Integrated Marketing Communications

  1. Creative Strategy and Message Development
    1. Creative Strategy Foundation
      1. Creative Brief Development
        1. Background and Situation
          1. Target Audience Definition
            1. Communication Objectives
              1. Key Message
                1. Supporting Evidence
                  1. Tone and Personality
                    1. Mandatories and Constraints
                    2. The Big Idea
                      1. Concept Development Process
                        1. Brainstorming Techniques
                          1. Idea Evaluation Criteria
                            1. Creative Testing
                          2. Message Strategy Components
                            1. Unique Selling Proposition
                              1. USP Identification
                                1. Competitive Differentiation
                                  1. Benefit Communication
                                  2. Brand Positioning
                                    1. Positioning Statement Development
                                      1. Perceptual Mapping
                                        1. Repositioning Strategies
                                        2. Message Architecture
                                          1. Primary Message
                                            1. Supporting Messages
                                              1. Proof Points
                                                1. Call to Action
                                              2. Creative Appeals
                                                1. Rational Appeals
                                                  1. Product Features
                                                    1. Functional Benefits
                                                      1. Price Value
                                                        1. Quality Claims
                                                          1. Performance Data
                                                          2. Emotional Appeals
                                                            1. Fear Appeals
                                                              1. Humor
                                                                1. Sex Appeal
                                                                  1. Warmth and Love
                                                                    1. Pride and Achievement
                                                                      1. Nostalgia
                                                                        1. Social Approval
                                                                        2. Moral Appeals
                                                                          1. Social Responsibility
                                                                            1. Environmental Concerns
                                                                              1. Ethical Behavior
                                                                            2. Execution Styles and Formats
                                                                              1. Informational Executions
                                                                                1. Straight-Sell
                                                                                  1. Scientific Evidence
                                                                                    1. Demonstration
                                                                                      1. Comparison
                                                                                        1. Testimonial
                                                                                        2. Transformational Executions
                                                                                          1. Slice of Life
                                                                                            1. Lifestyle
                                                                                              1. Fantasy
                                                                                                1. Mood and Image
                                                                                                  1. Musical
                                                                                                  2. Creative Formats
                                                                                                    1. Animation
                                                                                                      1. Personality Symbol
                                                                                                        1. Dramatization
                                                                                                          1. Problem-Solution
                                                                                                        2. Creative Development Process
                                                                                                          1. Concept Development
                                                                                                            1. Creative Execution
                                                                                                              1. Production Considerations
                                                                                                                1. Creative Testing and Refinement

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                                                                                                              3. The Promotional Mix: Tools of IMC

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                                                                                                              5. Media Planning and Strategy