Strategic Marketing with Social Media

This assignment delves into the crucial role of social media in modern marketing strategies. It requires students to analyze how to effectively integrate social media platforms into comprehensive marketing plans. Key aspects covered include crafting a strong brand positioning statement, identifying and analyzing target markets, and developing compelling message strategies that resonate with consumers on social media.

Running head: MESSAGE STRATEGIES
Assignment 3: Creative Message
Strategies
T00573876
Raunaq singh virdi
28 November 2017

1MESSAGE STRATEGIES

2MESSAGE STRATEGIES
Table of Contents
Introduction..........................................................................................................................................3
Part 1: Creative Message Strategy Brief................................................................................................3
Creative message strategy for Head &shoulders..................................................................................3
Explain why you decided on each of these elements and how they will contribute to the
development of a creative message strategy....................................................................................7
Part 2: Brand Positioning Strategy.........................................................................................................9
Describe the brand positioning strategy that you will develop to achieve your objectives...............9
Describe two brand or product features/ attributes/ benefits used by head & shoulder brand in its
IMC campaign....................................................................................................................................9
Discuss why this positioning strategy is appropriate in terms of the brand consumer and brand
competition.................................................................................................................................10
Illustration of Brand positioning strategy in the marketplace on a perceptual map...................11
After you decide what position you want to develop, create your positioning statement.........13
Part 3: Brand Message Objective and Strategy...................................................................................15
What is the brand message objective to be communicated to the target audience?.....................15
Describe the elements that you will use to communicate your message strategy to the target
audience, and how does it “fit” with your message objective and positioning strategy.................16
Explain why this brand message strategy is suitable for the target audience.................................16
Identify the message appeal most appropriate to support your message strategy and provide
justification for it.............................................................................................................................17
Part 4: Brand Creative “Big Idea”........................................................................................................19
Explain the creative “Big Idea” that you will employ to execute your brand message strategy and
why you selected it..........................................................................................................................19
Describe how the “Big Idea” will work in the different media to be used in the IMC Campaign.....20
Identify the message visuals and the message copy in the “Big Idea.”...........................................21
Describe the storytelling format you decided to use to execute your creative direction through the
“Big Idea.”.......................................................................................................................................22
References..........................................................................................................................................23

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Introduction
Every company needs creative advertising in today’s business environment so that it
can compete in the competitive business scenario in the industry and can perform
better than its competitors. For this, strategies have to be made and tactics need to be
planned. Creative message strategies are important to spread brand messages ( Baker
& Hart, 2016).
Part 1: Creative Message Strategy Brief
Creative message strategy for Head &shoulders
Message strategy is all about the communicating a brand message in creative and
persuasive form to a target audience. The creative strategy for Head & Shoulders will
deliver a message to the target audience and it will also motivate them to respond. The
creative message strategy brief for the Head & Shoulders embraces following aspects:
1. Consumer Response Path
· Cognitive path
· Behavioural path
· Affective path
Consumer`s response is considered for creating creative message strategy, as it will
help to gain the feedback of consumers about the Head & Shoulders. Though
consumer response path, objectives of the message can be determined; and message
objective is one of the foremost elements for creative message strategy. Hence, this
will support in developing the creative message strategy for the brand.

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Response of the consumers could be positive or negative that depends upon their
behaviour. Both cognitive and behavioural path will be laid emphasis in regards to
consumer response path.
Cognitive path- Awareness about the brand i.e. Head & Shoulders will be created
among the consumers. The message will communicate the opportunity for the target
customers to use or buy the anti-dandruff shampoo. Knowledge about the brand will
be created as well as increased among the target audience. Through the message it
will be communicated that how the problems of the consumers can be solved. As the
problem of consumers related to dandruff could be solved through the Head &
Shoulders, because of the anti-dandruff attributes it possesses. In short, the target
audience will be educated about the use of brand.
Behavioural path- This path will lead to increase in trial of the product. As the
consumers will be enticed to try the product for certain period of time, in order to
check the benefits they could get through using the anti-dandruff shampoo. Behaviour
of the consumers will be considered for creating message. Through the message they
will be inspired to tell others about the brand. This will led to word of mouth
marketing, which is one of the best ways to enhance the customer base. Beside this,
when the customers will tell about the product in positive manner, then it will be
helpful in spreading the message.
Affective path - Affective path is common when company tries to advertise to
promote the brand image which can changes the consumers point of interest towards
the brand, thus which desire them to try.
2. Customer Insights
Insights of customers are also important to be determined for developing a message
strategy as it can help in gaining the perceptions of the customers about brand and
other related aspects. Beliefs and below the surface attitudes, which can affect the
behaviour of the customers can be accessed through customers insight. Therefore this
element is determined for creating message strategy in creative manner (Ozeritskaya,
2015).

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The insights of the customers will help in creating the message, as by analysing their
perception about the brand; it can be assessed whether they are enticed through Head
& Shoulders till now or not. Customer’s behaviour will be analysed to ascertain their
purchasing actions, preferences etc. (Kappel, 2017). Customers may think that Head
& Shoulders is an anti-dandruff shampoo and can only be helpful in removing
dandruff from the scalp or it may not help to get shiny as well as bouncy hairs. This
insight of customer can be determined while creating message and the message shall
deliver the information about brand which may be liked by the customers. The
message can communicate the negative effect as well; as what might happen if they
(customers) do not use the product (Ozeritskaya, 2015). The dandruff on the scalp
may increase, if the customers do not use the anti-dandruff shampoo.
3. Message Objective
Objectives of message facilitates in developing creative message strategy. The main
objective of the message is- “To connect with the customers in significant manner”.
Connecting through the customers benefits the bran, as the awareness about the brand
enhances among the customers. Target audience will be persuaded through the
message to try the product. By trying the product they will come to know about the
benefits they could availed through it (Hanlon, 2017).
4. Selling Strategy
Selling strategy will support in creative message strategy as through selecting the
selling strategy it can be determined what has to be included in the message. Through
selling strategy, message can be created as promised benefits of the product will be
delivered to the customers. The message will include the following aspects-
Feature of Head & Shoulders i.e. attributes which gives this shampoo a distinctive
difference. The USP of this shampoo is that, it have ZPTO factor. This factor makes
the product unique and different in comparison to other products. Many other
products claim themselves as one of the best product that could help the customers in
solving their problems. In addition to this, there are variations in Head & Shoulders,
such as lemon, Strawberry and Menthol. Because of variations, consumers may prefer
to buy the product as per their favourites.

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Value-pricing- Message will be delivered to the target audience that Head &
Shoulders is the best quality product that customers can purchase for that price.
Benefits of Head & Shoulders will be communicated through the message, by adding
the unique selling point of the product i.e. ZPTO factor that will help the individuals
in removing dandruff. By portraying benefits of the brand that is not offered by the
other competitor brands, will entice large customer base.
5. Creative Message Strategy Statement
Creative message strategy statement for Head & Shoulders comprises the theme of
advertising i.e. advertising appeals and executional styles. This element is being
included in developing the strategy for the reason that, through advertising claims
information about the product could be provided to the consumers. In message, the
supporting information entails the factors which support the brand promise (Hamon,
2017). For instance, the main feature of the Head & Shoulders which creates it unique
is ZPTO factor that will help the individuals in removing dandruff from their scalp
and to get healthy and shiny hairs.
Execution style- It includes the appeal of advertising that will be practiced to
communicate with target audience. The execution style of message includes the
attribute- ‘reason, why?’ The message will be given to the target audience why they
shall use Head & Shoulders. Demonstration style will be used to execute the message.
Through demonstration, product`s actual working will be outlined. Ease of
consumption or usage of product, besides the benefits and effectiveness will be shown
through demonstration. Advertisement on television will be the best idea to
demonstrate the product i.e. Head & Shoulders. In the advertisement, the character
will demonstrate the use of product, its benefits, reason behind using the product as
well as attributes and USP of the Head & Shoulders.
Advertising appeal- It is included in the brief, as it will help in eliciting the response
from audience. Both emotional and rational facets will be used in the advertisement of
Head & Shoulders. Through rational appeal, scientific information about the brand
will be communicated ( Baker & Hart, 2016). An authority’s expert, like scientific
body will demonstrate the ZPTO factors present in the shampoo that will help the
audience to remove dandruff. Benefits of using the product will be portrayed through

7MESSAGE STRATEGIES
the character. Recommendation of experts will be convincing and enticing the
audience to use the shampoo. On the other hand, emotional appeal will entice the
audience to use the product and feel good (Duncan, 2004). As by using the anti-
dandruff shampoo, they could get dandruff free hairs which are healthy. Through
emotional appeal, it will be demonstrated that if the individuals will not use an anti-
dandruff shampoo, like Head & Shoulders then, they may face the dandruff problem
for long time period.
Explain why you decided on each of these elements and how they will
contribute to the development of a creative message strategy.
The whole creative message strategy consisted with the above elements will lay
emphasis on- analysing the behaviour of the consumers while making purchasing
decisions, relevant message objective, demonstrating the product`s attributes and
benefits to the audience.
1. Consumer Response Path
Consumer`s response will help to gain the feedback of consumers about the product.
With the help of consumer response path, objectives of the message can be
determined and will assist in developing the creative message strategy for the brand.
This will help the company in developing the product in a better manner so that the
needs and the preferences of the customers can be kept in mind while the initial stages
of developing the product.
2. Customer Insights
These are considered as they contribute in gaining the perceptions of the customers
about brand (Ozeritskaya, 2015). The insights of the customers will help in creating
the message by identifying what they perceive about the brand. The feedbacks that
will be given by the consumers for the particular brand will help in the development
of the product in a better manner.
3. Message Objective
This contributes in developing creative message strategy. The main objective of the
message is to get link with the customers which enhance the brand image among the

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customers (Hanlon, 2017). The primary aim that can be achieved through message
objective is that it will help the company in associating themselves with the
customers, which will help in building up the trust between them. The goodwill of the
company will depend on the connections that they can make with the customers so
that the product can be marketed in an effective manner.
4. Selling Strategy
Selling strategy contributes in delivering the promised benefits of the product to the
customers. The message will include the aspects like attributes of the product, value
pricing and benefits of the product.
5. Creative Message Strategy Statement
Creative message strategy statement for the brand includes advertising appeals and
execution types. It contributes in creating the appeal for the whole advertisement of
the product.

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Part 2: Brand Positioning Strategy
Describe the brand positioning strategy that you will develop to achieve
your objectives.
The Head & Shoulders` brand positioning strategy lays emphasis on holding the
position in the market and in the mind of the customers through benefits of the brand.
Strategy for brand positioning comprehends assessment and defining the aspects of
difference and similarity to ascertain the appropriate identity for brand besides
creating proper brand image. The company has placed themselves in the anti dandruff
and more healthy quadrant of the positioning map, as the products are made according
to the health standards that are set within the company. This strategy`s features will
set the brand apart from the competitors. The strategy for brand positioning of Head
& Shoulders consists of following aspects:
Describe two brand or product features/ attributes/ benefits used by head
& shoulder brand in its IMC campaign
Benefit positioning will be laid emphasis to place the brand (Bhasin, 2016). This
positioning will be derived through demonstrating the benefits of using Head &
Shoulders among the target audience. Following aspects will be emphasised to gain
benefit positioning-
· Brand features: - The features of Head & Shoulders create uniqueness in the
brand. As the shampoo have ZPTO factor which is effective in removing
dandruff. This brand feature is effective and important. One of the other
features of the brand is its variants. As the shampoo with different variants is
available for the individuals and the suitable one can be opt by them. The
competitor brand of Head & Shoulders i.e. Sunsilk also have variants
available, however the ZPTO factor present in the Head & Shoulder creates it
as unique and different from Sunsilk.
· Brand benefits: - The benefits for the brand consumers which they can avail
by using Head & Shoulder are-

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✓ Calms itching- The problem of itchiness on the scalp can be solved by
the consumers through this shampoo. As zinc based actives present in
the Head & Shoulders calms the itchiness and help in looking the hairs
great.
✓ Fights dandruff and dryness- Another benefit of using this shampoo for
the consumer is that; by using Head & Shoulders scalp can be kept
healthy as the active moisturizers helps in fighting with the dryness
and dandruff problems.
The above features and benefits of brand will help in gaining the position in the
market and among the consumers. The benefits offered by the brand, will entice them
to try the product for once, and by getting effective results after trying the product.
They will like to purchase the product again.
Discuss why this positioning strategy is appropriate in terms of the brand consumer and
brand competition
Positioning strategy is developed by considering the consumer insights and
competitors of brand. In context to brand consumer, this positioning strategy will be
appropriate. As the benefits of the product will be demonstrate which is related to
benefit positioning. The benefits of using Head & Shoulder i.e. anti-dandruff shampoo
will offer the benefits to the target audience or the consumers. They will be
demonstrated that by using this brand, problem related to dandruff can be solved by
them. In addition to this, they will be also get benefitted of getting healthy and shiny
hairs by using the brand. Creating awareness about the benefits of brand for the
customers will help in gaining the benefit positioning (Fuggetta, 2012).
On the other hand, the benefit positioning strategy will be appropriate in regards to
compete with other competitor brands. As through the benefits positioning strategy
which includes the features of brand, customers will be enticed. Reasons given
through the IMC, for purchasing the brand, will support in holding a place in
consumers mind. They will be able to point out differences that brand holds in
comparison to other competitor’s brand. The unique selling point of Head &
Shoulders portrayed in the integrated marketing communication plan will help in
creating awareness among the consumers about ZPTO factor. As this factor is unique

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and makes the brand different and unique in comparison to other brands. In addition
to this, the variations in the shampoo i.e. availability in the different colour and
attribute, such as- strawberry, lemon etc. will help in holding position among the
audience (Hanlon, 2017). The benefits and attributes of Head & Shoulders shampoo
are different from other shampoo. Consumers will be able to differentiate this brand
from other brand and could make an effective perception in their mind about the
shampoo.
The competitive advantage for the company by using a better positioning strategy
would be that it will help them in targeting the consumers in a better manner so that
the products can be easily sold in the market. The identification of a proper target
market will help the company in selling off the products in an efficient manner, which
will help in increasing the profit margin as well.
Illustration of Brand positioning strategy in the marketplace on a perceptual map
The above perceptual map of the Head & shoulders reveals that Head & Shoulders
can be regarded as a healthy shampoo which effectively fights with dandruff. There

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are a number of competitors of this brand, such as- Sunsilk, Clinic All Clear etc. The
competition for this brand is tough, hence there is requirement of taking strong actions
for creating the effective brand positioning.
The perceptual map of Head & Shoulders in relation to the brand positioning strategy
is given below:
According to the perceptual map of product positioning, head & Shoulders falls in the
category of low price and high demand. As the price of the Head & Shoulders
shampoo is not so high and the demand for this shampoo is high among the
consumers. Reasons behind high demand for this brand can be the attributes and
benefits of this shampoo. According to the perception of the company, Head &
Shoulders is world`s number one shampoo, as it offers superior scalp coverage by
removing dandruff and leaving the scalp clean and free from itching. Using this
shampoo provide benefit to the customer as they can get beautiful and soft hairs. The
Markonym ZPT formula of Head & Shoulders is unique and makes this brand
different in comparison to other brands. However, the perception of the customers
about the brand is also identical to the perception of the company, at some extent.

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Customers also regard this brand as a number one shampoo that removes dandruff.
Besides this, customer also perceives that, this shampoo has reasonable price. Being
medicated shampoo, the fragrance of shampoo is also good. As per consumer`s
perception, Head & Shoulders provides silky, shiny and flake free hairs.
The gap between consumer`s perception and company`s perception is not at high
extent. Hence, the positioning strategy will help to fill the gap. Emphasis will be laid
on delivering the benefits to the consumers which are being claimed through the
advertisement. In addition to this, promotion of the product in depth is also considered
to hold position in the market. Awareness about the brand will be created through the
advertisement campaign
After you decide what position you want to develop, create your positioning statement.
Brand positioning for the Head & Shoulders is done through ensuring the certain
factors, which are given below.-
❖ Is this shampoo unique in comparison to competitors? Y
e
s
❖ Is Head & Shoulders encouraging and significant product
to the niche market?
Y
e
s
❖ Is this brand, applicable to main businesses and
geographic market?
Y
e
s
❖ Do this brand (Head & Shoulders) will be helpful for
P&G in achieving its financial objectives?
Y
e
s

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❖ Is the plan confirmed with appropriate, original and
unique product?
Y
e
s
Head & Shoulders is currently positioned as an anti-dandruff shampoo (product)
which clears dandruff. The niche market in regards to anti-dandruff segment is
successfully acquired through this brand (Bhasin, 2016). There is need to position this
brand, not only in context to anti-dandruff shampoo, but also as a shampoo which
provides shiny and silky hairs.
The brand positioning statement for Head & Shoulders- “We are there to help you in
getting dandruff free and shiny hairs”. This positioning statement will help the brand
to gain position in the niche market as a shampoo which provides several benefits
(Holland, 2015).

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Part 3: Brand Message Objective and Strategy
What is the brand message objective to be communicated to the target
audience?
The objective of brand message is to connect with the customers in significant
manner. Through integrated marketing communication plan, the objectives of the
brand message will be communicated (Chaffey, 2017). Objectives are going to be
communicated to the target audience are-
Benefits of the brand- The objective of the message is to communicate the benefits
that are going to be offered through the brand, to the target audience, as the brand
claims to remove dandruff, by providing shiny and silky hairs.
Reason, why? - Another objective of the brand message is to clarify, why this brand
shall be used by the target audience. Demonstration will be done through the
advertisement, which will display the reasons for using the anti-dandruff shampoo.
Brand`s uniqueness- One of the other objective of the brand message is to
communicate the unique feature of the brand, so that targeted audience could be
persuaded through such aspect (Hasib, 2015).
The company will communicate with the target audience in an effective manner after
the analysis of the target market has been conducted in a proper way. The objective
for the company will be that the shampoo helps in removing dandruff that may be
present among the customers. The use of the product in a better way will help the
customers in identifying the differences within themselves. The company will
communicate through proper public relations method, which will help in putting the
marketing objectives of the company in a better manner. The benefits of the brand
will be marketed through intense advertising methods with the help of banners and
television commercials so that the usefulness of the product will help in raising the
awareness levels among the customers.
The overall objective of the brand message is to create awareness among the target
audience about the brand and to promote the brand among them. So that positive

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response could be gained from the target audience and the sale of the brand might be
enhanced with better positioning in the niche market.
Describe the elements that you will use to communicate your message
strategy to the target audience, and how does it “fit” with your message
objective and positioning strategy
The elements which will be used to communicate the brand message strategy to the
audience who are being targeted for the IMC are-
➢ Purpose- The purpose of the message will be communicated to the target
audience. Here the purpose of the message is, people can get rid of dandruff
by using the Head & Shoulders anti-dandruff shampoo (DeVault, 2017).
➢ Consistency- Aspects which are not related for betterment of the brand will
not be considered. Consistency is created in the message strategy. As this is an
important element that will contribute to the recognition of brand through the
target audience. This aspect will lead to enhance the loyalty of customers.
➢ Competitive awareness- Another element of the brand message strategy is
competitive awareness. Awareness about the brand will be communicated to
the target audience. As Head & Shoulders has reasonable price and possess
unique features, which may not be possessed by other competitors ( Baker &
Hart, 2016).
The above elements are ‘fit’ with the message objective, as purpose of the message
strategy is to communicate the benefits of the brand which is also the brand message
objective. In addition to this, the competitive awareness, element of the message
strategy goes fit with the brand message objective, as the objective is to create
awareness of USP of Head & Shoulders. On the other hand, the message strategy also
goes ‘fit’ with the positioning strategy. As the positioning strategy is related with
brand`s benefits and the message strategy also emphasize on communicating the
benefits of brand to the targeted audience.

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Explain why this brand message strategy is suitable for the target audience.
The brand message strategy is suitable and appropriate in regards to target the
audience. As the message strategy deliberates the benefits and unique factor of the
brand. This brand message strategy is appropriate in regards to target the audience.
The benefits that individuals may avail by using Head & Shoulders shampoo will be
revealed through the advertisement to the audience. Consumers need to know the
benefits of the particular product or service they are going to purchase. As in case, the
benefits of the product or service are not preferred by the consumers then, they may
not like to purchase such product or service. In order to attract the customers, this
brand message strategy is appropriate. Individuals will be aware about the benefit of
using the brand, as they can get silky and shiny hairs which are free from dandruff.
The brand message strategy comprehends the persuasive aspects, which will help in
convince the consumers to use the product. As awareness will be created that if they
will use this brand then they are surely going to like it.
The promotional activities that will be done with respect to sales of the product will
be by providing better rates of discounts for the loyal customers when they purchase
the product. The use of loyalty incentives by the company will help in gaining a
higher level of trust among the customers. The press activities will help the company
in creating awareness among the customers regarding the brand, as the level of
knowledge will be increased among them regarding the product that is made available
in the market.
The company will be appointing salesmen as well so that it can help them in
increasing the door-to-door activities as well. This will help the company in creating a
mode of personal selling as well so that they can be associated directly with the
customers. The process of digital marketing will also be used heavily by the company,
as the website of the company will bear all the information that is required by the
customers. The use of social media sites also need to be encouraged, as most of the
customers in the modern world are hooked to sites like Facebook and Twitter. Posting
relevant video regarding the usefulness of the product will help the company in
attracting new customers within the market.

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Identify the message appeal most appropriate to support your message
strategy and provide justification for it.
A mixed message appeal is considered for the brand i.e. Head & Shoulders. Both
rational and emotional appeal will be suitable for the brand and it will also support the
message strategy. As the emotional appeal will be linked to the target audience`s
social as well as psychological needs for buying particular product. Audience will be
motivated through emotional appeal, to buy the product. For instance, in the
advertisement it will be portrayed that increase in dandruff will result as less hair
volume and various problems. On the other hand, through rational appeal, message
will be communicated among the target audience about the importance and reasons
for using the brand (Head & Shoulders). The benefits related to the brand will be
deliberated through the rational appeal. This appeal is generally likes by the audience,
as they come to know the benefits they can get by using a product or service.
One of the reasons to choose these message appeals is that, target audience can be
persuaded through such appeals in easier manner. Through rational appeal, large
customer base can be targeted. As by providing the reason to the customers that, why
shall they purchase the particular brand, it becomes easy to persuade the customers by
providing them reasons behind their purchasing.
Each and every customer is distinct, as he or she has different ideas and perception
which influence their buying behaviour. Some customers may not get enticed through
the rational appeal, for that reason the emotional appeal will help in enticing those
customers. For instance, individuals whose hair got thin due to dandruff problems,
may purchase hat or scarf to hide their baldness. As they use to get embarrassed
because of the baldness. Such individuals may not have rational need for scarf or hat;
their need for hat or scarf is purely emotional. By demonstrating the use of Head &
Shoulder shampoo to remove dandruff will entice their emotional need and they can
be persuading to purchase the product.

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Part 4: Brand Creative “Big Idea”
Explain the creative “Big Idea” that you will employ to execute your brand
message strategy and why you selected it.
Big idea is all about the unifying force behind the marketing efforts of brand. The big
idea for the Head & Shoulders is being selected for the reason that it will support in
executing the brand strategy. The elements comprehended in the big idea will lead to
carry out the brand message strategy in effective manner. The features of the “big
idea”’ are:
Resonate with the consumers- The big idea is created by considering the
insights of the consumers. A rational appeal is involved in the big idea, beside
this an emotional chord will also be strike through this idea.
Distinctive- Another element of the big idea is that, it will be a game changer.
Distinctiveness are considered at extreme level. New way of thinking is
represented through the big idea.
Talk value- The creative “big idea” has the authenticity to enhance word of
mouth publicity. This will help the brand enhancement. Target audience will
feel compelled to share their reviews and reactions to such game changing,
highly resonant and emotionally charged propositions.
Beyond the geographical boundaries and transcend culture- The big idea
institutes the fundamental human level. The brand will not be limited to
certain geographical boundaries and cultural constraints.
The Big Idea for the brand is- Brand Promise
The “big idea” considers the promise made by brand. Head & Shoulder promises to
help the users in removing the dandruff by cleaning the flakes. The brand promises
that by using the head & Shoulders shampoo, consumers will be benefitted, as they
could get shiny, healthy and silky hairs. Another promise made by the brand is that,
the shampoo has reasonable price which provides value to the customers for their
purchase. Apart from the product that is being offered by the brand, the company also

20MESSAGE STRATEGIES
needs to stand on the promise of delivering the best quality products to the customers.
The most important element is the message that the company will deliver to the
customers so that it can lay the foundation of a stronger promise by the brand. The
customers will then be able to associate themselves with the promise that has been
made, as they will have the feeling of authenticity regarding the products that are
delivered by the company.
The company needs to think differently and offer the promise accordingly so that it
can help them in standing out among the other competitors that are present in the
market. This will help the company in gaining a competitive advantage in the market
as well. The use of better level of communication will help in attracting the audiences
towards them, which will help the company in increasing its base of customers.
Thus promise that is delivered by the brand will help the company in establishing
themselves in the market. This will help the company in protecting the brands that are
being sold in the market.
Describe how the “Big Idea” will work in the different media to be used in
the IMC Campaign.
The “big idea” will be executed through different media, as media will be used for
marketing or promotion of the brand. Through different media channels, such as-
visual advertisement, print advertisement, and social media advertisement; marketing
of the Head & Shoulders can be done. In the integrated marketing communication
campaign,
Visual Advertisement- The advertisement of Head & Shoulder will be done through
television i.e. a visual advertisement. The visual advertisement will represent the “big
idea: through elucidating the benefits and USP of the product. This advertisement will
persuade the customer to purchase the product by demonstrating the expertise advice
that why the product shall be purchased by the customers. This media will be suitable
to carry out the “big idea”, as one of the features of the creative idea sustains to reach
the consumers beyond the geographic boundaries and cultural aspects. The
advertisement through television will support this “big idea”, as this marketing
channel offers the prospect to reach mass audience. As a large number of individuals
watch television and the advertisement on the television could entice them for

21MESSAGE STRATEGIES
purchasing. The visual advertisements have to be done in a better way so that it can
help in attracting the customers. The benefits of using the product need to be
described in a clear manner so that the customers can get a clear idea regarding the
value of the product in their everyday lives.
Social media marketing- Social media will also be used for marketing of the product.
Enhancement in the technology provides the benefit of using social media or social
networking sites for marketing and promotion of the product and services. Different
social networking sites such as- Facebook, Twitter and Instagram will be used to
promote the Head & Shoulders shampoo. This media will also support the “big idea”
as the elements of the creative idea involves the consideration of customer`s insights.
Through the social networking sites, customers can provide their reviews about the
product and services. Such reviews can be considered for marketing of the brand. In
contrast to this, the negative feedback or review of the customers about the brand may
also affect the marketing campaign.
Print media- Another form of media that will be used in the IMC campaign for
marketing of the brand is print media. A message copy will be used in the
advertisement. Interesting illustration will be done for promotion of the product. The
use of print media will help the company in attracting the customers who are readers
of daily newspapers so that the customer base can be increased in the market where
they are operating. The use of bright colors and attractive headlines will help the
company in getting the attention of the customers towards the brand so that it can help
in increasing the value of the company in the market.
Identify the message visuals and the message copy in the “Big Idea.”
Advertisement’s visual part will aim to realize several effects. The message visuals of
the advertisement will be used to communicate the full brand message. The purpose
of the message visuals and message copy in the big idea are:
▪ The target audience`s attention will be apprehended and their memorability will
be enhanced through interesting narrative. The ad for the Head & Shoulders will
be created in such a manner that target customers shall notice it or it may hold the
attention of the reader. The brand`s story will be communicated through
illustration and that will be more persuasive and interesting.

22MESSAGE STRATEGIES
▪ Another purpose of the message visuals is to attract the target audience to read the
copy. Curiosity among the audience will be created through interesting
illustration, which will lead them to read the copy.
▪ The use of the product will be demonstrated. This aspect will add credibility to the
audience`s beliefs.
▪ Another purpose of the message visuals and message copy is to support the
continuity of integrated marketing communication campaign, through universal
visual method.
▪ The key benefits and attributes of Head & Shoulders will be highlighted through
the “Big Idea”. However, printed marketing is motionless, hence the product`s use
will be illustrated by series of picture or action picture..
▪ A favourable and emotional impression of Head & Shoulders will be established.
Female models can be used for the advertisement of the product. In order to indicate
the product`s effectiveness, ‘earlier’ or ‘after’ images of the female model will be
used.
Describe the storytelling format you decided to use to execute your creative
direction through the “Big Idea.”
An individual got dandruff problem. She used to get scratching her scalp due to the
itching cause by the dandruff. The problem of dandruff increased and she visited a
doctor to seek advice. The doctor advises the girl to use an anti-dandruff shampoo i.e.
Head & Shoulders; as this shampoo contains ZPT formula. This can help the girl in
removing dandruff from the scalp and get shiny and silky hairs back.

23MESSAGE STRATEGIES
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