ABSTRACT
The strategic message planner helps create the one, clear strategic message that is the heart of a successful advertisement. Before strategic writers begin to think of an ad's visuals or jingles or slogans or headlines, they first conduct research and complete a strategic message planner. Strategic message planners also are called copy platforms, creative work plans and strategy statements. One goal of the strategic message planner is to help design a brand image that will distinguish the product from its direct competitors. A comprehensive demographic profile also includes the target audience's preferred media, geographic locations and purchase history with the product. Some strategic message planners include a title page that specifies the client, the account executive in charge of the ad and the date. The chapter explains three related but distinct ideas: current brand image, desired brand image and brand image challenges.
