Orkestrasi Strategi

Kreatif Pesan dan Media

Komunikasi Pemasaran

Hifni Alifahmi
Email: fahmi@spiritmarcom.com
How Brand Communication Works

4. Noise
Physical and
Psychological
Distraction

3.
2. Message
Communicatio
Brand Messages 5. Receiver
n
1. Source Ads, PR (Decoding)
Channel/Media
(Encoding) Releases, Customer
TV, Radio,
Company Brand Coupons, Prospects
Newspaper,
Agency Signage, Other
Magazines,
Customer Stakeholders
Internet,
Service
Mail, Phone
6. Feedback-
Interactivity
• Immediate
Response
• Delayed
Response
• No Response

A good understanding of this model is necessary in order to

understand all the various aspects of marketing communications.

Tom Duncan, Principles of Advertising &

 The Persuasion Matrix
DV: Steps
in being Sender Message Channel Receiver Destination
Persuade
Message
Presentation (3)

Attention (1)

Comprehension (4)
Yielding (2)

Retention

Behavior

DV = Dependent Variables
Catatan: Orkestrasi Strategi Kreatif Pesan dan
Media perlu memperhatikan beberapa aspek
tersebut, terutama faktor Khalayak (Receiver)
Belch & Belch, 2007: 165 yang dibidik dan Visi Perusahaan/Produk.
 Source Factors

Source Attribute Brief Description

Source Credibility: • Applying expertise
the source having relevant • Applying trustworthiness
knowledge, skill, trust and • Corporate leaders as spokespeople
experience • Limitation of credible sources (H-L)
Source Attractiveness: • Applying similarity
Source characteristic • Applying likeability (using celebrities):
(similarity, familiarity, overshadowing the product (fail notice the
likeability) brand), overexposure (endorsement for many
ads), target audiences’ receptivity, risk to coy.
Source Power: • Perceive control (+ or – sanctions)
The source may be able • Perceive concern (source’s care)
to induce another persons • Perceived scrutiny (source’s ability to observe
to respond. conformity)

Belch & Belch, 2007: 167

Source Attributes & Receiver
Processing Modes
Source Process
Attribute
Source
Credibility Internalization

Source
Attractiveness Identification

Source
Power Compliance

Belch & Belch, 2007: 167

 Message Factors

Message
Descriptions
Structure
Order of The most important message points be placed at
the beginning (primacy effect) or at the end
presentation
(recency effect: the last arguments are more
persuasive ).
Message A one-sided message (positive/benefits)
sidedness A two-sided message ( good and bad points)

Verbal versus Verbal: body copy, text

visual messages Visual: non-verbal, pictures

Message Appeals: comparative ad, fear and humor appeals.

Belch & Belch, 2007: 179-185

Agencies’ Message Strategy Brief

Ogilvy & Mather DDB Worldwide Young & Rubicam

Product Marketing Objective Key Fact
Key Issue/Problem Competitive Advantage Consumer Problem
The Promise Advertising Objective Advertising Objective
The Support Action by Target Creative Strategy
Competition Key Insight (Prospect Definition,
Competition, Consumer
Target (Market) Reward/Support
Benefit, Reason Why)
Desired Behavior Brand Personality/Tone
Target’s Net Impression Position
Tone and Manner Media

Tom Duncan, 2005: 281.

Levels of Relationship with Brand

Emotions

Personality

Product benefits

Belch & Belch, 2007: 273

Emotional Appeals by Type

Type (%) 1975 1985 1995

Humor 11.5 23.7 34.3
Warmth 69.7 53.0 43.6
Nostalgia 1.8 3.5 1.1
Eroticism 17.0 21.9 17.1
Provocation 1.2 0.7 5.5
Fear 10.3 12.4 9.4

N 165 283 181

Source: Van Riel, Strategic Corporate Communication, 2000: 151.

Catatan: Advertising Appeals (Rational & Emotional) dan Creative

Execution: Art and Copy, lihat Arens, 2004: 377 dan 409.
A Hierarchy-of-Effects Model
of Creative Element

ATTENTION Headlines,
visuals

INTEREST Subheads,
Lead paragraph

DESIRE Body copy, boxes,

Supporting visuals

ACTION Closing paragraph, logo/slogan,

Tagline, addresses, toll-free number

Duncan, 2005: 314

 Creative Pyramid

Scan

William F Arens, 2004: 417

 Channel Factors

Basic Media Media Effects Media Environment

Personal versus Qualitative impact of Media clutter
non-personal fashion magazine to
channels travel & leisure.

Belch & Belch, 2007: 186-188.

 Media Classifications

Media Print Broadcast Out-of-home Interactive

Medium Newspapers Magazines Radio Television Billboards Posters Internet Telephone

WGN (radio Lamar Denver America Tele-

Vehicle Chicago
Newsweek Station in MTV Outdoor Transit Online Marketing
Sun-Times
Chicago) Advertising Advertising portal Agency

This chart shows

media classification
levels and groupings. Tom Duncan, 2005: 346
 Costumer-Centric & Media
Touch Points
S e n s o r y R e c e p iu is

Pa
Touch rt
ic
ip
W at
at e
ch
See
R
ea
d
Li
H ear st
en

R a d io P r in t TV W EB
T im e S p e n t
 Out-of-Home Media

Outdoor

Billboards Street Alternative Transit Radio

Bulletins furniture
Bus shelters media
Arenas & Buses Drive
Stadiums
Spectacular Urban Airports time
displays furniture Air-bone
Mobil
Wall murals Marine In-
Kiosks Subway & rail
Vinyl-wrapped Campuses office
posters Convenienc Truck-sides
30-sheet e stores Resort &
posters Leisure Taxi displays In-
Shopping Wrapped store
8-sheet malls Interior place-
posters based vehicles
Exterior place-
based
Digital camera
Cinema
Belch & Belch, 2007: 415
Membidik Khalayak
(Receiver Factors)
 Levels of Audience
Aggregation

Mass Market and Audiences

Market Segment

Nice Market

Individual
and Group
Audience

Belch & Belch, 2007: 145

Models of the Response Process

Stages AIDA Hierarchy of Innovation Information

Effects Model Adoption Processing
(Lavidge-Steiner) Model Model
Cognitive Attention Awareness Awareness Presentation
Stage Attention

Knowledge Comprehension
Affective Interest Liking Interest Yielding
Stage Preference
Desire Conviction Evaluation Retention

Behavioral Trial
Stage
Action Purchase Adoption Behavior

Belch & Belch, 2007: 146

 Communication Effects
Models and Objectives
Lavidge-
AIDA DAGMAR Steiner Objectives

Unawareness 50% awareness among 18-25

year olds within three years
Awareness Awareness Awareness 20% increase in web hit rate
within two months
Interest Comprehension Knowledge 10% request for brochure for
local newspaper advertising
Liking Listed among top 3 national
festival by 60% of audiences
Desire Preference Top position among 18-25
year olds within 3 months
Conviction Conviction Attain 10% of 18-25 year olds
to choose the product
Action Action Purchase 75% of audiences to use,
buy, register within 3 months
Wood, 2006
 Advertising Effect on Consumer
Related Movement Example of types of
Behavior toward promotion or advertising
Dimensions purchase relevant to various steps

Purchase Point of purchase retail store ads

The realm of motives
deals “last-chance” offers price
Ads stimulate or appeals testimonials
direct Desires

Conviction Competitive ads argumentative

copy

The realm of
Preference “image” copy status, glamour
emotions
appeals
Ads change attitude
and feelings Liking Announcements, descriptive copy,
classified ads, slogans, jingles, sky
writing
The realm of Knowledge
thoughts
Teaser campaigns
Ads provide Awareness
information and facts
Belch & Belch, 2007: 207
 Communication Effect
of Pyramid

5%
Repurchase
Regular use

20% Trial

25% Preference

40% Liking

70% Knowledge/Comprehension

90% Awareness

Belch & Belch, 2007: 208

 Alternative Response
Hierarchies

Topical Involvement
High low
High (learning model) (low involvement model)
Cognitive Cognitive
Perceived Affective
product Conative Conative
differentiation
(dissonance/attribution
low model)
Conative
Affective Affective
Cognitive

Belch & Belch, 2007: 149

 Foote, Cone & Belding Grid
Thinking
1. Informative (thinker)
High car-house-furnishings-
involvement new products
model : learn-feel-do
(economic?)
Possible implications
test : Recall diagnosis
Media : long copy format
Creative : specific information
demonstration
3. Habit formation (doer)
Low food-household items
involvement model : do-learn-feel
(responsive)
Possible implications
Test : sales
Media : small space ads
10 second ID’s
Radio, POS
Creative : Reminder
Feeling
2. Affective (feeler)
jewelry-cosmetic-fashion
apparel-motorcycles
model : feel-learn-do
(psychological?)
Possible implications
test : attitude change emotional arousal
media : large space, image space
creative : Executional impact
4. Self-satisfaction (reactor)
Cigarettes-liquor-candy
Model : do-feel-learn
(social?)
Possible implications
Test : sales
Media : billboards
newspaper
POS
Creative : Attention Belch & Belch, 2007: 153