Creative Brief
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comm4253_chap13_2020.pptxPromotion: Deciding on Messages, Messengers, & Creative Strategies
Chapter 13
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Defining Promotion
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Refers to communication messages aimed at inspiring the target audience to action.
Key objective is to promote the product, price, and place related to your campaign.
Decisions need to be made in 4 key areas as part of the promotion effort.
Message
Messenger
Creative Strategy
Channels
Deciding on a Message Strategy
A basic message strategy for developing your campaign message is to answer 3 key questions:
What do you want your priority audience to do?
What do you want them to know?
What do you want them to believe?
Addressing these 3 questions help you to come up with the content of your campaign messages.
Example: The Stupid Drink
Do:
Refuse next drink
Know:
Point between non-excessive and excessive drinking is having the “stupid drink."
Believe:
By refusing that “stupid drink,” you will avoid many negative consequences
Deciding on a Message Strategy
Content of campaign messages can also be guided by the stage of change your target audience is in.
Pre-contemplation
Contemplation
Action
Maintenance
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Deciding on a Message Strategy
Choose between one-sided vs. two-sided messages
One-sided message just focuses on benefits of the target behavior
Two-sided messages point out shortcomings of target behavior along with benefits
Factors impacting choice:
Pre-existing attitudes toward target behavior
Level of education for audiences
Likelihood of exposure to counter-marketing messages
Example: 1 or 2-Sided Message?
Two-sided message that acknowledges the hassle of installing a booster seat in the car.
Highlights how that is better than the option of being in a wheelchair.
Choosing the Messenger
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Target audiences often form impressions about:
Who they perceive is sponsoring the campaign effort
Who they perceive is supporting the campaign effort
There are 2 types of sponsoring messengers
Sole sponsor
Multiple partners
Choosing the Messenger
There are 4 types of supporting messengers
Spokesperson
Endorser
Midstream audience
Mascot
Choice of messenger is primarily determined by audience perception of messenger credibility.
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Deciding on a Creative Strategy
Focuses mainly on the packaging of the messages.
There are a variety of options available to help campaigns develop a successful creative strategy.
Specifically, campaigns can use more than one of these options to help boost campaign creativity.
Keep It Simple and Clear
Focus on Audience Benefits
Use Fear Appeals Cautiously
Messages Should Be Vivid, Concrete, and Personal
Make Messages Memorable
Use Humor When Appropriate
Focus on the Big Idea
Make Norms Visible
Tell Real Stories About Real People
Use Crowdsourcing
Crafting the Creative Brief
Purpose & focus
Target audience & insights
Communication objectives
Benefits to promise
Supports for the promise
Style or tone
Openings
Positioning
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Creative Brief Example
Purpose/focus: Increase folic acid consumption
Target audience: Pregnancy contemplators
Communication objectives: Increase knowledge, alter beliefs, and get women to take folic acid
Benefits to promise: If you take a multivitamin with folic acid every day before you get pregnant, you will reduce the risk of your baby being born with birth defects
Creative Brief Example
Supports for the promise: Various credible statistics and facts offered to back up efficacy of folic acid consumption on reducing birth defects
Style/tone: Sense of urgency, communicate feelings of warmth
Openings: TV and radio spots, doctor’s offices
Positioning: Get women to see folic acid consumption as everyday prevention
Activity: Creative Brief
Construct a creative brief promoting a specific behavior aimed at resolving addressing 1 of these 2 social concerns.
Social concern 1 = Stopping or reducing bullying in the workplace, at school, or online
Social concern 2 = Reducing the incidence rates for STDs
Remember, your creative brief should have 8 elements.
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