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Lee, Social Marketing, Fifth Edition Instructor’s Resources
Chapter 13:
Promotion: Deciding on Messages, Messengers, and Creative
Strategies
Chapter Summary
Promotion is persuasive communication and is the tool we count on to ensure
that the target audience knows about the o!er, believes they will experience
the stated benefit, and is inspired to act. There are four major components
of a communications strategy:
Messages: What you want to communicate, inspired by what you
want your target audience to do, know, and believe
Messengers: Who will deliver your messages or be perceived to be
sponsoring or supporting your o!er
Creative Strategy: What you will actually say and show and how you
want to say it
Communication Channels: Where and when your messages will
appear, distinct, of course, from distribution channels
Several tips were suggested to assist you in evaluating and choosing a
creative strategy:
1: Keep It Simple and Clear
2: Focus on Audience benefit
3: When Using Fear, Follow Up With Solutions and Use Credible Sources
4: Try for Messages That Are Vivid, Personal, and Concrete
5: Make Messages Easy to Remember
6: Sometimes Have a Little Fun
7: Try for a “Big Idea”
8: Consider a Question Instead of a Nag
9: Make Norms (More) Visible
10: Tell Real Stories about Real People
Before producing campaign materials, you are encouraged to pre-test
messages and creative concepts, even if informally. You will be testing their
ability to deliver on the objectives for your campaign, especially those
outlined in your creative brief. Potential pitfalls in testing are real and can be
minimized by carefully constructing questioning and brie$ng respondents as
well as colleagues and clients.
