Home Assignment

Last date of submission: 26 July by Midnight 00:00

Page limit: Max 2 – A4 size pages

Format: MS-Word 97-2007

To be mailed at: koolguruji@gmail.com

1. Choose any Consumer Brand

2. Analyze it's Segmentation, Targeting, Positioning
3. What are it's differentiating factor/s?
4. What must be it's IMC Objectives?
5. What appeal do they use for their IMC?
 IMC – Session 11,12

Learning Objectives

Message Strategy:

LO1 – Creativity, Creative Process, The Big Idea

LO2 – Creative Strategy Development – Copy Platform

LO3 – Creative Strategy Implementation and Evaluation

 LO1 – Session 11,12

Creativity in Communication
Creativity is the ability to generate fresh, unique and appropriate ideas that
can be used as solutions to communications problems

Creative Determining what the message will

Strategy say or communicate

Creative Determining how the message

Tactics strategy will be executed
 LO1 – Session 11,12

Planning Creative Strategy

• No magic formula for success

The Creative
challenge

• Many creative personnel use proven formula because they are

safe
Taking • It is important to take risks to create breakthrough
creative risks advertisements that get noticed

• Creative people tend to be more abstract and less

structured, organized or conventional in their approach
Creative
personnel • Rely more on intuition
 LO1 – Session 11,12
Young’s Creative Process
Get raw material and data, and
Immersion
immerse yourself in the problem

Take the information, work it over,

Digestion
wrestle with it in your mind

Turn the information over to the

Incubation
subconscious to do the work

Illumination “Eureka! I have it!” phenomenon

Study the idea, evaluate it, reshape it

Verification
for practical usefulness
LO1 – Session 11,12
Wallas’ Creative Process

Preparation
Illumination Gathering
Seeing the Information
Solution
The
Creative
Process
Verification Incubation
Refining Setting Problem
the Idea Aside
LO2 – Session 11,12
Copy Writing
For the given Pictures Write:

Brand Name

Tag line

Body copy for print ad

Radio ad of 20 seconds (30 words max)

Sales Promotion
LO2 – Session 11,12
LO2 – Session 11,12
LO2 – Session 11,12
 LO3 – Session 11,12
An Ad Compaign

Integrated

Interrelated Coordinated
Marketing
Communication Activities

Centered on a Theme or Over a Time

In Different Media Idea Period
LO3 – Session 11,12
Creative Brief

• Basic problem or issue the advertising must

address
• Advertising and communications objectives
• Target audience
• Major selling idea or key benefits
to communicate
• Creative strategy statement
• Supporting information and requirements
LO3 – Session 11,12
Creative Brief

Finding the inherent Use a Unique

drama Selling Position

Seeking the Major

Idea

Positioning Create a Brand

Image
 LO3 – Session 11,12
Unique Selling Proposition

Benefit Unique Potent

Buy this Must be unique Promise must

product/servic to this brand or be strong
e and you get claim; rivals enough to
this benefit can't or don't move mass
offer it millions