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Creative IMC Message Strategies

The document discusses message strategies for integrated marketing communications. It defines a message strategy as an idea for creatively communicating brand messages to a target audience. It provides the example message strategy for Mountain Dew of giving more energy than other soft drinks. The document then outlines the key components of developing a message strategy, including determining communication objectives, finding customer insights, and selecting a selling strategy such as generic, pre-emptive, credibility, emotion, informational, lifestyle, or incentive. Finally, it briefly describes the five steps in the creative process as exploration, insight, execution, evaluation, and copy testing.

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EricKHLeaw
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© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
347 views

Creative IMC Message Strategies

The document discusses message strategies for integrated marketing communications. It defines a message strategy as an idea for creatively communicating brand messages to a target audience. It provides the example message strategy for Mountain Dew of giving more energy than other soft drinks. The document then outlines the key components of developing a message strategy, including determining communication objectives, finding customer insights, and selecting a selling strategy such as generic, pre-emptive, credibility, emotion, informational, lifestyle, or incentive. Finally, it briefly describes the five steps in the creative process as exploration, insight, execution, evaluation, and copy testing.

Uploaded by

EricKHLeaw
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Class 7: Creative IMC

Message Strategies

Content
Message strategy: Big Idea
!

IMC message strategy brief


!

The creative process

Message Strategy

message strategy: an idea about how to


creatively and persuasively
communicate brand messages to a
target audience

EXAMPLE:
MOUNTAIN DEW
Example: To

young, active soft-drink


consumers who have little time for sleep,
Mountain Dew is the soft drink that gives
you more energy than any other brand
because it has the highest level of caffeine.
The tone of the brand will be exciting.

Message Strategy

What
to

Say
ra
t
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g
essa

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N
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tegy

:
E
C
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SENT

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(
t
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be (des
dM
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HOW
to

Say

What is

Big Idea?

The IDEA that can easily generated in many IMC tools and
can carry the same idea/ meaning.

The Big Idea should.......

R.O.I.
has legs
Simple

Message Strategy

!
message strategy brief:
!
statements about a
brand that summarise
the necessary
information (research &
insights) that helps
focus creative and media
ideas

Message Strategy
Brief Steps

1.
2.
3.

Determine Communication Objectives

Find Customer Insights

Select a Selling Strategy

Step 1: Determine
Communication Objectives

What type of impact


does the message
need to achieve?

depends on consumer
response path >>

h
t
a

p
e
h
t
v
i
a
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p
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g
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t
o
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l
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a
a
r
o
i
v
a
h
be

Step 2: Customer Insight


Customer insight: below-the-surface attitudes and beliefs that
influence customers behavior

IBM's Ads Make Cities a Better Place to Live

Step 3: Select a
Message Selling Strategy

Step 3: Select a
Selling Strategy

Step 3: Select a
Selling Strategy

!
!

Selling Strategies
!
Generic: basic feature or
benefit
generic
pre-emptive
credibility
emotion
informational
lifestyle
incentive
reminder
!

Step 3: Select a
Selling Strategy
Selling Strategies

!
!
generic
pre-emptive
credibility
emotion
informational
lifestyle
incentive
reminder
interactive

Generic Claim

Step 3: Select a
Selling Strategy

Selling Strategies
!
Pre-emptive: focus on attribute or benefit that
any other products in the category could have
claimed but they did not
!

!
!
generic
pre-emptive
credibility
emotion
informational
lifestyle
incentive
reminder

Detergent

Step 3: Select a
Selling Strategy
Selling Strategies
!
Credibility: heightens conviction and decreases
the perception of risk (endorsement, expert, or
testimonials)

!
!
generic
pre-emptive
credibility
emotion
informational
lifestyle
incentive
reminder

Step 3: Select a
Selling Strategy

nike write the future

Step 3: Select a
Selling Strategy
Association: make a psychological connection between a
brand (or image) and consumer e.g. celebrity

Step 3: Select a
Selling Strategy

How are celebrities selected?

Credibility
Celebrity/audience match-up
Celebrity/product match-up
Attractiveness
Miscellaneous considerations

Step 3: Select a
Selling Strategy
Selling Strategies
Emotion: connects with consumer at
the affective level and move them to
response with feeling

!
!
generic
pre-emptive
credibility
emotion
informational
lifestyle
incentive
reminder

Like the ad--> Like the brand

Step 3: Select a
Selling Strategy
Selling Strategies

!
!
generic
pre-emptive
credibility
emotion
informational
lifestyle
incentive
reminder

Step 3: Select a
Selling Strategy
Exp: fear appeal

!
!
generic
pre-emptive
credibility
emotion
informational
lifestyle
incentive
reminder

Fear Appeal in Ads

Step 3: Select a
Selling Strategy
Selling Strategies
!
Informational: based on giving the fact about the
brand and its attribute (distinctive feature)

!
!
generic
pre-emptive
credibility
emotion
informational
lifestyle
incentive
reminder

Step 3: Select a
Selling Strategy

Step 3: Select a
Selling Strategy
Selling Strategies
Lifestyle: use situation and
symbol of lifestyle that
target can identify with or
aspire

!
!
generic
pre-emptive
credibility
emotion
informational
lifestyle
incentive
reminder

Step 3: Select a
Selling Strategy
Selling Strategies
!
!

!
!
generic
pre-emptive
credibility
emotion
informational
lifestyle
incentive
reminder

Step 3: Select a
Selling Strategy
Selling Strategies
!
Reminder: to keep a brand top-of-mind

!
!
generic
pre-emptive
credibility
emotion
informational
lifestyle
incentive
reminder

Objective &Strategy
Type of
response

Message Objective

Message Strategy

Think
(Cognition)

Awareness, Brand
Knowledge,
understanding, conviction

Information, generic,
pre-emptive, credibility

Feel
(Affection)

Brand image,
personality, liking,
desire

Emotion,
association, lifestyle

Do (action,
behavioral)

Buy, try repeat, visit,


contact, tell others

Incentive, reminder,
interactive

Creative Process

Creative process:
A formal procedure for increasing
productivity and innovative output
by an individual or a group

5 Steps in the
Creative Process
-brainstorming
-finding new ideas/
lateral thinking
(playing with
metaphors)
i.e. Absolut Vodka

Step 1: Exploration
Step 2: Insight

-search for the connection


-techniques to stimulate insight

Step 3: Execution
-come up with variety of finished
works.

Step 4: Evaluation
-evaluate the work with the target
groups.

Step 5: Copy Testing


Fitting the COPY elements like headlines, slogan, etc... for visual impact
and understandability

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