EOC Week 9: Final Project, Creative content

My goal is to brand a message with my creative content so it becomes a part of the entertainment rather than interrupting the entertainment. "(IMC) Integrated marketing communications. Carefully intetrating and coordinating the company's many communicatins channels to deliver a clear, consistent, and compelling message about the organization and its products." Marketing, an Introduction p. 382. My creative content for Billionaire Vodka will be a radio advertisement that states its most attractive feature - its incredible taste and its ability to transport you to that next level for which you have been striving in just on sip. Billionaire’s creative concept or “big Idea” will be a great message strategy and will be distinctive and memorable. Our copywriter and art director will team up to generate many ideas such as our phrase “flavored with opulence” and hopefully one of them will prove to be successful. It may emerge as visualization, a phrase, or a combination of the two. This creative concept will guide the choice of advertising appeals and will have three components. They will be meaningful, pointing out the benefits that make the product more desirable. Then, appeals must be believable; making the consumers believe the product or service will deliver the promised benefits. Lastly the appeals should be distinctive. They should tell how the product is better than the competitors. "For example, the most meaningful benefit of owning a wristwatch is that it keeps accurate time, yet few watch ads feature this benefit. Instead, based on the distinctive benefits they offer, watch advertisers might select any of a number of advertising themes." Marketing: An Introduction, Armstrong/koler, p. 392. So, when you purchase Billionaire Vodka, you will be confident you are drinking the very best on the market. “Creative concept: the compelling ‘big idea’ that will bring the advertising to life in a distinctive and memorable way. The creative team will find the best approach, style, tone, words, and format for executing the message.

My final project is a seperate CD as a radio advertisement and script, and has been handed in to the teacher.