Page 134 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes 7.1.5 The Communications Media

Communications media involve all the media vehicles that might carry the marketer's
advertising message and include TV, radio, newspapers, magazines, billboards, Internet and
others. The selection of right media vehicle(s) is very important to reach the targeted audience.

7.1.6 The Advertising Message

Advertising message involves everything that the marketer plans to say in its ads and how it
plans to say both verbally and non-verbally are critical aspects.
Both the advertising agency and the client team must understand and agree to these four elements
of advertising strategy before beginning any creative work. In most advertising agencies, the
account management is responsible for developing strategy. In some agencies, depending on
the necessity, account planners first research the market. Then they prepare the advertising
strategy in consultation with account management personnel and their final approval. After
completing the task of strategy development, account department prepares a creative brief
(often referred as copy platform, a work plan, copy or creative strategy document) to communicate
the strategy to the creative team. It is a simple written statement of the most significant issues to
consider and guide the team in the development of an advertisement or campaign. The statement
addresses the following issues:

1. Who? Who is the potential customer in terms of geographic, demographic, behaviouristic
and psychographics qualities? What is the personality profile of a typical prospect?
2. Why? Does the consumer have specific needs and wants the ad message should focus upon
and appeal to? There are two broad categories of appeals. Rational appeals are directed at
the consumer's practical, functional need for the product or service, whereas the emotional
appeals aim at the consumer's psychological, social and symbolic needs.
3. What? Are there any special features of the product or service to satisfy the consumer's
needs? What factors support the product claim? How is the product positioned? What
image or personality of the brand can be created or has been created? What perceived
strengths or weaknesses of the brand need to be addressed?

4. Where, when, and how? In which market area, what time of the year and through what
medium will these messages be delivered?
5. What style, approach, or tone (emotional or factual) will the campaign use? Generally
what will the copy say?

Notes Maslow’s Need-hierarchy and Selected Advertising Appeals

Rational Approach Emotional Approach
Self-actualisation Opportunity for Ambition avoidance Pleasure of reaction
Needs more leisure of physical labour Simplicity Games and
Curiosity sports, physical activity
Entertainment
Esteem Needs Dependable quality. Pride of personal Style/beauty Taste
Dependability in appearance Pride of
use Enhancement of possession
earnings
Variety of selection
Social Cleanliness Cooperation Romance Contd...
Needs Economy in Devotion to others, Sexual
attraction Guilt, shame, Social achievement
Humour, Social approval
128 LOVELY PROFESSIONAL UNIVERSITY
Home comfort
Sympathy
Safety Needs Durability Safety Fear, health Security
Protection of others
Physiological Rest, sleep Appetite Personal comfort
Needs