tailieunhanh - Lecture Advertising and promotion (2/e) – Chapter 9: Message strategy and execution

The goals of this chapter are: To examine messages their types, structure and consistency, to discuss what is meant by creativity and creative thinking in IMC, to examine the creative process looking at message strategy and execution,. | Chapter 9 Message strategy and execution Chapter One An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Learning objectives To examine messages—their types, structure and consistency. To discuss what is meant by creativity and creative thinking in IMC. To examine the creative process—looking at message strategy and execution. To be able to articulate a message strategy and identify different types of message strategy. To explore the best way to execute the big idea—looking at advertising appeals and execution techniques. To consider the contribution of creative tactics to outstanding production. To consider the importance of clients in inspiring and evaluating the creative work of their agencies. Relation to text This slide sets out the chapter’s learning objectives on p. 268 of the text. Creativity and IMC Kinds of messages Message consistency Message strategy and execution Message structure Messages and IMC Guidelines for evaluation Barriers to big ideas Client inspiration and evaluation Message strategy The big idea Creative process How to say it Appeals Execution Types of strategies Message strategy statement Strategic triad Creativity Relation to text This slide presents a mind map of the key topics/concepts covered in Chapter 9 a shown on p. 268. Persuasive communications The ‘right’ message: connects emotionally with the target audience may need to connect in different ways for different audiences contains a key insight or big idea is distinctive, memorable and creative. Relation to text This slide relates to material on p. 271 of the text. Summary overview This is a transition slide—designed to bridge the opening vignette with the substantive content of the chapter. Use of this slide This slide can be used to introduce the concept of message strategy. Types of messages Relation to text This slide relates to material on p. 272-73 of the text and Figure . Summary . | Chapter 9 Message strategy and execution Chapter One An Introduction to Integrated Marketing Communications © 2003 McGraw-Hill Companies, Inc., McGraw-Hill/Irwin Learning objectives To examine messages—their types, structure and consistency. To discuss what is meant by creativity and creative thinking in IMC. To examine the creative process—looking at message strategy and execution. To be able to articulate a message strategy and identify different types of message strategy. To explore the best way to execute the big idea—looking at advertising appeals and execution techniques. To consider the contribution of creative tactics to outstanding production. To consider the importance of clients in inspiring and evaluating the creative work of their agencies. Relation to text This slide sets out the chapter’s learning objectives on p. 268 of the text. Creativity and IMC Kinds of messages Message consistency Message strategy and execution Message structure Messages and IMC .

• Marketing - Bán hàng
• Marketing communications
• Integrated marketing communications
• Lecture Advertising and promotion
• Message strategy
• Persuasive communications
• Campaign theme
• Lectures Marketing management
• Marketing management
• Managing integrated marketing communications
• The role of marketing communications
• Developing effective communications
• Deciding on the marketing communications mix
• Integrated marketing program
• Communication process
• Promotional program
• Integrated marketing communications objectives
• Marketing strategy
• Marketing process
• Direct marketing
• Direct marketing objectives
• Marketing mix
• Lecture Principles of marketing
• Bài giảng Nguyên lý marketing
• Principles of marketing
• The marketing communications mix
• Advertising agencies
• Direct marketing agencies
• Fundamentals of marketing
• Lecture fundamentals of marketing
• Marketing task
• Communicating customer value
• Integrated marketing communications strategy
• Consumer behavior
• Psychoanalytic theory
• Basic model of communication
• Elaboration Likelihood Model
• Source attractiveness
• Source power
• Message factors
• Creative strategy
• Effective slogans
• Preproduction tasks
• Media planning
• Media characteristics
• Evaluation of media
• Local advertising
• Print media
• Evaluation of print media
• Support media
• Outdoor advertising
• The internet
• Social media
• Sales promotion
• Sales promotion activities