Lesson 9 - Message Planning & Strategies Flashcards
The art of science of advertising come together with an idea that solves in an original way
Message Planning
This is what the advertising says
Creative Strategy
How it is said
Creative Execution
Media and Message Strategy Work in Parallel. True or False?
TRUE
This includes:
- Target and Media Research
- Media Objectives
- Media Mix Selection
- Scheduling and Budgeting
Media Planning
This includes:
- Media Tactics
- Monitoring
Media Buying
This includes:
- The creative brief
- Media Objectives
Message Planning
This includes:
- Copywriting
- Design and Production
- Adaptions for IMC areas & international campaigns
Message Execution
This includes:
- Objectives and Effects
- Copy Testing
- Performance Results
Evaluation
Includes creative strategy and Key execution details
The Creative Brief
It is prepared by the account planner
The Creative Brief
It summarizes the basic marketing and advertising strategy
The Creative Brief
It is a creative concept
The Creative Brief
What are the 8 components of the creative brief?
- Problem
- Target Audience
- Brand Position
- Proposition / Selling Idea
- Key Insights
- Communication Objectives
- Media Considerations
- Creative Direction
[Components of the Creative Brief] That can be solved by communication. Answering the question, why are we advertising it at all?
Problem
[Components of the Creative Brief] For whom? What are the attitudes towards the brand?
Target Audience
[Components of the Creative Brief] other branding decisions, such as personality and image. Answers the question, what is the advertising trying to do?
Brand Position
[Components of the Creative Brief] That will motivate the target to respond. Answers the question, what is the key moment to tie this advertising?
Proposition / Selling Idea
[Components of the Creative Brief] Into their attitudes and behavior. Answers the question, what are their current attitudes or perception?
Key Insights
[Components of the Creative Brief] That specify the desired response to the message by the target audience. Answers the question, what is the promise we need to communicate?
Communication Objectives
[Components of the Creative Brief] about where and when the message should be delivered.
Media Considerations
[Components of the Creative Brief] provides suggestions on how to stimulate the desired consumer response. Answers the question, what tone of voice should be used?
Creative Direction
This answers the question, what do you want the message to accomplish?
Message Objectives
It includes the following:
- Create awareness or announce something
- Inform or persuade
- To create sales
- Build or change demand for a brand
Message Objectives
What are the different Facets Model of Effects?
- See / Hear
- Feel
- Think / Learn
- Believe
- Connect
- Act
[Facets Model of Effects] Create Attention, Awareness, Interest, Recognition
See / Hear
[Facets Model of Effects] Touch emotions and create feelings
Feel
[Facets Model of Effects] Deliver information, aid understanding, create recall
Think / Learn
[Facets Model of Effects] Change attitudes, create conviction, and preference
Believe
[Facets Model of Effects] Establish brand identity and associates, transform a product into a brand with distinctive personality and image
Connect
[Facets Model of Effects] Stimulate trial, purchase, repurchase, or some other form of action
Act
This is important in planning a message strategy and answers the question, what moves this group?
Targeting
It includes:
- Demands of the brand
- Brand positions and brand image
- Consistent positioning
- Brand salience
Branding
What are the creative strategy approaches?
- Head and Heart
- Systems of Strategies
Head is _________ and heart is _______________
Cognitive ; Affective
Hard sell appeals to the _________________
Soft sell is to __________ and involves ________________
Mind ; Attract ; Pull of Emotions
Hard sell is ________
informational
Soft Sell is _____________
Emotional
Cognitive objectives appeal to the ___________
Mind
Affective objectives appeal to the ______________
Emotions
Who is the man behind Frazer’s Six Creative Strategies
Professor Charles Frazer
Who invented the Taylor’s Six-Segment Strategy Wheel?
Ron Taylor - University of Tennessee
What are the six-segment in taylor’s strategy wheel?
- Rational
- Ego
- Social
- Sensory
- Routine
- Acute Needed
Combination of two literary techniques
Lecture & Dramas
- Serious instruction given verbally.
- Speaker presents evidence
- Argument to persuade the audience
- Talking head
Lecture
- To make inferences
- Stories about their products
- E.g. Fairytales, movies, novels, parables, and myths.
Drama
[Selling Strategies] Sell products based on tested principles
Selling premise
[Selling Strategies] Based on prediction about how the product will perform.
More on assumption.
Example: Tide. Consistent in the claim na kapag ginamit young sabon sa white na admit may mas ipuputi pa siya.
Claim
[Selling Strategies] Example: Joy Liquid soap. “Isang patak, bisang katutak.”
Support
What are the 4 selling strategies?
- Selling premise
- Features/Attributes
- Claim
- Support
What are the 4 customer-focused selling premises?
- Benefit
- Promise
- Reason Why
- USP (Unique Selling Proposition)
Emphasizes what the product can
do for the user by translating the product features into something that can benefit their customers.
Benefit
That looks to the future and
predicts that something good will
happen if you use the product.
Promise
Emphasizes the reason why you should buy something.
Reason why
Is a promise that consumers will get this unique benefit by using this product only.
Unique Selling Proposition (USP)
What are the 8 Message Formula?
- Straightforward
- Demonstration
- Comparison
- Problem Solution / Problem Avoidance
- Humor
- Slice of Life
- Spokesperson
- Teasers
factual or informational message
conveys information without any gimmicks, emotions, or special effects.
Straightforward
Focuses on how to use the product
and what it can do for you.
Demonstration
○ Contrast two or more products to
show the superiority of the
advertiser’s brand.
○ Seeing is believing
Comparison
○ Product as a solution. The product
helps avoid a problem.
○ Help avoid future problems.
Problem Solution/Problem Avoidance
a creative strategy because it grabs
attention, and they hope people will transfer the warm feelings of being entertained to the product.
Humor
An elaborate version of a problem
solution staged in the form of a drama in which “typical people” talk about a common problem and resolve it.
Slice of Life
The ad uses celebrities we like,
created characters, experts we respect, or someone “just like us” whose advice we might seek out to speak on behalf of the product to build credibility.
Spokesperson
These are mystery ads that don’t
identify the product or don’t deliver enough information to make sense, but they are designed to arouse curiosity.
Teasers
