Download Media Strategy

Message Strategy &
Execution
MKT 846
Professor West
Agenda
 Discussion
of:
 Target
market selection and positioning
 Message strategy & execution
 On
to Super Bowl advertising
Where are we…
Situation
Analysis
Strategy
Development
Brand Message
Development
SWOT
analysis
Creative
Brief
Objective
Setting
Message
Strategy
Target
Market
Message
Execution
Develop
Positioning
Media
Decisions
Company
Competitors
Collaborators
Consumers
Environment
Where are we…
Situation
Analysis
Strategy
Development
SWOT
analysis
Company
Competitors
Objective
Setting
Collaborators
Consumers
Target
Market
Brand Message
Development
Creative
Brief
Communication:
> Awareness
> Interest
> Desire
Message
Behavioral:
> Information search
Strategy
> Trial
> Purchase
Relationship:
> Loyalty
Message
> Share of wallet
Execution
> Discipleship
Environment
Develop
Positioning
Media
Decisions
Next Step…
Situation
Analysis
Strategy
Development
Brand Message
Development
SWOT
analysis
Creative
Brief
Objective
Setting
Message
Strategy
Attributes &
Company
Competitors
benefits
Collaborators
Consumers
Target
Market
Price/Quality
Message
Use or Application
Execution
Product Class
Product User
Environment
Develop
Positioning
Competitor
Media
Cultural Symbol
Decisions
Developing Effective Communication
Situation
Analysis
Strategy
Development
Brand Message
Development
SWOT
analysis
Creative
Brief
Objective
Setting
Message
Strategy
Target
Market
Message
Execution
Develop
Positioning
Media
Decisions
Company
Competitors
Collaborators
Consumers
Environment
Product
Problem
Promise
Support
Competition
Target
> Demographics
> Psychographics
Desired Behavior
Current & Desired
Impression
Tone & Manner
Developing Effective Communication
Situation
Analysis
Strategy
Development
SWOT
analysis
Brand Message
Development
Creative
Brief
Objective
Setting
Message
Strategy
 Create a brand
personality
 Increase liking
 Influence opinion leaders
Collaborators
Consumers
 Make an impression
 Differentiate you brand
Company
Competitors
Message Objectives:
Target
Market
Message
Execution
Develop
Positioning
Media
Decisions
Environment
 Motivate trial
 Stimulate repeat
purchase
Developing Effective Communication
Situation
Analysis
Strategy
Development
Brand Message
Development
SWOT
analysis
Creative
Brief
Objective
Setting
Message
Strategy
Company
Competitors
Collaborators
Consumers
Target
Market
Message
Execution
Develop
Positioning
Media
Decisions
Environment
Informational Strategy
Create awareness
Get attention
Transformational Strategy
Image and resonance
Connect through feelings
Behavioral Strategy
Value proposition
Reminders
Relational Strategy
Encourage repeat
purchase
Enhance involvement
Develop dialog
Challenges
 How
can we achieve “One-voice, One-look”
when we are targeting different markets?
 How
can we remain consistent over time
without becoming perceived as dated and
irrelevant?
Hierarchy of Effects
AWARENESS
Headlines, Visuals
Subheads, Lead
Paragraph, Storyline
Text body, Supporting
Visuals
INTEREST
DESIRE
ACT
Closing paragraph, Logo/
Slogan, Tagline
ION
The Execution
 How
do you transform a message strategy into an
exciting, attention getting, and memorable idea?
 What
words, sounds and music, images, setting,
and lighting will best convey the message?
 Where
do break-through ideas come from?
Next Time…
We will focus our discussion on media
characteristics and scheduling, Chapter 11
 You are welcome to turn in Project 2 by Friday
afternoon.
