Example Of Geito

Higti Famili arity

Unfavorable Attitude

Higti Famili arity

Unfavorable Attitude

F.q n'.iiai ny-Favoraljiiiiy Analysis

Itoclcfjiiiy cfcal .o sUiiegy: Tiiis ad for Titei, a house fiuti cfitftuct. foetm on (wohtem-SQluiioo—Tilen is called Trie Mold Killer11'1.

2. HiyuhIAtt'iiretwss - Ability to identify (recognizc or recall) the brand within (lie category, in sufficient tic[ail to mate a purchase. Recognition is easier to achieve than recall— con sinners are more likely to recognize Stouffcr's distinctive orange packages ilinn recall the lira rid ir asked in iliink of a brand of frozen entrees. Grand recall is important outside [he store; brand recognition is important inside ilic store. Brand awareness provides a foundation for brand equity;

3. Brruid Attitude - Evaluation of the brand with respect tn iis perceived ability to meet a currently relevant need. Relevant brand needs may be negatively oriented (problem removal problem avoidance, incomplete satisfaction, normal depletion) or positively oriented (sensory gratification, ¡nielleclual stimulation, or social approval). Household Cleaning products Often use problem'Solution; food products, on the olber band, often use sensory-oriented ads emphasizing appetite appeal.

4. Brand Purchase Intention - SeJf-instructions to purchase the brand or to take purchase-related action. Promotional offers in the form of coupons or two-fur-one deals.encourage consumers to make a mental commitment to buy a product* ISu,t many Consumers do not have an expressed category need and may not be in tlie market When exposed to an ad, making intentions less likely to be formed. For example, in any given week, only about 2(1 percent of adults may be planning (o buy detergent; only 2 percent may be planning to buy a carpet cleaner; find only 0,25 percent may he planning to buy a car.

The most effective communications often can achieve multiple objectives- lror example, Geito advertises that a 1minute phone cull can result in a 15 percent reduction Ott auto insurance, combining both brand attitude and a call to action to build brand purchase intentions,

Design the Communications formulating the communications toachieve the desired response will require solving three problems: what to say (message strategy), how to say it (creative strategy), and Who should say it (message source).

:.IE'. E . ., r in deteritjJmng message strategy, management searches Tor appeals, themes, or ideas that will lie into the brand positioning and help to establish points-of-parity or points-of-difference. Some of these may be related directiy to product or service performance (the quality, economy, or value of the brand) whereas others may relate to more extrinsic considerations (the brand as being contemporary, popular, or traditional],

John Moloney saw buyers as expect ing one of four types of reward from a product; rational, sensory, social, or ego satisfaction,12 Buyers might visualize these rewards from results-of-use experience, prod net-in.-use experience, nr incidental- to-use experience. Crossing the four types of rewards with the three types of experience generates 12 types of messages. For example, the appeal "gets clothe* denner" is a ratio rial-reward promise following results-of-usc experience, The phrase "real beer taste in a great light beer" Is a sensory-reward promise connected with product-ill-use experience.

It is widely believed that industrial buyers are most responsive to performance messages. They are Knowledgeable about the product, [rained to recognize value, and accountable to rubers for their choices. Consumers, when thev buy certain big-ticket items, also lend to gather information and estimate benefits.

Communications effectiveness depends on how a message is being expressed as well as the content of ihe message itself. An ineffective communication may mean thai the wrong message was used or the right message was just being expressed poorly. Creative strategies Eire how marketers trans bite their messages into a specific communication. Creative strategies can be broadly classified as involving either 'informational'' or "transformational" appeals.'1 These two general categories each encompass several different specific creative approaches.

Informational Appeals An informational appeal el itboratas on product ur service attributes nr benefits. Examples in advertising tire problem-solution ads disced tin stops hciidaciic pain quickly], product demonstration ads (Thompson Water Seal can withstand intense rain, snow, and heat), product comparison ads (Verizon offers belter on-line Internet access than Corn cast J, and ten ti menials from unknown or celcbrity endorsers [NBA phenomenon Leliroit James pitching Coca-Cola and Mike), informational appeals assume very rational processing of ibe communication on the part of ilie consumer. I.ogicand reason rule.

Hovland'S research al Vale has shed much light on informational appeals and their relation to such issues as conclusion drawing, one-versus two-sided arguments, and order of a rgu m en t p resent a t ion. SO me ea rl y experime n i s st ip po r ted st at i ng concl u sio n s fn r 11 tc audience. Subsequent rescareh, however, indicates that the best ads a$k questions and allow readers and viewers to form their own conclusions.1'1 If Honda bad hammered away thai the Element was for young people, this strong definition mi gin have blocked older age groups from buying it. Some slim til lis. ambiguity can lead to a broader market definition and more spon taneo u s pu ruliascs.

You would think ihat one-sided presentations that praise a product would be more effective tban two-sided arguments that also mention shortcoming^. Yet two-sided messages may be more appropriate, especially when negative associations must be overcome. Heinz ran the message "1 Icm?, Ketchup is slow good" and Listen nc ran the message "Listen no tastes bad twice a day."'1 Two-sided messages ore more effective with more educated audiences and those who are initially opposed.I(i

Finally, the order in which arguments are presented is important.'" In the case of a onesided message, presenting the strongest argument first has the advantage of arousing attention and interest, This is important in media where the audience often dues not attend to the whole message. With a captive audience, a climactic presentation might be more effective, in the case of a two-sided message, if the audience is initially opposed, the communicator might start with the other sides argument and Conclude with his or Iter strongest argument.1®

Transformational Appeals A transformational appeal elaborates on a non-product -rclaied benefit or image. It might depict what kind of person uses a brand tVW advertises to active, youthful people with their "Drivers Wanted" campaign) or what kind of experience results from using die brand (Coast soap has been advertised as "The Eye

13 pene r!" ]. Iran sfnrm a t io ri al appeals often attempt In &tnr up emotions lliai will motivate purchase, rh is is the route Clairol took to revive a moribund brand from the I iJ 70s..

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