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Unit 2: Creative & Effective Advertising Message - Coggle Diagram
Unit 2: Creative & Effective Advertising Message
Components of Advertising Message
Hook
Appeal
Value Proposition
Tagline/Slogan
Creating an Advertising Message
Audience Target Analysis
Identify Customer Pains
Select Advertising Channels
Master Message Components
Analyze Results & Execute
Advertising Brief
Components of Advertising Brief
Company Overview
Project Overview
Objectives
Target Market and Audience
Competitor Information
Project Timelines
Project Budget
Project Deliverables
Contact info
Project Award
Read responses
Must Haves
Legal Check
Advertising vs Creative Brief
Agency Brief: Focuses on business aspects.
Creative Brief: Centers on consumer perspectives.
Creative Brief
Contents of Creative Brief
Client Details
Client Business Background
Key Stakeholders
Objectives
Target Audience
Messaging and Tone
Promise/Benefits
Response
Executional guidelines and Tone of voice
Give a deliverable description
Mandatory elements : Logos, Fonts, colour scheme, Trademarks, patents etc