Message Execution

Deepa Kumari drdeepakumari@rediffmail.com

1.Brand-Message Execution

1. 2. 3. 4. 5.

A message execution is the format of a complete MC message, such as advertisement, brochure or package label. Five decision areas are key for people on the creative side Message storytelling Tone and style Words or copywriting Pictures or art direction Consistency

2. Message Storytelling

1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12.

Some common message formats: News announcement Inherent drama Testimonial or endorsement Talking head Lifestyle Problem-solution Demonstration Comparison Picture caption Jingle Humor Animation/cartoon

3. Tone and Style

Tone refers to the general atmosphere or manner of expression. The tone is the cue about the nature of the message and personality of the brand.

4. The Synergy of Words and Pictures

5. Copywriting

Slogan-It is a clever phrase that serves as a reminder of a brand, company image, or campaign theme. Writing for print-Body copy is the text of the brand message. Display copy in a type size larger than that of the body copy and meant to entice readers into reading the body copy. Headline which is a line set in large type to get readers attention and lead into the body copy, other display copy includes picture captions and subheads, as well as underlines and overlines that either

lead into the headline or expand on it, and slogans or tag lines
that wrap up the creative idea at the end of the message.

5. Copywriting

Captions are verbal explanations of visuals. Call outs are mini-captions positioned around an illustration to help or explain or emphasize on certain elements in an illustration to help explain or emphasize certain elements in an illustration or picture. Brand identification information is typically showcased at the bottom of the piece, usually in a distinctive logo or signature which is a distinctive way of printing the brand name. Tagline is the one that provides either a call or an action.

6. Writing for Electronic Media

7. Other MC Design Areas

Brand Identity Exhibits Packaging The concept of executional consistency and strategic consistency