Saturday, June 6

Advertising Methodology (10) - The Message

At this point you can define the message that the company is trying to deliver to the customer. This isn’t anywhere near the copy of the ad. It is an important input to the creative process. You have to know that the creative team is getting excited to go crazy with ideas, and this message is a key ingredient to ensuring they head off to do the right thing. The message needs to be a concise and objective document that the creative team can use to understand the salient points you have learned about the company. In that light, the message must include:
  • The brand expression
  • The audience
  • The information the audience needs to hear
  • The action that the company wants the audience to take

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