BUS131D_Lecture16_Handout

BUS131D_Lecture16_Handout - Promotion: Planning and...

Info iconThis preview shows pages 1–6. Sign up to view the full content.

View Full Document Right Arrow Icon
Promotion: Planning and Creating Compelling Message Strategies Dr. Michael Merz College of Business San Jose State University
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Dr. Michael Merz College of Business, San Jose State University 2 Today’s Agenda Creative Message Strategy Process Message Objectives Copywriting Techniques Using Design and Graphics Creating Messages for Specific Media
Background image of page 2
Dr. Michael Merz College of Business, San Jose State University Creative Message Strategy Process 3 Conduct Creative Research Formulate Message Objectives • Consumers, competition, environmental factors. • Ability to buy and proneness to spend. • Generate return on investment. • Brand awareness and image building • Immediate sales and response. Create Effective Messages • Gain attention and interest. • Stimulate action. • Includes copywriting and graphics techniques.
Background image of page 3

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Dr. Michael Merz College of Business, San Jose State University Message Objectives Know your target consumers to create a customized message. Key objective of creative copy is to generate return on investment (ROI). Direct marketing campaigns are more focused on seeking an immediate response and/or transaction. 4
Background image of page 4
Dr. Michael Merz College of Business, San Jose State University Copywriting Techniques Create an image of what the product can do for the customer. Sell benefits in a manner that matches a
Background image of page 5

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Image of page 6
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 16

BUS131D_Lecture16_Handout - Promotion: Planning and...

This preview shows document pages 1 - 6. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online