Marketing Management Paper 3 Module 2.pdf

MBA SEM 3 | Marketing Paper 3 | Integrated Marketing Communication And Brand Management | Module 2 | Creating, Sending & Receiving IMC Messages| By Jayanti Pande | ProNotesJRP

1. Copyright © Jayanti Rajdevendra Pande (ProNotesJRP), 2024 and beyond. All rights reserved
RASHTRASANT TUKDOJI MAHARAJ NAGPUR UNIVERSITY
MBA
SEMESTER: 3
SPECIALIZATION
MARKETING MANAGEMENT
SUBJECT
INTEGRATED MARKETING COMMUNICATION
& BRAND MANAGEMENT
MODULE NO : 2
CREATING, SENDING & RECEIVING
IMC MESSAGES
-By Jayanti R Pande

2. Copyright © Jayanti Rajdevendra Pande (ProNotesJRP), 2024 and beyond. All rights reserved
Q1. What do you mean by message design in IMC? Explain the attributes of message.
Message Design in IMC(IMC) refers to the strategic crafting of content to effectively communicate a brand’s message to its
target audience across various platforms. The message should be clear, consistent, and aligned with the brand’s goals, ensuring
it resonates with consumers. Effective message design helps in building strong connections between the brand and its
customers by influencing perceptions, emotions, and actions.
KEY FEATURES OF A MESSAGE IN IMC:
1.Shaping Perception
The message should create a favourable impression of the brand in the audience's mind. It should be designed to influence
how consumers see and understand the brand.
2.Building Knowledge
The message needs to provide clear and relevant information to help the audience understand the product or service. This
includes delivering facts that drive consumer thinking and decision-making.
3.Eliciting Emotional Response
An effective message stirs emotions in the audience, whether it's excitement, happiness, or trust, making the
communication more relatable and memorable.
4.Convincing the Audience
The message should use persuasive techniques to motivate consumers toward a specific attitude or behaviour, aligning
them with the brand's goals.
5.Inspiring Action
The ultimate goal is to prompt consumers to take action, whether it's purchasing, signing up, or engaging with the brand in
other ways.

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Q2. Explain the objectives of message.
OBJECTIVES OF A WELL-CRAFTED MESSAGE:
1.Boost Brand Recognition
The message should enhance the visibility of the brand and build a strong identity, helping consumers easily recall and
associate with it.
2.Encourage Consumer Decision-Making
The message aims to influence customers to choose the brand over competitors by highlighting unique selling
propositions (USPs) and benefits.
3.Trigger Immediate Reaction
Sometimes, messages are designed to prompt urgent action, such as making a purchase or signing up for an offer, often
using fear or urgency tactics.
4.Establish a Clear Brand Identity
A key objective is to define and reinforce the brand’s image, ensuring the audience clearly understands what the brand
represents.
5.Facilitate Long-Term Engagement
Beyond short-term actions, the message should foster lasting relationships by building trust and loyalty over time.

4. Copyright © Jayanti Rajdevendra Pande (ProNotesJRP), 2024 and beyond. All rights reserved
Q3. Explain message creation and development in detail.
Messagecreationanddevelopmentin Integrated Marketing Communications (IMC) involves crafting a message that aligns
with brand objectives, resonates with the target audience, and communicates effectively across platforms. Key components
include message structure, format, source, and appeal, each of which influences audience perception and response.
1. Message Structure
Message structure refers to how content is organized and presented. Effective structures:
Opening and Closing:Capture attention at the start and end with a strong call to action.
Order of Arguments:Place key points early or late for impact.
Conclusion Drawing:Messages can be direct or allow the audience to infer conclusions based on context.
2. Message Format
Message format is the presentation style. It includes:
Visual Elements:Images, colour, and layout for attention.
Audio Elements:Sounds and music to enhance engagement.
Textual Elements:Wording and tone to match brand identity, adapted to the medium (TV, social media, etc.).

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3. Message Source
The source is the person or entity delivering the message. Source credibility impacts trust:
Credibility:Trust in experts, influencers, or credible figures.
Attractiveness:The appeal of the spokesperson to the target audience.
Likeability:Relatable, personable figures increase message effectiveness.
4. Message Appeal
Message appeal refers to the strategy used to engage the audience:
Rational Appeal:Focus on facts and logical arguments (e.g., product features or price).
Emotional Appeal:Evokes feelings like joy, nostalgia, or fear to form a connection.
Reminder Appeal:Keeps the brand top-of-mind, especially for established products.
Scarcity Appeal:Creates urgency through limited-time offers or exclusivity.
Gender Appeal:Targets masculine or feminine traits depending on the audience.

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Q4. what is big idea? How to get creative to find big idea?
A bigideain marketing is a central, powerful concept that serves as the foundation for an entire campaign. It captures the
essence of the brand and resonates deeply with the target audience, driving engagement and influencing behavior across
multiple channels.
STEPS TO FINDING A BIG IDEA
1.Discovery Phase
Start by exploring various possibilities and perspectives. Research the market, understand your audience, and gather
relevant insights that could spark innovative concepts.
2.Gaining Insight
Look deeper into the gathered data to identify unique insights about the customer or market. The more profound the
insight, the stronger the foundation for the big idea.
3.Implementing the Concept
Once you have a core idea, focus on execution. Test how the idea works in different formats and how it can be brought to
life across various marketing channels.
4.Evaluation and Testing
Evaluate the potential impact of your idea. Use copy testing and other feedback methods to assess the effectiveness and
tweak it if necessary before full-scale execution.

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Q5. Give the brainstorming guidelines for developing big ideas.
BRAINSTORMING GUIDELINES FOR DEVELOPING BIG IDEAS
1.Fostering Creativity Consistently
Make creativity a daily habit. Continuously engage in activities or exercises that push you to think outside the box,
allowing innovative ideas to emerge naturally.
2.Drawing Inspiration from Everyday Life
Pay attention to experiences and events in real life. Observing trends, behaviors, and unique moments around you
can often inspire fresh ideas for campaigns.
3.Collaborating with a Team
The best ideas often come from collaborative efforts. Work with a diverse team to gather multiple perspectives, as
creativity thrives in collective brainstorming sessions.
4.Nurturing a Problem-Solving Mindset
Approach every brainstorming session with the mindsetof solving a specific problem. The goal should always be to
address a need or gap in the market creatively.
5.Staying Open to Feedback
Encourage feedback at every stage of idea development. Constructive input helps refine and shape the concept,
often making the big idea stronger.

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Q6. Describe the ways through which advertising messages can be executed.
Advertisingmessagescan be executedin various creative ways to capture attention and convey the brand’s message
effectively. Here are some common approaches:
1.Demonstration
Showcasing how a product works or its benefits through real-life scenarios or visual representations.
2.Testimonials
Featuring satisfied customers, celebrities, or experts who share their positive experiences with the product.
3.Lifestyle
Associating the product with a particular way of living, showing how it fits into and enhances the consumer's lifestyle.
4.Humor
Using humorto engage the audience, make the message memorable, and create a positive association with the brand.
5.Fantasy
Creating imaginative or fictional scenarios to highlight the product’s features in a fun or exaggerated way.
6.Emotional Appeal
Tapping into emotions like happiness, nostalgia, or fear to build a deeper connection with the audience.
7.Slice of Life
Presenting relatable, everyday situations where the product solves a problem or fulfillsa need.
8.Scientific or Technical Evidence
Providing factual information or data to convince the audience of the product’s reliability or effectiveness.

9. Copyright © Jayanti Rajdevendra Pande (ProNotesJRP), 2024 and beyond. All rights reserved
Q7. How to develop creative message strategy?
Developing a creative message strategy involves crafting a focused and compelling communication plan that resonates with the target
audience.
DEVELOPING A CREATIVE MESSAGE STRATEGY
1.Understand the Target Audience
Start by thoroughly researching the demographics, preferences, behaviors, and pain points of your target market. Knowing what
motivates your audience helps in tailoring the message to their needs.
2.Define the Core Message
Identify the key message or unique selling proposition (USP) that you want to convey. This should communicate the primary benefit or
solution your product or service offers.
3.Align with Brand Identity
Ensure that the message reflects your brand’s personality, tone, and values. Consistency with your overall branding ensures acohesive
image across all marketing efforts.
4.Choose the Right Appeal
Decide whether the message will use rational, emotional, or a combination of appeals to connect with the audience. The choice
depends on the product type and the audience’s preferences.
5.Simplify and Focus
Keep the message clear and concise. Focus on one main idea that can be easily understood and remembered by the audience.
6.Incorporate Creativity
Use creative elements like storytelling, visuals, humor, or emotion to make the message stand out. The creative execution should
captivate attention while still delivering the core message effectively.
7.Test and Refine
Before launching the message, test it with a sample audience to gauge its effectiveness. Refine the strategy based on feedback to
improve clarity, engagement, and overall impact.

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Q8. Explain different forms of Creative strategies.
Creativestrategiesin advertising involve innovative techniques designed to engage and influence the target audience effectively.
By utilizing various approaches brands can communicate their messages in memorable and impactful ways.
FORMS OF CREATIVE STRATEGIES
1 Appeal: Appeals can be emotional, rational, or a combination of both.
-Emotional Appeal: Engages the audience's feelings, such as happiness, nostalgia, or fear, creating a strong connection with the
brand.
-Rational Appeal: Focuses on logical arguments, facts, and benefits of the product, appealing to the audience's sense of reason.
2 Humor: Using humor in advertisements makes the message enjoyable and memorable. Humorous ads can reduce resistance
to the message and create a positive association with the brand. However, the humor must align with the brand’s identity and
resonate with the target audience.
3 Comparative Advertising: This strategy involves comparing the brand directly with competitors. It highlights the advantages of
the advertised product over others, providing consumers with a clear reason to choose it. Effective comparative ads must be
factual and not misleading to avoid backlash.
4 Positive and Negative Appeals
-Positive Appeals: Emphasize the benefits and positive outcomes of using the product, promoting a sense of happiness,
fulfillment, or satisfaction.
-Negative Appeals: Highlight the drawbacks of not using the product or service, creating urgency or fear. This approach is
effective for driving action but must be used carefully to avoid alienating the audience.
5 Testimonial and Endorsement: Featuring satisfied customers or celebrities endorsing the product can enhance credibility and
trust. Testimonials provide social proof, as potential customers may feel reassured by the positive experiences of others, while
endorsements from well-known figures can lend authority and attract attention.

11. Copyright © Jayanti Rajdevendra Pande (ProNotesJRP), 2024 and beyond. All rights reserved
Q9. Explain various methods of creative development with the importance of creativity in advertising.
Creativedevelopmentinvolves generating ideas and concepts that effectively communicate the brand’s message. Here are
some common methods used in the process:
Brainstorming
A collaborative effort where a team generates as many ideas as possible without judgment. The focus is on quantity,
encouraging creativity and innovation.
Mind Mapping
A visual technique where a central idea is expanded with related thoughts, helping to explore connections and develop a
more structured approach to creativity.
Storyboarding
Creating a visual sequence of the advertisement, similar to a comic strip, to see how the message flows. It helps in planning
the narrative and visual elements.
SWOT Analysis
Identifying the Strengths, Weaknesses, Opportunities, and Threats related to the product or campaign to create a strategy
that highlights the brand's advantages while addressing potential challenges.
Role Playing
Imagining different perspectives, such as how customers or competitors might react to the message, allows for new insights
and ideas that cater to the target audience.
Focus Groups
Testing creative ideas with a small audience to gather feedback, insights, and opinions. It helps in understanding how the
target market might respond to the campaign.

12. Copyright © Jayanti Rajdevendra Pande (ProNotesJRP), 2024 and beyond. All rights reserved
IMPORTANCE OF CREATIVITY IN ADVERTISING
1.Capturing Attention
In a crowded marketplace, creativity helps an advertisement stand out from the competition. An engaging, original ad is
more likely to grab the audience's attention.
2.Building Emotional Connections
Creative ads often use emotions to connect with the audience, making the brand memorable and fostering a deeper
relationship with consumers.
3.Enhancing Brand Image
Well-executed creative ads reinforce a brand’s personality and values, helping to differentiate it from competitors and
solidify its place in the consumer’s mind.
4.Increasing Engagement
Creativity generates interest and engagement, encouraging consumers to interact with the brand, share content, or take
action.
5.Boosting Recall
Memorable and creative messages are more likely to stick with consumers, increasing the chances that they will
remember the brand when making purchase decisions.

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