Message Development

This article describes a formative strategy for developing effective tractor safety messages aimed at small crop and livestock farmers in New York. This population accounts for the highest proportion of tractors lacking rollover protective structures (ROPS), which reduce the risk of overturn injury or death. To encourage ROPS installation on unprotected tractors, persuasive messages were developed to be used as part of a social marketing intervention. The message development process involved evaluating concepts in small group discussions (triads) with the target audience. Participants were asked to review and provide feedback on 15 concepts, select two favorites, and discuss influential message channels. Results indicate that messages should address existing concerns for family safety or a permanently disabling injury and should realistically depict the lives of participants. Messages featuring financial incentives must clearly state the cost to the farmer. Although the data from the pilot test of intervention components has not yet been analyzed, data from the program hotline indicates concept development messages and rebates generated a greater demand for ROPS than generic messages and rebates. In conclusion, by employing the target population in the message development process it was possible to increase the efficacy of ROPS social marketing messages.

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CREATIVE PLANNING DAN STRATEGI PENGEMBANGAN PESAN KOMUNIKASI PEMASARAN

Al-Hikmah ◽

10.24260/al-hikmah.v13i1.1297 ◽

2019 ◽

Vol 13 (1) ◽

pp. 1

Author(s):

Handes Handes

Keyword(s):

Development Strategy ◽

Development Strategies ◽

Target Audience ◽

Marketing Communications ◽

Marketing Communication ◽

The Public ◽

Specific Theme ◽

Message Development

This article is focused on creative planning and marketing communication message development strategies. The results of this study found that creative planning was compiled as a reference in implementing marketing communications campaigns. In a campaign, creative planning is important to produce marketing creativity that is different, unique and interesting compared to competitors. While the message development strategy can be interpreted as a process of finding ways to influence the public or certain goals by persuading or persuasive and motivating the public to participate, so that the message is expected to create certain effects as planned according to a specific theme. The development of messages starts from a big idea to express certain intentions according to needs and benefits which are then constructed into messages that are then conveyed to the target audience. The purpose of developing messages can only be achieved if the audience understands these messages. [Artikel ini difokuskan pada perencanaan kreatif dan strategi pengembangan pesan komunikasi pemasaran. Hasil kajian ini menemukan bahwa perencanaan kreatif disusun sebagai acuan dalam pelaksanaan kampanye komunikasi pemasaran. Dalam sebuah penyelenggaraan kampanye, perencanaan kreatif menjadi penting untuk menghasilkan kreativitas pemasaran yang berbeda, unik dan menarik dibandingkan pesaing. Sedangkan strategi pengembangan pesan dapat diartikan sebagai proses menemukan cara untuk mempengaruhi publik atau sasaran tertentu dengan cara membujuk atau persuasif dan memotivasi publik untuk berpartisipasi, sehingga pesan diharapkan dapat menciptakan efek tertentu seperti yang direncanakan sesuai dengan tema spesifik. Pengembangan pesan berawal dari suatu gagasan (big idea) untuk menyatakan maksud tertentu sesuai dengan kebutuhan dan manfaat yang kemudian di konstruksi menjadi bentuk pesan-pesan yang kemudian disampaikan kepada khalayak sasaran. Tujuan pengembangan pesan hanya dapat dicapai apabila khalayak memahami pesan-pesan tersebut]. Kata Kunci: Creative planning, Strategi Pesan, dan Komunikasi Pemasaran.

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