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Creative Message Strategies

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Largest Catholic University
Largest Catholic University

The document discusses message strategy and the creative process for print and broadcast advertising. It outlines three basic steps to developing a message strategy: 1) determining communication objectives, 2) finding customer insights, and 3) selecting a selling strategy. Common selling strategies mentioned include benefit, feature, value-pricing, unique selling proposition, and emotional appeals. The creative process involves exploration, gaining insights, execution, and evaluation. A typical creative brief format asks who the audience is, where the brand and competitors stand with that audience, and where the brand wants to be positioned.

BusinessTechnology
1 of 19
Techniques in Print & Broadcast Advertising Creative Message Strategies
Message Strategy ,[object Object],[object Object]
Creative Brief ,[object Object],[object Object]
Three basic Steps in Developing a Message Strategy Brief ,[object Object],[object Object],[object Object],[object Object],[object Object]
Three basic Steps in Developing a Message Strategy Brief …Cont’d ,[object Object],[object Object]
Three basic Steps in Developing a Message Strategy Brief …Cont’d ,[object Object],[object Object]
Three basic Steps in Developing a Message Strategy Brief …Cont’d ,[object Object],[object Object],[object Object]
Three basic Steps in Developing a Message Strategy Brief …Cont’d ,[object Object],[object Object],[object Object]
Three basic Steps in Developing a Message Strategy Brief …Cont’d ,[object Object],[object Object],[object Object],[object Object]
Three basic Steps in Developing a Message Strategy Brief …Cont’d ,[object Object],[object Object],[object Object]
Three basic Steps in Developing a Message Strategy Brief …Cont’d ,[object Object],[object Object],[object Object]
Three basic Steps in Developing a Message Strategy Brief …Cont’d ,[object Object],[object Object],[object Object]
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
The Big Idea ,[object Object],[object Object],[object Object]
The Creative Process ,[object Object],[object Object],[object Object],[object Object]
The Creative Process …Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Creative Process …Cont’d ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Creative Process …Cont’d ,[object Object],[object Object],[object Object]
Creative Brief (Mccann-Ericson 7-question format) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Creative Message Strategies

  • 1. Techniques in Print & Broadcast Advertising Creative Message Strategies
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  • 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
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