WHAT IS A

BRAND MANUAL?
PANDA, AIK O R .
A BRAND MANUAL EXPLAINS
HOW A BRAND SHOULD BE
USED INTERNALLY AND
EXTERNALLY.
COMMUNICATION
PROCESS MODEL
 COMMUNICATION IS A TWO-WAY PROCESS BY WHICH
PARTICIPANTS EXCHANGE INFORMATION, NEWS, IDEAS
AND FEELINGS TO CREATE AND SHARE MEANINGS
MUTUALLY.
 HOW TO CREATE AN
ADVERTISING MESSAGE?
 IN ADVERTISING, THE ACT OF
CREATING A MESSAGE IS OFTEN
CONSIDERED THE CREATIVE WAY
OF CARRYING OUT AN
ADVERTISING CAMPAIGN.
WHEN DEVELOPING THE MESSAGE, THESE ARE THE
FACTORS TO BE CONSIDERED:

CHARACTERISTICS OF THE
TARGET AUDIENCE
TYPE OF MEDIA USED
PRODUCT FACTORS
OVERALL ADVERTISING
OBJECTIVE
MOST ADVERTISING MESSAGES SHARE COMMON
ELEMENTS WITHIN THE MESSAGE INCLUDING:

APPEAL
VALUE PROPOSITION
SLOGAN