THE MAIN MESSAGE CONTEXT

DELIVERED OF AD:

strategies to
determine [what-to-say]
[WHAT-TO-SAY] Creative approaches for
attractive advertisements
Simple
Puns Unexpected
Product Visuals Persuasive
Headline or Visual Typography Relevant
Feature Oriented / Product Benefit Logos Entertaining
Double-meaning symbols Acceptable
communicate the feature/benefit/U.S.P of product to audience Endosers (Public Figures)
Strategy can be applied only if the product: Values
New category
Has benefit that is not owned by other competitors
Something truly unique and substantial for consumers ADVERTISING CREATIVITY:
Something that everyone has been looking for HOW THE AD & [WHAT-TO-SAY]
IS DELIVERED
STRATEGIES
Brand Image Oriented [HOW-TO-SAY] things to be considered in
formulating advertising creativity
Give brand certain image & personality and give emotional
and psychological benefits to consumers.
Strategy is applied if:
Difficulty in creating products with distinct features.
Target consumers choose image rather than benefits
Parity product: has enough similarities, or functionally
Advertisement Positive Uniqueness
Sensory / Visual
equivalent with the competitor's product Emotional context :
Advertised product is eye-catching Love, happiness, justice
MAIN IDEA Prominent or distinct qualities
Intense associations
Things of personal virtue
Problem and/or Opportunity Oriented
Directed Creativity
Look for problems in a product to be neutralized through ad,
or to look for opportunity to be exploited. Corresponds with the [what-to-say] Brand Name Exposure
Strategy can be applied when: Spokes person
There is indeed a sales resistance problem or.. Consists of the individual brand name
Testimonials
There is an opportunity that can be exploited and company brand name
Demonstration aims to get brand awareness.
The product problem is still possible to be fixed by the Close-ups
produce Storyline
Directed product comparison
Humors
Slice of life Selectivity
Positioning Customer reviews
About the delivered message & the
Vignettes & situations
messenger [endorser] of the ad
Applied only if the other strategies are not quite effective Animation
Message sources
Generate unique/valuable positions in minds of consumers Stop-motions
Brand structure
The product/service/company should perceived differently Rotoscope
Message content
and able to separate itself from others Combination
Usually consists of:
The product must be "associated" with the market leader -Rationality for the goods industry
but without "head on attack" with the market leader, and -Emotions for consumers goods
without discrediting it -Moral for public service ad
Positioning must also be oriented towards target market
that you want to reach.
Sabrina Salwa Sabila
= 1601184494
DK-42-INT