New User Special Price Expires in

Let's log you in.

Sign in with Facebook


Don't have a StudySoup account? Create one here!


Create a StudySoup account

Be part of our community, it's free to join!

Sign up with Facebook


Create your account
By creating an account you agree to StudySoup's terms and conditions and privacy policy

Already have a StudySoup account? Login here

Course Notes Week #5 Oct. 19th-23rd

by: Megan Hageman

Course Notes Week #5 Oct. 19th-23rd Comm 2331

Megan Hageman
GPA 3.806
Strategic Communication Principles
Erik Nisbet

Almost Ready


These notes were just uploaded, and will be ready to view shortly.

Purchase these notes here, or revisit this page.

Either way, we'll remind you when they're ready :)

Preview These Notes for FREE

Get a free preview of these Notes, just enter your email below.

Unlock Preview
Unlock Preview

Preview these materials now for free

Why put in your email? Get access to more of this material and other relevant free materials for your school

View Preview

About this Document

Here are notes from this week and from chapters 8 and 9. Enjoy your day off on Friday and I will also be posting a study guide soon as well for our midterm on Wednesday, October 28th.
Strategic Communication Principles
Erik Nisbet
Class Notes
25 ?




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.

Similar to Comm 2331 at OSU

Popular in Journalism and Mass Communications


Reviews for Course Notes Week #5 Oct. 19th-23rd


Report this Material


What is Karma?


Karma is the currency of StudySoup.

You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!

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


Buy Material

Are you sure you want to buy this material for

25 Karma

Buy Material

BOOM! Enjoy Your Free Notes!

We've added these Notes to your profile, click here to view them now.


You're already Subscribed!

Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'

Why people love StudySoup

Bentley McCaw University of Florida

"I was shooting for a perfect 4.0 GPA this semester. Having StudySoup as a study aid was critical to helping me achieve my goal...and I nailed it!"

Amaris Trozzo George Washington University

"I made $350 in just two days after posting my first study guide."

Jim McGreen Ohio University

"Knowing I can count on the Elite Notetaker in my class allows me to focus on what the professor is saying instead of just scribbling notes the whole time and falling behind."


"Their 'Elite Notetakers' are making over $1,200/month in sales by creating high quality content that helps their classmates in a time of need."

Become an Elite Notetaker and start selling your notes online!

Refund Policy


All subscriptions to StudySoup are paid in full at the time of subscribing. To change your credit card information or to cancel your subscription, go to "Edit Settings". All credit card information will be available there. If you should decide to cancel your subscription, it will continue to be valid until the next payment period, as all payments for the current period were made in advance. For special circumstances, please email


StudySoup has more than 1 million course-specific study resources to help students study smarter. If you’re having trouble finding what you’re looking for, our customer support team can help you find what you need! Feel free to contact them here:

Recurring Subscriptions: If you have canceled your recurring subscription on the day of renewal and have not downloaded any documents, you may request a refund by submitting an email to

Satisfaction Guarantee: If you’re not satisfied with your subscription, you can contact us for further help. Contact must be made within 3 business days of your subscription purchase and your refund request will be subject for review.

Please Note: Refunds can never be provided more than 30 days after the initial purchase date regardless of your activity on the site.