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Creative Message Strategies

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Techniques in Print and Broadcast Advertising, Creative Message Strategies

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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Creative Message Strategies

  1. 1. Techniques in Print & Broadcast Advertising Creative Message Strategies
  2. 2. Message Strategy <ul><li>An idea about how to creatively and persuasively communicate a brand message to a target audience </li></ul><ul><li>A message has to have an appeal- an idea that motivates an audience to respond </li></ul>
  3. 3. Creative Brief <ul><li>Statements about a brand that summarizes the research and insights for the creative team. </li></ul><ul><li>Also known as IMC Message Strategy Brief, Creative Platform, Creative Plan or Work plan, Creative Strategy or Copy Strategy </li></ul>
  4. 4. Three basic Steps in Developing a Message Strategy Brief <ul><li>Step 1: Determining communication objectives: What type of impact does the message need to achieve? </li></ul><ul><ul><li>Sample Marketing Communications Objectives: </li></ul></ul><ul><ul><ul><li>Cognitive: awareness, educate, explain, brand knowledge </li></ul></ul></ul><ul><ul><ul><li>Affective: image or personality, attitudes & brand liking, desire or need, strike emotional chord </li></ul></ul></ul><ul><ul><ul><li>Behavioral: increase trial, purchase, repurchasing </li></ul></ul></ul>
  5. 5. Three basic Steps in Developing a Message Strategy Brief …Cont’d <ul><li>Step 2: Customer Insight: Finding diamonds in the data </li></ul><ul><ul><li>Customer insight: below-the-surface attitudes & beliefs that influence customer’s behavior. For example, Marlboro cigarettes. Insight that young and middle-aged men fantasize about freedom & macho independence of cowboys. It allowed men to escape into this fantasy. </li></ul></ul>
  6. 6. Three basic Steps in Developing a Message Strategy Brief …Cont’d <ul><li>Step 3: Selecting a Selling Strategy </li></ul><ul><ul><li>Benefit: how a product satisfies customers’ needs, wants & desires; promise: what good things will happen if a person buys this product; reason why: substantiation, support or proof that explain why a product will provide the promised benefit </li></ul></ul>
  7. 7. Three basic Steps in Developing a Message Strategy Brief …Cont’d <ul><li>Step 3: Selecting a Selling Strategy </li></ul><ul><ul><li>Feature: attributes that give a product a distinctive difference </li></ul></ul><ul><ul><li>Value-pricing: offers the best quality product you can buy for that price. There may be better-quality products but it would cost more. Price is fixed, value is not. Value is a perception of what something is worth in terms of quality and price. </li></ul></ul>
  8. 8. Three basic Steps in Developing a Message Strategy Brief …Cont’d <ul><li>Step 3: Selecting a Selling Strategy </li></ul><ul><ul><li>Unique-selling proposition: selling strategy based on a product’s most distinctive difference from competitive products; provide reason or proof on which a claim, benefit or proposition rests </li></ul></ul><ul><ul><li>Generic: stresses a basic feature or benefit of a product that is not brand specific </li></ul></ul>
  9. 9. Three basic Steps in Developing a Message Strategy Brief …Cont’d <ul><li>Step 3: Selecting a Selling Strategy </li></ul><ul><ul><li>Pre-emptive: focuses on an attribute or benefit that any other product on the category could have claimed but did not. </li></ul></ul><ul><ul><li>Informational: based on going facts about a brand & its attributes </li></ul></ul><ul><ul><li>Credibility: heightens conviction & decreases perception of risk; use of endorsers, PR, testimonial </li></ul></ul>
  10. 10. Three basic Steps in Developing a Message Strategy Brief …Cont’d <ul><li>Step 3: Selecting a Selling Strategy </li></ul><ul><ul><li>Emotional: connects with customers & prospects at the affective level & moves them to respond with feelings </li></ul></ul><ul><ul><li>Association: psychological connection between a brand & its customers & prospects </li></ul></ul>
  11. 11. Three basic Steps in Developing a Message Strategy Brief …Cont’d <ul><li>Step 3: Selecting a Selling Strategy </li></ul><ul><ul><li>Lifestyle: Uses situations & symbols of lifestyles that the target audience can identify with or aspire to. </li></ul></ul><ul><ul><li>Incentive: Creates a sense of immediacy & rewards customers for responding quickly </li></ul></ul>
  12. 12. Three basic Steps in Developing a Message Strategy Brief …Cont’d <ul><li>Step 3: Selecting a Selling Strategy </li></ul><ul><ul><li>Reminder: Keeps a brand top-of-mind with the target. Used by mature brands with established brand identity & designed to jog the customer’s memory at point of purchase. </li></ul></ul><ul><ul><li>Interactive: Creating two-way communication in order to open up communication with customers & capture their feedback </li></ul></ul>
  13. 13. Selling Strategies Incentive, reminder, interactive Buy, try, repeat, visit, contact Do Emotion, association, lifestyle Brand image & personality, liking, desire, self identity Feel Info, generic, pre-emptive, credibility Awareness, brand knowledge, understanding, conviction Think Message Strategy Message Objective Type of Response
  14. 14. The Big Idea <ul><li>Simple </li></ul><ul><li>Has legs: can cater to difference audiences or media or versions </li></ul><ul><li>ROI: relevance, originality & impact </li></ul>
  15. 15. The Creative Process <ul><li>Formal procedure for increasing productivity & innovative output by an individual or a group </li></ul><ul><li>Step 1: Exploration </li></ul><ul><ul><li>Brainstorming: gather to generate many new ideas </li></ul></ul><ul><ul><li>Lateral thinking: bouncing from one thought to another in free association; look for metaphors of what the product is like </li></ul></ul>
  16. 16. The Creative Process …Cont’d <ul><li>Step 2: Insight </li></ul><ul><ul><li>Reviewing all info, analyzing the problem, identifying patterns and searching for a key verbal or visual concept to communicate what needs to be said </li></ul></ul><ul><ul><ul><li>Changing patterns </li></ul></ul></ul><ul><ul><ul><li>Looking at things in different ways </li></ul></ul></ul><ul><ul><ul><li>Adaptation- change context </li></ul></ul></ul><ul><ul><ul><li>Imagining- what if? </li></ul></ul></ul><ul><ul><ul><li>Reversal- opposite, negative effect (what would happen if you did not use the product?) </li></ul></ul></ul>
  17. 17. The Creative Process …Cont’d <ul><li>Step 2: Insight </li></ul><ul><ul><li>Reviewing all info, analyzing the problem, identifying patterns and searching for a key verbal or visual concept to communicate what needs to be said </li></ul></ul><ul><ul><ul><li>Connection- join 2 unrelated ideas </li></ul></ul></ul><ul><ul><ul><li>Comparison- metaphor </li></ul></ul></ul><ul><ul><ul><li>Elimination- subtract or break rules </li></ul></ul></ul><ul><ul><ul><li>parody- make fun of something </li></ul></ul></ul>
  18. 18. The Creative Process …Cont’d <ul><li>Step 3: Execution </li></ul><ul><li>Step 4: Evaluation & Copy testing </li></ul><ul><ul><li>Copy testing: testing the effectiveness of a brand message, a creative concept, or elements such as a headline, slogan, or visual for creative impact and understandability </li></ul></ul>
  19. 19. Creative Brief (Mccann-Ericson 7-question format) <ul><li>Who is our audience? </li></ul><ul><li>Where are we now in the minds of our target audience? </li></ul><ul><li>Where are our competitors in the minds of our target audience? </li></ul><ul><li>Where do we want to be in the minds of our target audience? </li></ul><ul><li>What is the consumer promise or the big idea? </li></ul><ul><li>What is the supporting evidence? </li></ul><ul><li>What is the tone of voice of the ad? </li></ul>

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