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Creative Message Strategies

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Techniques in Print and Broadcast Advertising, Creative Message Strategies

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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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