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 Message Strategies
Cognitive
Presentation of rational arguments or pieces of
information to consumers
1. Generic – direct promo of product or service without
claims of superiority
2. Pre-emptive – claims of superiority based on specific
attribute or benefit
3. Unique Selling Proposition – explicit testable claim of
superiority or uniqueness
4. Comparative – direct or indirect comparison of good or
service to competitor. @ Rajesh Nambiar
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 Message Strategies
Affective
invoke feelings and emotions and match them with the
product, service, or company
1. Resonance – connects products with consumer’s
experience to build stronger ties between product and
consumer.
2. Emotional – elicits powerful emotions that lead to
product recall and choice

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 Message Strategies
Conative
Designed to lead more directly to some type of consumer
behaviour.
1. Action-inducing – cognitive evaluation through use after
sale (impulse purchase displays-buy now be happy later)
2. Promotional support – designed to support other
promotions (gets consumer to take supportive action to
other promotion – sweepstake or store visit)

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IMC Message Strategy

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Purpose of Key Problem

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Functional-Area Message Objective

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Appeals and Execution Style

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Informational Appeals

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Rational Appeals

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Rational Appeals

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Emotional Appeals Personal States or Feelings

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Emotional Appeals Social Based Feelings

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Additional Types of Appeals

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Transformational Ads

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Ad execution techniques

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Consistency

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Consistency

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Consistency Hierarchy

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Consistency Triangle

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Consistency Gaps

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A mess of Messages

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Different Perspectives on Creativity

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Determinants of Creativity

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Creative v/s Hard Sell Advertising

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Creative Personnel

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Getting creative input

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Input verification and research

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Branding Research

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Marketing Information Flow

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Search for a Major Selling Idea

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The Unique Selling Proposition (USP)

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The Unique Selling Proposition (USP)

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Positioning

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Creating Brand Image

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Creating Brand Image

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 Image Advertising

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Inherent Drama

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Advertising Campaign

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Copy Platform Outline

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Means of finding major selling ideas

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 Campaign themes
Company/Brand Campaign theme
• Marlboro • Marlboro Country
• Nike • Just do it!
• McDonalds • I’m Loving it
• BMW • The Ultimate Driving Machine

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Brand Message Development

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Brief and Briefing

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Creative Message Brief

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 Brief
• The brief is the most important document that the
agency creates
• Great briefs must:
- Inform and not overload
- Set direction and not spoof
- Set direction, not path
- Excite and inspire
• One must understand that the Brief is the starting point
and not the finishing line
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Creative Message Brief

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Creative Message Brief

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CREATIVE STRATEGY
BRIEF TO: FROM:
CLIENT: PRODUCT:
Job No. INTERNAL REVIEW:
DEADLINE CLIENT PRESENTATION:

WHY ARE WE ADVERTISING? :

Marketing Objective:
Consumer Objective:

Advertising Objective:
WHO ARE WE TALKING TO?

WHAT ONE CORE IDEA WE WANT TO DRAMATIZE?

WHAT IS THE MOST COMPELLING SUPPORT WE CAN OFFER?

WHAT SHOULD BE THE TONE OF VOICE FOR THE ADVERTISING?

WHAT MEDIA SHOULD WE RUN IN?

ARE THERE ANY MANDATORIES?

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 How it works
The advertising has to affect people in Advertising
such a way
Objective
That they are moved
from one mind state Consumer
or type of behaviour to another
Objective
Which in turn generates the required
commercial outcome
Marketing
Objective
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 Guinness
• Marketing Objective
Increase frequency of use amongst Guinness drinkers

• Consumer Objective
Make people adopt Guinness as their pint of preference

• Advertising Objective
Instill Guinness drinkers with a real sense of pride

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 Which objective do I put into the creative brief?
The one that points creatives in the right direction

• Marketing Objective restates the business problem which is more

useful to the clients than to the creatives

• Consumer Objective tells creatives what effect we would like the

advertising to have on people’s attitudes and/or behviour

• Advertising Objective tells creatives how people are supposed to react

to their ads

@
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Rajesh Nambiar
Nambiar
Young’s
creative
process

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 Wallas
Creative Process
Model

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Inputs to the creative process

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Inputs to the creative process

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Verification and Revisions of Ideas

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 Account Planning
• A process that involves conduction research and gathering
all relevant information about a client’s service or product,
brand and consumers in the target audience

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An Advertising Campaign

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Rajesh Nambiar
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[email protected]
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