Creative message strategy assignment

Added on - 18 Feb 2021

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CREATIVE STRATEGY
TABLE OF CONTENTSCREATIVE STRATEGY................................................................................................................1Overarching positioning statement..............................................................................................1Big Idea........................................................................................................................................1Message Strategy.........................................................................................................................1Creative Appeals..........................................................................................................................2Creative Execution.......................................................................................................................2REFERENCES................................................................................................................................3
CREATIVE STRATEGYA creative strategy can be determined as a outline which is prepared by the creative teamfor the purpose of launching of an advertising campaign or message. It is usually the result of ateam composed of more than one or one copy writer and a creative director. A creative strategygenerally shows that how the advertisement campaign meets the objective of the business(Altstiel, Grow and Jennings, 2018).Overarching positioning statementA n effective positioning statement integrates the overarching value proposition and theactual positioning of product is being done into a higher level set of statements that summarizethe overall solution. Positioning statements are usually known as elevator pitch that alludes to thefact that this summary statement required to be quick to convey to the point. Most commonpositioning statement format includes statement and description. The four most basic elements ofa positioning statement consist of target audience, frame of reference, point of difference andreason to believe. The statement is to followed in order to achieve the objectives of cultivating astrong culture of academic integrity and to empower students for seeing out and utilize thesupport which already available on academic integrity(Blakeman, 2018). Positioning statementis as followTo promote academic integrity by making students learn about morale practices toprevent unethical practices in societyBig IdeaThe main motive of this creative strategy is to present academic work in a moral, ethicaland honest way. The objectives which are being followed by Swinburne aiming to have acampaign includes cultivation of strong culture of academic integrity and empowering studentsto seek out and utilize the support which is already available on academic integrity. The big ideabehind this campaign is to prevent several aspects that includes plagiarism, self plagiarism,conduct during examinations, collusion with other persons, research misconduct and many otheractivities intended to gain unfair or unjustified advantage. Creating a communication plan is agreat idea which is being conducted by the university's commitment to achieve academicintegrity through a particular focus on the students who are studying online through OUA(Davis, 2016).1
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