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Message Strategy

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Context for Message Strategy

ObjectivesObjectives MethodsMethods

Message StrategyMessage Strategy

Advertising Strategy(Planning, Preparation, Placement)Advertising Strategy(Planning, Preparation, Placement)

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Message Strategy: Objectives and Methods

• Method A: Repetition adsMethod A: Repetition ads

• Method B: Slogan and jingle Method B: Slogan and jingle adsads

Objective #1:Objective #1:Promote brand recallPromote brand recall

• Method A: Unique selling Method A: Unique selling proposition (USP) ads proposition (USP) ads

Objective #2:Objective #2:Link key attributes to Link key attributes to the brand namethe brand name

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Message Strategy: Objectives and Methods

• Method A: Reason-why adsMethod A: Reason-why ads

• Method B: Hard-sell adsMethod B: Hard-sell ads

• Method C: Comparison adsMethod C: Comparison ads

• Method D: Testimonial adsMethod D: Testimonial ads

• Method E: Demonstration adsMethod E: Demonstration ads

• Method F: InfomercialsMethod F: Infomercials

Objective #3:Objective #3:Persuade the consumerPersuade the consumer

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Message Strategy: Objectives and Methods

• Method A: Feel good adsMethod A: Feel good ads

• Method B: Humor adsMethod B: Humor ads

• Method C: Sex-appeal adsMethod C: Sex-appeal ads

Objective #4: Objective #4: Affective Affective AssociationAssociation

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Message Strategy: Objectives and Methods

• Method A: Fear-appeal Method A: Fear-appeal adsads

Objective #5 Scare the Objective #5 Scare the consumer into actionconsumer into action

• Anxiety adsAnxiety ads• Social Anxiety adsSocial Anxiety ads

Objective #6: Change Objective #6: Change behavior by inducing behavior by inducing anxietyanxiety

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Message Strategy: Objectives and Methods

• Method A: Transformational Method A: Transformational adsads

Objective #7: Transform Objective #7: Transform consumption experiencesconsumption experiences

• Method A: Slice-of-life adsMethod A: Slice-of-life ads

• Method B: Branded Method B: Branded Entertainment, Product Entertainment, Product placement, Short Internet placement, Short Internet Films, Madison & Vine Films, Madison & Vine

Objective #8: Situate the Objective #8: Situate the brand sociallybrand socially

• Image adsImage adsObjective # 9: Define the Objective # 9: Define the brand imagebrand image

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In the End….

Message development is where the advertising and brand battle is won or lost . . . Creatives have to turn client wishes into

effective advertising. Creatives need to get into the mind of the

consumer/target audience. Advertisers need to merge culture and

brand.

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Copywriting

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The Creative Team

Creative TeamCreative Team

Creative ConceptCreative Concept

Art DirectorArt DirectorCopywriterCopywriter

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Copywriting and the Creative Plan

Copywriting is

the process of

expressing the

value and

benefits a brand

has to offer.

Copywriting is

the process of

expressing the

value and

benefits a brand

has to offer.

A creative plan is

the guideline that

specifies the

message

elements of

advertising copy.

A creative plan is

the guideline that

specifies the

message

elements of

advertising copy.

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Copywriting for Print Ads: The Headline

Gives news about the brandGives news about the brand

Emphasizes brand claimsEmphasizes brand claims

Gives advice to the readerGives advice to the reader

Selects targeted prospectsSelects targeted prospects

Stimulates curiosityStimulates curiosity

Establishes tone & emotionEstablishes tone & emotion

Identifies the brandIdentifies the brand

Functions

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Here is a classic case of a headline offering the reader advice.

Here is a classic case of a headline offering the reader advice.

Ad in Context Example

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Copywriting for Print Ads: Subheads

Reinforce the headline Reinforce the headline

Include important information not Include important information not

communicated in the headlinecommunicated in the headline

Communicate key selling points or Communicate key selling points or

information quicklyinformation quickly

Stimulate more complete reading Stimulate more complete reading

of the whole adof the whole ad

The longer the body copy, the The longer the body copy, the

more appropriate is the use of more appropriate is the use of

subheadssubheads

Functions

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This ad follows all the guidelines for subheads.

This ad follows all the guidelines for subheads.

Ad in Context Example

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Copywriting for Print Ads: The Body Copy

Straight-line copyStraight-line copy

DialogueDialogue

TestimonialTestimonial

NarrativeNarrative

Direct response copyDirect response copy

Techniques

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Copywriting for Print Ads: The Body Copy

Guidelines

Vary sentence and paragraph length

Involve the reader

Provide support for the unbelievable

Avoid clichés and superlatives

Use present tense

Use singular nouns and verbs

Use active verbs

Use familiar words and phrases

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Copywriting for Cyberspace

Cybercopy is often rooted in techno-speak.

It is a medium where audience has a different meaning than in traditional media.

– Audience often comes directly to ads—not passive

– Other ads pop up

– Copy is closer to print than broadcast

– Cybercopy is often direct response

– Rules for cybercopy are not all that different than for print

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Copywriting for Broadcast Advertising

Different opportunities due to sight and sound

Inherent limitations . . .

– Broadcast ads offer a fleeting message– Broadcast employs more sensory devices which

can ad or detract from consumers’ understanding of the message

20PPT 12-20

Writing Radio Copy

– Music

– Dialog

– Announcement

– Celebrity announcer

Radio listeners are not active. Radio has been called “verbal

wallpaper.”

Radio can be the “theater of the mind.”

Formats:

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Writing Radio Copy

Guidelines

Stress the main selling points

Use sound and music carefully

Tailor the copy to the time, place, and specific audience

Use familiar language

Use short words and sentences

Stimulate the imagination

Repeat the product name

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Radio Production Process

8. Duplicate the tape and 8. Duplicate the tape and ship to stationsship to stations

7. Mix the sound 7. Mix the sound

6. Review the production 6. Review the production with the advertiserwith the advertiser

5. Edit the tape5. Edit the tape1. Solicit bids from 1. Solicit bids from production housesproduction houses

4. Plan special elements, 4. Plan special elements, produce the tapeproduce the tape

3. Select the talent3. Select the talent

2. Review bids, award job, 2. Review bids, award job, submit estimatesubmit estimate

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Writing Copy for TV

Can create a mood

Opportunity to demonstrate with action

Words should not stand alone—use visuals/special effects

Precisely coordinate audio/visual

Storyboard is the roadmap

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Television Advertising Formats

Demonstration

Problem and solution

Music and song

Spokesperson

Dialogue

Vignette

Narrative

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Guidelines for Writing TV Copy

Be flexible

Use copy judiciously

Reflect the brand’s personality and image

Build campaigns

Use the video

Support the video

Coordinate the audio with the video

Entertain but sell the product

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Slogans

Short phrases used to . . .

– Increase memorability

– Help establish an image, identity or position for a brand or organization

Good slogans can . . .

– Be an integral part of brand’s image

– Act as shorthand identification for the brand

– Provide information about the brand’s benefits

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Common Mistakes in Copywriting

Vagueness

Wordiness

Triteness

Creativity for creativity’s sake

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Copy Approval Process

Senior Executives

Product Manager, Brand Manager, Marketing Staff

Client

Account Management TeamLegal Department

Agency

Senior WriterCreative Director

Copywriter

Account Planning