Design of Strategies of Communications

1. Design of Strategies of
Communications
Subject: Advertising and Promotion
of Food And Drinks

2. Marketing Communication Plan and
Strategies
Message
Planning
Big Idea
Message
Execution
Evaluation
CONSISTS OF: THE CREATIVE BRIEF AND
MESSAGE OBJECTIVES
THE CORE PART OF YOUR MESSAGE
CONSISTS OF: COPYWRITING, DESIGN AND
PRODUCTION + ADAPTION OF IMC AREAS &
INTERNATIONAL CAMPAIGNS
CONSISTS OF : OBJECTIVES AND EFFECTS,
COPY TESTING, PERFORMANCE RESULTS

3. WHAT IS CREATIVITY?

4. CREATIVITY
THE MESSAGE MUST CONNECT THE TARGET AUDIENCE TO THE BRAND IN A
RELEVANT AND UNEXPECTED WAY.
WHAT COMMERCIAL DO YOU CONSIDER CREATIVE?
https://www.youtube.com/watch?v=hSW1255x9vc

5. WHO IS IN CHARGE OF CREATIVITY?
THE CREATIVE DIRECTOR MANAGES THE CREATIVE PROCESS AND PLAYS AN
IMPORTANT ROLE IN FOCUSING THE STRATEGY OF ADS AND MAKING SURE THE
CREATIVE CONCEPT IS STRATEGICALLY ON TARGET.
IT’S A TEAMWORK.

6. THE CREATIVE BRIEF
CONSISTS OF:
- PROBLEM TO BE SOLVED
- TARGET AUDIENCE – AND KEY INSIGHTS INTO THEIR ATTITUDES AND BEHAVIOUR.
- BRAND POSITION AND OTHER BRANDING DECISIONS
- COMMUNICATIONS OBJECTIVES THAT SPECIFY THE DESIRED RESPONSE TO THE
MESSAGE BY THE TARGET AUDIENCE
- PROPOSITION OR SELLING IDEA
- MEDIA CONSIDERATIONS
- CREATIVE DIRECTION.

7. MESSAGE OBJECTIVES
SEE: CREATE ATTENTION, AWARENESS, INTEREST, RECOGNITION
FEEL: TOUCH EMOTIONS AND CREATE FEELINGS
THINK/UNDERSTAND: DELIVER INFORMATION, AID UNDERSTANDING, CREATE RECALL
CONNECT: ESTABLISH BRAND IDENTITY AND ASSOCIATION, TRANSFORM A PRODUCT
INTO A BRAND.
BELIEVE: CHANGE ATTITUDES, CREATE CONVICTION AND PREFERENCE, STIMULATE
TRUST.
ACT/DO: STIMULATE TRIAL, PURCHASE, REPURCHASE, VISITING A STORE, WEBSITE,
ETC.

8. TARGETING
WHO IS THE TARGET OF YOUR PRODUCT OR SERVICE?
Source: Myshop.s3-external-3.amazonaws.com

9. BRANDING AND POSITIONING
BRAND POSITIONS AND BRAND IMAGES ARE CREATED THROUGH MESSAGE
STRATEGIES.
THINK SMALL – EXAMPLE VW BEETLE
http://yourbusiness.azcentral.com/colors-affect-emotions-used-restaurants-20865.html

10. MY CUSTOMER IN A BOTTLE:
1.. My dream customer values ______________ but really
loves ____________________. 2. A stress they have might
is _____________________________. 3. But a happy
milestone in their life right now might be
___________________. 4. They often trust others who
____________________________________. 5. But what
really makes them a loyal fan is
_________________________. 6. Something that might
happily surprise them about my business is
_____________________________. 7. Some other favorite
brands of theirs are _________ and ________________. 8.
My brand should make them feel
________________________________.

11. THINK IN BRANDS
THINK IN 7 BRANDS OF THE PRODUCTS THAT YOU LIKE AND DESCRIBE VALUES
AND QUALITIES THAT REPRESENT FOR YOU. YOU CAN USE A WIDE ARRAY OF
ADJECTIVES.

12. STRATEGIC APPROACH
HEAD AND HEART: COGNITIVE OBJECTIVES GO TO HEAD
AFFECTIONS GO TO HEART
VW RATIONAL BRAND ESSENCE:
“THE ONLY BRAND OFFERING THE BENEFITS AND FEELING OF GERMAN
ENGINEERING WITHIN REACH”.
VW EMOTIONAL BRAND ESSENCE:
- EXCITING
- DIFFERENT DRIVING FEELING
- DIFFERENT WAY OF LIVING
- MORE FEELING, FUN, ALIVE, CONNECTED.

13. SYSTEM OF STRATEGIES
HOMEWORK: INVESTIGATE FRAZER’S SIX CREATIVE STRATEGIES AND GIVE ONE
EXAMPLE PER EACH.
EXAMPLE:
POSITIONING: ESTABLISHES A PLACE IN THE CONSUMER’S MIND RELATIVE TO THE
COMPETITION.

14. STRATEGIC FORMATS
1) LECTURE AND DRAMA
LECTURE IS TALKING HEAD: AN ANNOUNCER WHO DELIVERS A LECTURE ABOUT
A PRODUCT.
DRAMA: YOU MAKE INFERENCE ABOUT THE BRAND. (THE MARLBORO COWBOY).
2) PSYCHOLOGICAL APPEAL:
IS ALSO USED TO DESCRIBE A MESSAGE THAT APPEALS PRIMARILY TO THE HEART.
AN APPEAL CONNECTS WITH SOME EMOTION THAT MAKES THE PRODUCT
PARTICULARLY ATTRACTIVE OR INTERESTING, SUCH AS SECURITY, ESTEEM, FEAR,
SEX, AND SENSORY PLEASURE.

15. PSYCHOLOGICAL APPEALS
STATUS IS USED FOR….?
IF THE PRODUCT SAVES TIME OR EFFORT, THEN THE APPEAL IS…?
IF THE PRICE IS EMPASIZES IS IN THE AD, THEN THE APPEAL IS…?

16. SELLING STRATEGIES
THERE IS A SALES MESSAGE IN ADVERTISING:
 BENEFIT
 PROMISE
 REASON WHY
 UNIQUE SELLING PROPOSITION
OTHER MESSAGE FORMULAS:
- COMPARISON
- PROBLEM SOLUTION MESSAGE
- HUMOR
- SLICE OF LIFE MESSAGE
- NLP

17. References
1) https://myshop.s3-external-3.amazonaws.com/shop3884100.pictures.stock-
photo-19968767.jpg
2) Moriarty, S., Mitchell, N. & Wells, W.D. (2014) Advertising & IMC: Principles and
Practice. 10th Ed. Prentice Hall
3) https://www.youtube.com/watch?v=hSW1255x9vc
4) http://www.google.com