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PR Quiz 4 part 2
Content covering 3C (Strategic Message Planners)
| Term | Definition |
|---|---|
| Purpose of strategic message planner | To help an advertising copyright create the one, clear strategic message that is the heart of a successful advertisement or advertising campaign. |
| Before strategic writers begin to think of an ad's visuals, they.. | First conduct research and complete an smp; all creative elements of a successful ad must support one clear, core theme, a strategic message that unites each element of an ad. An SMP helps create that core message. |
| SMPs are also called.. | Copy platforms, creative work plans and strategy statements. They enable you to organize and study your research. |
| Media of an SMP and audience | Range in length from four to 10 single-spaced pages. Exists on paper or as online documents that can be easily transferred among members of a creative team. The audience includes creative team and possibly the client. |
| Key to success of SMP | You must complete a strategic message planner before you begin to consider the more creative aspects of an ad; don't begin the ad until you've completed the SMP. |
| Format of an SMP | Headings, single-spaced (usually 4 to 10 pages), headlines, ten subheadlines, slugs and page numbers at top of pages past page one, and sometimes includes a title page. |
| Content and Organization of an SMP | Concise, detailed, and specific. It summarizes research or conclusions in 12 areas |
| The 12 areas of content and organization in an SMP (part one) | 1. Advertising (or campaign) goal 2. Client: key facts 3. Product: key features 4. Marketplace trends 5. Target audience: demographics, psychographics and behavior |
| The 12 areas of content and organization in an SMP (part two) | 6. Product benefits 7. Direct competitors and brand images 8. Indirect competitors and brand images 9. Product brand image (current image, desired image and related challenge) 10. Strategic message: the promise |
| The 12 areas of content and organization in an SMP (part three) | 11. Supporting evidence: the proof 12. Tone 13. Sometimes a references section is included. |
| Creating an SMP is like being a detective. | True; you gather evidence and follow clues to support the best message, which leads you to the clear strategic message that will fulfill your ad or campaign goal. An SMP captures key insights, not just information. |
| Area 1: Advertising (or campaign) goal | What is the goal of the ad; focus on how the ad will create sales/profits, what problem will it solve? Features the desired audience response. Is brief (one sentence); outlines what success looks like. |
| The position of a product or client within a particular market can help determine an advertising goal | True; for example, market leaders rarely engage in comparison advertising unless successful rivals threaten their dominance |
| Area 2: Client: Key facts | 80% of consumers say a company's reputation/ethos influence their purchase decisions. What aspects of your client might help you create a successful ad? How old are they, has it won awards, is the org socially responsible? Add a key insight at the end** |
| Where can you find client information? | Consult external sources such as Google News and LexisNexis, company info databases such as Business Insights, Dun & Bradstreet and Market Share Reporter. Also consult the client website and archives, and maybe a librarian for databases. |
| Area 2 part one: Product: key features (13 questions) | What is the product? 1. To what product category does it belong? 2. What features distinguish it from other products in the category? 3. What attributes are discernible via the senses? 4. What's the purpose of product/what problems does it solve? |
| Area 2 part two: Product: key features (13 questions) | 5. Have any unintended uses of the product been discovered? 6. What are the materials or ingredients? 7. What are the ingredients of those materials? 8. Are there intangible ingredients (like a workout routine?) |
| Area 2 part three: Product: key features (13 questions) | 9. Who created the product? What are their features? 10. What vendors supplied the materials for the product? 11. What processes created the product? 12. What equipment created the product? 13. Where is the product sold? -Add a closing key insight. |
| The product section may seem to overlap with the client section. | True; a product is either a tangible good or a service; with services such as an airline, the distinction between product and client can blur. |
| Area 3: Marketplace trends | Your product exists in a category; what trends are shaping product development and product buying/selling in that category? Identify major trends; create bulleted entry. Consult databases such as Mintel, IBISWorld and LexisNexis. Add closing key insight. |
| Area 4 part one: Target Audience | The audience is for the ad, not entire product. Many SMPs begin with brief summary of target audience by client, then use info to provide deeper insights into this basic group. Seek demographic, psychographic and behavioral info. Add key insight. |
| Area 4 part two: Target Audience | -Demographics (nonattitudinal info like age, gender, race, etc. may include locations -Psychographic (attitudinal info like lifestyles, attitudes/values, goals/fears, interests. -Behavioral (known actions regarding purchasing habits and media usage.) |
| In marketing, specifying a target audience with demographics, psychographics and behavior is called "segmenting.” | True. |
| Consumer life cycle | Involves behavioral information; the stages are lack of awareness of the product, awareness, pre-purchase research, purchase, repurchase, loyalty or advocacy. Where does the target audience lie? |
| Research on Target audiences includes... | Secondary research (gathered by others; can include U.S. Census Bureau, VALS analyses, etc.) and primary research (self-conducted.) may include in-depth interviews, focus-groups, etc. |
| Area 5: Product benefits | Benefit = product feature that appeals to an ad's target audience. Traditional benefits (3 main human needs) include the need for control, companionship, and confidence. What problem does the product solve? |
| Brian Martin's 10 basic consumer desires part one | 1. to feel safe and secure 2. to feel comfy 3. to feel cared for/connected to others 4. to be desired 5. to be free to do what they want 6. to grow and become more 7. to serve others and give back 8. to be surprised/excited |
| Brian Martin's 10 basic consumer desires part two | 9. to believe there is a higher purpose 10. to feel that they matter |
| WIIFM philosophy | What's in it for me? What does the target audience gain from your product? |
| Products appealing to control can create these benefits.. | save time, money, simplify a task, are easy to use, eliminate unpleasant tasks, produce pleasure, alleviate guilt/fear |
| Products appealing to companionship can create these benefits.. | Improve appearance, sexual attraction, increase acceptance/belonging, are fashionable, improve family relationships |
| Products appealing to confidence can create these benefits. | Lead to praise and accomplishments, improve skills/knowledge, lead to personal advancement, improve personal dependability, improve status/reputation, give privileges and recognition. |
| Area 6: Direct Competitors and Brand Images | Involves naming names; name the leading products in the category and who is producing them. Be specific and brief, but include price, target audience's history with the product and audience's brand image of the product |
| Most important for direct competitors and brand images is to... | Include specific comparisons with advantageous or disadvantageous aspects of your product; ex: recycled packaging if your audience is environmentally conscious. |
| Positioning is... | When you use your SMP to help you design a brand image that will distinguish your product from its direct competitors. The brand image of your product |
| Identify information on direct competitors via.. | Databases such as the Market Share Reporter and the North American Industry Classification System, which is part of the U.S. Census Bureau Database. Can also ask target audience members who they see as direct competitors |
| Area 7: Indirect Competitors and Brand Images | Indirect competitors exist in a different product category than your product; they are things that could keep your target audience from buying your product (such as dieting if you operate a fast-food chain.) |
| For each indirect competitor you name... | Name names and be specific and brief. Include concise description of the competitor, including price, target audience's history w/ the competitor, target audience's brand image of the product, advantages/disadvantages of your product |
| Product brand image sections include... | Current brand image, (how the target audience perceives you now), desired brand image, and brand image challenges. |
| Current brand image | Target audience's impression of and relationship with what you're advertising. Can exist at product level, product-line level, and company level. Avoid wishful thinking; image often presents a problem. Be brief and describe it as the audience would. |
| Desired brand image | The impression that you wish the target audience had of your product. If your ad succeeds, desired brand image would be your target audience's new impression. Should be brief (a few sentences at most.) |
| Brand image challenge | What the number one problem in moving the target audience from the current to desired brand image is. Target may not know abt the product, or not liked it, or negative publicity. Briefly describe the top obstacles to desired brand image. |
| Strategic Message (the promise) | The one clear message of the ad (the theme.) Clearly state strategic message that will help generate creative elements of the ad. Finishes the sentence "Target audience, you should buy this product because..." |
| Another sentence structure for "the promise" is... | "Target audience, we promise you that this product will..." Advertising that promises no benefit does not sell! This section comes from an analysis of the previous sections; it is a brief guiding principle. |
| A good strategic message helps build a unique and positive position for your product within the target audience's mind | True; it makes a beneficial claim that no other competing product can make or has made. A strategic message is ideally only one sentence long! |
| In order to have a successful strategic message, you must weigh it against the previous nine sections | True; will it move the target audience from the current to desired brand image, will it be set apart from competitors, does it focus on an important benefit, is it consistent w/ demographic data, does it acknowledge challenges, etc! |
| Area 11: The supporting evidence/proof | Lists the facts/benefits. The "selling points," which support the truth of your strategic message. The evidence is not new; it is drawn from earlier SMP sections. In most cases you will avoid using outside evidence to maintain consistency of the message. |
| Area 12: Tone | Consider specifying 3 adjectives for the tone of your ad/campaign. If your ad were a person speaking directly to your target audience, what would that person be like? Should be brief; maybe 3 adjectives and a 1-2 sentence description. Be concise! |
| Format/design of the SMP | Titled strategic message planner w/ product name. Single-spaced, w/ 12 subheadlines for each section. Blank line before each new section. Are concise w/ only main research points. Sometimes has a title page, usually 2-5 pages long. |
| Strategic Message Planner Tips part one | 1. Investigate b4 you create: always complete an SMP before you begin an ad. SMP drives ad elements. 2. Let the advertising goal evolve: your research may show a need to change the original. |
| Strategic Message Planner Tips part two | 3. Segment the target audience: Specify one well-defined target audience for your ad. 4. Don't echo competing strategies: Create a unique message. 5. Coordinate related campaigns: Audiences seek different benefits. 6. Proofread carefully. |
| Consider writing a creative brief when... | There just isn't time to write a full SMP or when you're creating new tactics for a campaign that already has a trusted SMP. |
Created by:
FaithMcBaith
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