CREATING EFFECTIVE The Preamble ADVERTISING: � I’m here to introduce strategic communication Strategic communication campaigns in a cluttered media environment � At the undergrad level, the UW SJMC is divided into two tracks: � Multi-media journalism (emphasis on informing) Professor Douglas McLeod � Strategic communication (emphasis on persuading) School of Journalism and Mass Communication � Contexts of strategic communication campaigns: � Advertising, PR, political, health, non-profits, social movements How did this correspond with the Overview number of competing products? Today � Overview (focus on advertising): 1930s � The growing complexity of the ad environment � Responding to complexity: � Creative messaging � Integrated strategic comm campagns: � objectives, strategies & tactics
Today... How did this correspond with the number of competing products? The Challenging The Challenging Environment Environment � Expanding media (TV, Internet, others?) � Fragmented audiences � Technologies of avoidance � In 1965, reaching 80% of adults 18 to 49 required 3 TV ads � Remote control � In 2002, it took 117 ads � More complicated media planning � VCRs/DVRs/TiVo eliminating ads 1965 � Pay cable networks without ads � Audience resistance to advertising 2002
Strategic communication Over time…. becomes increasingly complex… � So many products and brands! • Massive growth in: � So many places to advertise! • The size of retail outlets � The bad news… • The number of brands and products � We have to work late again • The number of media vehicles carrying advertising � The good news… • Challenges of getting people to see your messages � Profession rewards smart, innovative thinkers: Responding to the But there is good news too! challenging environment � Leads to an increased emphasis on making � As a result of this growing complexity: advertisements entertaining � The strategic communication profession rewards smart, innovative thinkers � Goals become more modest � According to recent research, 95% of UW SJMC � Ads need “stopping power” students had a job in their chosen field within 1 year of graduation � Must motivate audience to want to watch � E.g., Vonage ads with the annoying music: � “People do stupid things”…
Responding to the Responding to the challenging environment challenging environment � Danger: � Danger: � “Vampire creativity” � “Vampire creativity…” � E.g., Monkeys in the workplace… � E.g., The Cat Herding Commercial… Protecting against Vampire Protecting against Vampire Creativity Creativity � 1. Tie the creative appeal to the product � 1. Tie the creative appeal to the product � 2. Tie ads together thematically � Example A: Nike Shox… � 3. Update theme to keep it fresh
Protecting against Vampire Protecting against Vampire Creativity Creativity � 2. Tie ads together thematically � 1. Tie the creative appeal to the product � Example: Snickers “Not going anywhere for awhile?— � Example B: Tide to Go… Hungry? Why wait?” Strategic Campaign Planning Protecting against Vampire Creativity � Process starts with the client (product manufacturer) � The marketing plan: � 4 P’s: Product, Price, Place, Promotion � 3. Update theme to keep it fresh � An agency is hired to handle promotion C A l g � Example: Snickers “You’re not you when your hungry” � Agency develops Strategic Comm Plan: i e e n n c Strategic t y Communication Business Plan Promotions Plan
The Strategic Communication The Campaign Strategy Plan � Components: • Strategically grounded plan for campaign: • Situation Analysis • Objectives/Goals • Background research and SWOT analysis • Campaign Strategy Plan • Strategies • Creative Messaging Plan • Media Plan • Tactics • Public Relations Plan • Provides the backbone for the plan • Publicity, special events, sales promotion, image management, etc. • Social Media Plan • guides the development of creative examples • Budget Evaluating Creative Ideas Strategic Objectives/Goals Modest • Increase brand knowledge/awareness (cognitive) • Create associations between product: (cognitive) Cognitive � Strategic creativity (ROI): • Persons/celebrities/experts • Lifestyles � Relevance • Emotions • Shape images of brand (cognitive) A ff ective � Originality • Di ff erentiate product from competition (cognitive) • Correct misperceptions (cognitive) Behavioral � Impact • Shape attitudes toward brand (a ff ective) • Expand market shares/sales (behavioral) Ambitious • Reinforce brand loyalty (behavioral)
The End Shameless Promotions Warning!:... Catch Professor Douglas McLeod in…. Journalism 445: Developing Creative Messages * For both majors and non-majors * Summer 2017 (May 21 - June 15) Journalism 564: Media and the Consumer * For both majors and non-majors * Spring 2017
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