Course Notes Week #5 Oct. 19th-23rd
Course Notes Week #5 Oct. 19th-23rd Comm 2331
Popular in Strategic Communication Principles
Popular in Journalism and Mass Communications
This 4 page Class Notes was uploaded by Megan Hageman on Wednesday October 21, 2015. The Class Notes belongs to Comm 2331 at Ohio State University taught by Erik Nisbet in Summer 2015. Since its upload, it has received 23 views. For similar materials see Strategic Communication Principles in Journalism and Mass Communications at Ohio State University.
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Date Created: 10/21/15
COMM 2331 Course Notes Week 5 Oct 19th23rCI Chapter Notes Chapter 8 pg 271275 282297 Planning Creative Strategy Creative Chaenge take all the research creative briefs strategy statements communications objectives and other input and transform them into an advertising message It is important to take some creative risks Some think creative people lose sight of the bottom line Does it sell IMC requires creative thinking from everyone involved in the planning and execution of IMC programs Must be receptive to new ideas Creative Strategy Development Advertising campaign a set of interrelated and coordinated marketing communications activities that center on a single theme or idea that appears in different media across a speci ed time period Campaign theme central message that will be communicated in all the ads and other promotional activities Slogantagline Usually themes don t last long Creative brief specifies the basic elements of the creative strategy 1 Basic problem 2 Ad and communications objectives 3 Target audience 4 Major seing idea 5 Creative strategy statement 6 Supporting info and requirements Major Seing Idea central theme of the ad campaign 4 Best approaches to nding a major seing idea 1 Use a unique seing proposition must make a proposition to the consumer proposition must be one that the competition doesn t offer proposition must be strong enough to pull new costumers to your brand 2 Creating a brand image image advertising 3 Finding the inherent drama characteristic of the product that makes the costumer purchase it 4 Positioning ads used to position the product in the consumer s mind Chapter 9 pg 299319 Creative Strategy Implementation and Evaluation Advertising appeal approach used to attract attention of consumers and to in uence their feelings toward the product service or cause Creative Execution Style the way a particular appeal is turned into an advertising message presented to the consumer Advertising Appeals 1 InformationalRational appeals focus on the consumer s practical functional or utilitarian need for the product or service and emphasize features of a product or service and the bene ts or reasons for owning or using a particular brand 2 Emotional appeals relate to the customers social and psychological needs for purchasing a product or service a Transformational ad must make the experience of using the product richer warmer more exciting or enjoyable must connect the experience of the ad with the experience of using the product 3 Combining Rational and Emotional appeals consumers think about brands assign personality to a brand then develop emotional bonds 4 Other types of appeals reminder advertising teaser advertising usergenerated content UGC Creative Execution Straightsell or factual message Scienti c evidence Demonstration Comparison Testimonial Slice of life Animation Personality symbol Imagery Dramatization Humor Combinations Lecture Notes Oct 19th ChanneB Selfpaced media newspapers magazines direct mail internet Externallypaced media radio TV ContextEnvironment can in uence interpretation of an advertising message Clutter more and more competitive ads that make it hard for any one to stand out Message StrategyDesign Hard sell touch the mind and create a response based on logic rational appeal Soft sell emotional appeals or images to create a response on attitudes moods and feelings emotional appeal Forms of Rational Appeals Feature dominant traits of the product Competitive Price News Popularity Emotional Appeals Personal safety security fear love joy nostalgia sentiment excitement grief Socialbased recognition status respect involvement affiliation rejection acceptance approval Transformational ads ads create feelings meanings and beliefs to make the experience of the product richer warmer more exciting Lecture Notes Oct 21 Reminder Advertising connect a brand with an activity Teaser Advertising designed to build excitement curiosity interest etc about product or brand by talking about but not showing it Finding the major selling idea Finding the inherent drama Use a unique selling position Positioning Create a brand image Unique Selling Position Buy the product and get a bene t Must be unique to this brand or claim rivals can t offer it Promise must be strong enough to move mass millions Designing Message FormatStructure Lecture serious instruction give verbally Dramas narrative structure that provides lessons and allows consumers to draw own conclusions List of attributes less favorable than narratives often highlight negative attributes as doesn t give context Other Message formulas straight sell scienti c demonstration comparison testimonial slice of life solve a problem you encounter in everyday life animation personality symbol imagery humor combinations Other Message Components Language syntax structure 0 Positively worded statements 0 Active structure 0 Central routecomplex sentences 0 Peripheral route simple sentences Language lexical diversity vocab 0 Use different words 0 Advanced vocab seen as more intelligent and trustworthy Lecture Notes Oct 23 Class Cancelled
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