L3 Marketing Communication Topic 3

MARKETING COMMUNICATION L3 . April 2020 Presented by Zwane L.J Downloaded from hlayiso.com 1

TOPIC 3 Creative Principles of Marketing Communication Student guide: Pearson Downloaded from hlayiso.com 2

BY THE END OF THIS TOPIC/SESSION STUDENTS MUST BE ABLE TO- ➤ 3.1 Define and discuss creative principles marketing communication ➤ 3.2 Creative principles and organizational requirements Downloaded from hlayiso.com 3

NOTES ➤ Study guides: Pearson/McMillan ➤ Cautions ➤ Key words/concepts: creativity/innovation/brainstorming/copy ➤ Sources Downloaded from hlayiso.com 4

3.1 DEFINE, DISCUSS CREATIVE PRINCIPLES Downloaded from hlayiso.com 5

LET’S DISCUSS THE FOLLOWING STATEMENT Downloaded from hlayiso.com 6

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WHAT ARE CREATIVE PRINCIPLES ➤ Are the guidelines that marketers and designer’s use to create effective marketing communications ➤ Creativity: is the characteristic of people to come up with a totally new way of doing something ➤ The creative concept: is a basic idea that the advertising agency will use for the advertisement Downloaded from hlayiso.com 8

CREATIVE PRINCIPLES/ELEMENTS ➤ Colour ➤ Font ➤ Layout ➤ Pictures ➤ Slogans ➤ Creative strategies ➤ Appealing to emotional needs of consumers ➤ Subliminal advertising Downloaded from hlayiso.com 9

EXAMPLES OF CREATIVE PRINCIPLES/ELEMENTS CONTINUE ➤ Colour: Red, Yellow, Black, White etc ➤ Font: Style and size of the letters eg Arial ➤ Layout: arrangements of text and pictures ➤ Pictures: photos, drawings such as cartoons ➤ Slogans: short, easy to remember phrase that are used in marketing communication eg Cell C- for yourself of Cell-C, Red Bull- Rd bull gives wings ➤ Creative strategies: Persuasive skills and tactics ➤ Appealing to emotional needs of consumers: feelings-happy, Anger, love ➤ Subliminal advertising Downloaded from hlayiso.com 10

3.2 CREATIVE PRINCIPLES AND ORGANIZATIONAL REQUIREMENTS Downloaded from hlayiso.com 11

USING AGENCIES TO MEET ORGANIZATION REQUIREMENTS ➤ What is advertising agency? ➤ Is a business that specializes in creating marketing communication ➤ Some advertising they specialize ➤ Their primary purpose is to market the products and services ➤ They perform different services such as the following ... Downloaded from hlayiso.com 12

ADVERTISING AGENCIES SERVICES ➤ Creative services ➤ Media services ➤ Research services ➤ Account management services ➤ The marketing brief: is a document which explains the client’s objectives and target market for the proposed marketing communication ➤ Elements: Target audience, MC tools, key message, existing perceptions Downloaded from hlayiso.com 13

ADVERTISING AGENCIES SERVICES CONTINUE ➤ Communication medium ➤ The creative process ➤ Finding and approving the big idea Downloaded from hlayiso.com 14

PREPARING THE MARKETING COMMUNICATION ( FINAL STEP) ➤ Copywriting: arrangements of words, phrases, style ➤ Visuals: photos, drawings, and videos ➤ Audio: Jingles short sons used Downloaded from hlayiso.com 15

carl ReyeSese REA BRADY Yaka CRRA AND IDGETY THE BRAND NOTICED. Chief Marketing & Communications Officer Unilever

THANK YOU Downloaded from hlayiso.com 17