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Section 6:  Advertising Appeal, Message Strategy, Executional Framework

Picture
In this section you will define your advertising appeal, message strategy, and executional framework 

1.  Define the advertising appeal for your IMC plan.  
a. Why have you selected this appeal?  
b. Why will it be meaningful to your target?
c. How does this appeal highlight your product/service?



  • Fear 
  • Humor 
  • Sex 
  • Music 
  • Rationality 
  • Emotions 
  • Scarcity

2.  Define the Message strategy you will use in your IMC campaign.  
a. Describe why and how this strategy will relate to your product and target audience.  
b. Describe how it integrates with the advertising appeal you have selected 

·         Cognitive (Generic, Preemptive, USP, Hyperbole, Comparative) 
·         Affective (Resonance, emotional)
·         Conative (Designed to lead to some type of purchase behavior ie. point of purchase display)

3.  Describe the type of executional framework you will use for your plan.
a. Explain why this execution type is the best choice for your product or service.


-Animation   

-Slice of life  
-Dramatization 
-Testimonial  
-Authoritative  
-Demonstration  
-Fantasy 
-Informative

4.  Write a Creative Brief for your product/service
- The objective
- The target audience
- The message theme
- The message strategy
- The support
- The constraints


 

creative_brief.docx
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  • Home
  • Marketing
    • MKT 140: Course Description
    • Lectures/Homework Assignments (TR_12:40_1:55)
    • Lecture Slides
    • Book Slides
    • Marketing Exam Reviews
    • Homework Layout/Formatting
    • Marketing Plan Outline >
      • Sample Marketing Plan
      • Introduction of Product/Service
      • Mission Statements
      • SWOT Analysis
      • Competitive Advantage
      • Strategic Direction & Marketing Objectives
      • The External Marketing Environment
      • Consumer Decision Making
      • Market Segmentation >
        • Target Segmentation Criteria
        • Sample Target Market Descriptions
      • Product Description
      • Placement
      • Promotion >
        • Promotion
      • Price
  • Advertising
    • MKT 170: Course Description
    • Homework Assignments
    • Homework Layout/Formatting
    • Exam Reviews
    • Lecture Slides
    • Book Slides
    • Research Paper Assignments
    • Research Paper Format
  • Consumer Behavior
    • MRKT 150: Course Description
    • Assignments
    • Research Paper Assignments
    • Homework Layout/Formatting
    • Lecture Slides
    • Consumer Behavior Exam Reviews
  • Social Media Marketing
    • Course Description
    • Homework & Assignments
    • Class Lectures
    • Research Papers
    • Research Paper Layout/Format
    • Class Websites
  • Professional Selling
    • MRKT 122: Course Description
    • Lectures, Homework & Assignments
    • Professor Jeff Anker Night Class
    • Lecture Slides
    • Book Slides
    • Research Paper Assignments
    • Exam Review
  • MABS 60
  • Resume Examples