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  • Tugas Akhir Imc

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    Prasetyo Budhi S
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    The document provides guidance on developing an effective creative strategy for an integrated marketing communications campaign. It outlines key steps such as conducting a situation analysis and defining campaign objectives. It also lists criteria for effective message appeals, including being based on customer research and fitting the marketing strategy. The document then discusses elements of print ads like headlines, subheads, body copy and layout. It notes various types of ads and provides an overview of developing print, broadcast and radio ads, emphasizing using knowledge of the target audience.

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    TUGAS AKHIR IMC

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    The document provides guidance on developing an effective creative strategy for an integrated marketing communications campaign. It outlines key steps such as conducting a situation analysis and defining campaign objectives. It also lists criteria for effective message appeals, including being based on customer research and fitting the marketing strategy. The document then discusses elements of print ads like headlines, subheads, body copy and layout. It notes various types of ads and provides an overview of developing print, broadcast and radio ads, emphasizing using knowledge of the target audience.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
    Flag for inappropriate content
    38 views3 pages

    Tugas Akhir Imc

    Uploaded by

    Prasetyo Budhi S
    The document provides guidance on developing an effective creative strategy for an integrated marketing communications campaign. It outlines key steps such as conducting a situation analysis and defining campaign objectives. It also lists criteria for effective message appeals, including being based on customer research and fitting the marketing strategy. The document then discusses elements of print ads like headlines, subheads, body copy and layout. It notes various types of ads and provides an overview of developing print, broadcast and radio ads, emphasizing using knowledge of the target audience.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as DOC, PDF, TXT or read online from Scribd
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    of 3

    TUGAS AKHIR IMC Creative Strategy

    I. The Task A. Ideas & Executions are based on : 1) Situatuion Analysis 2) Campaign Objectives Creative Platform

    B. Criteria for Effective Message / Appeal Ideas : (refer to Hizar, 1985) 1) Based on & consistent with customer research target audience, profil and benefits / need satisfying, attributes desired, perceptions, awr 2) Fits marketing strategy IMC 3) Simplicity ? 4) Visual Strength 5) Entertaining ?

    II. Print Ads A. BasicDesign Principles B. Element 1) Illustration Capture attention Quality the audience Visually convery or reinforce the message / appeal

    2) Headline Capture attention Quality the audience

    Make key point Include brand name, if possible

    a. Headline types : 1. Direct assertion / product claim 2. Command / advice 3. Rhetorical question / curiosity 4. Target qualifier problem recognition 5. Brand name registration 3) Subheads Communicate key points detail salient attributes Reinforce or address headline Offer evidence / substantiation

    4) Body copy text a. Guiding principles Tells the positioning story details need satisfying attributes Be specific Be factual Be enthusiastic, personal and memorable Be clear and concise KISS Speak to your customer voice

    b. Copywriting Basic

    III. Layout Basic

    IV. Types of Ads Announcement Demonstration Testimonial ComparativeLifestyle / Slice of Life Imitation / Symbolic Association (classical conditioning)

    V. Development of Print & Broadcast Ads A. Print Layout 1) 2) 3) 4) Sketch Rough copy test form Semi comprehensive copy test form Comprehensive B. Television Layout 1) Sketch 2) Story board copy test form C. Radio 1) Outline script acts 2) Detail script VI. In general, use knowledge of your target audience to guide creative development Appeal based on customer research - communicate need satisfying attributes Tone speak to your audience Visually convery & reinforce appeal / message IMC !!! (sig/logo & tagline)

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