Chapter 5 - Planning and Creating Compelling Message Strategies Flashcards
1
Q
Massge Objectives
A
- Multiple objectives in a message will create the need for more than 1 massage strategy.
- You must know your traget consumers to create a custmoized message.
- Key objective of creative copy is to generate return on investment (ROI)
- Direct marketing campaigns are more focused on seeking an immediate response and/or transaction.
2
Q
Copy and Graphics for Direct Mail & Print Ads
A
- Design and Graphics
- Through the use of design and graphics the designer, like the copywriter, creates mood and feeling while getting and holding attention
- The ultimate goal is to stimulate actionand to generate measurable reponse!
3
Q
The Goals of Copywriting
A
- Translae eac feature into an advantage
- Convert each advantage into a benefit that is of interest and importance to the target customer
- Don’t sell the strak, sell the sizzle!
4
Q
Feature vs. Advantages vs. Benefits (FAB)
A
- Features (What the product has):
- Compact size
- High spin speed
- Wash temperature choice
- Range of Colors
- Intergrated tumble drier
5
Q
Determining the Copy Appeal
A
- Defined: Is the basic underlying theme of the promotion or campaign.
- Most copy appeals are timeless
- Most copy appeals stem from basic human needs - What people want to:
- Gain
- Save
- Aviod
- Become
6
Q
Writing the Copy… Using Traditional Formulas
A
- Bob Stone’s Seven-Step Formula
- Attention - Interest - Desire - Action
- Picture - Promise - Prove - Push
- Star - Chain - Hook
- “Keep It Simple Stupid” (KISS Principle)
7
Q
Using Design and Graphics
A
- Layouts
- Illustrations & Photographs
- Involvement Devices
- Type
- Paper
- Ink
- Color
8
Q
Creating Messages for Specific Media
A
- Direct Mail
- Catalogs
- Print (Newspapers & Magazines)
- Broadcast - (Television & Radio)
- Telephone Promotion
- Internet Promotion
9
Q
Types of Direct Mail Packages
A
- Self-Mailer
- Classic Format
- Catalog
10
Q
Self-Mailer
A
- A direct mail piece mailed without an envelop
- Wide variety of sizes and shapes
11
Q
The Classic Format ( 6 Parts)
A
- Outer Mailing Envelop
- Letter (Opening & Postscript)
- Brochure (Circular)
- Response Device (Order form)
- Reply Envelop
- Other Devices (Chits)
12
Q
Catalogs
A
- One of the most challenging and popular formats for direct marketers
- Catalog copy goes hand in hand with design, illustration, and graphics.
- Pictures show it, words describe it
- Words are arranged to spell out benefit
13
Q
Print Advertising
A
- Magazine and Newspapers
- Elements of Print Ads
- Headlines - Most important element
- Body Copy
- Response Devices
- Coupons (optional)
- Inserts
14
Q
Broadcast Advertising
A
- Television and Radio
- Television Limitation - high cost and short duration of message.
- Radio Limitation - listeners are usually occupied – with no access to telephone or pencil or paper. Radio doesn’t provide the oppurtunity to visualize.
15
Q
Creating Direct Response Message for Television Ads
A
- Time limitation (Max. 2 min)
- Element of direct response TV commercials
- Concept
- Storyboards
- Script
- Graphics
- Production
16
Q
Creating Direct Response Message for Rasion Commericals
A
- Less complex than TV
- Radio is far less expensive than TV
- Market segmentation is attainable
17
Q
Creating Messages for Telephone Promotions
A
- Important medium for inquiring or ordering
- Extensively used by direct marketers as a promotional meduim: Outbound Vs. Inbound
18
Q
Creating Messages for Internet Promotions
A
- First objective: To generate Web site visitors.
- Usually other media are used to attract consumers to a Web site.
- Home page design is critical
19
Q
Four Basic Home Page Design Principles
A
- Alignment
- Proximity
- Repetition
- Contrast
20
Q
Creating Messages for Outbound E-mail Promotions
A
- Eye catching
- Logo consitently and prominently shown - brand consitency
- Promotion code for tracking E-mail offer
- Strong call-to-action
21
Q
A
