Video IMC Creative Strategy Ch 8 9

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“In this short video. I just want to provide a few guidelines for helping you you to develop your second assignment. Which relates to the creative strategy and planning for integrated marketing communications. Plan.

So really we ll be looking over chapters 8. 9. First thing i want to talk about is here s a good example of a a well structured campaign a fairly straightforward and a fairly simple campaign is called the dumb ways to die. And the you can see from the objectives.

Some very clear objectives first of all to increase public awareness about rail safety by 15 to second to generate sharing or to increase pr activity around the same message about rail. Safety by 15 and to invite a commitment to be. Safer 45000. Pledges over the next 12 months.

And to see a reduction in rail accidents by 12 by 10 over 12 months. So this campaign was pretty. Successful all the objectives were far. Exceeded and only had a budget of 300000.

Formulating. A creative strategy you need to know what to say. And particularly you need to take into account. What s in it for me in other words whatever stakeholder whatever target audience you re looking at there has to be some benefit for them in terms of the campaign that you re launching an example of some typical message topologies used in integrated marketing communications.

Is for example. The vw product recall and many of the car companies affect product recalls over the past few years. So you could take a product message approach in other words. What the what does the product.

Tell us such as the experience of driving or the lower level of the brand. So you could actually focus on building. The brand message you could focus on the service message. I d see in other words.

What people who work for or represent the brand. Tell us so could be based on the service center advice. There could be some planned messages. Which you take such as through advertising and media.

Releases or there could be probably an unplanned messages approach in other words. You might have a series of of pr people just following the social media and just responding to consumer concerns about your particular product or service. I think we know for sure about imc campaigns. They do require message consistency so if the brand says something it does it and others confirm it and then i ll trust the brand.

I mean that s a typical kind of attitude there are some examples here whether it s met only or a toyota etc. You can watch some of the youtube videos so i mean in overall terms messages need to be structured. So you need to have a beginning a middle and an end to the kind of message strategies. Which you re developing and you present the strongest items.

First does it does a message need a conclusion. It depends so you need to decide whether you should explicitly draw a firm conclusion or allow receivers to draw their own own conclusions. So some of the research that we know is that better educated people may prefer to draw their own conclusions..


If it s a low involvement complex product service messages may need to have the conclusion stated. So this gets back to the some of the theories related to a central versus peripheral processing. So if you think that someone or yours your target audience is going to look at the concepts. In detail.

Then you might let the audience draw their own conclusions about the kind of messages. However if they re not that interested if there s a lull of involvement. Then your target audience might take the peripheral approach. And this is particularly relevant with low involvement complex products and so you may need to draw the conclusions for them said strategies.

Messages can be one sided for example they can only mention the positive aspects and they could be two sided. Where you present both good and bad points. And this is particularly useful when there are opposing opinions or you could use refutation el messages. Which present both sides of an issue before refuting.

The opposing viewpoint should they be should your message strategy. Should you create a strategy be verbal or visual at all depends so you can see that there are a number of approaches. You could have a low verbal imagery. Plus.

A visual message strategy and that might help you increase product recall you can have high verbal imagery. Plus. Vigil and maybe in this case visual. Does not influence recall.

So consumers of course may develop images or impressions based on the visual elements. Such as an illustration in an ad or a tv scene. So you have to decide what would be the best approach. How much visual how much verbal that the messaging strategy will contain in your so developing a creative approach for an imc program.

So think about creativity. Communication messages that can break through the competitive clutter grab. The consumers attention and have an impact this can be pretty tricky. So.

We know that some of the aspects are to be original to be divergent such as having a fresh unique or untried ideas have utility so in other words make sure that what you re presenting has some kind of benefit to the target audience and be effective. So it may be that you re appealing to some emotion or trigger whether it s a form of engagement or whether you can make it likable also humor is is that is a way of being creative. However this is a harder element to actually come up with humor. Which will be identified in the in a positive manner by all of the audience.

There are some universal message standards. Which can be looked at for example does the advertising position the products simply with unmistakable clarity. So if your message is confusing is unclear. And not precise.

It s going to be very difficult for the audience to pickup the intent to which you re looking for does. It is is your message associated to a benefit does it contain a power idea does it affect the level of brand personality is it unexpected is it single minded does it reward the target audience. I mean these are some of the things that you need to think about talk about the advertising creative process. We usually talk about it in terms of having a creative brief and it sets that the creative brief sets out the problem.

The objectives. The concept. The consumer insight and the strategic way way forward so when we look at the creative brief which we re looking initially if the message strategy..


What we want to say what s the major selling argument. Then we identify the big idea. This is the creative hook. Which will help us to hook the target audience with the concepts.

Which we re trying to persuade that audience steward to understand and then the execution is how we actually sale it as say it and the appeals and the different kind of techniques here we re looking at the message strategy and so we look at the consumer. The product and the competition. So if we re interested in looking at for example. The australian medical association and the focus on obesity or putting on a sugar tax.

The competition might be those stakeholders. Which are likely to be against the kind of message which we re proposing which could be the the soft drink manufacturers etc. So the the consumer represents the various target audiences so what we need to decide or you need to decide what target audiences you re going to focus on the product relates relates to the basic objective right so. If you want to put a sugar tax on essentially that becomes looking as a kind of product.

It doesn t have to be a tangible product. Remember in this case. We might be looking at overcoming the the the dysfunction to the banks caused by the banking royal commission. We might be looking at the sugar tax or we could be looking at the development of a new of a new product or service in an organization for which we re currently working for there are a whole range of different kinds of message strategies out there for example in this slide.

We can see there are generic. So we re going to promote the brand or the category or the or the industry or the overall broad concept. There are positioning strategies in other words. We might say for example that in this case.

Version blue is a fun. No frills airline. So that s a positioning. There is a pre emptive approach.

Which makes a claim that no other competitors have this particular aspect. There s the unique selling proposition which makes a unique proposition based on function on a functional astra butte. Attribute of the product or the concept to which we re developing. There we could focus on the brand orig image.

We could focus on drama. We could focus on resonance. So for example. An ad might strike a chord that resonates with the viewer.

There could be a message strategy based on trying to appeal to emotions such as through effect. Like for example. I still call australia home for qantas. So you can see there are a whole range of different kinds of strategies.

Which we could adopt so i mean look at the kinds of creative principles. We can follow here are some guidelines for example isolate. The basic grass roots human human wand. So if we if want to put a sugar tax on we need to be talking about obesity and what it s doing what it s doing for example to our health.

It s also possible that we can preach to the converted. However this can have also i mean this might be supporting the arguments which we already believe anyway. However if we re trying to persuade a group of people who are not converted..


Then then this can be problematic absolutely critical to keep it simple and we need a brilliant execution certainly. Many message strategies are aimed to appeal pro millar primarily to the heart not to the head and that is use the emotional appeal vs. The rationale. The rationale kind of approach often we can get cut through very very quickly.

If we can appeal to the emotional side talk in a friendly human local tone of voice yes make the message a sympathetic to the medium and and particularly the ingredients for repetition there s nothing like repeating stories repeating principles repeating arguments to get your viewpoint across what an ingredient into developing a creative strategies is to develop the big idea and here are some examples like through for instance that come on ozzy come on and there are a number of youtube videos. Which i ve identified here. Which you can have a look at louie. The fly been around for ages.

I still call australia home the best job in the world dumbwaiter dies. And even what some of the videos to see the kind of creative concepts. Which they used and to help them develop this theoretical perspective is there a creative thinking process and according to jung s model of the creative process. There are five steps involved the first step is immersion.

And that is fine to find out as much as you can gathering material and immersing yourself in the problem or the or the issue and gradually you digest that information take time to think about it and i mean sometimes these ideas they just incubate for a while it takes. It s taking it out of your conscious mind into your subconscious and eventually if you ve immersed yourself enough in the in these kind of concepts you ll reach that eureka or that haha moment and then there s the reality of verification. You study it and test it to see if it can be used in a practical sense critical aspect to realize. Though is that there s no magic formula.

I mean some people are more creative than others and sometimes you can develop skills in this but sometimes. But other times. It s not so easy to come up with the right kind of ideas. Let s quickly talk about the kinds of message appears.

Which are used and that there are two major types here the first one relates to informational appeals. These are rational appeals focus on the facts learning a logic or persuasion so in other words. We focus on the cognitive aspects. We focus on the practical functional use utilitarian benefits or the reasons.

So it could be increases. The comfort. It s convenient. There s the economy.

This health related aspects this price. So then there are the transformational appeals. Which essentially focus on emotion. They might focus on the social or psychological needs they used more effectively when there s little differentiation between the brands in a typical situation of the banks.

There s very little difference between between between the banks. I also work well during economic downturns and if you can identify for example brands. Which have some kind of personality associated with them you can develop a unique set of psychological characteristics for particular brands. Some of the typical kinds of emotional message appeals relate to safety so there are so you could focus on personal states.

Or feelings or social based feelings. So for example. If it s personal it might be safety and say you re you were aroused someone to the safety concerns. There may be security fear love affection happiness joy nostalgia sentiments in regard to social based feelings.

There s the issue of recognition or status or respect or involvement or embarrassment. All of these kinds of emotional message appeals have been used over the years to influencer a wide range of products and services and also social causes and also social marketing appeals as well terms of creative strategy development. All advertising campaigns to think about what they are a set of interrelated..


Coordinated marketing communications activities that center on a single theme or idea. So they all have a campaign theme and they all have a slogan and the slogans are quite important. Because you want to be able to synthesize an idea or summarize. An idea and repeat it often so that people remember what was the focus of your idea.

I m a classic example in australia in terms of politics. Is stop the boats just in terms of the functions of advertising and communication objectives. Some of the typical objectives are to inform persuade remind value or to assist other efforts for example to inform might be here is a new kind of product. It s the the information is designed to create brand awareness persuasion might be to build the product once in this case.

This kind of advertisement in relation to healthy choice. Some very clear messages so little fat so much flavor you can see there s quite a lot of research. The layout and design of the investment is absolutely classic and brilliant to to persuade people to buy these healthy choice meals could be that you re there to remind people about particular aspects of a brand or a product or a concept. Maybe that you want to add value so some.

In other words you can enhance the attributes and intentions by i mean. This this particular idea is to use say wrigley s spearmint spear spearmint. Chewing gum to help remove the addiction to smoking so some of the examples of typical educational. It s executional techniques are the straight sell the scientific technical sell the demonstration.

The comparison or the testimonial and all of these have been used thousands of millions of times over many many years to present different kinds of communication programs. A couple of various successful campaigns designed to appeal for example. There s the demonstration. Fear you can watch the video.

So there s also the testimonial man versus nature zone or the fear campaign. The iconic grimm rikka to print campaigns. Remember. There s some very very standard guidelines first of all you have a headline words.

That introduce the ad. There are the visual elements. There s the body copy and there s the layout itself try not to clutter too much of the layout with a small type so just in summary in relation to message strategy planning etc. Some of the critical aspects.

We ve covered our consistency of the message. It s a core aspect of any imc program. So the message will tell us what we should say but creative messages require a big idea there needs to be something unique which we re trying to present to our target audiences. So you need to consider a campaign.

Which considers both a message strategy. The advertising appeal and its execution. They need to be message strategies need to be broken down can be broken down into two broad categories. Such as informational and or transfer.

Transformational. Remember that informational message strategies focus on rationale elements and transformational focus on the emotional aspects of a campaign. So different types of appeals can be used depending on the level of audience involvement product type and competitive environmental factors. And there s no one size fits all so i d like to thank you for listening and hope this you hope this helps you in the development of your assignment to see you next time ” .


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