Term
| Linking Creative Thinking to Developing BIG IDEA in IMC |
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Definition
| Every IMC message starts with a BIG IDEA; the creative concept that makes message attract attention and helps target market remember it. This is where creativity is applied to the IMC needs of a specific product, service, organization or idea. |
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Based on IMC
objectives, target market (audience) and overall strategy, use creativity techniques along with FABing (next) to start developing specific ideas – making connections between your product or service and
: SOMETHING... |
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Definition
| identifying FEATURES, ATTRIBUTES and BENEFITS |
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Definition
| Features: Physical, Tangible aspects of product Shape, size, texture, form, color |
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| Attributes /Selling Points: Atmosphere, Speed, Price |
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| Benefits: What‟s in it for the consumer? Profits, Saving Time |
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| Identify the personal values of the target audience |
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Acceptance
Accomplishment
Belonging
Comfortable Life
Excitement
Freedom
Fun Happiness Inner Peace Love |
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| Leverage Point. Find the link between an FAB and a Personal Value |
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link between an FAB and a Personal Value |
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Definition
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Deciding on the Creative Approach
Generic, Emotional, Humor, Sex, Fear,
Musical, Celebrity, Scarcity, Rational |
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Definition
Attention getting, Memorable, Likeable, Can overpower, the message, Sarcasm and making fun of someone can be offensive to some target groups, Cultural differences in humor, Can wear out, Hard to do well |
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Gets attention – but no longer shocks, May be at a saturation point, More subtle or humorous is better, Can overwhelm the message,
Can be offensive, Cultural differences |
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Social Acceptance, The Future, Physical Health & Safety, Security – home and possessions, Business success or failure |
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Increases attention, People think about message, Highly persuasive
Shouldn‟t be too strong ... or too weak
Too strong and it causes stress and target will turn away
Too weak and it won‟t be noticed
Should show positive resolution via use of product or service |
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Extremely important, Captures attention, Linked to emotions, Calls out memories, Intrusive |
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“Just the Facts” approach, Best for high involvement products or high interest products, Can be persuasive and change opinions – Best in print media, Used for most B2B messages, Not as likeable or exciting as emotional approaches |
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Term
| Celebrities in IMC messages |
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Definition
Attract attention, Positive affiliation with product, Can be controversial, offensive, Celebrity can get into trouble, Very high cost |
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| Executional framework. Selection how the creative appeal is presented |
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| Already discussed as the rational approach - news- like style |
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Term
| Slice-of-Life/Dramatization/Suspense |
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Definition
| Everyday people encounter problem, talk about it and solution is brought up. Dramatization or suspense takes this to a more intense level. (Capital One) |
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| More widely used as technology allows more interesting effects and because cartoons are so popular. Can create characters that personify products. (Pillsbury Doughboy, Tony the Tiger, Geico Gecko) |
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| Show how product works to communicate key benefits. |
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| going beyond real world into a make-believe experience. (lots of beer ads) |
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| Testimonial/Expert Spokesperson |
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Definition
| testimony from current customers or experts provides credibility to message. |
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Definition
| Develop the copy and art for IMC message |
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