Learning objectives
1. How do ideas become messages?
"the important thing is not what you say – it’s what others hear" by Iris Shoor
“There is only one way… to get anybody to do anything. And that is by making the other person want to do it” ~ Dale Carnegie
· The process of creating a message
Step 1: Define Issues
- What motivates your audience
- Determine quality of your audience ( Demagraphics, age, gender, education level, income level)
Step 2: Develop Initial Message Concepts
- About what you learn from your audience (step 1)
- Identify specific actions and behaviors that you want to encourage
- Develop positive message concepts to empower consumers to make the change. (e.g. diets)
Step 3: Assess Message Concepts
- What your initial message concepts mean to your target audience.
- You can try focus group to hear what they understand.
Step 4: Fine Tune Message
- Sometimes audience not interpret the initial message concept, if your audience misunderstood some words you can change it, from the feedback (step 3) .
- Reaction of the audience (positive, negative, neutral )
Step 5: Validate Messages
- Confirm that a specific message is meaningful to your audience.
- surveys and questionnaires
retreived by http://www.foodinsight.org/Message_Making_101_Creating_Consumer_Friendly_Messages
· What is a message?
What you want to transmit to others
"A communication containing some information, news, advice, request,or the like, sent by messenger, telephone, email, or other means." (dictionary )
2. What constitutes a message?
· Consider messaging using the five senses: sight, smell, touch, sound, and taste.
There is different people that can focus more visual than touch, so in your message its important to apply a little bit of every one, (comercials with food , pizza)
· Think of examples
· Consider messaging using the five senses: sight, smell, touch, sound, and taste.
There is different people that can focus more visual than touch, so in your message its important to apply a little bit of every one, (comercials with food , pizza)
· Think of examples
· Subliminal messaging
http://www.duetsblog.com/2013/07/articles/trademarks/subliminal-messages/
http://mentalfloss.com/article/53146/11-hidden-messages-company-logos
3. What factors to consider when designing a message?
· Cultural factors, recent events, social trends, (new) materials, target audience, (product) image
- Age
- Gender
- Family structure
- Ethnicity
- Education level
- Income level
- Hobbies and interests
- Preferred recreational activities
- Concerns and biases
- Life goals
Retrieved by
http://religiomag.com/wp-content/uploads/2014/03/colors-around-the-world_52964efc6ad1a_w1500.jpg
Sources
http://religiomag.com/wp-content/uploads/2014/03/colors-around-the-world_52964efc6ad1a_w1500.jpg
Sources
- https://blog.bufferapp.com/why-we-buy-into-ideas-how-to-convince-others-of-our-thoughts
- http://www.foodinsight.org/Message_Making_101_Creating_Consumer_Friendly_Messages
- http://www.duetsblog.com/2013/07/articles/trademarks/subliminal-messages.
- http://www.messagesthatmatter.com/messaging-defined/