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Lecture 7: Communication Messages

Transcript

MARK5072

Marketing Research in Practice

Lecture 7: Communication Messages

UNLOCKING THE MIND

Learning Outcomes

  • Understand why effective marcomms must address an emotional need.

Learning Recap

Unlocking The Mind

Insight #7: The most effective marketing communications combine a rational benefit with an emotional need.

The most ________ product offerings are those that _____ on delivering only those ________ that have the most ______ on __________ ____________ decisions.

Customer Insight Pyramid (Shieffer, 2005)

The aim of advertising is not to state the facts about a product, but to sell a solution or a dream

Philip Kotler

Marketing Communications

Overview

Emotional Needs

Delivers better ROI

Need CI to both understand Emotional Need and to Evaluate whether MarComm can Break through the clutter....

  • Bombarded with messages

  • Selective perception

  • Impact on the unconscious mind

  • Connecting with needs and dreams of the target customer can break through the clutter

  • Understanding the target market before you attempt to communicate with them

  • Marcomms needs to work on both the rational and emotional levels

Source: Brandingmag.com

https://www.brandingmag.com/2016/10/21/three-reasons-your-business-should-consider-emotion-insights/

Case Study

SapientNitro recently worked with a financial services brand to determine which of three brand videos it should use for an upcoming campaign. While the creative team highlighted the same customer (rational) benefits and brand promise in each video, the three options contained variations in script, music and voiceover.

Facial Coding

https://www.neurosciencemarketing.com/blog/articles/facial-coding.htm

Delivered deeper, more specific insights

Discovered:

  • female voiceover in one video was the most emotionally resonant, driving happiness up and fear down.
  • visual representations of tagline drove further increases in positive sentiment.
  • certain content types (photos) and themes (churches) showcased throughout the video were causing happiness and engagement dips

... thereby informing further edits of the selected video.

Class Question!

  • Learning outcomes
  • Communication Messages
  • POEM Model
  • Facial Coding
  • Impact Evaluation
  • Survey feedback

In small buzz teams, discuss how you could apply Facial Coding to different MarComms (PAID).

5 minute task

Sales

Effect

Communication

Effect

  • The company can hold surveys and product recognition tests.

  • Questionnaire or feedback flyers can be distributed and customers could be asked to fill it up.

  • Toll free number can be highlighted on the marcoms so that customers can call up.

  • The response rates can be increased by telling customers what to do. For e.g. some ads have lines in flashy colour like “Hurry Up” or “No one can eat just one” or “be the first” etc.
  • Direct Rating Method - here, customers are directly asked to rate the marcomms, e.g. advertisement, video campaign, and then these ratings are calculated.

  • Portfolio Tests - here, the customers see the marcomms, e.g. ads and listen carefully to them and all the contents and then they are asked to recall the marcoms and its contents. Then the calculations are done with help of this data.

  • Laboratory tests - here, the apparatus to measure the heart rates, blood pressure, perspiration, etc are used on the customer after he watches/experiences the marcomms, to know the physiological reactions of the body.

  • Measures of effectiveness: Recall, recognition persuasion, purchase intent & behaviour, likeability of marcomms

Internet Effect

  • Internet is the modern tool for measuring the effectiveness of marcomms

  • Integrated direct marketing - This is an internet based tool where they have a response corner designed on the websites.

  • Analysis tool - the advertiser will know how many customers are visiting the site, who is shopping online, how many pages are viewed, etc. which in turn will help advertiser to measure the effectiveness.

Measuring the MarComms Impact

15 Minute Break

Coursework Discussion

Investigate a suite of evidence-based tools to investigate the cognitive-affective needs and responses of your target segment.

  • Methods for Research Plan