MESSAGE STRATEGIES

There are three types of message strategies, which are as follows: -

Cognitive Strategies: -( Awareness , Knowledge)

It is a presentation of rational arguments or pieces of information to the consumers. It requires cognitive processing. The cognitive message is about delivering the message about the benefits and attributes of the product. Customers can obtain the benefits by using the product.

Cognitive messages can be categorized into five major categories: -

·           

      Generic: - it is direct promotion about the products attributes to the target audience without any claim of superiority. This type of strategy is favourable to those brands who are big in the industry and have to just make their brands synonymous with the product category.

·        

      Pre-emptive: - It is to claim superiority based on some unique benefit or attribute. This is to prevent competition from making the same statement.

·        

      USP: - It is an explicit testable claim of superiority made by the organization that can be supported in some manner. But in case of Brand parity it is a little difficult.

·        

      Hyperbole: - It is an untestable claim based on some attribute or benefit

·        

     Comparative:-  It is when a competitor compares his goods and services directly or indirectly with the competitor

Affective Message Strategies: -  (Liking, Preference , Conviction)

These message strategies are built to elicit emotions of the customer and match them with the emotion of products and services. It is to enhance the likability of the product, recall of the appeal and comprehension of the advertisement.

It will fall into two: -

Resonance- attempt to connect the product with the experience of the customer. Any strongly held memory or emotional attachment is a candidate of resonance

Emotional: - Attempts to elicit powerful emotions for powerful recall and choice of the product

Conative Strategies: - ( Actual Purchase)

They are designed to more directly some type of consumer response. It is basically done for promotional efforts such as coupon redemption, Internet hits, buy one get one. The goal is to elicit behaviour

Action Inducing Co native Advertisements

It is to create situation when the cognitive knowledge of the product occurs during its usage.

Point of Purchase Advertisement for impulse Buys

Promotional Support Conative Advertisements

It is to support the actual purchase where they may show a customer entering a store by filing out a form in a newspaper

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THE PRODIGY HAS LEFT US!!!

The innovation prodigy has left us alienated.  He created his own world where he made his employees work, enjoy and made things happen for them, which they have not even dreamt of.  He was the regulator of markets.  He was the one responsible for making organizations fall in the Brand Image Trap. At an age of 56, he sent a clear message to the world that innovation has no boundaries; you have to just come up with an idea. He had an unacceptable behaviour earlier for, which he was fired. I just want to say, who does not have flaws, but on the other hand you cannot forget what he gave to the society. The revolutionary products to his credit like IPOD, IMAC, Macintosh, IPHONE and IPAD are the souvenirs he left us with to cherish for the coming generations. His accomplishments do not end with Apple, he was also the founder of organizations like NEXT and PIXAR. The movies like Toy Story, Ice Age and Wolley is his creation, the point is, he has created an impact not only demographically but geographically.  I just want to end by saying that there will be no “ there is one more thing”, which he always use to quote to surpass everyone’s expectations. We will miss you Sir!!!!!!!!!!

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VODAFONE AND FACEBOOK COME TOGETHER

The new TVCs created by Ogilvy & Mather for Vodafone Essar is creating a buzz all around the town. This is about the new mobile by Vodafone, which is “Vodafone Blue”. So, you might be wondering what this is. Vodafone Essar and the social networking giant Facebook have come together to provide an interface for people who love Facebook. The mobile phone gives an easy access to all the features of the social networking site. The 120 sec long TVCs portrays a young boy describing all the features of Facebook and how imperative is social networking to stay connected and having a life. This advertisement is clear example of Comprehension, Awareness and Conviction. The advertisement tries to create awareness of the new product, comprehending it by explaining the new features , reinforcing the message that Vodafone provides power to you  by providing you easy access to the social networking  on your mobile phone.

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NO GETTING AWAY..”THE NETWORK ALWAYS CONNECTS EVERYWHERE”

The series of TVCs was created by Draftfc Ulka is for the telecom operator TATA DOCOMO. The advertisement potrays real life situations where there is a problem of network, places like a basement or a Washroom. The advertisement does not promise that network is available at every far fetched corner of earth but the performance on everyday basis. The Advertisement uses a cheeky and unique manner of presentation to be distinctive as there are competitors relying on the same thing that is network. The other aspect that draws attention that it has no celebrity endorsers like Ranbir Kapoor but normal consumers who face the problem of network. This strategy is going to help build high end consumer connect with the brand but the recent controversy with some advertisements may create problems too.

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BRAND TRAPS | What are they ?

We cannot dispute the value of a strong brand image in today's market. Brands like Johnson & Johnson, Marks and Spencer, the Tatas, have proven this theory time and again.
When you are in the process of assessing whether the 'Brand' is perceived by your target audience just  as you intended,  you should, firstly, have a clear vision of what you want your brand to be perceived as.
The communication strategy, tactics all emerge from this. Also, once you know what way to go, you can easily avoid taking steps that will inevitably lead you to the BRAND TRAP - the major cause of brands losing their credibility and the identity.
 
David A. Aaker in his book “Building Strong Brands”, identifies four such traps.

• PRODUCT FIXATION TRAP

This trap signifies of the brand been defined by only one product. In this case there is a restriction to diversify tangibly and intangibly. The attributes are not the relevant bases for customer decisions and competitive dynamics.  In this case when the product attributes are considered as basis of brand identity are subject to certain limitations, which are as follows: -

• ·         Can be easily copied
• ·         They execute a rational customer
• ·         They lack strategic flexibility
• ·         The fail to differentiate

E.G: - XEROX- When they came out with this campaign where they give more priority towards the product rather than the intangible factor(The imagery attached with the product). Their identity as a brand suffered. This is because if a product category dies, the brand dies.

The moral is the brands should extend itself within its defined boundaries.

• BRAND IMAGE TRAP

The brand identity is always forward looking. It is always said that image is short-lived but identity is progressive. If you analyze the strengths of the brand, understand what is and try to work on the shortcoming or the threats it may face in the future. There is a very high possibility of you being the one who is not dictated by the market.

E.G: - Tommy Hilfiger once removed the logo of their shirt to introduce some new design in the market. They did not realize that the identity of the brand as perceived by the customer was a shirt with logo on it. The new strategic move did not go so well, that they had to come back to the logo. This is an answer that Image is a subset of brand identity but not the brand identity.

• BRAND POSITIONING TRAP

Positioning is a part of the identity. We identify a value proposition for a brand, positioning is done and thus a brand image is being perceived by the target audience.

E.G: - Fevicol is not known as a brand, but by it positioning as “the strong adhesive”.

• EXTERNAL PERSPECTIVE TRAP

When you are not taking into consideration the opinion of the internal customers that are employee. If Employees are not bind towards the identity of the brand thus they are able to work for it and pass on to the customer.

E.G:- Gillette, in the organization they encourage the employees to grow beard so that they can test the quality of the product and whether it s attributes are in relation the brand identity.

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Freakonomics

If the thought of a book on economics is about as exciting as sorting your mails, then the bestselling book, Freakonomics, by Steven D. Levitt and Stephen J. Dubner, just might be the book for you.

Economics is supposed to be about price elasticities and interest rates and not drug dealers and their curious living prefernces. That is what makes it so useful to management graduates like me, seeking relief from insomnia.

With its well-paced and easy reading style, this book shows how the resulting correlation of data impacts our lives and makes us think differently about facts and figures. Many people- including some of his peers- do not recognize Levitt’s work as economics at all!

Levitt is happiest grappling with questions that have the potential to overturn the ''conventional wisdom.'' ''Where did all the criminals go?'' proved to be the perfect instance of such a question.
The sudden and precipitous crime drop in the 1990's took everyone by surprise. Plenty of plausible-sounding hypotheses were put forward to explain it. But when Levitt turned an economist's eye to the data, he found that most of the supposed causes – better law enforcement, a strong economy, the aging of the population, etc. -- had a negligible effect.
And then, Freakonomics arrives at a startling conclusion. The book submits that the highly publicized drop in America's violent crime rate since 1990 is due almost entirely to legalized abortion!!

 As Levitt sees it, economics is a science with excellent tools for gaining answers, but a serious shortage of interesting questions.

On the downside however, Freakonomics will give you plenty to talk about, without an in depth analysis of the issues presented.

Also, those of you desiring a smooth flowing book, with numerous concepts building to an ultimate conclusion, might be disappointed. Actually, the book presents six wholly different topics, with no unifying theme.

All in all we say Freakonomics definitely asks some good questions, and it inspires readers to do the same.

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Creativity - Sometimes you're just so over rated !

In our previous post on Creative advertising we discussed that creativity though an effective tool to attract your customer's attention and make an impact, might not eventually lead to a successful campaign.

Infact, it has very little to do with effectiveness when it comes to marketing. (ya. that's right, I said it.)

Pick up any marketing material (newspaper. magazines, pamphlets,etc.) and you will have to agree, we have all come across ads that are good to look at, but leave us wanting for more.
In fact Advertisements, with clear messages, are a rare commodity.

Case in point : The JK cement ad.
A swimsuit clad, coy girl walks through the entire length of the Ad (which I really don't mind, she should have run if you ask me) and then the Ad comes to an abrupt end with the logo of JK your face.

You will find mostly, that adhering to a simple formula that works specifically for your product/ service is more important than finding a catchy slogan.

We sometimes forget that creativity in all its forms, is and should be driven, only to result in
Kaching!! ie. Sales.Your marketing materials are not meant to entertain.

Now before the creative types get touchy or think that it is the Creative team vs. Marketing Team debate all over again, let me remind you that the campaign is solely product driven. So if you're product demands you to be catchy, edgy , out of the box, Do it. But you still need the basic formula in place; and that is :

1. Make painfully obvious what you have to offer

2. Immediately tell the reader how you can solve their pain or offer them some gain

3. Guide them step by step into required action (order, call, write, …)

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