA ADVERTISING 313
a way to demonstrate brand features. Its flexibility and diverse array of shapes and sizes make
it an effective choice for small businesses, large corporations, or charities. Use as a primary
vehicle makes it a great choice for any brand targeting smaller niche markets or those not
easily reached through traditional means. Focus on a smaller number of brand-loyal consumers sets up a great opportunity to take a more consumer-focused message directly to
those most likely to purchase the product or service. For example, the best way to reach an
advertising-avoidant target is to put the brand directly in his hands. To launch its new phone
and reach its tech-savvy consumer, HTC took the product to where its target is instead of
waiting for the target to come to the brand. Promotional efforts used pop-up stores and
kiosks in malls, set up “BoomSound Lounges” to showcase the phone’s speakers, sponsored
concerts, and used cinema display ads and lobby demonstrations to create an interactive
hands-on experience where the target could actually use the phone. The overall objective
was to create a one-on-one experience between the brand and the target that encouraged
feedback and heightened interest by allowing those most likely to purchase the product to
interact with it.
major losses in revenue (12.5 percent in 2008) due to economic instability. In 2010, before the “Mayhem” campaign reached popularity, Allstate’s revenue fell another 1.9 percent (6). This year, however,
revenue increased by 0.9 percent as Allstate’s “Mayhem” campaign led to heightened brand recognition, most of which can be attributed to GSTV’s 89 percent active viewer engagement statistic, 80
percent positive audience reaction, and twenty-seven million monthly viewer statistics, resulting in
Allstate’s 5.2 percent market share (3, 4, 6). These numbers are not only indicative of an effective ad
campaign but also consistent with the effective communication through GSTV.
Conclusion
Although Allstate experienced a decline in revenue from 2008 to 2010, this was mostly due to
the now four-year economic recession in the United States; State Farm also experienced negative
percentages during this time. Liberty Mutual’s gains throughout this period can be attributed to
their overseas business. If Allstate’s growth between 2006 and 2007, as well as 2010 and 2011, are
indicative of anything, it is that their overarching advertising campaign effectively communicated
their message to a large consumer base through Allstate’s use of alternative media via Gas Station TV.
Sources: (1) LexisNexis Academic, http://www.lexisnexis.com/hottopics/lnacademic. (2) Becky Yerak,
“Allstate Hopes to Fuel Interest in Idle Motorists with Ads,” Chicago Tribune, June 9, 2006, http://articles.
chicagotribune.com/2006-06-09/business/0606090179_1_allstate-media-llc-gas-pumps. (3) “Gas Station
TV Drives One Billion Viewers in Just Five Years,” Gas Station TV press release, July 19, 2011, http://www.
gstv.com/newsitems/gas-station-tv-drives-one-billion-viewers-in-just-five-years. (4) Gas Station TV website, www.gstv.com. (5) “Dennis Haysbert Allstate Commercial,” video posted at YouTube by ThatsAll
statesStand, 0:31, http://www.youtube.com/watch?v=VBAwXN8lS88. (6) https://clients.ibisworld.com/
industryus/Majorcompanies.aspx?indid=1325. (7) Tim Nudd, “Ad of the Day: State Farm—Are You and
Your Family Safe from Giant Marauding Alien Robots?” Adweek, August 17, 2011, http://www.adweek.com/
news/advertising-branding/ad-day-state-farm-134187. (8) “Liberty Mutual ‘Doing the Right Thing,’” Adweek,
March 24, 2011, video, 1:01, http://www.youtude.com/watch?v+DJIHBuma4ZE.
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Creative teams that creatively exploit a vehicle’s shape, use, location, and size can capture
the target’s imagination with a meaningful visual and informative voice. There is not a surface that consumers encounter that cannot or has not been used as a delivery device. These
hundreds, perhaps even thousands, of unique surfaces can be turned into a promotional
device for any event, product, or service (figure 18.1). The very best create viral opportunities as consumers talk about and post photographs of the advertising or event.
Like traditional media before them, alternative media vehicles have carved out a place
in our fast-paced, instant-messaging lives; they have become a social, political, and economic force within our culture, helping us communicate and sell locally, nationally, and
internationally. Each media vehicle offers marketers, creative teams, and consumers variety,
convenience, flexibility, and personalization.
The Diversity of the Alternative Media Voice
These very distinct vehicles cannot deliver an integrated message alone. To be remembered
and thus acted upon, the visual/verbal message must be cross-promoted elsewhere. Diverse
does not always mean unusual. Many vehicles that fall under the umbrella label of “alterFigure 18.1. Alternative marketing is about capturing the target’s imagination or attention,
something this Red Bull car wrap with 3-D product display does well. Robyn Blakeman.
ALTERNATIVE MEDIA ADVERTISING 315
native” can be used daily by the target, such as mobile, e-mail marketing, blogs, and social
media. These chatty vehicles are the exception to the less-is-more copy rule seen in most
alternative designs. Due to the multitude of divergent sizes and shapes, most vehicles must
rely solely on powerful visuals that are supported by a logo and possibly a slogan or tagline.
The brand’s visual/verbal voice is all about image. Strategically, most alternative vehicles
cannot successfully deliver the key consumer benefit, so visual focus must be placed on
character representatives, spokespersons, logos, or graphics used elsewhere throughout the
IMC campaign. Not all vehicles are measurable, so care must be taken when determining
which vehicles to employ and their overall role in the campaign. For example, is the goal
to engage, awe, create interactive opportunities, and build or maintain awareness, or just to
remind or tease?
Many vehicles are integrated into the target’s life as part of a shopping or dining experience, such as coffee cups, doggie bags, table tents, packaging, or shopping bags. Others pop
up in unusual places to a captive audience, such as with restroom advertising or on airline
seatback trays. These often very targetable and hopefully repeatedly seen ads are great at
keeping the brand name in front of the target, but they are not always a good choice if the
goal is to reinforce image or build a relationship with the target. Regularly viewed cinema
ads, product placement in movies or television programming, or ads seen in video games
are also great reminder vehicles, but they can easily annoy the viewer or player if they interrupt the experience. Some of the best engagement devices include QR codes, augmented
reality, contests or sweepstakes, or some type of promotional device. Creative designs and
unusual placement are unique to alternative vehicles and are what helps capture and hold
the target’s attention.
Placement of vehicles should complement the brand; for example, placing car insurance
ads in parking garages or soda ads on scoreboards. Parking meters or empty storefronts might
advertise local shopping and eating establishments within walking distance, bowling balls
may sport a popular beer label, and fruit and vegetable stickers may push a chain of local
gyms, to name a few ideas.
Many of these oddball vehicles are often creatively edgier and/or rely on technology
to get the message out. They can surprise, be taken as a keepsake, or just generally garner
some type of response from the consumer. Let’s take a look at some of the more commonly
seen vehicles.
Product Placement
When a brand logo is seen, talked about, or used in a movie, television show, or game, it’s
known as product placement. Once a free form of publicity, advertisers now must pay a
hefty price to see their brand’s logo on-screen. This subtle form of advertising can pack a
more powerful punch if it can be associated with a main character or overall storyline, not
only making it more memorable but also helping to create interest and build awareness
and image. Brands that are incorporated into the storyline and get talked about are worth
their weight in gold and often become a sort of mini-commercial that reminds without
being intrusive. It is important that any product placement avoid in-your-face messages
that scream brand attributes; instead, the goal is to quietly reach a captive audience and tie
product use to the character’s image.
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Success depends on relevant placement. A brand that does not fit seamlessly into the
scene or overall environment in which it is placed will not only affect image but also receive
negative word of mouth.
As we learned in chapter 12, viewers who wish to avoid watching advertising can get
a sandwich; zip, zap, graze; or record programs to skip commercials. Brands that incorporate
product placement into their media mix become part of a scenario that cannot be skipped
or ignored by the target or create additional clutter, apathy, or ill will.
Pump-Top TV
Almost everybody these days still needs to regularly gas up. Why not reach this captive audience with video advertising placed on the pump? Nineteen-inch LCD screens can deliver
one or more messages, complete with sight, sound, and motion, lasting fifteen, thirty, or a
full sixty seconds.
Advertisers with less to say may want to consider the gas pump nozzles. Although small,
they can clearly display a logo, slogan, or tagline that can successfully remind this stationary
audience that she may want to pick up a cup of coffee, a soda, or a candy bar before she
drives off. Some of the more innovative nozzles play an advertised message when the nozzle
is placed in the car’s fuel tank.
ATMs
While the target is stopping to get cash, he may as well get an advertising message too. Busy
ATMs are a great way to promote local businesses or services near the machines’ location.
The ad can appear not only on the LCD screen but also on the receipt, often accompanied
by a coupon.
Street and Sidewalk Graphics and Stickers
Always creative, street graphics and stickers can be found on roads, sidewalks, or parking
lots. Before using any form of street graphic, also known as street graffiti, it is important
that the brand get permission from local officials. Folgers coffee used stickers and manhole
covers to reach its target. This creative idea took advantage of the steam that rises out of the
covers by placing a sticker of a “steaming” hot cup of coffee, as seen from above, on top of
the cover with copy that reads, “Hey, City That Never Sleeps. Wake up. Folgers.” Brightly
colored stickers strategically placed can lead the target to a specific location or deliver the
message in stages to hold attention. Street graphics are often incredibly detailed works of art
done in multiple media. Some of the most creative are often produced for movie premieres
or charities, and often those with the most power to awe are 3-D images that use the sidewalk or a building as a canvas.
Exercise Equipment
Advertisers look for surfaces that are close to targets or that hold them captive by what they
are doing. Exercise equipment fits that purpose, fitted with branded touch screens attached
to the equipment with which the target can watch TV, surf the web, or visit a social media
site—all while working up a sweat.
ALTERNATIVE MEDIA ADVERTISING 317
Cinema Advertising
Until recently, many brands found cinema advertising or advertising seen before the movie
trailers too expensive, too time-consuming to produce, and not sufficiently targetable. Now
this bigger-than-life, in-your-face vehicle is considered a great way to reach not only a captive audience but also that desirable eighteen- to thirty-four-year-old target group. When
choosing this vehicle, care needs to be taken not to alienate the audience with a hard-sell
message; instead use one that entertains. If going big is not a desirable or affordable option,
theater lobbies hold many highly visible surfaces such as kiosks, posters, drink cups, popcorn
tubs, and ticket stubs that can be used alone or to extend the message seen inside the theater
or elsewhere in the lobby. Most are clearly marked with logos big and small. Some include
social media hashtags and/or QR codes; others may be interactive, incorporating augmented
reality, or they may deliver a short message when activated as someone passes by. Few of
these vehicles are considered intrusive.
Coffee Cups and Sleeves
These everyday surfaces have great potential to hold not only the drinker’s attention but
also that of others who are exposed to the target as he carries the cup through his day.
This versatile multisurfaced vehicle can employ both the rounded outside surface and the
inside bottom of the cup to display a message; the outside bottom can showcase a message
to others every time the holder sips his drink. Lids might inform the drinker that there is a
surprise message on the inside bottom of the cup, such as a giveaway, contest information,
or even a game piece.
Serving more than one purpose, cup sleeves have also been used as very creative surfaces. Some might reveal a hidden message when the hot drink activates the heat-sensitive
ink, others may transform into carriers, while still others might plump up into various
shapes when liquid is added.
Not unexpectedly, many of these unconventional design options can be very expensive.
The limited space on sleeves limits copy to little more than a logo, slogan, or tagline. More
elaborate options might include four-color graphics and additional interactive options. To
give the designs additional meaning and exposure, consider expanding the design to napkins
and/or wrappers for sandwiches and desserts.
Shopping Bags
These surfaces, like cups and sleeves, can be very expensive to produce, but the amount of
exposure the brand name will receive as the shopper moves about her day is priceless. Shopping bags that say volumes beyond the logo are usually colorful and creative, and they often
incorporate thought-provoking images that say it all. Some of the more creative options
incorporate the handles into the imagery seen on the bag.
Scaffolding
Scaffolding used in construction projects is a common sight in most cities. In a cooperative
form of advertising, brands can team up with the builder and use the scaffolding to showcase
a relevant message that sits high above the cluttered advertising landscape below.
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Branded Hand-Stamp Advertising
If you’ve ever gone anywhere that has an admission or cover charge, you’ve likely had
your hand stamped. Incorporating a visible surface and having a captive audience are two
things advertisers using alternative vehicles can’t pass up. A great cooperative advertising
surface, hand-stamp advertising might feature the message “Don’t Drink and Drive” along
with the number for a local cab company. Since the surface is less than perfect, these small,
single-color stamps will feature a small amount of copy and/or a single image. Often hand
stamps will visually or verbally tie in with promotional material seen elsewhere at the event
or locations, such as napkins, glasses, water bottles, T-shirts, and other giveaways, as well as
table tents, ticket stubs, or bathroom advertising for a more integrated message.
Milk Carton Advertising
This unusual surface can be used to promote a single brand or as part of a cooperative effort
between two compatible brands. A great mass-media surface, milk carton advertising can
reach a large audience with a simple but relevant message. To increase ROI, many larger
brands may also include a coupon or information about a contest or sweepstakes.
Brands attempting to reach school-age children will find the smaller cartons a great
surface on which to place games or advertise a movie or children’s television programming.
Larger cartons aimed at adults can carry public service announcements (PSAs) or ads for
health products, desserts, or cereals.
Some cartons may include interactive elements such as games to bring attention to
the message. Cooperative efforts may share a logo or include a paper hang tag that is hung
from the neck or perforated and glued directly to the carton. These ads can range from one
to four colors and will briefly talk about the tie between the two brands. As always, when
space is at a premium, visuals or graphics play a dominant role to capture attention. It is not
unusual for these hang tags to have a coupon attached to encourage purchase of the co-op
partnered brand.
Grocery Cart Advertising
Grocery cart advertising can be used to influence impulse purchases or as a reminder device.
About the size of a license plate, they can either employ a copy-only design or picture a
dominant four-color visual with accompanying logo. These ads are not the best choice for
small niche brands but are a great choice for large national brands selling mass-consumed
products such as soda, candy, cereal, or shampoo.
Parking Meter Advertising
If the brand can be found within walking distance of the meter, then parking meter advertising is an effective reminder surface. Brands that use meters can buy space on the meter or
the pole holding the meter. An odd space to work with, the meter may use stickers or fabric,
while pole ads are often laminated and three sided and can feature either local or national
products or services. Visually dominant, ads can scream out with a single color or sport a
four-color image. If copy is present, it is limited to no more than one to three words along
with the logo. “Thirsty” and “Hungry,” for example, get to the point quickly.
ALTERNATIVE MEDIA ADVERTISING 319
Three-Dimensional Advertising
A very engaging and interactive option, this form of alternative advertising employs
both print and technology to hold the target’s attention and create a memorable ad. This
eye-catching concept can be found not only on television, the web, and smartphones but
also in magazines and catalogs. To encourage use, print options will include the glasses necessary to view the message in 3-D as a part of the publication.
Sky Promotions
The sky is a blank canvas, and that makes it a great promotional vehicle—not a new vehicle by any means, but it is an excellent way to reach a mass audience with a mass message.
Blimps, small airplanes towing banners, and hot air balloons have been used for decades to
promote causes and local businesses. Unfortunately, these unusually large surfaces can promote no more than three to five words and/or a logo to be readable and recognizable from
a distance. Skywriting, a less used form of air advertising, uses vaporized fluid from a plane’s
exhaust to spell out cloud-like messages that can be seen from up to fifteen miles away. Each
letter is about the size of the Empire State Building, and each message can measure about
five miles in length.
No matter what vehicle or combination of vehicles is employed, the decision to use any
form of alternative media in an IMC campaign will depend on not only a creative idea but
also the presence of the following key attributes:
• Exposure
• Reach
• Creative flexibility
• Size, in conjunction with placement
• Coverage
All forms of alternative media, no matter the size, cost, surface, or location, can help the
advertised message reach that important, often hard-to-reach eighteen- to thirty-four-yearold target group. Although few forms of alternative media are capable of reaching a mass
audience, those with something to show in a unique and visual way will extend the life
of the advertised message by encouraging consumers to share the experience with others
within their social circle.
How Does Alternative Media
Advertising Help IMC Be Consumer Focused?
Advertising must work harder than ever before to reach the target audience. An oversaturated advertising environment makes it easy for the target to tune out unwanted messages,
so it is important that more personalized and relevant messages reach the target where she
is. Today’s savvy consumers rely on more than one medium for general information and/
or reviews on product performance before purchasing. While watching a television program, they may be texting, e-mailing, or visiting a web or social media site. This reliance
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on multiple vehicles is known as media multitasking, the driving force behind target
fractionalization. The ability to reach the correct target with the right message at the most
advantageous time is possible with good initial research, message repetition, interactive
options that engage, and creative ingenuity.
Once the creative team has solidified the visual/verbal message, it is important that the
choice of media vehicles employed effectively showcase the message. Beyond that, choice
should match the brand’s overall image and use a mix (if budget allows) of traditional,
brand-centric, vehicles and new, consumer-centric, media options. Strategically, visual/
verbal messages that uniquely showcase the brand’s key consumer benefit and offer some
type of interactive device or viral component can successfully combine the use of both.
Vehicles that play a supportive role in an IMC campaign must ensure there are ways
to determine their precise ROI. Some guerrilla marketing and many alternative vehicles alone are hard to track, so it is important that interactive capabilities be built into
the message, such as incorporating a marketing or promotional code, a coupon, a social
media mention, and so on. By incorporating interactive devices, the message becomes a
more consumer-focused form of advertising that creates ways to initiate dialogue, build
or reinforce new or existing relationships, and obtain feedback. Many vehicles can successfully place the brand directly in the target’s hands, demonstrate use, and immediately
answer questions.
As more brands concentrate on smaller, brand-loyal niche markets, alternative media is
being employed more often to launch, reinvent, or remind the target about a brand. This
one-on-one continual, often personalized dialogue makes it a very interactive choice when
soliciting feedback, posting reviews, or initiating contests.
By ignoring the one-way monologue of traditionally delivered messages, alternative
vehicles bring not only creative diversity and memorability to an IMC campaign but also
engagement by encouraging a dialogue between buyer and seller as well as among consumers, making it an extremely consumer-focused facet of the promotional mix.
This diverse array of vehicles brings more to an IMC campaign than just a simple
visual/verbal message. They often have memorable and interactive traits that can successfully
reach the target in ways most other vehicles cannot. It is rarely elective, so messages can
engage with surprising gimmicks, visuals, and/or copy that can grab and hold the target’s
attention for more than just a few minutes.
Additionally, dialogue with and the solicitation of feedback from the target audience
instills a sense of ownership in the brand’s success as well as being a personalized way to
reward loyalty, enhance brand image, and successfully compete against other brands in the
market category.
More brands are incorporating alternative media into their promotional mix because
it’s hard for consumers to avoid it. The sheer number of media vehicles consumers choose
to use or encounter during their day has fractionalized or broken up a brand’s target audience, making them difficult to reach. Alternative media can hit targets over the head with a
memorable message they will talk about after exposure. Its use is on the rise because of its
many over-the-top aspects and often in-your-face tactics that have been successful at creating buzz and reaching the ever-evasive eighteen- to thirty-four-year-old target or those
with the lowest interaction rates with traditional vehicles.
ALTERNATIVE MEDIA ADVERTISING 321
Incentives and Deterrents of Alternative Media
To decide whether alternative media is right for an IMC campaign, let’s look at some of the
incentives and deterrents associated with it.
What Makes Alternative Media So Great?
The more notable incentives associated with alternative media include:
• Exposure. Many alternative media vehicles are a part of the target’s daily landscape
when she travels to and from work or shops, while smaller or more personalized
vehicles deliver messages that the target has opted in to receive.
• Creative. Because of the different surfaces and shapes alternative media can exploit,
it makes attracting attention easier and, because of that, is often more memorable.
• Engaging. The attention-grabbing creativity creates viral and word-of-mouth opportunities as consumers share the experience with others on social media, blogs, e-mail,
or phone.
• Interactive. Many alternative options can get the product directly into the hands of the
consumer, creating a one-on-one dialogue between buyer and seller.
• Cost. Because of the multitude of diverse surfaces and event options, many messages
can be produced or delivered inexpensively.
• Nonintrusive. Since many alternative media options are permission based or the
consumer chooses to opt in to receive advertising material, it is rarely considered
intrusive.
• Distinctive. The unexpected use of varied surfaces, shapes, and sizes can give an advertised message fresh appeal.
• Creative. There are no set rules on how a visual/verbal message is presented on its
varied canvases.
• Niche markets. Brand-loyal consumers can give feedback on product performance or
updates, making them feel a part of the brand’s success.
Is There Anything Wrong with Alternative Media Advertising?
The more notable deterrents associated with alternative media include:
• Clutter. Consumers see thousands of messages every day, so unless the creative is spectacular or unique, it can blend into its surroundings and be missed.
• Ethics. Many question the ethics behind some forms of alternative media techniques
such as guerrilla marketing, considering them so covert that consumers do not always
realize they are being exposed to advertisements or promotions.
• Value. Since many media options and events are often temporary, it is only effective if
it is noticed, talked about, and/or the target opts in to receive the message.
• Duration. Buzz lasts only as long as consumers are talking about the product.
• Mass reach. When used as a reminder vehicle, most are better at reaching a mass audience, eliminating interactive and relationship-building opportunities.
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• ROI. For many vehicles there is no way to determine whether vehicles were seen or
acted upon.
• Cost. Many vehicles are produced in small numbers or are either disposable or promotional, making their life span short and printing or production costs high.
• Limited copy. Many surfaces are small or unusually shaped, making it difficult for them
to hold more than the logo and slogan or tagline.
The Strategy behind Alternative Media Advertising
There is so much product parity in the consumer goods arena that brands strategically use
varied forms of advertising in order to stand out from competitors. When brands cannot
boast a unique feature or use, the choice to use alternative media will give a product or
service a distinctly unique appeal that will gain additional exposure as excited consumers
share the experience or message digitally or via word of mouth with their friends and family.
As a member of the promotional mix, alternative media can highlight the key consumer
benefit, remind, launch, reinforce existing advertising efforts, deliver a thirty-second commercial in unusual places, or create interest through grand promotional events.
Figure 18.2. Sometimes
brands will opt for unique
advertising outlets, like this
pedicab, to help them stand
out from the crowd. Robyn
Blakeman.
ALTERNATIVE MEDIA ADVERTISING 323
How alternative media vehicles should be employed in an IMC campaign is not unlike
other vehicles we have looked at that will take the brand’s image into consideration as well
as the objectives to be accomplished, the overall strategy employed, the brand’s life-cycle
stage, the target, and the visual/verbal components used throughout the campaign.
Strategically, whether used as a primary or secondary vehicle, alternative media is an
excellent way to remind, tease, engage, or get the product into the hands of the target.
Because of the diverse surfaces and shapes unique to alternative media vehicles, they can
be everywhere the target is, urging impulse purchases, reinforcing brand image, increasing
brand awareness, and building a brand connection at the point of purchase.
Possible objectives that favor the use of alternative media might include increasing
awareness or image, building or maintaining loyalty, promoting trial, and showcasing product
performance and capabilities.
Strategically, the choice of approach will depend heavily on the choice of vehicle.
Permission-based vehicles are a good choice for consumer-based approaches such as brand
image, lifestyle, and attitude. These can be especially successful when used with many guerrilla marketing vehicles that can get the product into the target’s hands. Most vehicle choices
will do a great job with a product-oriented approach, such as product feature or unique
selling proposition, since many messages are short but visually expressive.
Appeal choices not surprisingly will also depend on the vehicle, but the most effective
emotional appeals might include lifestyle and image, while the employment of any of the
rational appeals would work well.
The best tone of voice can be either rational or emotional, so the best solution is to
look at the tone used elsewhere in the IMC campaign and adopt it to a specific vehicle or
combination of vehicles.
When paired with public relations, alternative vehicles are a great way to create buzz.
Because of its very creative visual/verbal voice, it is best coupled with other image-based
vehicles such as television, magazines, or direct marketing.
Digital vehicles such as mobile or the Internet, including e-mail, blogs, and social media
outlets, are great announcement devices as well as a terrific way for consumers to share
experiences.
Use as a direct-response device can put products directly into the target’s hands as well
as put product representatives directly in front of consumers, where they can demonstrate
brand characteristics or answer questions.
Traditional vehicles that include QR codes, social media hashtags, augmented reality,
scratch-and-sniff cards, or pop-ups, to name a few, can take worn-out traditional advertising
vehicles and make them not only more interesting but more engaging and interactive. Radio
is a great place to announce clues for scavenger hunts or contests, hold meet and greets with
celebrities, or create an old-fashioned radio soap opera where the target can in some way
interact with the storyline.
The problems faced by traditional media vehicles such as consumer fractionalization,
avoidance, digital print and broadcast replacement options, and the love of all things digital
can be overcome with a little creative ingenuity. Creating new and unexpected experiences
can make all things new again.
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Alternative media can be used as a mass-media vehicle or as a way to interact oneon-one with a specific niche of targeted individuals. Strategically, its interactive capabilities
make it a great choice as an advertising vehicle, an attention-getter, a teaser device, or a way
to educate or increase traffic to a website or brick-and-mortar store. As an effective advertising and promotional tool, alternative media makes it easier to reach a more fractionalized
target audience that no longer relies only on traditional media as a place to find out information on a brand. Because consumers are surrounded by thousands of advertised messages
every day, alternative media grabs attention using unique tactics and surfaces that stand out
from the clutter surrounding them.
Whether to include alternative media in an IMC campaign and what type of vehicle
should be employed will often depend on the brand’s life-cycle stage. Brands in their maintenance stage can use alternative media as a reminder vehicle. New product launches or
brands that are being reinvented might employ alternative vehicles to educate, build image,
disperse promotional devices, and announce first-to-own opportunities to a target base that
has opted in to receive advertised messages. It is also a great choice for vehicles and events
that can build relationships with the target, get the brand directly into the target’s hands,
and gain critical feedback. IMC campaigns that employ a mixture of both traditional and
alternative vehicles can move from a one-way monologue to a two-way dialogue with the
target that will strengthen loyalty among current users and educate and build awareness and
image among new users.
The Look of Alternative Media Advertising
The fun and miscellaneous assortment of alternative vehicles make it difficult to outline the
typical traits, surfaces, and dimensions designers will likely encounter when working with
alternative media. The only absolute is that most vehicles rely on a powerful visual/verbal
message, a distinctive and/or unusual placement in an unexpected location, and the ability
to creatively incorporate buildings or objects found in the target’s surroundings to get the
message out. As previously discussed, with few exceptions, most vehicles will have a single
dominant visual and a small amount of copy that can do little more than push the key consumer benefit and showcase the logo and slogan or tagline. When size, shape, and budget
permit, show character representatives or spokespersons; if audio is available, use the same
voice-overs. Additional ties include repeating color combinations, headline styles, typefaces,
layout styles, and varied visual styles, such as graphics or illustrations, to repeat and reinforce
the IMC campaign’s visual/verbal voice seen elsewhere.
Creative teams have innovatively embraced cutting-edge digital options on all surfaces
and creatively pushed the envelope through attention-drawing guerrilla marketing events.
Old surfaces and media vehicles no longer just sit on the page or screen. When bombarded
consumers thought they had seen and heard it all, creative teams used evolving technology
to step out of the box with visual/verbal solutions and events that can still “wow” a cynical
consumer. The number of alternative canvases available to creative teams allows them to
combine thought-provoking and stimulating visuals or events with copy that can accomplish the stated objectives while strategically educating, entertaining, and involving the target
audience in the message.
ALTERNATIVE MEDIA ADVERTISING 325
Since surfaces and vehicles are so diverse, it is impossible to outline specific design
parameters. All alternative media surfaces fall into at least one of three categories: print,
broadcast, or digital. Since we have looked at the design standards for each in preceding
chapters, this section will concentrate on examples. There are no rules that define how to
design memorable, attention-getting advertising. What is known is that any alternative media
pieces or events must mimic the visual/verbal voice seen elsewhere in the IMC campaign.
Let’s take a quick look at a few of the more unusual and creative traditional vehicles
that have adopted alternative media or included varied aspects of alternative media in the
creative idea.
Magazines can do more than just show and talk about a brand. Today’s magazine ads
can use solar power to charge your cell phone. The Nivea Sun line of skin-care products
used a Brazilian magazine that not only showed the products but also included a super-thin
solar panel and a phone plug. Along with the magazine ad, consumers can view a video that
explains how the ad works. A great engagement device, it’s more promotional than practical,
but it does provide a novel and memorable way to shake up traditional print vehicles.
Oreo took advantage of a real-time television marketing moment when the lights went
out at the 2013 Super Bowl. Using Twitter, Oreo reached out to fans as they waited for the
game to resume by sending a short but sweet tweet that displayed the image of a spotlighted
Oreo cookie surrounded by blackness. Copy read, “You can still dunk in the dark.” Using
the blackout as a creative catalyst, the simple and witty message resonated with the waiting
fans, which paid Oreo back by retweeting it multiple times and filling varied social media
vehicles with ongoing discussions. If you throw in the multitude of press coverage that followed, Oreo not only found a way to increase buzz but also effectively kept the brand name
in the public consciousness for days and weeks following the game.
Procter & Gamble has combined newspaper and QR codes to create an interactive call
to action. In its “Have you tried this yet?” campaign, P&G focuses on brands such as Gillette,
Secret, and Pantene. The goal is to engage with and reach out to a large audience as well as
be able to educate and drive the target to P&G’s mobile site. Once there, visitors can enter
their zip code to find out if any local newspapers have a coupon for the product(s) they are
interested in or purchase items directly from the site.
The Fox Hotel in Australia teamed up with a local brewery and PBS radio to host a
scavenger hunt. Teams had to use their phones’ camera and radio access to decipher clues
and complete varied challenges in order to locate “good, rare beer and eclectic music.” Now
that is engagement.
Let’s look at a few more alternative media uses that do not need traditional vehicles to
reach their audiences.
The logo for Brazilian telecom Oi focuses not on the masses but on the individual.
This very interactive logo design changes shape when either spoken to or touched, creating
an individualized appearance for anyone who interacts with it. A very memorable way to
experience a branded image.
Fiat decided to go where its target is: to gas pumps. To capture the attention of a distracted but captive audience, Fiat used Gas Station TV to make it appear as though a man
were stuck inside the pump. Why is he inside the pump? He wants to catch a glimpse of the
new Fiat 500 when it stops for gas. The car, to his chagrin, demonstrated by his rolling eyes
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and complaints, has not shown up. Tired of waiting, he decides to head off to a dealership
but cannot find a way out of the pump. What’s the point of using a gas pump? The closing
message tells our still-pumping target that the car gets forty miles per gallon highway. In a
December 7, 2013, MediaPost online article by Karl Greenberg entitled “Fiat GSTV Creative: Man in Pump,” Casey Hurbis, head of Fiat brand communications, tells us that “our
approach is not to just repurpose content, but to talk to the right consumer, in the right
environment, with the right message.”
Volvo is introducing an interactive ad in movie theaters that puts audience members
in the driver’s seat. Content seen is determined by how the audience moves when the ad is
shown on theater screens. For example, whether the audience sees a daytime driving scene
or a nighttime driving scene is determined by the direction audience members move their
arms. Movement also determines how fast the car accelerates, the beat of the music heard,
and how the car’s interior is explored. Audience participation in any type of interactive
storytelling is a memorable one.
If you liked the dancing Evian babies made famous on YouTube, just wait—the innovative bottled water company resurrected them in a video entitled “Baby & Me.” The video
opens with an adult riding a bus and staring into the reflective glass window. Expecting to
see his reflection, he instead sees a baby version of himself reflected back. Upon exiting the
bus, he passes a full-length mirror, and again there is the baby, mimicking his movements.
One creative movement leads to another, and before you know it, you see his image dancing
along with the baby. Drawing a crowd, each passerby sees their own young and old image
reflected, and as numbers grow, a choreographed group of dancers moves to the sounds of
“Here Comes the Hotstepper.” Along with the YouTube video, the global campaign will use
outdoor posters placed in train stations and on platforms that show dual headshots showcasing a single individual and his or her baby counterpart facing each other. Additionally,
the campaign will employ a facial recognition app people can download that can transform
uploaded pictures into a redundant baby version of themselves.
Wondering what to get your dad for Father’s Day? How about a personalized bottle
of Diageo whiskey? All consumers had to do was use their smartphone to scan the code
located on the back of the bottle, which allowed them to personalize a film template with
a photo and message. All Dad had to do to view the message was scan the bottle with his
smartphone. What a great way to create engagement on both ends.
When it rains on the Chicago Cubs games, Reynolds Wrap will be there to roll out
the diamond-protecting silver tarp that, not coincidentally, resembles a sheet of aluminum
foil emblazoned with both brands’ logos. When not in use, the always visible rolled-up tarp
resembles a full roll of foil.
To attract visitors to its “Summer’s different here” campaign, the Andy Warhol
Museum used startling images to promote the exhibitions of three provocative artists using
“shock-vertising,” a form of advertising that attracts attention and encourages word-ofmouth discussions by using visuals that shock or provoke. The headline, appearing above a
distorted series of summertime images, states, “Must be summer at the Warhol.” This bland
copy definitely does not steal the thunder of its startling companion images. The first image
shows the torso of a shirtless man next to a barbecue grill holding up a loaded shish-kebab
skewer that is uncomfortably piercing one of his nipples. Other visuals zero in on a hot dog
ALTERNATIVE MEDIA ADVERTISING 327
garnished with worms and mustard, a man wearing a very small swimsuit constructed from
firecrackers, feet clad in flip-flops made of barbed wire, a bikini-clad woman sunbathing on
a lounger made of nails, and a headshot of a woman with a ball gag decorated to look like
a beach ball. Now those are attention-getting, unconventional, discussion-oriented images.
A German agency promoting a local horror channel decided the best way to reach its
target was to use bowling balls showcasing the image of a decapitated head.
Security brand Schlussel & Schloss used a direct-response mailer that looked like a
crowbar; nothing special there, until its street teams placed them into the front doors of local
homes and apartments. As returning homeowners saw the realistic-looking promotional
device, they thought someone had tried to break in. Interest in the installation of security
systems soared.
McDonald’s painted a supersize red package of french fries near crosswalks. The fries
that spilled out mimicked crosswalk lines. The only other visual was the trademark golden
arches.
Pizza Hut Hong Kong delivers pizza in boxes that can be converted into temporary
mobile-driven movie projectors. Each box comes complete with pizza, a lens, and table legs
that are used to prop up a smartphone inside the box. The makeshift box then projects the
phone’s screen onto a wall.
Each box comes with one of four genre options. Horror lovers can choose Slice of
Night, those needing a science fiction scare can opt for Anchovy Armageddon, romance lovers
can sigh over Hot & Ready, and action lovers can jump on Fully Loaded. Each movie can be
downloaded via a QR code located on the box.
Hershey used interactive grocery aisle kiosks to read shoppers’ emotions. All shoppers
had to do was smile at the kiosk to get a free sample. The goal: keep Hershey’s top-of-mind
when making impulse candy buys.
Finally, Cadbury decided it wanted to launch a free game that used augmented reality
to turn its chocolate bars into a game board. Using their smartphones, interested gamers
could play the “Qwak Smack” game. Once the app was activated, all the user had to do was
point the phone’s camera at the Cadbury countline to launch a thirty-second game where
animated quacking ducks emerge from the bar and move across the screen. Players who tap
the most ducks can submit their scores to be entered into a drawing for prizes.
The Choice to Use Alternative Media
Whether to employ alternative vehicles, like traditional ones, will depend on several factors
outside the objectives and strategy employed, such as the ways in which a brand will be
differentiated from its competitors, what specific primary and support vehicles will make up
the overall media mix, how the key consumer benefit will be visually and verbally promoted,
and what type of message will compel the target to try the brand or switch brands. Once
these factors are determined, the creative team will have the ammunition needed to reach
the target with a message he will see and relate to. Additionally, this valuable information
will help the creative team weigh each medium’s strengths and weaknesses and correctly
determine how the target will react to the message, such as calling, using the Internet,
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or visiting a local store for more information. To strategically accomplish the campaign’s
objectives, creative efforts must determine: Is lengthy copy needed to inform and educate,
or should it be short to remind? Do efforts require a demonstration, or can testimonials tell
the story more effectively? Is the surface big or small, smooth or textured? Will the media
used have interactive options? Knowing where the target is and how he uses varied media
vehicles will make reaching him with less media waste easier, more cost-effective, and measurable.
Although many of the larger, more personalized and informative alternative vehicles
can launch or even relaunch a reinvented brand when targeting smaller niche markets, most
are used as support vehicles to more traditional image-building print and broadcast vehicles.
Alternative media is still a relatively rare promotional tool, so it is often unexpected, making
it more memorable and talked about. Many vehicles are inexpensive to employ and are often
near where the consumer is encouraged to make an impulse buy.
None of these vehicles is ever dull; many assault consumers’ senses through sight, sound,
or smell; and others can be touched and interacted with. Always unique, many can reach a
mass audience, while others can interact one-on-one with the targeted audience. Creatively,
they can be visually powerful with little to say; others can tell a more detailed story. They
do not fit into any type of predetermined pattern or use. That is why they are always fresh
and often ingenious.
Guerrilla Marketing Is All about the Innovative Encounter
No discussion on alternative media options would be complete without a look at guerrilla
marketing. Guerrilla marketing, a term coined in Jay Conrad Levinson’s book Guerrilla
Marketing, is an interactive event used to showcase a product or service, attract attention,
and create memorable and often unconventional encounters. The more unexpected or
unique the encounter or surprising the location, the more talked about and engaging the
experience. Today’s fractionalized, advertising-avoidant consumers need a message that is so
captivating, it stops them in their tracks. Brands that create stunts or spectaculars like those
used in guerrilla marketing are more likely to stand out in the cluttered advertising arena
by including the consumer in the experience.
One of guerrilla marketing’s biggest strengths is its ability to incorporate unexpected
spaces into a nontraditional promotional event, creating situations that engage the target on
a one-to-one basis. Because many events can be staged for very little money, success depends
on the creative idea, its production, the energy level of promoters, the quality of the relationship-building opportunities, and the overall engagement with the brand.
Guerrilla marketing is more than a meet-and-greet or open house announced through
traditional vehicles or social media outlets. Technically, it can be defined as any alternative,
high-impact, niche-marketing tactic with a goal of producing maximum results, such as sales
and awareness, with a minimal investment of time, resources, and budget.
Guerrilla marketing is active not passive. It can pop up anywhere, use one or multiple
senses, and take any shape or form. Creative teams incorporate guerrilla marketing into the
media mix to exploit consumers’ imaginations with a titillating experience that “wows.”
ALTERNATIVE MEDIA ADVERTISING 329
No matter what additional vehicles make up the media mix or key consumer benefit
employed, guerrilla marketing is a great choice if the goal is to get the brand into the target’s
hands or demonstrate use. Events are purposeful, showcasing varied product uses, acquiring
feedback on brand performance or use, or being used to give away samples or promote
taste tests. Promotions for premieres of movies or television programs might use popular
characters to hand out T-shirts, caps, and so on. Charities may also use actors or events to
raise money and bring attention to a particular cause. The more surprising or awe-inspiring
the tactics, the more consumers will talk about it; the bigger the press coverage, the more
powerful and lasting the impact.
Typically, guerrilla marketing is not used to immediately encourage a sale but to
encourage dialogue with the target and, most importantly, to ignite word of mouth and viral
discussions—the most powerful and least expensive form of advertising.
Unlike almost all other forms of advertising, guerrilla marketing is a onetime event. It
does not make a hard sell or passively tell a story. What it does do is create interactive, creative, and engaging ways to actively get attention, educate, get up close and personal with
the target, and subtly attempt to change perception by creating a buzzworthy event that may
or may not be unexpected.
When paired with traditional media, guerrilla marketing events can successfully support
any claims made by setting up scenarios that can actively prove results based on those claims.
So it is important that the brand can repeatedly live up to the hype, and it is crucial that any
sales or customer service representatives interacting with the target be educated on brand
promises to continually reinforce advertising and promotional efforts.
As an active member of an advertising campaign, guerrilla marketing can bring product/service claims to the target in fun and unforgettable ways. Any interactive properties
only strengthen the campaign’s ability to be a targeted and consumer-focused facet of the
media mix.
It is guerrilla marketing’s job to find a way to break through to the target, separate the
brand from competing brands, and stand out in a meaningful way in an advertising-saturated
marketplace.
The Diverse Opportunities to Engage in Dialogue
Guerrilla marketing gained popularity as a unique and low-cost way for small businesses to
compete against their larger, deeper-pocketed competitors. It didn’t take long, however, for
the corporate giants to begin building guerrilla marketing into their ample budgets to create
larger, more extravagant events. Let’s take a look at a few examples.
It’s lunchtime, so you head for the elevator and an hour all to yourself. As you patiently
wait for the doors to open, you wonder about where to go. When the elevator finally trudges
its way up to your floor, the doors open on a scene of violence. Two men are rolling around
on the floor, duking it out. One combatant pulls out a cord and slips it around the other’s
neck and pulls tight, seemingly attempting to strangle the life out of his opponent. Don’t
even think about calling 911 or wading in to save the day—the scene is staged to promote
the upcoming movie Dead Man Down. Both the fight and your reaction are being filmed.
An idea a little less over the top comes to us from 7 Up. To grab pedestrians’ attention,
7 Up initiated the “Melting Machine.” No technology was required for the attention-get-
330 CHAPTER 18
ting portion of this event, which placed a vending machine encased in ice on a busy street
corner. The goal was to engage with thirsty and curious pedestrians as they move about
their day. All they had to do after grabbing a free 7 Up from the melting ice block was guess
how long it would take for the ice to melt before the last can could be removed and then
tweet their guesses.
The Cheesecake Factory used the target’s nose and street teams dressed all in white
for a guerrilla marketing event. Each team member carried a bouquet of multicolored balloons, each harboring a unique scent. Depending on color, when the balloon was popped,
the scent was released. Curious participants might encounter the mouthwatering aroma of
peppermint bark cheesecake, chocolate tuxedo cream cheesecake, or original cheesecake.
The challenge: Could the targeted consumer guess the smell? Right or wrong, the target
received a coupon hidden inside the balloon that read, “Try a slice on us,” which could be
redeemed for a free slice of delicious cheesecake at the nearby restaurant.
Beyond hosting large attention-getting events, some other more commonly used forms
of guerrilla marketing include stealth marketing, street teams, wild postings, pop-ups, video
projection, and event graffiti. Let’s take a quick look at each one.
Stealth Marketing
Stealth marketing, also known as word-of-mouth, undercover marketing, buzz, or ambush
marketing, uses actors to approach the target and talk about a brand without announcing
their affiliation with it. Some approaches are so stealthy or undercover that targeted consumers do not even know they are being exposed to an advertised message. This form of
guerrilla marketing is known as astroturfing, and many question the ethics behind some
of these techniques. Although the tactics may be questionable, a sales pitch in today’s oversaturated advertising environment does not necessarily need to be printed or filmed. A very
in-your-face encounter could come when you least expect it, or you might not even realize
you have just been pitched. For example, while you are sitting and trying on shoes, a lady sits
down beside you and comments on your great taste in footwear. During the conversation,
she just happens to mention that these great new insoles she recently purchased keep her
feet both cool and comfortable all day. Not surprisingly, she is wearing them and whisks
them out for you to see, all the while talking about their virtues. As she gets up to leave, she
suddenly remembers she has a coupon she is happy to share with you.
Street Teams
This form of guerrilla marketing takes the brand or brand name directly to the streets in
order to interact one-on-one with consumers. These clearly recognizable brand ambassadors
can be found in areas with a large pedestrian population, such as street corners, parks, malls,
or other public places where they can hand out samples or coupons, conduct taste tests,
demonstrate use, or hand out educational materials. Although not unconventional or unique,
this approach does create an interactive, one-on-one experience with the brand.
Wild Postings
Wild postings are decorative posters placed on the street where targets will see them as they
go about their day. Many, known as rip-away wild postings, are often a very graphic and
ALTERNATIVE MEDIA ADVERTISING 331
colorful bound set of posters that can be torn off a pad and taken away to be used elsewhere.
Choice, like all alternative vehicles, is diverse and will depend on use, but the most commonly seen include street posters, window-cling posters, sidewalk chalk drawings, decals,
and door hangers. Like many specialty media options, this form of advertising is quick, easy,
and a relatively inexpensive form of out-of-home advertising. Wild postings are a creative
way to reach a concentrated niche market in a localized area. Postings can be found on
walls and telephone and utility poles, outside local schools, on sidewalks, hung on doors, or
handed out throughout shopping areas.
Pop-Ups
Pop-ups are temporary showrooms that “pop up” for a short period of time in public places
such as street corners, malls, and public parks; some may even take over empty storefronts
for the length of the promotion. These unexpected encounters are another way of extending
the brand’s traditionally delivered message into a real-life interactive and memorable event.
For example, instant coffee maker Nescafé placed a large orange tent that served free coffee
in a local park and decorated the inside to look like a coffee bar, complete with barista.
Video Projection
A brand that is looking to go big should consider video projection advertising. Very simply,
this form of promotional advertising mixes together the properties associated with outdoor
and broadcast by projecting a brand’s visual image or logo onto the sides of buildings or
cruise ships, on window frontage, or even on water. Often used outside nighttime events,
these spectacular displays always attract attention and generate buzz. An integrated use of
video projection will also include street teams that move about handing out samples, coupons, or free tickets. Brands that want to say more might consider using projected commercials, also known as guerrilla video projections. Using the sides of buildings as a screen,
guerrilla video projection brings a brand’s thirty-second commercial to areas where large
volumes of pedestrian traffic are sure to see them. Projection of simple images such as logos,
character representatives, spokespersons, slogans or taglines, or more complicated images
featuring sight, sound, and motion not only attract attention but also are great reminder
devices. As a reinforcement vehicle and to increase memorability, ads are often projected
onto more than one surface and in more than one location at a time. Beyond street teams,
other integration vehicles might include location-based texts, video games, social media
promotions, and Bluetooth broadcasts.
Event Graffiti Performances
This type of guerrilla marketing event uses graffiti artists to create outdoor murals or street
art live at an outdoor event such as a concert, sporting event, or street fair. These time-intensive, one-of-a-kind, often temporary creations require the permission of city officials
or building owners, since designs will use sidewalks and/or the sides of local buildings as a
canvas.
This is certainly not a comprehensive list of the possible guerrilla marketing tactics available
to creative teams. Additional options might include reverse graffiti, postering, demonstra-
332 CHAPTER 18
tions, flash mobs, lectures, and seminars; the possibilities are limited only by the creative
team’s imagination, time, and budget.
The ability to combine these unusual and creative tactics with engaging and interactive
opportunities allowss a brand to get up close with consumers in a memorable encounter,
increasing advertising’s reach as consumers share their experience with others. “[Guerrilla
marketing] works,” Jay Conrad Levinson says, “because it’s simple to understand, easy to
implement and outrageously inexpensive.”
It is important to remember that no matter the vehicle chosen, or event staged, to be a
successful member of an IMC campaign, guerrilla marketing must:
• Create buzz, both virally and via word of mouth. When paired with other forms of
alternative media, it becomes a strong presence marketing vehicle, or a vehicle that
is everywhere the target is, such as on web and social media sites, prominently built
into movies or television shows the target watches through product placement, or at
street events the target encounters as they move about their day.
• Employ grassroots marketing techniques that encourage relationship-building
opportunities over hard-sell advertising tactics.
• Utilize sales promotion devices to get the product into the target’s hands.
• When possible and relevant, use influence marketing techniques that use public
personalities the target trusts and can relate to, to endorse the brand and event without sounding like an ad. Endorsements from trusted members of the target’s business
or social circles make their opinions more valuable to the target than an advertised
message. The employment of influence marketing can quickly give a brand and its
message credibility.
Most experiential marketing techniques, or marketing that is not only relevant to
the target but also allows them to interact with or use the brand, is attention getting and
memorable because it is both unique and unexpected.
Staging a guerrilla marketing event goes beyond the need to creatively stun or titillate.
Depending on the event, it is important that creative teams check with local police and
city officials to ensure they understand local laws and codes and their responsibilities before,
during, and after the launching of the guerrilla aspect of a campaign to avoid any negative
publicity that will ultimately affect brand image. It is also important that creative teams
understand their target audience’s tolerance level for distractions and what they may find
annoying or offensive. Events that generate negative word of mouth are not the goal of any
team, no matter how creative.
Those who don’t clear their events can run into some unpleasant consequences, as one
small entrepreneur found out. After his company accomplished several growth and promotional objectives, he decided to advertise his company by placing more than five hundred
stickers around town. His sense of accomplishment was short lived, however, when an
undercover cop arrested him and his cofounder.
Another disastrous guerrilla marketing event comes from drink maker Snapple. The rule
behind an attention-getting event is that it must come off without a hitch, something Snapple had to publicly learn the hard way. Making a big statement was exactly what Snapple did
ALTERNATIVE MEDIA ADVERTISING 333
when it tried to erect the world’s largest ice pop in Times Square. A great idea, except that
the 25-foot-tall, 17.5-ton ice pop made entirely of frozen Snapple started to melt while it
was being erected due to the eighty-degree June heat. What resulted was kiwi-strawberry
Snapple flooding parts of midtown Manhattan. Firefighters had to be called in to close off
streets to clean up the huge mess.
IMC campaigns that integrate guerrilla marketing events into the media mix can
further expand the brand’s visual/verbal message with an array of interactive events. Some
will be unique and unconventional, while others will astound in less invasive ways. Some
are expensive multilevel promotional extravaganzas, while others are clever and inexpensive
to produce. Those showing the most ROI will be those memorable enough to be given a
second and third chance to have the experience shared virally.
Brands that have a unique selling proposition or one that is creatively invented are great
candidates for employing alternative media vehicles to promote the product or service. Any
IMC campaign that includes one or more of these creative vehicles can not only actively
push the key consumer benefit but also get the brand into the hands of the target in an
unusual, attention-getting, and thought-provoking way.
DISCUSSION QUESTIONS
1. What are the strategic uses of alternative media in an IMC campaign?
2. Define alternative media.
3. What are some of the ways alternative media can be integrated into traditional media vehicles?
4. Why has alternative media often been referred to as the “creative economy”?
5. How do creative teams versus marketers feel about alternative media use?
6. Why is alternative media good for both large and small brands?
7. What needs to be considered before determining whether to use alternative media as a primary or secondary media source?
8. Alternative media vehicles have more diverse options than any other advertising and promotional category. What does the advertised message need to relay visually and verbally to
strategically express the key consumer benefit?
9. What are some of the most successful engagement devices used in alternative media?
10. How can the unique visual and verbal solutions often found in alternative media vehicles help
extend the life of the advertised message?
11. How does alternative media marketing help an IMC campaign be more consumer focused?
12. What is media multitasking?
13. Define brand-centric vehicles.
14. Why are more brands incorporating alternative media into their promotional mix?
15. What are the pros and cons of using alternative media?
16. What is the strategy behind using alternative media in an IMC campaign?
17. What does alternative media do best when included in a brand’s promotional mix?
18. What should be considered before including alternative media in an IMC campaign?
^Q
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19. Creatively, what is important to alternative media use?
20. What determines the choice to use alternative media in an IMC campaign?
21. Define guerrilla marketing.
22. What is one of guerrilla marketing’s biggest strengths?
23. What makes guerrilla marketing an active versus passive form of advertising?
24. What do brands want to accomplish with guerrilla marketing?
25. If guerrilla marketing is not used to immediately encourage a sale or passively tell a story, what
is it used for?
26. What are some of the more commonly used forms of guerrilla marketing?
27. To be a successful member of an IMC campaign, guerrilla marketing must accomplish four
specific things. What are they? Define and explain each.
28. Define experiential marketing and its use.
29. How can guerrilla marketing ensure return on investment?
30. Define and explain the differences between presence, grassroots, and influence marketing.
335
Glossary
accelerometer: An interactive device that allows the phone to detect movement when
shaken.
active interaction: Digital customer service that is live, via instant messaging, the telephone, blogs, social media sites, and message boards.
advergaming: Advertising placed inside digital games.
advertising: A paid form of nonpersonal mass media in which the sponsor of the advertised
message is clearly identified. Advertising uses persuasion to sell, inform, educate, remind,
and/or entertain the target about a product or service.
alternative media: The use of any nontraditional, clean, printable surface to deliver a
message.
announcer: An individual who is both seen and heard on camera delivering the dialogue.
assorted media mix: An assorted media mix uses more than one medium in a campaign.
astroturfing: A term describing the undercover advertising methods used to sell targets
something without their immediate knowledge.
augmented reality (AR): A promotional device that can be used on the Internet or on
smartphones that places digitally created images over real-world images to create a three-dimensional holographic image.
banner: An announcement device in the shape of a black or dark-colored bar that is often
placed at the top of an ad. Banners can also be used as page dividers and feature either white
or light-colored type.
banner ads: Mass-media Internet vehicles usually found at the top of a web page.
behavioristic profile: A profile that breaks down the target audience by looking at how
a person buys.
benefit: Informs the target how the product will benefit them personally.
big idea: A creative solution that sets a product/service off from the competition while at
the same time solving a client’s advertising problem.
336 GLOSSARY
body copy: The descriptive copy that works to make a sale or create an image. Body copy
focuses on product features such as color, price, and size, and/or features a visual/verbal
message.
brainstorming: Also known as conceptual development; the thought process creative
teams go through to find multiple solutions to a creative problem.
brand: A name, term, sign, symbol, design, or a combination of these intended to identify
the goods and services of one seller or group of sellers and to differentiate them from those
of the competition.
brand awareness: How much the target knows about a brand.
brand-centric: A term used to describe traditional advertising vehicles.
brand equity: A company’s or product’s reputation in the marketplace.
brand image: A brand’s personality and status compared with other brands of the same or
similar quality in its category.
brand loyalty: The relationship between the brand and the target.
brand value: The sum of every experience the target has with not only the brand but also
the company that makes and distributes the brand.
branded content: Any original brand advertising that blurs the distinction between advertising and editorial or entertainment content.
branded mobile applications: Offer some type of utility, entertainment, information, or
promotional device.
branding: A product’s identity and its legacy.
buzz: The generation of hype or discussion about a new product launch or the reintroduction of a revamped older brand.
callout: A small amount of copy that appears alongside or below an individual image to
which it is connected by a small line.
camera instructions: Instructions that tell the camera what to do or how to move in a
television shot.
campaign uniformity: A campaign’s overall look and message are consistent no matter
the media outlet used or the final appearance of any creative piece.
cause-related marketing: A campaign or joint promotion that is tied to a contest or other
notable incentives where a portion of a firm’s sales are donated to charity.
clip art: Publicly available line art drawings that can be used without specific permission.
communication objectives: A set of goals the client needs communication efforts to
achieve. Communication objectives should describe what the target should think, feel, and
do after exposure to the message.
GLOSSARY 337
concentrated media mix: A concentrated media mix places all advertising efforts into
one medium.
consumer-centric: A term used to describe new forms of interactive media.
contest: A promotional game of skill that requires participants to meet a certain set of
standards in order to win.
context-sensitive marketing (CSM): Also known as virtual impulse buying; mobilebased quick response codes that makes the decision to purchase easier and faster.
cooperative advertising: Two individual but compatible clients pair up to share the cost
of advertising and to encourage consumers to use their products or services together.
creative: Describes a unique and individual idea.
creative brief: Also known as a copy platform; a document developed from the marketing
plan and creative strategy that defines the big idea or unique selling proposition. The creative
brief also looks at the individual features and benefits of the product or service, outlines
tactics, and redefines the target audience.
creative concept: An idea that imaginatively solves the client’s advertising problem.
creative strategy: The part of the marketing process that outlines the creative approach
needed to accomplish marketing goals and/or objectives.
creative team: A team made up of at least a copywriter and an art director that is responsible for developing the creative idea for the IMC campaign.
cropping: The removal of any unnecessary part(s) of a visual, allowing the designer to
dispense with information that is not necessary to the design.
customer relationship management: The ability to manage a company’s interaction
with current and future customers, e-mail delivery, and affordable pricing.
cybermarketing: Use of the Internet as a sales device.
database marketing: Use of a computer to store personal information about individuals
and their past purchase history.
databases: Collections of individual customer data that are developed from previous interaction with a company, such as a purchase or a request for more information. Databases help
marketers personalize the communication message.
demographics: Defines the target audience in terms of age, income, sex, marital and professional status, education, number of children, and other relevant factors.
detail copy: Small copy that features addresses, phone numbers, store hours, website
addresses, credit card information, e-mail addresses, parking, and other relevant information.
die cuts: Cut-outs on print material.
direct mail: Also known as junk mail; a direct-marketing tool that includes an outside
envelope, a personalized pitch letter, an informational brochure, an order form, and a return
envelope for mail orders.
338 GLOSSARY
direct response: Interactive television advertising; involves the target in the message process by asking them to do something.
e-mail marketing: The use of e-mail to communicate directly with the target.
embargo: A news release that is sent in advance to an editor or broadcaster.
emoji: A simple graphic image used on mobile devices.
emoticon: An image created using computer or mobile keys.
endorsement: The announcer or celebrity often does not personally use the product and
is being paid for his or her time.
experiential marketing: Memorable, attention-getting advertising techniques that are not
only relevant to targets but also allow them to interact with the brand.
feature: A product attribute, such as color or size, found in the creative brief.
focus group: A representative sample of the target, usually ten to twelve people, who
gather to talk about or try a product in a controlled environment.
font: A typeface’s catalog of upper- and lowercase letters, numbers, and punctuation.
formal surveys: Surveys that include closed-ended questions where participants choose
from a predetermined set of responses, such as strongly agree, agree, disagree, and strongly
disagree.
frame transitions: Directions that tell the director and postproduction editors of a television shoot how to get out of one frame and into the next.
freestanding insert (FSI): Also known as supplemental advertising; full-color ad that is
inserted into the newspaper, usually featuring coupons and/or to announce special sales or
promotions.
frequency: The number of times an ad or promotion will be seen.
geographics: Break down the target audience by looking at where a person lives.
graphics: Abstract drawings or illustrations used to represent a logo or character that use
bright colors and disjointed geometric shapes to create modern, bold designs. Often chosen
for their symbolic meaning.
grassroots marketing: Techniques that encourage relationship-building opportunities
over hard-sell advertising tactics.
greeking: A jumbled arrangement of letters, numbers, punctuation, and paragraph breaks
used to temporarily represent body copy, helping give the ad a finished appearance.
guarantee: A promotional device that ensures consumers will not find the product at a
lower price.
guerrilla marketing: An interactive event used to showcase a product or service, attract
attention, and create memorable encounters.
GLOSSARY 339
guerrilla video projections: Advertising projected onto large objects like buildings or a
body of water.
headline: The largest copy in an ad; focus is on highlighting the ad’s USP or big idea.
home page: The first or opening page of a website.
horizontal cooperatives: A form of cooperative newspaper advertising where each sponsor’s budget is equally distributed and has equal exposure.
in-app banners: A form of mobile advertising that when clicked can take the user to a
mobile website, make a call, or send a text.
inbound telemarketing: When a customer initiates contact with a company for any reason, usually through a toll-free telephone number.
influence marketing: Techniques that use public personalities the target trusts and can
relate to, to endorse the brand and event without sounding like an ad.
infomercials: Thirty- to sixty-minute television commercials that allow the target to order
immediately from information provided on the television screen.
informal surveys: Surveys that include open-ended questions, allowing participants to
give their opinions.
inherent drama: An advertised message that highlights and compares the benefits of owning or using a product or service to the target’s lifestyle or overall self-image.
inside-out approach: A tactic used where the seller does no more than deliver a message
to the buyer.
instant-redemption coupons: Coupons that can be used immediately.
integrated brand promotion (IBP): An IMC campaign that uses advertising and sales
promotion in a coordinated effort.
integrated marketing communication (IMC): Also known as relationship marketing;
a marketing method that uses databases to interactively engage a specific individual with a
specific message through specific media outlets. The goal of IMC is to build a long-term
relationship between buyer and seller by involving the targeted member in an interactive or
two-way exchange of information.
integrated marketing communication (IMC) campaign: A campaign that talks to
an individual via a two-way dialogue, creating interactive opportunities to connect directly
with the targeted individual. IMC campaigns employ more diverse media vehicles than traditional efforts and choose media based on the target’s lifestyle and media usage.
interactive media: Focuses on creating dialogue and building relationships between buyer
and seller by providing multiple channels of communication to encourage consumer interaction and/or feedback.
interactive supplement: Streaming audio and video added to a website that viewers can
choose to click on.
340 GLOSSARY
interior advertising: Vehicle advertising that appears on video screens usually found on
the back of the front seat.
Internet marketing: Use of the Internet as an interactive medium to allow the target to
come to the product or service. Consumers can place an order or talk to a customer service
or technical representative from the comfort of their own homes.
Internet of Things (IoT): Connects everyday objects like refrigerators to the virtual
world, allowing real-time interaction from anywhere at any time.
interstitial: A full-page digital ad that loads between page views on a website.
junk mail: Unsolicited direct mail that is rarely if ever opened by the intended target.
key consumer benefit: The one product feature/benefit that will be stressed in an IMC
campaign.
kiosks: Glass floor displays used in out-of-home advertising when showing the product will
make a greater impact than a photograph.
layout styles: The look or layout of an ad’s components on the page that projects personality or image. Choices include big type, circus, copy heavy, frame, Mondrian, multipanel,
picture window, rebus, and silhouette.
leading: A specific numerical value for the amount of white space that appears between
lines of text.
legibility: The ease with which an ad can be easily understood when viewed quickly.
letter spacing: The amount of space between letters.
life-cycle stage: The age or amount of time the brand has been on the market: new, mainstream or mature, and reinvention.
line art: Black-and-white line drawing that has no tonal qualities.
line spacing: The visual amount of white space appearing between lines of text.
location-based features: Helps mobile advertising reach consumers near the point of
purchase, alerting them to local sales and promotions.
logo: The symbol of a company or a product.
marketing mix: Also known as the 4-Ps; a brand’s marketing plan of action, including
product, price, promotion, and distribution, or “place.” Each of the 4-Ps plays a vital role in
message development.
marketing plan: A client’s business plan. The marketing plan outlines the company’s
strengths and weaknesses as well as the opportunities and threats affecting the product or
service. It determines marketing objectives, profiles the marketing strategy, and looks at
budget issues and evaluation tactics.
marketing public relations (MPR): The selling of a corporate or brand image to a specifically defined target audience.
GLOSSARY 341
media mix: Breaks the promotional mix down to specific media vehicles such as newspaper, magazine, and direct mail.
media multitasking: Today’s consumers rely on more than one media source for general
information and product reviews; the driving force behind consumer fractionalization.
native advertising: A paid media tactic often used in the form of product placement; used
in varied types of programing, eliminating the need for long commercial breaks.
news release: A document that contains the latest news and information about the product
or service in the form of a finished news article.
niche marketing: Advertising efforts that concentrate specifically on winning the attention of a small group of mostly affluent consumers loyal to one specific brand.
one-way monologue: Non-personalized advertising message that does not reach a specific targeted individual.
orphan: A short line that appears at the bottom of a page, or a word or part of a word on
a line by itself at the end of a paragraph.
out-of-home advertising: Any advertising seen outside the home.
outbound telemarketing: Marketing that uses the telephone to personally deliver a sales
message to select members of the target audience.
outside-in approach: A tactic used by marketers where products are designed to meet a
consumer’s individual needs and wants.
outside influencers: Individuals or groups of individuals trusted by the primary target
audience who can therefore influence targets’ purchasing decisions.
overline subhead: A subhead that appears above the headline as a teaser or attention getter.
passive interaction: Digital customer service that involves a delayed response to inquiries,
such as receipt of a sample in the mail or a follow-up or confirmation e-mail response.
permission or opt-in marketing: Electronically delivered advertising the target has
elected to receive.
piggybacking: The breaking of a thirty-second television or radio spot into two fifteen-second spots that run back to back.
planned contact: Outside or external advertising and promotions employed to reach the
target.
pop-up ad: Mass-media Internet ad that pops up over a website and contains a link directing the target to another site.
positioning: What the target thinks about and/or how the target rates a product or service
against that of the competition.
presence marketing: Advertising vehicles that appear everywhere the target is, such as on
the web and social media sites.
342 GLOSSARY
prestitial: A digital ad that pops up before the home page opens.
primary data: Data that is gathered through original research from a variety of sources,
such as surveys, interviews, focus groups, observations, or experiments.
primary target audience: the most likely prospect based on research to buy the product
or use the service.
product features (and benefits): A specific product attribute that is matched to the target’s needs and wants.
product placement: A subtle form of advertising used within television, movies, and
digital programming.
promotional mix: A promotional mix includes any combination of public relations,
advertising, direct marketing and sales promotion, and out-of-home and transit, Internet,
and social, mobile, and alternative media.
psychographics: Breaks the target audience down by looking at a person’s lifestyle.
pushpins: Also known as geo-targeted messaging; when moused over, contain many rich
media and other interactive properties along with location information and a logo.
qualitative data: Information presented in a verbal or narrative way.
quantitative data: Information represented by statistics, numbers, or comparative scales.
quick response (QR) codes: A matrix barcode the target can photograph with a smartphone to access material that is used to engage, inform, and entertain the target.
reach: The number of interested people who will see a message.
readability: The ease with which an ad can be read at a glance.
relationship marketing: See Integrated Marketing Communication.
repositioning: A strategy to change the way a product is positioned in the mind of the
target.
retail advertising: Another term used for newspaper advertising.
return on investment (ROI): The profit realized after advertising and other costs have
been deducted.
rich media: Mobile advertising options that are interactive and unique to each brand.
roughs: Also known as layouts; full-size, hand-produced representations of the final piece,
with all elements in place and tightly rendered in black and white or color. Conceptual
devices such as headlines, subheads, and visuals are readable and viewable.
sans serif: A typeface that has no feet or appendages to letters.
scenes: The visual aspects of a television commercial.
GLOSSARY 343
script: The copy sheet used in radio and television that indicates sound, camera instructions,
and any spoken parts.
search engine marketing (SEM): When brands pay a search engine such as Google to
place their websites first or toward the top in keyword searches.
search engine optimization (SEO): Sites that include relevant links to other sites to
increase engagement.
secondary target audience: Influencers whose opinion the primary target audience
member trusts or seeks out for advice.
secondary data: Data that has already been collected and is available from external sources
such as the public library, the Internet, trade associations, and the US Census.
serif: A typeface style that features feet or delicate appendages that protrude from the edges
of letters.
site map: Menu options that are used as navigational tools to take the viewer to specific
sections within the website.
skyscrapers: Vertical digital banners.
skywriting: A form of alternative media that uses vaporized fluid from a plane’s exhaust to
spell out a cloud-like message.
slogan: A statement that represents the company’s philosophy or a product or service’s
image that is usually placed above or below the logo.
slug: Information placed at the top of the second page of a news release that includes a
page number and identifier.
snipes or bursts: A type of print banner often seen in reverse (white type/black background) used to announce a grand opening or sale dates.
social media marketing: The combination of social media and direct marketing that
creates engagement.
sound effects (SFX): Noises heard in radio and television ads, such as doors slamming,
dogs barking, or babies crying.
spam: E-mail messages sent without the recipient’s permission.
spokesperson or character: A representative, either animated or human, who can speak
for and represent a product or service, giving the brand a personality or face that should
appear on all pieces.
sponsored mobile applications: A particular brand owns the use of the app for a specified period. Overall format of the ad is customized for the brand.
spot advertising: Locally tailored radio messages.
344 GLOSSARY
spot color: The use of a spot of color to highlight a detail in a black-and-white photograph.
statement stuffer: Advertising that hitches a ride with a credit card bill, financial notice,
or anything else a consumer might receive on a regular or monthly basis.
stock art: Existing photographs of all varieties that can be purchased and used in an ad.
storyboard: An illustration of the visual portion of the commercial and the timing
sequence between what is heard and what is seen, one frame at a time.
strategy: A plan or tactic to accomplish a creative idea or concept.
streaming Internet video: Internet television that digitally distributes television content
that can be viewed through a television, computer screen, or mobile device.
street graffiti: A form of alternative media found on roads, sidewalks, or in parking lots.
super comprehensives: Also known as super comps; representations of an ad created
from the final roughs. Super comprehensives are generated on the computer and include
all headlines, subheads, visuals, and a logo—and, for the first time, completed body copy in
place, simulating exactly how the design will look and read.
support statement: A feature/benefit combination found on a creative brief that can be
used to directly support or advance the key consumer benefit.
sweepstakes: Consumers can enter to win a prize that does not require a prior purchase.
tagline: Placed above or below the logo, the tagline is a sentence or statement that defines
the IMC campaign’s advertising philosophy.
talent: The individuals who will be seen on camera or heard on radio reading the copy or
dialogue.
target audience: Also known as target market; the group of people research has determined is most likely to buy the product or use the service. A target audience can be broken
down based on demographics, psychographics, geographics, and behavioristics.
teaser copy: Copy placed on the outer envelope of a direct-mail kit.
testimonial: A celebrity or an average consumer endorses the product by telling of his or
her personal experiences with the product.
thumbnails: Small, proportionate drawings that are used to get concept ideas down on
paper.
tone: The personality and overall voice or style a message will portray.
two-way dialogue: Interaction between the buyer and seller.
type alignment: The way type is aligned on a page, such as centered or justified.
typeface: The name given to a specific style of type.
GLOSSARY 345
type style: The form of typeface used; for example, boldface, italic, roman.
type weight: The thickness or thinness of a typeface’s body.
underline subheads: A subhead that appears below the headline and explains in more
detail what the headline is saying, elaborates on the statement or comment made, or answers
the question posed.
unique selling proposition (USP): A key consumer benefit that is unique to a client’s
product or service or a commonplace feature promoted as unique.
unplanned contact: Internal, or corporately focused on employees and vendors; the least
controllable form of advertising or promotion.
user-generated content (UGC): Also known as consumer-generated media; the visual/
verbal sharing of thoughts and ideas by the target on the Internet and social media sites
between brand users.
verbal uniformity: A campaign where all creative pieces promote one idea or key consumer benefit.
vertical cooperatives: A form of cooperative advertising where one sponsor pays more
and receives a larger, more prominent amount of exposure.
viral marketing: The use of interactive and/or entertaining Internet advertising, often
delivered via e-mail or on a web or social media site, to inform and “infect” the receiver
with enough interest about a product or service to visit the host website.
visual: A basic design element that can take the form of a photograph, an illustration, line
art, or graphic design.
visual uniformity: A campaign where all creative materials have a unique appearance or
look.
voice-over: Dialogue read by an announcer who is not seen on camera.
warranty: A promotional device that guarantees that if the consumer is not 100 percent
satisfied, the purchase price will be refunded.
widow: A single word or short line of text that appears at the top of a page or at the top
of a new column of copy.
wireframe: The visual and verbal layout of a website.
word list: One way the creative team can brainstorm ideas.
word of mouth: Face-to-face discussions about a product or service.
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351
Index
accelerometers, 290
account executive, 19, 53, 89, 108, 110, 112
active interaction customer service, 278
added price incentives, 191
advertising, 3, 15, 1 8, 34, 134, 138, 145, 149, 159,
165, 177, 198, 230, 231, 238, 240, 241, 244,
248, 249, 256, 257, 260, 261, 267, 270, 272,
277, 289, 290, 298, 300, 307, 314–316, 319,
322, 324, 329
African Americans, 36
alternative media, 10, 16, 24, 225, 236, 240, 257,
286, 290, 300
animation, 227, 263, 305
announcement devices, 238, 241, 323
announcer, 104, 183, 185, 186, 188, 200, 201, 207,
211
appeal, 63, 65, 67, 72, 102, 116, 123, 139, 181, 201,
204, 227, 241, 258, 281, 301, 323
approach, 63, 67, 72, 102, 116, 123, 139, 181, 201,
204, 241, 281, 323
apps, 171, 201, 244, 269, 271, 273, 290, 295, 298,
300, 302, 304, 305, 307, 327
art director, 53, 70, 71, 74, 76, 108
Asian Americans, 37
assorted media mix, 14
astroturfing, 330
audio, 200
audio instructions, 210
augmented reality, 16, 157, 165, 166, 171, 236, 242,
244, 265, 266, 274, 281, 287, 302, 310, 315, 317
Baby Boomers, 37
Baby Busters. See Generation X
backgrounder, 145
behavioristic profiles, 16, 34, 56, 230, 302
bellybands, 164
big idea, 60, 61, 70, 122, 183, 204
billboards. See outdoor boards
blogs, 261, 267, 272, 278, 279, 315, 323
blow-ins, 166
body copy, 12, 78, 85, 89, 99, 101, 104, 106, 116,
123, 124, 157, 159, 172, 245, 281
bonus packs, 252, 256, 257
bounce-back coupons, 252
bound-in postal reply cards, 166, 237
brainstorming, 69, 71–74, 76, 87, 95–97, 105, 113,
122, 152, 282
brand, 11, 43, 46, 60, 116, 129, 133, 134, 157, 185,
238, 244, 251, 253, 254, 256, 260–263, 267,
269–271, 273, 274, 277, 286, 289, 290, 291,
295, 299, 300, 307, 311, 313, 315, 316, 318,
322, 328, 332, 333
brand attitude, 168, 169
brand awareness, 4, 15–17, 19, 46, 47, 49, 57, 62,
63, 96, 133, 138, 159, 175, 177, 181, 184, 188,
190, 198, 217, 220, 226, 229, 232, 237, 240,
249, 257, 261, 266, 270, 272, 277, 280, 285,
302, 311, 315, 323, 324
brand-centric vehicles, 320
brand equity, 11, 12, 31, 43, 46, 49, 50, 52, 57, 63,
104, 112, 117, 118, 122, 126, 130, 133, 134,
138, 155, 156, 169, 198, 251, 257, 267, 280,
282, 305
brand identity, 46, 96, 97, 122, 123, 129, 166, 283
brand image, 4, 11, 12, 15, 18, 21, 22, 43, 46–48,
51, 62, 67, 71, 85, 89, 97, 98, 102, 104, 110, 112,
116, 118, 121, 123, 129, 133–136, 138, 156,
165–168, 172, 184, 185, 198, 217, 226, 231,
240, 248, 251, 257, 258, 271, 277, 305, 311,
315, 320, 323, 324, 332
brand influencers, 286
brand loyalty, 4, 11, 12, 14, 17, 36, 43, 46, 50, 52,
57, 62, 63, 65, 108, 112, 117–119, 122, 130,
136, 138, 156, 165, 169, 198, 199, 225, 230,
231, 238, 240, 241, 249, 251, 254, 256, 258,
267, 269, 270, 272, 277, 279, 280, 282, 287,
290, 300
brand name, 46, 184, 317
brand name advertising, 151
brand management, 136
352 INDEX
brand profile pages, 276
brand strategy, 62
brand switchers, 256
brand value, 12
brand wrappers, 276
branded applications, 295
branded content, 157, 263, 273
branding, 43, 223
broadcast, 4, 10, 15–17, 36, 37, 94, 117, 129, 137,
138, 140, 149, 155, 159, 184, 191, 198, 197,
199, 226, 262, 280, 300, 310, 325, 328, 331
broadcast syndication, 197
brochures, 144, 235, 238, 245, 280
bulletin boards, 267
bursts,81
business letter. See pitch letter
business magazines, 164, 165
buzz, 24, 133, 301, 311, 320, 321, 323, 325, 329,
331, 332
cable television, 196
callouts, 82
camera instructions, 208
camera shots, 208
campaign uniformity, 122
campaigns, 112, 123, 227, 241, 242, 267, 276,
278–281, 283, 286, 301, 315
car-cards, 223
carousels, 274, 296, 297
catalogs, 15, 233, 237, 238, 280, 319
cause-related marketing, 275
Centennials. See Generation Z
character representative, 12, 89, 106, 116, 122–124,
126, 127, 145, 178, 181, 183, 184, 198, 205,
227, 242, 258, 263, 331, 315, 324
chat rooms, 261, 267, 279, 282, 284
cinema ads, 315, 317
circulars. See brochures
classified advertising, 151
clients, 89, 108, 110, 112, 144, 156, 204, 230
clip art, 89, 92
coated paper stock, 172
color, 12, 92, 93, 116, 122, 170, 198, 242, 243, 245,
246, 258, 324
communication objectives, 17–19, 24, 50, 57, 60,
69, 72, 76, 110, 112, 115, 121, 122, 124, 138,
139, 144, 155, 156, 159, 166, 168, 169, 181,
198, 200, 201, 227, 238, 240, 241, 251, 258,
280, 282, 286, 300, 302, 313, 323, 324, 327, 328
communication strategy, 122, 123, 136, 138,
139, 152, 156, 157, 170, 171, 183, 185, 198,
200–202, 204, 205, 227, 238, 241, 242, 248,
258, 267, 280, 282, 302, 315, 320, 323, 324,
327, 328
competition, 22, 113
competitive strategies, 41
concentrated media mix, 14
concept, 19, 26, 62, 69, 73, 74, 78, 90, 95, 99, 104,
112, 117, 122, 123, 152, 157, 202, 204, 208, 242
concepting. See brainstorming
consumer-based strategies, 168, 181, 258, 281, 323
consumer-centric vehicles, 320
consumer-focused marketing. See relationship
marketing
consumer-generated content, 267
consumer magazines, 163, 164
consumer-oriented approach, 63, 64, 156, 227, 241
content sensitive marketing, 293
contests, 15, 166, 169, 179, 191, 231, 255, 256, 258,
262, 266, 272, 280, 286, 291, 293, 302, 315,
317, 318, 320, 323
continuity programs, 254, 258
cookies, 232
cooperative advertising, 159, 173, 228, 317, 318
copy, 69
copy sheet, 108
copywriter, 53, 70, 71, 74, 76, 95, 106, 186, 199,
244
corporate campaign, 119
Coupland, Douglas, 37
coupons, 15, 106, 107, 151, 152, 153, 159, 165,
223, 228, 231, 235–239, 248, 252–254,
256–258, 262, 266, 272, 278, 280, 285–287,
291, 293, 298, 299, 300–302, 316, 318, 320,
325, 330, 331
cover wraps, 164
creative, 18
creative brief, 53, 57, 60, 68, 69, 71, 72–74, 83, 89,
95, 121, 122, 138, 140, 156, 200, 242
creative comparison tones, 206
creative strategy, 18, 19, 53, 62, 66, 67, 69, 72, 76,
78
creative strategy statement, 18, 19, 21, 24, 42
creative team.See creatives
creatives, 19, 53, 56, 57, 59, 62, 63, 68–70, 72,
74, 104, 110, 121, 140, 144, 152, 156, 157,
164, 169, 175, 178, 182, 185, 191, 201, 219,
226, 230, 238, 245, 261, 262, 277, 282, 298,
304–306, 310, 311, 314, 320, 324, 327, 328, 332
crisis control, 134
cropping, 92
cross promotion, 300
crossruffing, 252, 256
customer relationship management, 236
INDEX 353
customer service, 278, 280, 284, 285
cyber marketing, 261
database marketing, 9, 233
databases, 4, 5, 15, 18, 34, 108, 136, 230, 232, 240,
254, 255, 269, 278, 301, 302
demographic profiles,16, 34, 36, 56, 78, 168, 178,
179, 185, 225, 230, 232, 261, 271, 302
destination websites, 266, 281, 282
detail copy, 59, 83, 85, 104, 157
dialogue, 187, 211, 230
die cuts, 146, 243, 245
digital, 10, 15, 38–40, 70, 83, 86, 96, 99, 151, 152,
164, 171, 175, 184, 185, 199, 221, 223, 224,
228, 232, 237, 239, 246, 257, 265, 269, 274,
286, 307, 308, 310, 323, 325
digital water marks, 166
direct mail, 15, 233, 236, 238, 240–242, 244–246,
257, 258, 284, 295, 300
direct mail envelop, 243
direct mail kits, 173, 233, 235, 237, 239, 242, 246,
252, 253, 257, 280
direct marketing, 15, 18, 23, 166, 168, 248, 249,
256, 257, 323
direct marketing e-mails, 244
direct response, 15, 191, 195, 223, 225, 233, 236,
237, 239, 247, 256, 299, 301, 323
display ads, 151
domain ads, 271
dominant images, 83, 156, 157, 311, 324
double-parallel folds, 246
drive times, 177
e-commerce, 302
e-mail, 16, 236, 239, 254, 257, 263, 277–279, 282,
285, 290, 300, 308, 315, 321, 323
elements of an ad, 79
embargoes, 143
emojis, 306
emoticon, 306
emotional appeals, 65, 156
endorsements, 104, 126, 134, 236, 244, 284
engagement, 153, 154, 165, 169, 180, 181, 199,
225, 228, 229, 236, 237, 239, 247, 265, 270,
273, 275, 276, 279, 282, 286, 287, 289, 293,
295, 301, 302, 310, 311, 315, 320, 321, 323,
325, 328, 329, 332
enticements, 15, 247
evaluation tactics, 26, 42, 159
event sponsorships, 258, 285
execution techniques, 59, 63, 66, 67, 102, 103, 104,
181, 182, 198, 200, 201, 204, 241, 281, 302
experiential marketing, 157, 296, 332
extensions, 219
external audiences, 129, 134, 140
external bus advertising, 222
eye flow, 91, 124, 156
Facebook, 270
fact sheets, 144, 145, 185
fan folds, 246
farming magazines, 165
features and benefits, 57, 72, 99, 100, 103, 113, 116,
123, 161, 175, 181, 185, 200, 206, 236, 241,
244, 281, 298
feedback, 238, 239, 269–272, 278, 280, 285, 286,
313, 320, 321, 324, 329
floating ads, 263
focus groups, 27, 34
fonts, 84
formal surveys, 27
frame transitions, 208, 212
frames, 201, 202, 207, 208, 210, 211
freestanding insert, 107, 152, 237, 239, 252, 258
freestanding postal inserts. See blow-ins
frequency, 5, 220, 225, 226
frequently asked questions (FAQ), 284, 285
GIFS, 275, 296, 307
GPS, 223, 269
gaming, 16, 265, 266, 291, 302, 311, 315, 317, 318,
327, 331
general business magazines. See business magazines
general interest magazines. See consumer
magazines
Generation Alpha, 40
Generation X,37, 38
Generation Y.See Millennials
Generation Z, 37, 39
generic radio advertising. See national network
advertising
geographic profiles, 16, 34, 56, 178, 179, 230
geo-targeted messages, 297
giveaways, 231, 255, 256, 317, 318
global positioning hardware, 221
Google+, 275
graphics, 78, 89, 92, 104, 124, 145, 170, 227, 243,
245, 282, 284, 305, 315, 317, 318, 324, 330
grassroots marketing, 332
greeking, 89
guarantees, 108, 231, 233, 235, 236, 238, 245, 255
guerrilla marketing, 320, 321, 323, 324, 328
hashtags, 279, 286, 307, 317, 323
354 INDEX
headline styles, 97, 122, 178, 198, 226, 242, 243,
258, 324
headlines, 2, 76, 78, 85, 88–90, 96, 99, 104–107,
116, 123, 124, 146, 156, 157, 159, 227, 245,
246, 275, 281, 283
high-involvement products, 166
Hispanics, 36
horizontal cooperatives, 159
Hulu, 191, 197
human billboards, 229
idea generation. See brainstorming
illustrations, 78, 89, 91, 104, 124, 170, 172, 227,
245, 282, 324
implementation tactics, 26, 41
in-app ads, 296
in-app banners, 296, 301
inbound telemarketing, 237
incentives, 15, 248, 253, 257, 270, 293, 301, 302,
304
influencers, 275
infomercials, 15, 195, 196, 236, 238
informal surveys, 27
informational advertising, 66, 173, 261
in-game marketing, 296, 297
inherent drama, 22, 74, 190, 205
in-house agencies, 156
in-store promotions, 251, 271
informational websites, 266, 281, 282
influence marketing, 332
inside-out approach, 5
Instagram, 274
install ads, 271
instant messaging, 278, 285, 287
instant-redemption coupons, 252
integrated brand communication, 249
integrated brand promotions, 251
integrated marketing communication, 3, 4, 9, 11,
12, 17, 18, 34, 69, 76, 153, 169, 238, 240, 278,
279, 281, 282, 285
integrated marketing communication campaign,
145, 146, 156, 157, 159, 166, 169, 178, 181,
183, 184, 191, 198, 200, 217, 240–242,
244, 255, 256, 261, 283, 285, 302, 319, 320,
323–325, 332, 333
interactive, 10, 155, 157, 165, 166, 169, 171, 173,
179, 180, 182, 191, 201, 214, 222, 225, 229,
231, 239, 260, 265, 274–277, 279, 282, 286,
289, 290, 294, 297, 299, 302, 308, 310, 311,
313, 315, 317, 318, 319–321, 323, 324, 326,
327, 329, 332, 333
interactive advertising, 191, 261
interactive device, 245, 272, 286, 308
interactive event, 328
interactive media, 5, 261
interactive outdoor boards, 226, 227
interactive supplement, 263
interactive television, 191, 237, 237, 266
interior advertising, 223
interior handhold advertising, 223
interior transit card advertising, 223
Internet, 10, 16, 23, 166, 179, 199, 230, 236–240,
278, 298, 300
the Internet of things, 266
Internet marketing, 261, 269, 277
Internet radio, 178
Internet television, 191, 197
interstitials, 296, 297
involvement tool, 234
jingle, 102, 116, 123, 178, 179, 181–184, 202
junk mail, 240, 242, 290
kerning, 86
key consumer benefit,12, 18, 19, 21, 22, 24, 60,
62, 66, 67, 70, 72, 73, 74, 76–78, 89, 96, 97,
99–103, 110, 113–119, 122, 123, 126, 136,
138, 139, 143, 144, 146, 152, 155–157, 166,
168, 169, 172, 175, 181–185, 188, 198, 200,
201, 206, 207, 217, 225–227, 241–245, 258,
280–283, 286, 289, 290, 295, 300, 301, 315,
320, 322, 324, 327, 329, 333
key word searches, 265, 277
keywords, 290
kiosks, 224, 253, 313, 317, 327
layouts. See roughs
layout styles, 79, 81, 89, 105, 116, 124, 156, 170, 324
leading, 86, 282
LED boards, 220
legibility, 83, 85, 86, 227, 228, 281
letter spacing,86
life-cycle phase, 49, 50, 63, 64, 66, 76, 97, 104, 169,
241, 256, 258, 311, 323, 324
limited-time offer, 235, 238, 249
line art, 78, 89, 91, 156
line spacing, 86
LinkedIn, 275
links, 263, 273, 276, 281, 284, 291, 298, 299, 301,
306
local advertising, 151
locally produced television, 202
location-based check-ins, 180, 198, 270, 290, 296,
299, 300, 304, 305
INDEX 355
location signage. See poster panels
logo, 48, 68, 85, 88, 89, 105, 106, 116, 123,
124, 145, 147, 157, 197, 201, 217, 220, 222,
226, 229, 243, 245, 255, 258, 262, 281, 285,
315–318, 322, 324, 325, 331
lookbooks, 296, 297, 301, 302
loyalty programs, 181, 252
magalogs, 235
magazines, 179, 198, 237, 239, 257, 280, 307, 319,
323, 325
mapping, 296, 297
market segments, 34
marketer, 46, 12, 18, 38, 39, 139, 178, 219, 221,
230, 239, 244, 266, 269, 272, 275, 282, 311
marketing, 138, 139
marketing code, 231, 239, 320
marketing mix, 33, 41
marketing objectives,26, 31, 33, 57, 112, 115
marketing plan, 19, 27, 52, 53, 69, 112
marketing public relations, 129, 143, 147
marketing strategy, 26, 33
mass audience, 5, 17, 319, 328
mass media advertising, 4, 10, 11, 15, 17, 57, 155
mass media vehicle, 149, 190, 197, 199, 216, 219,
224, 226, 231, 232, 236, 262, 324
media advisories, 144
media mix, 7, 14, 16, 24, 117, 139, 140, 149, 153,
155, 156, 159, 165, 166, 168, 173, 178, 214,
231, 267, 269, 272, 273, 286, 294, 295, 299,
311, 316, 327–329, 333
media multitasking, 320
message boards, 278, 279
Millennials, 37, 38
misredemption, 254
mobile, 16, 24, 199, 225, 228, 240, 257, 310, 311,
315, 323
mobile applications. See apps
mobile augmented reality, 294, 302
mobile coupons, 295, 303
mobile media marketing, 302
mobile navigation, 306
mobile video, 291, 293, 301, 302
mobile web banners, 291
mobile web marketing, 291
mobile website, 291, 296, 303–305
multimedia message service, 291
music, 29, 71, 73, 102, 123, 178, 180–184,
186–188, 200–202, 204, 206
national advertising. See brand name advertising
national campaign, 118
national network advertising, 179
nationally produced commercials, 202
native app, 304, 307
native content, 197, 273
Netflix, 191, 197, 199
network television, 196, 199
networking sites, 269, 275, 278
news articles, 131, 138, 261, 285
newsletters, 145, 236
newspaper, 179, 198, 237, 239, 248, 257, 280, 325
newsprint, 158
news releases, 140, 145
niche, 10, 23, 51, 52, 100, 324
niche brand, 272
niche marketing, 9, 40, 179, 278, 290, 313, 320,
321, 328, 331
new product launches, 131, 133, 166, 179
nontraditional media, 16
objectives. See communication objectives
off-strategy, 73, 100, 121
off-target, 73, 100, 121
on-air personality, 182, 184–186
on-location, 202
on-strategy, 72, 73, 76, 89, 121
on-target, 72, 73, 76, 89, 121
one-way dialogue, 3, 11, 17
one-way monologue, 112, 138, 165, 178, 198, 320,
324
opt-in, 239, 263, 290, 291, 296, 298, 300, 301, 321,
324
opt-out, 232, 300, 301
order forms, 15, 59, 106, 108, 166, 173, 233, 235,
239, 244, 246
orphan, 85
out-of-store promotions, 251, 254
outbound telemarketing, 237
outdoor boards, 173, 216, 217, 225
out-of-home, 15, 24, 179, 216, 222, 224, 228, 240,
300, 310, 331
outside-in approach, 6
outside influencers, 21
overline subheads, 99
package design, 116, 227, 265
packaging, 17, 18, 33, 47, 48, 92, 113, 121, 184,
200, 252, 258, 265, 267, 283
paper stock, 154, 155, 167
passive interaction customer service, 279
passive monologue, 191
pay-per-click advertising, 265
Percy, Larry, 21, 35
356 INDEX
Periscope, 272
permission-based e-mails. See permission-based
marketing
permission-based marketing, 233, 236, 263, 269, 299
personal selling, 3, 16, 255
photographs, 78, 90, 104, 124, 146, 170–172, 227,
243, 245, 282
piggybacking, 207
Pinterest, 274
pitch letters, 144, 244
planned contact, 6
point-of-purchase, 253, 256–258
point-of-sale, 299
polypak, 235, 252, 254
pop-outs, 242
pop-ups, 165, 173, 242, 244, 261, 262, 313, 323, 331
positioning, 22, 50, 52, 71, 117, 122, 133, 169, 240
positioning strategy, 62
poster panels, 219, 220
postproduction, 207
posts, 269, 272, 276, 277
premiums, 15
presence marketing, 332
press kits, 144
price-off offers, 252, 257
primary data, 27
primary target audience, 19, 21, 67, 241, 257
primary vehicle, 190, 235, 260, 302, 311, 313, 323,
327
preproduction, 202
premiums, 255, 256, 258
prestitial ads, 297
print, 34, 10, 12, 15, 16, 17, 36, 38, 79, 82, 83, 94,
96, 117, 123, 129, 137, 138, 140, 147, 149, 151,
152, 155, 157, 159, 164, 167, 175, 178, 179,
184, 197, 226, 239, 243, 245, 257, 258, 261,
262, 280, 281–284, 300, 310, 319, 325, 328
print banners, 85
product-based approach, 181, 281, 241, 258, 281,
301, 323
product-based strategies, 169, 181
product image, 170
product individualism, 170
product-oriented approach, 63, 156, 227
product placement, 134, 197, 199, 315, 332
product positioning, 60, 69, 112, 116–118, 122,
124, 130, 135, 136, 138–140, 149, 153, 159
production, 202
promo code, 295
promotional devices, 229–231, 235, 244, 265, 266,
272, 274, 298, 301, 314, 315, 318, 324, 325,
327, 328
promotional mix, 7, 10, 14, 16, 19, 21, 22, 24, 33,
34, 72, 73, 166, 169, 173, 175, 177, 178, 180,
181, 188, 198, 225, 226, 240, 241, 247, 251,
256–258, 269, 270, 277, 280, 286, 287, 290,
298, 301, 302, 308, 310, 320, 322
promotional vehicle, 15, 223, 260, 269, 272, 324
promotions, 6, 16, 24, 37, 47, 50, 121, 131,
134, 145, 154, 198, 232, 233, 239, 249, 251,
254–258, 261, 267, 269, 270, 271, 276, 280,
290, 297–299, 302, 321, 322
psychographic profiles, 16, 34, 56, 78, 179, 230,
232, 261
public opinion, 135
public relations, 14, 18, 23, 129, 179, 198, 225, 239,
240, 249, 256, 257, 272, 280, 286, 302, 323
public television, 197
publicity, 119, 134, 135, 147, 166, 173, 315
publics. See external audiences
qualitative data, 27
quantitative data, 27
quick response codes, 15, 16, 165, 166, 173, 223,
225, 237, 244, 265, 293, 301, 303, 310, 315,
317, 323, 325, 327
radio, 198, 237, 295, 323, 325
radio banners, 178
radio execution techniques, 182
radio script, 182, 184, 185, 201
radio spots, 177, 184
reach, 5, 16, 199, 217, 225, 226, 232, 240, 286, 301,
311, 332
readability, 83, 85, 86, 228, 281, 305
rebates, 15, 231, 254
refunds, 233, 254
reinvented products, 166, 201, 206, 251, 252, 269,
328
relationship marketing, 4, 136, 258, 278, 311, 313,
320
reminder advertising, 66, 190, 220, 302, 315, 321,
331
reminder vehicle, 15, 16, 223, 318, 324
remote broadcasts, 178–180
reply cards. See order forms
repositioning, 52, 119, 122, 133, 184, 190, 199, 231,
253, 257
research, 7
retail advertising, 149, 152
retail campaign, 119
return envelopes, 246
return on investment, 17, 24, 139, 277, 311, 318,
320, 322, 333
INDEX 357
rich media, 164, 293, 296, 297, 298, 300, 304–307
roughs, 88, 108, 122, 242
sales promotion, 15, 18, 23, 166, 168, 173, 231,
235, 240, 241, 270, 280, 332
sales promotion package, 238
samples, 15, 165, 173, 231, 237, 245, 257, 286, 331
sampling, 253, 255–257, 272
sans serif typefaces, 83, 84, 85, 158, 305
satellite radio, 178
scandals. See crisis control
scenes, 201, 202
scratch-off cards, 244
scripted series, 274
scripts, 201, 202, 204, 207, 208, 210, 211
search, 269, 290, 300, 302
search engine marketing, 265, 273
search engine optimization, 265
secondary data, 27
secondary target, 19, 21, 77, 241, 257
secondary vehicle, 235, 257, 260, 311, 323
serif typefaces, 83, 84, 85, 305
service campaign, 118
shareholders, 119, 129, 134
shock-vertising, 326
short codes, 295, 298
short message service, 291, 301, 303
site maps. See website menu options
situation analysis, 33
skyscrapers, 262, 276
slogan, 48, 68, 73, 88, 104, 106, 116, 122–124, 145,
147, 157, 178, 182–184, 188, 197, 217, 222,
226, 228, 243, 245, 258, 262, 277, 322, 324,
331, 315, 316
slugs, 143
Snapchat, 273
snipes, 81
social media, 16, 165, 166, 179, 180, 198, 199, 225,
230, 236–239, 257, 267, 269, 298, 302, 308,
315, 321
social media marketing, 237
social media site, 169, 170, 198, 201, 226, 237, 248,
252, 261, 267, 271, 276, 277, 278, 280, 284,
285, 287, 293, 310, 316, 331, 332
social networks, 239, 273
social television, 198
sound effects, 178, 182–187, 202, 207
spam, 263, 290
special events promotions, 255, 258
special interest magazines. See consumer magazines
specialty catalog, 233
specialty packaging, 252, 258
specialized business magazines. See business
magazines
spokesperson, 12, 106, 116, 123, 124, 126, 145, 178,
181–184, 187, 198, 205, 227, 242, 244, 258,
263, 315, 324, 331
sponsored applications, 295
sponsored events, 280
sponsorships, 133, 177, 187, 197, 277
spot advertising, 179
spot color, 77, 91, 124
spot radio, 179
spot television, 196
stakeholders, 129, 134, 135, 136, 140
Standard Rate and Data Service, 173
stealth marketing, 330
stock art, 89, 92
stockholders, 280
storyboard, 82, 201, 202, 204, 207, 282
strategy, 14, 10–12, 18, 97, 116
streaming audio and video, 263, 266, 281, 284, 285
streaming Internet video, 191
street teams, 330, 331
subheads, 85, 88, 89, 97, 99, 102, 106, 123, 124,
146, 156, 159, 172, 245, 281–283
supercomps, 89, 110
supplemental advertising, 107, 217
support statement, 67
support vehicles, 15, 18, 169, 175, 178, 188, 198,
217, 222, 225, 237, 260, 286, 301, 320
surfing, 266, 267, 273, 307, 311, 316, 327, 328
sweepstakes, 15, 166, 169, 179, 191, 231, 255, 256,
258, 262, 266, 272, 280, 286, 291, 293
SWOT. See situation analysis
synergy, 117
tablets, 307
tagline, 48, 68, 88, 104, 106, 116, 122–124, 145,
147, 157, 178, 182–184, 188, 197, 217, 222,
226, 227, 243, 245, 258, 262, 315, 316, 322,
324, 331
talent, 185, 186, 200, 201, 207, 211
target audience, 7, 16, 18, 19, 21, 24, 26, 27, 34,
35, 57, 60, 65, 66,69, 74, 76, 78, 90, 95, 96, 110,
112, 113, 122, 129, 136, 138, 144, 152, 155,
163, 165, 168, 169, 175, 178, 181, 185, 190,
191, 200, 202, 230, 231, 237, 258, 272, 278,
280, 289, 290, 311, 319, 320, 324, 328, 332
target audience profile, 56
target market analysis, 34
target segments, 35
teaser advertising, 66, 225, 241
teaser copy, 243
358 INDEX
teaser vehicle,15
telemarketing,15, 237
television, 237, 239, 280, 319, 323
television shoot, 201, 204, 208
television spot, 206
testimonials, 173, 183, 187, 195, 205, 235, 236, 244,
261, 284, 285
texts, 16, 228, 236, 238, 252, 254, 269, 290, 291,
293, 295, 298, 299, 301, 331
third screen, 298
three-dimensional device, 15, 219, 221, 223, 228,
242, 244, 310, 316, 319
three-dimensional outdoor boards, 228
thumbnails, 87, 88
toll-free numbers, 239, 245
tone, 12, 31, 63, 66, 72, 84, 97, 102, 116, 117,
121–123, 130, 136, 139, 144, 156, 198, 200,
227, 235, 241, 242, 244, 245, 258, 281, 323
tone-of-voice.See tone
trade magazines. See business magazines
traditional advertising, 18, 191, 195, 197, 219, 224,
247, 260–262, 265, 270, 279, 280, 286, 290,
295, 298, 310, 311, 323
traditional media, 9, 10–12, 17, 18, 222, 225, 320,
324, 329
transit,15, 179, 216, 222
transit shelters, 222, 225
tri-folds, 246
trial offers, 241, 246, 254, 257, 281
Tumblr, 274
Twitter, 271
two-way dialogue, 3, 4, 11, 112, 136, 138, 165, 169,
178, 188, 191, 195, 247, 267, 269, 272, 286, 324
type alignment, 85
type faux pas, 85
type styles, 83, 124, 242, 246, 258
typeface, 12, 116, 122, 124, 145, 170, 227, 246, 258,
282, 305, 324
uncoated paper stock, 158
underline subheads, 99
unique selling proposition, 60, 122, 169, 181, 183,
204, 333
unplanned contact, 6
user experience, 198
user-generated content, 267, 270, 274–276
value-added, 153
verbal cues, 77, 122
verbal elements. See verbal cues
verbal uniformity, 122
vertical cooperatives, 159
video, 200, 274–276, 282, 293, 306, 316
video projection, 331
vignette, 179, 183, 205, 206
viral, 270, 272, 273, 276, 287, 302, 305, 314, 320,
321, 329, 332
virtual impulse buying, 293
virtual reality, 157, 165, 171, 239, 242, 295
visual cues, 77, 116, 186–188, 267, 275, 281
visual elements. See visual cues
visual uniformity, 122
visual/verbal brand, 48
visual/verbal identity, 116, 122, 157
visual/verbal images, 12, 124
visual/verbal messages, 66, 76, 95, 116–118, 136,
156, 157, 166, 168–170, 173, 175, 220, 226,
242, 244, 258, 261, 302, 311, 314, 320, 321,
324, 333
visual/verbal relationships, 76, 104, 105, 116, 161,
170, 216, 258
visual/verbal ties, 116, 123
visual/verbal tone of voice, 123, 286, 311, 315,
324, 325
visuals, 76, 170, 206, 275, 281, 282, 315
voice-over, 200, 207, 211
wall murals, 221
warranties, 255
web back buttons, 285
web page, 237, 245, 262, 271, 280
webisodes, 263, 266, 281, 285, 293
website address, 275, 279, 280, 310
website banners, 285
website home pages, 283
website main menu links, 284
website menu options, 284
website navigational aids, 284
website text-only options, 285
websites, 165, 168–170, 198, 201, 226, 237, 239,
245, 248, 252, 254, 257, 260, 261, 263, 265,
269, 272, 273, 276–281, 283, 286, 293, 298,
302, 304, 305, 307, 311, 319, 324, 332
weight, 84, 124
white space, 81, 82, 92, 145, 156, 157, 159, 172,
245, 261, 282, 306
widgets, 276
widow, 85
wireframe, 305
word spacing, 86
word lists, 74, 122
word-of-mouth, 3, 43, 108, 130, 135, 136, 139,
227, 269–273, 276, 277, 279, 287, 294, 298,
301, 302, 305, 316, 321, 326, 329, 332
YouTube, 273
359
About the Author
Robyn Blakeman received her bachelor’s degree from the University of Nebraska in 1980
and her master’s degree from Southern Methodist University in Dallas, Texas, in 1996.
Professor Blakeman began teaching advertising and graphic design in 1987 with the
Art Institutes. As an assistant professor of advertising, she taught both graphic and computer
design at Southern Methodist University. As an assistant professor at West Virginia University,
she held several positions, including advertising program chair, coordinator of the integrated
marketing communication online graduate certificate program, and coordinator of student
affairs and curriculum, in addition to developing the creative track in layout and design. She
was responsible for designing and developing the first online integrated marketing communication graduate certificate and online integrated marketing communication graduate
program in the country.
Professor Blakeman is the author of five other books, including The Bare Bones of Advertising Print Design, The Bare Bones Introduction to Integrated Marketing Communication, Strategic
Uses of Alternative Media, Advertising Campaign Design, and Nontraditional Media in Marketing
and Advertising and is coauthor of The Brains behind Great Ad Campaigns. She is currently an
associate professor at the University of Tennessee, Knoxville, where she teaches advertising
design and creative strategy.