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    Creative Message Strategies: Techniques in Print & Broadcast Advertising

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    deanluv
    The document discusses message strategy in advertising, including defining message strategy, describing the components of an advertising message strategy, and outlining categories of advertising objectives such as reminder, informative, and persuasive advertising. It also covers developing a message strategy brief, which involves determining communication objectives, finding customer insights, and selecting a selling strategy. The creative process and different creative formats used to communicate advertising messages are also summarized.

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    Creative Message Strategies: Techniques in Print & Broadcast Advertising

    Uploaded by

    deanluv
    417 views30 pages
    The document discusses message strategy in advertising, including defining message strategy, describing the components of an advertising message strategy, and outlining categories of advertising objectives such as reminder, informative, and persuasive advertising. It also covers developing a message strategy brief, which involves determining communication objectives, finding customer insights, and selecting a selling strategy. The creative process and different creative formats used to communicate advertising messages are also summarized.

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    Creative Message Strategies

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    The document discusses message strategy in advertising, including defining message strategy, describing the components of an advertising message strategy, and outlining categories of advertising objectives such as reminder, informative, and persuasive advertising. It also covers developing a message strategy brief, which involves determining communication objectives, finding customer insights, and selecting a selling strategy. The creative process and different creative formats used to communicate advertising messages are also summarized.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    417 views30 pages

    Creative Message Strategies: Techniques in Print & Broadcast Advertising

    Uploaded by

    deanluv
    The document discusses message strategy in advertising, including defining message strategy, describing the components of an advertising message strategy, and outlining categories of advertising objectives such as reminder, informative, and persuasive advertising. It also covers developing a message strategy brief, which involves determining communication objectives, finding customer insights, and selecting a selling strategy. The creative process and different creative formats used to communicate advertising messages are also summarized.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 30
    At a glance
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    The key takeaways are about advertising message strategies, objectives, developing creative briefs and the creative process.

    The different types of advertising objectives are reminder, informative and persuasive advertising.

    The three basic steps in developing a message strategy brief are determining communication objectives, finding customer insights, and defining the big idea.

    Creative Message Strategies

    Techniques in Print & Broadcast


    Advertising
    Message Strategy

    • An idea about how to creatively and


    persuasively communicate a brand
    message to a target audience
    • A message has to have an appeal- an
    idea that motivates an audience to
    respond
    Advertising Message Strategy

     The advertising message strategy describes


    what is to be communicated and how it is to be
    communicated. It consists of the:
     Message idea: the main theme, appeal, or
    benefit to be communicated in the message.
     Copy platform: a written statement that fully
    describes the message idea.
     Message or creative format: a broad creative
    approach used to communicate the message
    idea to the target audiences.
    • To popularize SAB Miller India's new
    brand of non-alcoholic beer, Indus
    Pride, as a refresher and thirst
    quencher, we chose low-cost handles of
    airport transit buses as our medium. It
    was released in March '10, a peak
    vacation season when travel via airports
    increases by 50%.
    Categories of Advertising Objectives

    1. Reminder advertising
    2. Informative advertising.
    3. Persuasive advertising.

    RIP acronym = Remind - Inform - Persuade


    Advertising Objectives

    Reminder advertising:
     To introduce customers of the brand
     To remind customers the positioning of the
    brand
     To remind customers of availability- time and
    place
     To remind customers of the brand.
    Advertising Objectives

    Informative advertising:
     To create awareness of the organization.
     To explain the characteristics of the
    organization.
     To correct false impressions about the
    organization.
     To reduce peoples’ apprehensions or fears
    about visiting the organization.
     To build or enhance the organization’s image or
    position.
    Advertising Objectives

    Persuasive advertising:
     To increase customer preference for brand
     To increase customer loyalty to the brand.
     To encourage customers to switch from
    competitors’ brands
     To change customers’ perceptions
    Creative Brief

    • Statements about a brand that


    summarizes the research and insights
    for the creative team.
    • Also known as IMC Message Strategy
    Brief, Creative Platform, Creative Plan
    or Work plan, Creative Strategy or Copy
    Strategy
    Three basic Steps in Developing
    a Message Strategy Brief
    • Step 1: Determining communication
    objectives: What type of impact does the
    message need to achieve?
    – Sample Marketing Communications Objectives:
    • Cognitive: awareness, educate, explain, brand
    knowledge
    • Affective: image or personality, attitudes & brand liking,
    desire or need, strike emotional chord
    • Behavioral: increase trial, purchase, repurchasing
    Three basic Steps in Developing
    a Message Strategy Brief…Cont’d
    • Step 2: Customer Insight: Finding diamonds
    in the data
    – Customer insight: below-the-surface attitudes &
    beliefs that influence customer’s behavior.
    – “Metrosexual” men compared to the conventional
    men – Fairness cream for men
    – Decreasing gap between genders – TVS Wego
    Three basic Steps in Developing
    a Message Strategy Brief…Cont’d
    • Step 3: Selecting a Selling Strategy
    – 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
    Three basic Steps in Developing
    a Message Strategy Brief…Cont’d
    • Step 3: Selecting a Selling Strategy
    – Feature: attributes that give a product a
    distinctive difference
    – 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.
    Three basic Steps in Developing
    a Message Strategy Brief…Cont’d
    • Step 3: Selecting a Selling Strategy
    – 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
    – Generic: stresses a basic feature or benefit of a
    product that is not brand specific
    Three basic Steps in Developing
    a Message Strategy Brief…Cont’d
    • Step 3: Selecting a Selling Strategy
    – Pre-emptive: focuses on an attribute or benefit
    that any other product on the category could have
    claimed but did not.
    – Informational: based on going facts about a brand
    & its attributes
    – Credibility: heightens conviction & decreases
    perception of risk; use of endorsers, PR,
    testimonial
    Three basic Steps in Developing
    a Message Strategy Brief…Cont’d

    • Step 3: Selecting a Selling Strategy


    – Emotional: connects with customers &
    prospects at the affective level & moves
    them to respond with feelings
    – Association: psychological connection
    between a brand & its customers &
    prospects
    Three basic Steps in Developing
    a Message Strategy Brief…Cont’d

    • Step 3: Selecting a Selling Strategy


    – Lifestyle: Uses situations & symbols of
    lifestyles that the target audience can
    identify with or aspire to.
    – Incentive: Creates a sense of immediacy &
    rewards customers for responding quickly
    Three basic Steps in Developing
    a Message Strategy Brief…Cont’d
    • Step 3: Selecting a Selling Strategy
    – 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.
    – Interactive: Creating two-way communication in
    order to open up communication with customers
    & capture their feedback
    Selling Strategies
    Type of Response Message Message
    Objective Strategy
    Think Awareness,
    brand
    Info, generic,
    pre-emptive,
    knowledge, credibility
    understanding
    , conviction

    Feel Brand image


    & personality,
    Emotion,
    association,
    liking, desire, lifestyle
    self identity

    Do Buy, try,
    repeat, visit,
    Incentive,
    reminder,
    contact interactive
    The Big Idea

    • Simple
    • Has legs: can cater to difference
    audiences or media or versions
    • ROI: relevance, originality & impact
    The Creative Process

    • Formal procedure for increasing


    productivity & innovative output by an
    individual or a group
    • Step 1: Exploration
    – Brainstorming: gather to generate many new
    ideas
    – Lateral thinking: bouncing from one thought to
    another in free association; look for metaphors
    of what the product is like
    The Creative Process…Cont’d

    • Step 2: Insight
    – Reviewing all info, analyzing the problem,
    identifying patterns and searching for a key verbal
    or visual concept to communicate what needs to
    be said
    • Changing patterns
    • Looking at things in different ways
    • Adaptation- change context
    • Imagining- what if?
    • Reversal- opposite, negative effect (what would happen
    if you did not use the product?)
    The Creative Process…Cont’d

    • Step 2: Insight
    – Reviewing all info, analyzing the problem,
    identifying patterns and searching for a key
    verbal or visual concept to communicate
    what needs to be said
    • Connection- join 2 unrelated ideas
    • Comparison- metaphor
    • Elimination- subtract or break rules
    • parody- make fun of something
    The Creative Process…Cont’d

    • Step 3: Execution
    • Step 4: Evaluation & Copy testing
    – 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
    Creative Brief (Mccann-
    Ericson 7-question format)
    1. Who is our audience?
    2. Where are we now in the minds of our target
    audience?
    3. Where are our competitors in the minds of our
    target audience?
    4. Where do we want to be in the minds of our
    target audience?
    5. What is the consumer promise or the big idea?
    6. What is the supporting evidence?
    7. What is the tone of voice of the ad?
    Difference between Consumer and
    Trade Advertising

     Consumer advertising: aimed at the customers


    who will actually use the product/ service
    promoted.

     Trade advertising: aimed at the trade


    intermediaries who will influence customers’
    buying decisions.
    Message or Creative Formats

     Testimonial.
     Slice of life.
     Analogy, association and symbolism.
     Trick photography or exaggerated situations.
     Word plays or made-up phrases.
     Honest Twist.
     Fear.
     Comparisons.

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