Integrated Marketing Communications

4.

Creative Strategy and Message Development

4.1.

Creative Strategy Foundation

4.1.1.

Creative Brief Development

4.1.1.1.

Background and Situation

4.1.1.2.

Target Audience Definition

4.1.1.3.

Communication Objectives

4.1.1.4.

4.1.1.5.

Supporting Evidence

4.1.1.6.

Tone and Personality

4.1.1.7.

Mandatories and Constraints

4.1.2.

4.1.2.1.

Concept Development Process

4.1.2.2.

Brainstorming Techniques

4.1.2.3.

Idea Evaluation Criteria

4.1.2.4.

Creative Testing

4.2.

Message Strategy Components

4.2.1.

Unique Selling Proposition

4.2.1.1.

USP Identification

4.2.1.2.

Competitive Differentiation

4.2.1.3.

Benefit Communication

4.2.2.

Brand Positioning

4.2.2.1.

Positioning Statement Development

4.2.2.2.

Perceptual Mapping

4.2.2.3.

Repositioning Strategies

4.2.3.

Message Architecture

4.2.3.1.

Primary Message

4.2.3.2.

Supporting Messages

4.2.3.3.

4.2.3.4.

4.3.

Creative Appeals

4.3.1.

Rational Appeals

4.3.1.1.

Product Features

4.3.1.2.

Functional Benefits

4.3.1.3.

4.3.1.4.

4.3.1.5.

Performance Data

4.3.2.

Emotional Appeals

4.3.2.1.

4.3.2.2.

4.3.2.3.

4.3.2.4.

Warmth and Love

4.3.2.5.

Pride and Achievement

4.3.2.6.

4.3.2.7.

Social Approval

4.3.3.

4.3.3.1.

Social Responsibility

4.3.3.2.

Environmental Concerns

4.3.3.3.

Ethical Behavior

4.4.

Execution Styles and Formats

4.4.1.

Informational Executions

4.4.1.1.

4.4.1.2.

Scientific Evidence

4.4.1.3.

4.4.1.4.

4.4.1.5.

4.4.2.

Transformational Executions

4.4.2.1.

4.4.2.2.

4.4.2.3.

4.4.2.4.

4.4.2.5.

4.4.3.

Creative Formats

4.4.3.1.

4.4.3.2.

Personality Symbol

4.4.3.3.

4.4.3.4.

Problem-Solution

4.5.

Creative Development Process

4.5.1.

Concept Development

4.5.2.

Creative Execution

4.5.3.

Production Considerations

4.5.4.

Creative Testing and Refinement

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5. Media Planning and Strategy