mim.med CREATIVE STRATEGY FROM IDEA TO IMPLEMENTATION

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1 mim.med MARKETING COMMUNICATION CREATIVE STRATEGY FROM IDEA TO IMPLEMENTATION SECOND EDITION Robyn Blakeman ROWMAN & LITTLEFIELD Lanham Boulder New York London

2 Contents Preface Introduction ix xi 1 Integrated Marketing Communication 1 Here We Go Again 1 What Is Integrated Marketing Communication? 2 Basic Reasons for the Growth of IMC 3 Why IMC Fails 4 What Drives IMC 5 Case Study 1: Toshiba America Consumer Products 6 Tying It All Together 15 2 IMC Marketing Plans 24 The Role of the Marketing Plan 24 Where to ßegin: Research 25 What Does a Marketing Plan Do? 25 Case Study 2: Blickman Inc. 26 The Creative Strategy and the Marketing Plan 35 3 Branding and Positioning 36 Defining a Brand, Its Image, and Its Worth 36 Brand Equity: What Is Brand Equity? 37 Brands: What's in a Name? 37 Case Study 3: Dracula 38 Brand Awareness: Perception Is the Better Part of Advertising 40 Tweaking the Marketing Plan 45 4 Creative Briefs 46 The Big Influence inside a Small Document 46 What Makes Up a Creative Brief? 47 Case Study 4: Apple Creates Geniuses 48 5 The Creative Process 60 The Creative Brief Is the Inspiration behind a Good Idea 60 The Soccer Game of Idea Teamwork 61 Is the Idea on Target and on Strategy? 63 Where Does a Good Idea Originale? 64 The Creative Concept 64 v

3 vi CONTENTS Elements That Make Up an Ad:What Goes Where? 69 Type Is a Personality Thing 74 Putting Ideas on Paper: The Stages of Design 77 Visuals, Options, and Decisions 79 Color's Representational Role 82 6 Copywriting 85 The Components of Copy 85 Visuals: Tying the Verbal to the Visual 94 The Logo as a Symbol 95 Visual/Verbal Parts 95 Writing beyond the Ad: Promotional Devices 95 Copy Sheets 98 Selling the Client on the Creative Idea 99 7 Campaigns 100 The IMC Campaign 100 Flanning the Campaign 101 Case Study 5: Ecco's Catwalk 102 Isolating the Key Consumer Benefit 103 Developing a Cohesive Visual/Verbal Message 104 The Promotional Mix 105 Types of Campaigns 106 Concept Components 109 Stand Up and Stand Out: It Pays to Be Different Public Relations 117 The Strategie Use of Public Relations in IMC 117 Marketing Public Relations 117 The Diversity of the Public Relations Voice 119 Case Study 6: Daum Dishes It Out 120 How Does Public Relations Help IMC Be Consumer Focused? 123 Salvations and Deterrents of Public Relations 124 Putting Public Relations to Work 125 The Strategy behind Public Relations 126 The Many Documents That Make Up Public Relations 128 Publicity Newspaper Advertising 135 The Strategie Use of Newspaper in IMC 135 What Is Newspaper Advertising? 135 Case Study 7: Anheuser-Busch 136 The Diversity of the Newspaper Voice 139 How Does Newspaper Advertising Help IMC Be Consumer Focused? 141 Salvations and Deterrents of Newspaper Advertising 142 The Strategy behind Newspaper Advertising 143 The Look of Newspaper Advertising 144 Co-op Advertising 146 Evaluation \ 45

4 CONTENTS vii 10 Magazine Advertising 147 The Strategie Use of Magazines in IMC 147 The Diversity of the Magazine Advertising Voice 148 Case Study 8: Volkswagen 's BlueMotion Label 149 How Does Magazine Advertising Help IMC Be Consumer Focused? 151 Salvations and Deterrents of Magazine Advertising 152 The Strategy behind Magazine Advertising 153 What to Avoid and What to Include in Magazine Advertising 155 The Look of Magazine Design 156 Cooperative Advertising and Magazines Radio Advertising 159 The Strategie Use of Radio Advertising in IMC 159 Case Study 9: Coke Break 160 The Diversity of the Radio Advertising Voice 160 How Does Radio Advertising Help IMC Be Consumer Focused? 162 Salvations and Deterrents of Radio Advertising 163 The Strategy behind Radio Advertising 164 The Sound of Radio Design 165 What to Consider When Designing for Radio Television Advertising 172 The Strategie Use oftelevision in IMC 172 Case Study 10:AXN and Hilton Hotels 174 The Diversity of the Television Advertising Voice 176 How Does Television Advertising Help IMC Be Consumer Focused? 177 Salvations and Deterrents oftelevision Advertising 179 The Strategy behind Television Advertising 180 The Sight, Sound, and Motion oftelevision Design 181 How to Deliver the Message Out-of-Home and Transit Advertising 195 The Strategie Use of Out-of-Home in IMC 195 The Diversity of the Out-of-Home Voice 196 Case Study 11: Chick-fil-A 198 How Does Out-of-Home Advertising Help IMC Be Consumer Focused? 204 Salvations and Deterrents of Out-of-Home and Transit Advertising 205 The Strategy behind Out-of-Home and Transit Advertising 206 The Look of Out-of-Home and Transit Advertising Direct Marketing and Sales Promotion 209 The Strategie Use of Direct Marketing in IMC 209 Case Study 12: Notre Dame Federal Credit Union 211 A Word about Databases 211 The Diversity of the Direct-Marketing Voice 212 The Strategie Use of Sales Promotion in IMC 217 The Diversity of the Sales Promotion Voice 218 How Do Direct Marketing and Sales Promotion Help IMC Be Consumer Focused? 223 Salvations and Deterrents of Direct Marketing and Sales Promotion 224

5 viii CONTENTS The Strategy behind Direct Marketing and Sales Promotion 226 The Many Documents That Make Up a Direct-Mai] Kit 228 The Look of Sales Promotion 232 Bottom Line Internet Marketing and Social Media 234 The Strategie Use of Internet Marketing in IMC 234 The Diversity of the Internet Marketing Voice 235 The Strategie Use of Social Media in IMC 240 Case Study 13:Activision Blizzard 242 The Diversity of the Social Media Voice 245 How Do Internet Marketing and Social Media Help IMC Be Consumer Focused? 251 Salvations and Deterrents of Internet Marketing and Social Media 253 The Strategy behind Internet Marketing 254 The Design of Internet Marketing 255 Designing for a New Medium 256 The Strategy behind Social Media 259 Bottom Line Mobile Media Marketing 261 The Strategie Use of Mobile Media in IMC 261 The Diversity of the Mobile Media Marketing Voice 263 Case Study 14: Groupon 264 How Does Mobile Media Marketing Help IMC Be Consumer Focused? 270 Salvations and Deterrents of Mobile Media Marketing 273 The Strategy behind Mobile Media Marketing 274 The Look of Mobile Media Marketing 275 Designing for a New Digital Medium Alternative Media Advertising 281 The Strategie Use of Alternative Media in IMC 281 The Diversity of the Alternative Media Voice 283 Case Study 15: Allstate 284 How Does Alternative Media Advertising Help IMC Be Consumer Focused? 290 Salvations and Deterrents of Alternative Media 292 The Strategy behind Alternative Media Advertising 293 The Look of Alternative Media Advertising 295 The Choice to Use Alternative Media 298 Guerrilla Marketing Is All about the Innovative Encounter 299 Glossary 305 Bibliography 313 Index 317 About the Author 325

Schneps, Leila; Colmez, Coralie. Math on Trial : How Numbers Get Used and Abused in the Courtroom. New York, NY, USA: Basic Books, 2013. p i.

Schneps, Leila; Colmez, Coralie. Math on Trial : How Numbers Get Used and Abused in the Courtroom. New York, NY, USA: Basic Books, 2013. p i. New York, NY, USA: Basic Books, 2013. p i. http://site.ebrary.com/lib/mcgill/doc?id=10665296&ppg=2 New York, NY, USA: Basic Books, 2013. p ii. http://site.ebrary.com/lib/mcgill/doc?id=10665296&ppg=3 New