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CHAPTER 8
The goal of any advertiser is to send the right message across!! Revlon We manufacture cosmetics but we sell hope
Even with different mediums, the message transmitted should be the same Single Voice Communiciation
Overview
To be creative, the message must connect the target audience to the brand in a relevant and unexpected way
Great advertising starts with a problem from the client and ends with a solution for the consumers
Advertising is both a science and an art ~ should be persuasive and be presented in an original and unexpected manner
Key players?
Creative Director~ manages the creative process, strategy of the ads, meet the targets
Copywriters generate the concept, word and picture ideas Both creative director and copywriters work together in creating the concept and crafting the execution of the advertising idea
3Ps of Innovation
PLACE- environment of the creative department which has an impact on the creative ideas that emerge
PERSON- how creative people think, the personality and motivation of the people to come up with innovative ideas
Creative Brief
The goal of a marketing communication strategy is to solve the communication problem in a creative way
Creative strategy (what) and Creative execution (how) are important elements in the creative brief
Message Objectives
See/Hear Create attention, awareness, interest and recognition
In case where the product is new, advertisements should be relevant in order to influence the consumers
In case where the product is existing but the brand is new, positioning is very important In case where the consumer has experienced both the brand and the product category, the element of surprise and uniqueness is important to influence
4Ps of communication
Attention Awareness Attitude Action
MESSAGE PLANNING
Targeting
Target decisions are very important to message strategy. Target audience for a limo service?
Consumer insight
Tended to worry about driving home drunk and this worry took the edge off an otherwise delightful evening.
MESSAGE PLANNING
Branding
Brand positions and brand images are built through message strategies and brought to life through advertising executions. Advertising creates brand salience.
The brand is visible, has a presence in the marketplace, consumers are aware of it, and the brand is important to its target market.
Brand icons reinforce lend personality, emotion, and stories to their brands.
MESSAGE STRATEGIES
Puppy dog sell approach the soft sell approach Money Back Guarantee
Strategic Formats
Lectures- making a straight point to the audience, hitting the head Dramas relies on the viewer to make inferences about the brand
Psychological Appeals could be based on price, value proposition or any other aspect of the brand
Comparisons
Teaser
Messages that touch emotions Messages that inform Messages that teach Messages that persuade
ROI of Creativity
Relevance Impact Originality