3.

2 Creative Message Strategy - 12%: - 300 words

This section should discuss the following aspects including:

3.2.1 Creative strategy/ies (e.g., what are the major creative strategies for this campaign? Why?)

3.2.2 Conceptualization (e.g., conceptualize the creative strategy based on A(attribute)-

C(consequence)-V(value) framework)

3.2.3 Validation (e.g., discuss the creativity of the advertisement based on the C (connectedness)-A
(appropriateness)-N (novelty) framework)

*Make sure your discussion of creative strategy flows from targeting, positioning, and advertising
objectives.
* “Appendix 1-The ACV Table” should be included in the Appendix section.

By

The real life product review and uses is appropriate as it provides relevant information and
captures the brands benefits, uses and qualities hence distinguishing it from other honey
brands.

A sensory experience

3.1 Communication objectives

The main communication objective is to generate demand for the product within the Honey
Market. This is achieved by communicating the numerous unique benefits of the product, in
particularly its health benefits, allowing the product to be perceived highly by the target
audience. By presenting the benefits within the ad, we aim to ensure the product stands out
to our health-conscious target audience and thus communicate the need and practicality of the
product to the target audience. This objective is focused on a specific outcome and is both
achievable and relevant and to the target audience. However, the objective is not measurable,
and the specific time is unclear as it is a TikTok video, in which the duration in which the ad
is played is controlled by TikTok.

The real life product review and uses in the advertisement are appropriate as it provides
relevant information and captures the brands benefits, uses and qualities hence distinguishing
it from other honey brands. In doing so, it is also suitable to the communication objective in
which we aim to share the unique benefits of the product. To ensure the target audience is
connected to the TikTok advertisement, we incorporated a young, typical Australian student
to review the honey as he is representative of the target audience. This allows viewers to
identify and relate with the endorser and hence develop a stronger connection to the brand.

Repition
A sensory experience
A practical expereicen

Appeal
Table

This section should discuss the questions such as: what is the major appeal strategy? What is the
rationale? Any advantage(s) or disadvantage(s) of using the appeal strategy to target the chosen
segment?

The most prominent appeal strategy was a rational appeal, in particularly an appeal to the
sensory elements of the product such as taste, flavour and uses. As health-conscious
consumers are actively involved in considering the facts and nutritional values regarding their
food intake, it was appropriate to use this appeal in order to provide viewers with necessary
benefits and advantages of the honey. This appeal is advantageous to the health-conscious
segment as it draws on reason and logical arguments. By involving the product testing and
reviews in the advertisement, viewers are able to visually see the product in action and hence
can form a greater understanding of the product as well as its taste, flavour and uses which
works to persuade consumers. A disadvantage of this appeal is that not all consumers make
rational decisions when buying food products and thus if there is no emotional connection,
the ad may only create thought around the product but no purchase.

Validation

Creativity of ad based on the C (connectedness)-A (appropriateness)-N (novelty) framework)

To ensure target audience are connected to the TikTok advertisement, we incorporated a

young, typical Australian student to review the honey as he is representative of the target
audience. This allows viewers to identify and relate with the endorser and hence develop a
stronger connection to the brand.

The real life product review and uses in the advertisement are appropriate as it provides
relevant information and captures the brands benefits, uses and qualities hence distinguishing
it from other honey brands. In doing so, it is also suitable to the communication objective in
which we aim to share the unique benefits of the product. To ensure the target audience is
connected to the TikTok advertisement, we incorporated a young, typical Australian student
to review the honey as he is representative of the target audience. This allows viewers to
identify and relate with the endorser and hence develop a stronger connection to the brand. In
terms of novelty, we aimed to make the advertisement unique by incorporating an endorser
who tastes the product within the ad to make the video more relatable and memorable. In
addition, the shots of drizzling the honey creates a satisfying effect, further gaining viewers
attention.