Download presentation
Presentation is loading. Please wait.
Published byJames Osborne Modified over 9 years ago
1
Class 7: Creative IMC Message Strategies
2
Contents Message strategy: ‘Big Idea’ IMC message strategy brief The creative process
3
What is Big Idea ? The IDEA that can easily generated in many IMC tools and can carry the same idea/ meaning.
4
The Big Idea should....... Sim ple has legs R. O.I. = return on investment Easy to underst and Be able to generate with other communication tools
5
How to develop a creative message strategy message strategy: an idea about how to creatively and persuasively communicate brand messages to a target audience
6
“What” to Say “HOW” to Say TIP to come up with a good Message Strategy in ONE SENTENCE: The purpose of this MC Message is to convince (target) that (your brand) will (benefit) because (proof). The tone of the message should be (description of message personality).
7
When MC agencies create brand message, it usually guide by a document known as the: creative brief, creative platfor m, creative plan or work plan, creative strat egy or copy strategy
8
statements about a brand that summaries the necessary information (research & insights) that helps focus creative and media ideas message strategy brief:
9
Message Strategy Brief Steps 1. 2. 3. Determine Communication Objectives Find Customer Insights Select a Selling Strategy
10
Step 1: Determine Communication Objectives What type of impact does the message need to achieve? cognitive path – educate and solve the problem affective path – change brand image, create attitudes & brand liking Behavioral path – increase trial, purchase & repeat purchase Depends on consumer response path>> Hierarchical model
11
Step 2: Customer Insight Customer insight: below-the-surface attitudes and beliefs that influence customers’ behavior Account planner is the one who usually take responsibility to consider th e “voice of the customer” –Customer insight
12
Step 3: Select a Message Selling Strategy Selling strategy Benefit —how a product satisfies customer’s needs, wants and desires. It will appeal to head and heart. Sometimes this strategy refer to promise — describe what a good things will happen if customer use a product Features of brand—attributes that give the product differentiate. USP- unique selling proposition –selling strategy based on a product Differentiated from competitor products
13
Step 3: Select a Selling Strategy Other Selling Strategies Generic pre-emptive credibility emotion informational lifestyle incentive reminder interactive A generic strategy = basic feature or benefit of a prod uct that is not the brand sp ecific
14
Pre-emptive: focus on attribute or benefit that any other products in the category could have claimed but they did not Other Selling Strategies Generic Pre-emptive credibility emotion informational lifestyle incentive reminder interactive
15
Step 3: Select a Selling Strategy Credibility: heightens conviction and decreases the perception of risk (endorsement, expert, or testimonials) Other Selling Strategies Generic Pre-emptive credibility emotion informational lifestyle incentive reminder interactive
16
Step 3: Select a Selling Strategy Emotion: connects with consumer at the affective level and move them to response with feeling Like the ad--> Like the brand Other Selling Strategies Generic Pre-emptive credibility emotion informational lifestyle incentive reminder interactive
17
Fear Appeal in Ads
18
Step 3: Select a Selling Strategy Informational: based on giving the fact about the brand and its attribute (distinctive feature) Other Selling Strategies Generic Pre-emptive credibility emotion informational lifestyle incentive reminder interactive
19
Step 3: Select a Selling Strategy Lifestyle: use situation and symbol of lifestyle that target can identify with or aspire Other Selling Strategies Generic Pre-emptive credibility emotion informational lifestyle incentive reminder interactive
20
Other Selling Strategies Generic Pre-emptive credibility emotion informational lifestyle Association incentive reminder interactive Association: make a psychological connection between a brand (or image) and consumer e.g. celebrity
21
Step 3: Select a Selling Strategy Other Selling Strategies Generic Pre-emptive credibility emotion informational lifestyle Association incentive reminder Incentive: giving special offer to customer
22
Step 3: Select a Selling Strategy Reminder: to keep a brand top- of-mind generic pre-emptive credibility emotion informational lifestyle incentive reminder Other Selling Strategies
23
Type of responseMessage ObjectiveMessage Strategy Think (Cognition) Awareness, Brand Knowledge, understanding, conviction Information, generic, pre- emptive, credibility Feel (Affection)Brand image, personality, liking, desire Emotion, association, lifestyle Do (action, behavioral) Buy, try repeat, visit, contact, tell others Incentive, reminder, interactive Linking Objective &Strategy
24
Creative Process Creative process: A formal procedure for increasing productivity and innovative output by an individual or a group
25
5 Steps in the Creative Process Step 1: Exploration -brainstorming -finding new ideas/lateral thinking (playing with metaphors) i.e. Absolut Vodka Step 2: Insight -search for the connection -techniques to stimulate insight Step 5: Copy Testing Fitting the “COPY” elements like headlines, slogan, etc... for visual impact and understandability Step 3: Execution -come up with variety of finished works. Step 4: Evaluation -evaluate the work with the target groups.
26
Final Note: In an IMC campaign... message strategy and big idea must BALANCE! Strategy > creative idea= message will be boring Big idea > strategy = intended message will be forgotten
Similar presentations
© 2025 SlidePlayer.com. Inc.
All rights reserved.