message design development
TRANSCRIPT
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Message Design & Development
Presented By :Ankita Shrivastava
M.B.E. (Sem III)
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The product belongs to the company
BUT
the brand belongs to the consumer.
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Message Design and Positioning
Advertising message
Idea Relevant Information
Uniqueness of the product win place in consumers mind
Message Design consumers perceptions about the products
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Questions give a good insight : give a good insight :
Nature of the product
For whom the product is meant
What are the special characteristics of the product / How consumer is benefited ?
Who are the competitors ? What is their promise ?
Is the product different ? How ?
On which occasions it is used ? How often ? What would the consumer perceive this brand as ?
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ViDeO
Pg - 366
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Message, Design and marketing objectives
Objectives vary with audience
Passing on Information
Create brand awareness
Incite them to act, i.e. purchase the product
Confirm the legitimacy of the product after the purchase
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Objectives when we communicate with the Trade
To induce them to stock the product e.g.. Salt
To push the product on-the-counter
To provide strategic shelf-space to the product e.g.. Juice cans, cold drinks
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Objectives when we communicate with manufacturers
To make them buy our Raw Material
To convince them about cost aspect
To convince them about rational product benefits
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Appeals
Marketers use this ,
to attract the attention and create interest
of target audience
Cadbury silk n bournville
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YOU HAVE TO EARN IT
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APPEAL TO
Bas
ic N
eeds
Social Needs
Psychological Needs
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Points when communicating with audience :
Should create a bridge rather than a wall – consumer and producer
Give audience a reason to listen to you
Use questions to involve audience
Repeat key words / points
Stick to facts to convince audience
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Message presentation
Centrally Peripherally
Takes direct route to persuasion
Provides, pleasant association, scenic background
Voltas Asian Paints
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Advertising message structure
Drawing Conclusions
Repetitions
One-versus-two-sided arguments
Comparative Advantage
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Message format
Organization plan
style or type of ad message
Print advertisement or
Radio advertisement
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The problem of clutter
No. of ads, pages after pages in a medium
The string of commercials between the program
Number of hoardings on highway
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Visualization & development of ad
Process of designing the advertisement
Visualizer works on :
• Headline, sub-heads• The body copy• The illustration• Logo signature
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Some imp. points for visualization :
• The product should be featured?
• People should be featured ?
• Will there be a background ?
• How large shall be the headline ?
• The address and name of the company ?
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Visualization to layout
Ideas
They consider, the space allotted to headline, body copy and the visual
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Visualization
Vis. To Layout
First Roughs
Large Size RoughsCut and Paste
Artwork – Butter Paper
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creative process in Visualization
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Size and shape
Static / Formal image
Dynamic image
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Tranquility
Stability and state of restfulness
Speed, growth and movement
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Equilibrium
Challenging and denoting utmost speed
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Elegance and Beauty
Combination of Dynamic and Static
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Continuity, Eternity and Peace
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