Design of Strategies of

Communications

Subject: Advertising and Promotionof Food And Drinks

Marketing Communication Plan and Strategies

MessagePlanning

Big Idea

MessageExecution

Evaluation

CONSISTS OF: THE CREATIVE BRIEF AND MESSAGE OBJECTIVES

THE CORE PART OF YOUR MESSAGE

CONSISTS OF: COPYWRITING, DESIGN AND PRODUCTION + ADAPTION OF IMC AREAS & INTERNATIONAL CAMPAIGNS

CONSISTS OF : OBJECTIVES AND EFFECTS, COPY TESTING, PERFORMANCE RESULTS

WHAT IS CREATIVITY?

CREATIVITY

THE MESSAGE MUST CONNECT THE TARGET AUDIENCE TO THE BRAND IN A RELEVANT AND UNEXPECTED WAY.

WHAT COMMERCIAL DO YOU CONSIDER CREATIVE?

https://www.youtube.com/watch?v=hSW1255x9vc

WHO IS IN CHARGE OF CREATIVITY?

THE CREATIVE DIRECTOR MANAGES THE CREATIVE PROCESS AND PLAYS AN IMPORTANT ROLE IN FOCUSING THE STRATEGY OF ADS AND MAKING SURE THE CREATIVE CONCEPT IS STRATEGICALLY ON TARGET.

IT’S A TEAMWORK.

THE CREATIVE BRIEF

CONSISTS OF:- PROBLEM TO BE SOLVED

- TARGET AUDIENCE – AND KEY INSIGHTS INTO THEIR ATTITUDES AND BEHAVIOUR.

- BRAND POSITION AND OTHER BRANDING DECISIONS

- COMMUNICATIONS OBJECTIVES THAT SPECIFY THE DESIRED RESPONSE TO THE MESSAGE BY THE TARGET AUDIENCE

- PROPOSITION OR SELLING IDEA

- MEDIA CONSIDERATIONS

- CREATIVE DIRECTION.

MESSAGE OBJECTIVES

SEE: CREATE ATTENTION, AWARENESS, INTEREST, RECOGNITION

FEEL: TOUCH EMOTIONS AND CREATE FEELINGS

THINK/UNDERSTAND: DELIVER INFORMATION, AID UNDERSTANDING, CREATE RECALL

CONNECT: ESTABLISH BRAND IDENTITY AND ASSOCIATION, TRANSFORM A PRODUCT INTO A BRAND.

BELIEVE: CHANGE ATTITUDES, CREATE CONVICTION AND PREFERENCE, STIMULATE TRUST.

ACT/DO: STIMULATE TRIAL, PURCHASE, REPURCHASE, VISITING A STORE, WEBSITE, ETC.

TARGETING

WHO IS THE TARGET OF YOUR PRODUCT OR SERVICE?

Source: Myshop.s3-external-3.amazonaws.com

BRANDING AND POSITIONING

BRAND POSITIONS AND BRAND IMAGES ARE CREATED THROUGH MESSAGE STRATEGIES.

THINK SMALL – EXAMPLE VW BEETLE

http://yourbusiness.azcentral.com/colors-affect-emotions-used-restaurants-20865.html

MY CUSTOMER IN A BOTTLE:

1.. My dream customer values ______________ but really

loves ____________________. 2. A stress they have might is _____________________________. 3. But a happy milestone in their life right now might be ___________________. 4. They often trust others who ____________________________________. 5. But what really makes them a loyal fan is _________________________. 6. Something that might happily surprise them about my business is _____________________________. 7. Some other favorite brands of theirs are _________ and ________________. 8. My brand should make them feel ________________________________.

THINK IN BRANDS

THINK IN 7 BRANDS OF THE PRODUCTS THAT YOU LIKE AND DESCRIBE VALUES AND QUALITIES THAT REPRESENT FOR YOU. YOU CAN USE A WIDE ARRAY OF ADJECTIVES.

STRATEGIC APPROACHHEAD AND HEART: COGNITIVE OBJECTIVES GO TO HEAD

AFFECTIONS GO TO HEART

VW RATIONAL BRAND ESSENCE: “THE ONLY BRAND OFFERING THE BENEFITS AND FEELING OF GERMAN ENGINEERING WITHIN REACH”.

VW EMOTIONAL BRAND ESSENCE:- EXCITING - DIFFERENT DRIVING FEELING- DIFFERENT WAY OF LIVING- MORE FEELING, FUN, ALIVE, CONNECTED.

SYSTEM OF STRATEGIES

HOMEWORK: INVESTIGATE FRAZER’S SIX CREATIVE STRATEGIES AND GIVE ONE EXAMPLE PER EACH.

EXAMPLE:POSITIONING: ESTABLISHES A PLACE IN THE CONSUMER’S MIND RELATIVE TO THE COMPETITION.

STRATEGIC FORMATS1) LECTURE AND DRAMA

LECTURE IS TALKING HEAD: AN ANNOUNCER WHO DELIVERS A LECTURE ABOUT A PRODUCT.

DRAMA: YOU MAKE INFERENCE ABOUT THE BRAND. (THE MARLBORO COWBOY).

2) PSYCHOLOGICAL APPEAL:IS ALSO USED TO DESCRIBE A MESSAGE THAT APPEALS PRIMARILY TO THE HEART.

AN APPEAL CONNECTS WITH SOME EMOTION THAT MAKES THE PRODUCT PARTICULARLY ATTRACTIVE OR INTERESTING, SUCH AS SECURITY, ESTEEM, FEAR, SEX, AND SENSORY PLEASURE.

PSYCHOLOGICAL APPEALS

STATUS IS USED FOR….?

IF THE PRODUCT SAVES TIME OR EFFORT, THEN THE APPEAL IS…?

IF THE PRICE IS EMPASIZES IS IN THE AD, THEN THE APPEAL IS…?

SELLING STRATEGIES

THERE IS A SALES MESSAGE IN ADVERTISING:

BENEFIT PROMISE REASON WHY UNIQUE SELLING PROPOSITION

OTHER MESSAGE FORMULAS:- COMPARISON- PROBLEM SOLUTION MESSAGE- HUMOR- SLICE OF LIFE MESSAGE- NLP

References1) https://myshop.s3-external-3.amazonaws.com/shop3884100.pictures.stock-

photo-19968767.jpg

2) Moriarty, S., Mitchell, N. & Wells, W.D. (2014) Advertising & IMC: Principles and Practice. 10th Ed. Prentice Hall

3) https://www.youtube.com/watch?v=hSW1255x9vc

4) http://www.google.com