The next step of message strategy outlined in Kotler is the development of a creative concept. This is defined as "the compelling big idea that will bring the advertising message strategy to life in a distinctive and memorable way" (Kotler 363). This may manifest itself as a phrase, a visualization, or both.
Finally, the creative concept will provide guidelines for the construction of advertising appeals. These advertising appeals should have three characteristics: they should be meaningful, point out benefits that makes the product more desirable. They should be believable and thirdly they should be distinctive, meaning they should tell how the product is better than the competitor (Kotler 363). The hit television series Mad Men features a scene in which one of the main characters Don Draper makes a advertisement sales pitch that illustrates the important qualities in a message strategy (unfortunately the embedded feature on this youtube video is disabled, sorry for the inconvenience):
http://www.youtube.com/watch?v=5y4b-DEkIps
Don Draper illustrates the proposed message strategy for a lipstick. He does so by identifying a unique customer benefit, the benefit of having a unique kiss, the ability to mark a woman's territory, her man. The creative concept manifests itself in the form of the phrase "Mark Your Man". The advertising proposal is meaningful, believable, and distinctive.
Nick Unan
Section E
An advertising campaign will set specific goals that must be realized in a given period of time. In the event that the campaign does not quite meet the goals, the overall approach can be reworked slightly for the remainder of the campaign, or the information gained during the current campaign can be used to create a more effective follow-up advertising campaign strategy
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ReplyDeleteHello my name is Ashton Kunda, I'm a student at Torrens University Australia. I have an assignment that states 'conduct a message strategy analysis' but I'm a bit confuse with the whole concept.
ReplyDeleteI would really appreciate it if you could explain a bit more with the Message Strategy?
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