Section 6:  Advertising Appeal, Message Strategy, Executional Framework

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

 

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