9 IMC Message Strategy

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IMC Message Strategy
All planned brand messages should:
1) Create brand awareness
2) Change or reinforce customers’ attitudes
3) Stimulate some kind of response or action
4) Stimulate the interactivity that helps build brand relationships
The IMC Creative Brief is based on these mandates and how they relate to the brand decision-making process.
1

Creating Brand Value for a
Biscuit

2

Brand Message Strategy
Development
The fourth step in the IMC planning process is developing message strategies.
Companies and their marketing communication agencies employ strategic thinking at a variety of levels in the marketing communication process.
3

The Creative Message
Brief
A creative brief is a document that provides the guidelines for creating
…show more content…
ward the product, service or cause



Execution Style
 The way a particular appeal is turned into an advertising message
 The way the message is presented to the consumer 9

INFORMATIONAL APPEALS


INFORMATIONAL/RATIONAL APPEALS
 FOCUS ON THE CONSUMER’S PRACTICAL,
FUNCTIONAL, OR UTILITARIAN NEED FOR
THE PRODUCT OR SERVICE
 EMPHASIZE

FEATURES

BENEFITS

REASONS FOR OWNING
 MESSAGE CONTENT

FACTS, LEARNING, LOGIC
 RATIONAL MOTIVES OR PURCHASE CRITERIA

CONVENIENCE, ECONOMY, FIVE SENSES,
DEPENDABILITY, DURABILITY, EFFICIENCY,
PERFORMANCE, ECT

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Rational Appeals


Feature appeals
 Focus on the dominant traits of the product 

Competitive appeals
 Makes comparisons to other brands



Favorable price appeals
 Makes price offer the dominant point



News appeals
 News or announcement about the product



Product/service popularity appeals
 Stresses the brand’s popularity

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EMOTIONAL APPEALS






EMOTIONAL APPEALS
 THE CONSUMERS’ SOCIAL AND/OR PSYCHOLOGICA
NEEDS FOR PURCHASING A PRODUCT OR SERVICE
EMOTIONS WORK BETTER AT SELLING BRANDS
THAT DO NOT DIFFER MARKEDLY FROM
COMPETING BRANDS
EMOTIONAL INTEGRATION
 CHARACTERS IN THE AD EXPERIENCE AN
EMOTIONAL BENEFIT OR OUTCOME FROM USING
A PRODUCT OR SERVICE
12

Emotional Appeals
Personal States or Feelings












Achievement /
Accomplishment
Actualization
Affection
Ambition
Arousal / stimulation Comfort
Excitement
Fear
Happiness












Joy
Love
Nostalgia
Pleasure
Pride
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