927568
Descrição
Mapa Mental por hannahtosolini, atualizado more than 1 year ago
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Criado por hannahtosolini
mais de 10 anos atrás
|
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Rossiter-Percy-Bellman Grid
- 3 questions to answert
- 1. For target audience is it
brand recognition or brand
recall?
- 2. For target audience is the purchase
INFORMATIONAL (negative motivation) or
TRANSFORMATIONAL (positive
motivation)?
- Negative origin
- Problem removal, seek to solve problem
- Annoyed - relieved
- Annoyed - relieved
- Problem avoidance, seek to prevent future problem
- Fearful - relaxed
- Fearful - relaxed
- Incomplete satisfaction,
unsatisfied so search for a
better product
- Disappointed - optimistic
- Disappointed - optimistic
- Mixed approach
avoidance, like some
things but not others so
seek to resolve conflict
- Conflicted - reassured
- Conflicted - reassured
- Problem removal, seek to solve problem
- Mildly negative
- Normal depletion, seek to maintain supply
- Mildly annoyed - content
- Mildly annoyed - content
- Normal depletion, seek to maintain supply
- Positive origin
- Sensory gratification,
extra psychological
stimulation to enjoy
- Dull/neutral - joyful
- Dull/neutral - joyful
- Intellectual stimulation,
exploration or mastery
- Bored/neutral - excited/comptent
- Bored/neutral - excited/comptent
- Social approval,
recognition from using
as social reward
- Apprehensive/apathetic - flattered/proud
- Apprehensive/apathetic - flattered/proud
- Sensory gratification,
extra psychological
stimulation to enjoy
- Negative origin
- 3. For target audience is the
purchase high or low involvement?
- Low involvement trial experience is sufficient
- High involvement search &
conviction needed prior to
purchase
- Low involvement trial experience is sufficient
- 1. For target audience is it
brand recognition or brand
recall?
- Brand awareness (recognition)
- Clear, realistic logo
pack prominent &
distinctive color used
- Customer must be able
to easily link brand pack
to category
- Clear, realistic logo
pack prominent &
distinctive color used
- Brand Awareness (Recall)
- Important that repetition is
used to strongly link
category & brand together
- Can use celebrity, jingle or
other memory aiding device
- Helped by brand
names that are easy
to remember, spell &
associate
- Important that repetition is
used to strongly link
category & brand together
- Low involvement / Informational
- Keep message simple
- Focus on one
key benefit
- Exaggerate to
attract curiosity
- Show brand as the
hero/problem solver
- Consumer doesn't need to like ad, just remember it
- Keep message simple
- Low involvement / Transformational
- Want people to form
an attachment to the
brand, see it as
desirable
- Need a main benefit
that captures the
emotion or style of the
brand in a unique way
- Consumer needs to
like what they
see/read/hear
- Want people to form
an attachment to the
brand, see it as
desirable
- High involvement / informational
- Numerous benefits needed,
order in which they are
presented is important
- Cannot
exaggerate too
much
- Consumers likely to compare
brands, you may undertake
this in your ad
- Media carefully chosen
- Numerous benefits needed,
order in which they are
presented is important
- High involvement / transformational
- People in your
communication are
aspirational role models
for your brand, select
them carefully
- Customers must also understand rational message
- Media choices need to reflect nature of such brands
- People in your
communication are
aspirational role models
for your brand, select
them carefully
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