Page 138 - DMGT507_SALES AND PROMOTIONS MANAGEMENT

Sales and Promotions Management

Notes The Message Strategy is a brief description and explanation of overall creative approach of an ad
campaign. It is composed of three elements:
1. Verbal Element: This furnishes guidelines for what the advertising message should say. It
includes the considerations that affect the choice of words and the relationship of copy
approach to the medium.

2. Non-verbal Element: This, points to the overall nature of graphics, any visuals that must
be incorporated and their relationship to the media that will be used for the ad.
3. Technical Element: This refers to the preferred way of execution and mechanical outcome,
budget and scheduling limitations as a result of chosen media and any specific requirements
for each ad, such as logos, slogans, or the address.

Though, in most advertising campaigns the starting point of message strategy are the verbal
elements, yet the nature of these elements is such that they are all intertwined and evolve
simultaneously. For example, the language and imagery can influence each other quite
significantly. The message strategy must conform to the advertising strategy outlined in the
creative brief.
Creativity is probably one of the most frequently used terms in advertising circles. Perhaps so
much attention to creativity is given because people consider the specific challenge of developing
an advertising message as the domain of creative people. Individuals and advertising agencies
often build up reputations for their creativity.

Some people exhibit more creativity than others, but the creativity is present within all of us.
It is the creativity that helped humans to discover and harness fire, domesticate animals and
cultivate fields. Without creativity, the human race probably would not have survived.

Notes Get that Big Idea: Twelve Tested Creative Hot Buttons
To answer the question, what makes a creative message effective, here are twelve recurring
qualities found in most sales-effective advertising as measured by research firm McCollum
Spielman Worldwide.
1. Brand rewards/benefits are highly visible through demonstration, dramatisation,
life-style, feelings, or analogy.
2. The brand is the major player in the experience (the brand makes the good times
better).

3. The link between the brand and execution is clear (the scenario revolves around and
highlights the brand).
4. The execution has a focus (there is a limit to how many images and vignettes the
consumer can process).
5. Feelings (emotional connectives) are anchored to the needs and aspirations of the
target consumer.
6. Striking, dynamic imagery is characteristic of many successful executions, enhancing
their ability to break out of clutter.

7. An original, creative signature or mystique exists in many of the best commercials to
bond the consumer to the brand and give it a unique personality.

Contd...

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