This is a presentation provided as a summary for dissertation of masters by me, addressing Creative Strategy and Copywriting and how they constitute Integrated Communications.

1. Tapabrata Maitra
DPGD/AP13/0876

2. • What is Strategy?
– Goals
– Plans to achieve them
– Actions required for the plan
– Actors require to take the action
• A good manager is strategic in thinking

3. • What is Marketing Strategy?
– Increasing sales
– Achieving Competitive Advantage
– Expanding and Exploring reach
• What makes a good Marketing Strategy?
– Highlighting the Unique Selling Point
– Connecting with the audience
– Retentive way of connecting

4. • Retention comes from creativity and
ingenuity
• The way of executing a marketing
campaign is governed by Creative
Strategy
• Features
– Finite Scope
– Scalable
– Connectable

5. 1. Goal
2. Audience
3. Objectives
4. Call to Action
5. Channels
6. Budget
7. Deliverables
8. Revision

6. • By methods like SWOT, PEST, A/B test
and 4P matrix
• To identify
– Stimulus
– Audience
– Channels
– Demographics
– Segments

7. • Features
– Evokes emotions
– Sharable & memorable
– Engages audience
– Spreads stories

8. • Copywriting is Communication
– Clear
– Concise
– Correct
– Compelling
• Good Copywriting makes a Great Creative
Strategy
– Promotes call to action
– Engages
– Is sharable
– Inspires

9. • Conveying a coherent message
• Through multiple medium
• Delivers a seamless experience
• Increases chances of engagement
• Availability of product-mixes increase

10. • Medium of IMC
– Advertising
– Experiential Marketing
– Direct Marketing
– Social media marketing
– Sales promotion
– Public relations
– Personal selling
– Partnerships

11. • Mergers and Acquisitions
• Decrease in cost of traditional market media
• Evolution of Digital media as a market
platform
• Use of computer analytics in identifying
segments
• Newer avenues of Digital Engagement

12. • Digitalization of Tools
• Expansion of Content Marketing
• Widespread use of Copywriting
• Availability of more accurate and complex
analytics
• More emphasis on smart use of social media

13. • Dependent upon Segments targeted
• Unpredictable due to complex parameters
• Context Oriented
• Very much dependent upon human
preferences
• Cat videos garner more engagement than
scientific breakthroughs

14. • Strategy is course of actions
to reach a goal
• Marketing strategy’s goals
are more selling and
competitive advantage
• Creative strategy is integral
part of marketing strategy
• Creative strategy is
– Analysis of audience
– Implementation in
campaigns
– Compelling a call to action
• Good Copywriting
makes a creative
strategy great.
• Copywriting is made good
by 4 C’s
• Integrated Marketing
Communication is Creative
strategy and Copywriting
combined
• IMC is telling the same
message across platforms
and medium
• Future is keen about Digital
Marketing
• Digital marketing is chaotic