design of strategies of communications
TRANSCRIPT
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Design of Strategies of
Communications
Subject: Advertising and Promotionof Food And Drinks
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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
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WHAT IS CREATIVITY?
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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
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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.
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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.
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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.
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TARGETING
WHO IS THE TARGET OF YOUR PRODUCT OR SERVICE?
Source: Myshop.s3-external-3.amazonaws.com
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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
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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 ________________________________.
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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.
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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.
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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.
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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.
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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…?
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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
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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