Lesson 9 - Message Planning & Strategies Flashcards by MA. ALYANA CHRISTINA FERRER

The art of science of advertising come together with an idea that solves in an original way

Message Planning

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This is what the advertising says

Creative Strategy

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How it is said

Creative Execution

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Media and Message Strategy Work in Parallel. True or False?

TRUE

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This includes:
- Target and Media Research
- Media Objectives
- Media Mix Selection
- Scheduling and Budgeting

Media Planning

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This includes:
- Media Tactics
- Monitoring

Media Buying

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This includes:
- The creative brief
- Media Objectives

Message Planning

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This includes:
- Copywriting
- Design and Production
- Adaptions for IMC areas & international campaigns

Message Execution

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This includes:
- Objectives and Effects
- Copy Testing
- Performance Results

Evaluation

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Includes creative strategy and Key execution details

The Creative Brief

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It is prepared by the account planner

The Creative Brief

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It summarizes the basic marketing and advertising strategy

The Creative Brief

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It is a creative concept

The Creative Brief

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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

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[Components of the Creative Brief] That can be solved by communication. Answering the question, why are we advertising it at all?

Problem

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[Components of the Creative Brief] For whom? What are the attitudes towards the brand?

Target Audience

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[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

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[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

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[Components of the Creative Brief] Into their attitudes and behavior. Answers the question, what are their current attitudes or perception?

Key Insights

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[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

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[Components of the Creative Brief] about where and when the message should be delivered.

Media Considerations

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[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

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This answers the question, what do you want the message to accomplish?

Message Objectives

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It includes the following:
- Create awareness or announce something
- Inform or persuade
- To create sales
- Build or change demand for a brand

Message Objectives

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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