Marketing Management, 16th Edition

Crafting the Communication Message

Marketers are always seeking the “big idea” that resonates with consumers rationally and emotionally, distinguishes the brand from competitors, and is broad and flexible enough to translate into different media, markets, and time periods. Fresh insights are important for creating unique appeals and position.

A good ad normally focuses on one or two core selling propositions. As part of refining the brand positioning, the advertiser should conduct market research to determine which appeal works best with its target audience and then prepare a creative brief, typically one or two pages. This elaboration of the positioning strategy includes considerations such as key message, target audience, communication objectives ...