3.12 Creating messages, Selecting Channels

3.12 Creating messages, Selecting Channels - Creating...

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Creating Messages, Selecting Channels 3.12.2008 Creative Brief - - 1-2 pages in length - Provide direction for message design, media selection - Makes sure everyone is on the same page o Creative people do what you tell them - Main parts: o Key Message: What the campaign is about o Target Audience: Description about target audience, who is it and what they like, demographics, current beliefs, who the competition is, stages of change, etc. o Theoretical Framework: What theoretical framework, if any, is guiding decision making (ex. Fear appeal) o Communication objectives: What you want the campaign to accomplish Change Beliefs, Attitudes, or Behavior o Benefits to promise: What benefit is there if they were to engage in behavior o Openings: Based on target research, ways you think you can access target audience- times, places, and situations o Position- How you want the audience to think and feel, overall focus of a campaign What to Say? - Determined first and foremost by theory - One message framework to view theory components: o Rational elements (information beliefs you can provide to people in hopes of educating them to change behavior) o Emotional elements (Emotional feelings in order to change behavior change…ex. Fear, Sex, etc.
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3.12 Creating messages, Selecting Channels - Creating...

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