文档介绍：Session 4:MESSAGE STRATEGY
Creative Strategy and Tactics: Three steps
Develop a creative strategy
major selling idea
Develop appeal tactics
., rational or emotional
Determine creative execution style (tactics)
., how to present
Strategic Focus of an Advertising Campaign
Major selling idea
the basis for a central theme
Big idea
A flash of creative insight—the bold advertising initiative—that captures the essence of the strategy an imaginative and involving way and brings the subject to life to make the reader stop look and listen
Examples of essful Long-Running Ad Campaigns
Nike
Allstate Insurance
Hallmark cards
DeBeers
BMW
State Farm
Timex watches
Dial soap
“Just do it.”
“You’re in good hands with Allstate.”
“When you care enough to send the very best.”
“ A diamond is forever.”
“The ultimate driving machine.”
Like a good neighbor, State Farm is there.”
“It takes a licking and keeps on ticking.”
“Aren’t you glad you use Dial? Don’t you wish everyone did?”
Some Strategies ing up with the “Big Idea”
The unique selling proposition
Creating a brand image
Finding the inherent drama
Positioning
Advertising Appeals
The approach used to attract the attention of consumers
and/or
To influence consumer feelings toward the product, service or cause
Types of Appeals
Rational
provide information
require time, ability and motivation to process
Emotional
particularly useful with low bination
Rational Appeals
petitive advantage (USP)
Favorable price
News (something new)
Product/service popularity
Emotional Appeals
Self or other focused feelings
. self-esteem vs. status
Positive or negative feelings
. humor vs. fear
Transformational
brand use intrinsically associated w/certain emotions due to ad
Creating Transformational Advertising Appeals
Associating the brand with added, subjective, intangible characteristics
Brand
Emotions
Values
Image