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© 2009 South-Western, a part of Cengage Learning

Chapter 11

Message Strategy

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Context for Message Strategy

ObjectivesObjectives MethodsMethods

Message StrategyMessage Strategy

Advertising Strategy(Planning, Preparation, Placement)Advertising Strategy(Planning, Preparation, Placement)

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Message Strategy: Objectives and Methods

• Method A: Repetition adsMethod A: Repetition ads

• Method B: Slogan and jingle Method B: Slogan and jingle adsads

Objective #1:Objective #1:Promote brand recallPromote brand recall

• Method A: Unique selling Method A: Unique selling proposition (USP) ads proposition (USP) ads

Objective #2:Objective #2:Link key attributes to Link key attributes to the brand namethe brand name

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ALTOIDS has successfully used repetition with ads like these to create brand recall.

ALTOIDS has successfully used repetition with ads like these to create brand recall.

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Ad in Context Example

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Volvo uses the unique selling proposition in this ad.

Volvo uses the unique selling proposition in this ad.

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Ad in Context Example

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Message Strategy: Objectives and Methods

• Method A: Reason-why adsMethod A: Reason-why ads

• Method B: Hard-sell adsMethod B: Hard-sell ads

• Method C: Comparison adsMethod C: Comparison ads

• Method D: Testimonial adsMethod D: Testimonial ads

• Method E: Demonstration adsMethod E: Demonstration ads

• Method F: InfomercialsMethod F: Infomercials

Objective #3:Objective #3:Persuade the consumerPersuade the consumer

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Comparison ads, like this one, work better when the comparison directly names brands.

Comparison ads, like this one, work better when the comparison directly names brands.

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Ad in Context Example

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Message Strategy: Objectives and Methods

• Method A: Feel good adsMethod A: Feel good ads

• Method B: Humor adsMethod B: Humor ads

• Method C: Sex-appeal adsMethod C: Sex-appeal ads

Objective #4: Objective #4: Affective Affective AssociationAssociation

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Message Strategy: Objectives and Methods

• Method A: Fear-appeal Method A: Fear-appeal adsads

Objective #5 Scare the Objective #5 Scare the consumer into actionconsumer into action

• Anxiety adsAnxiety ads• Social Anxiety adsSocial Anxiety ads

Objective #6: Change Objective #6: Change behavior by inducing behavior by inducing anxietyanxiety

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Message Strategy: Objectives and Methods

• Method A: Transformational Method A: Transformational adsads

Objective #7: Transform Objective #7: Transform consumption experiencesconsumption experiences

• Method A: Slice-of-life adsMethod A: Slice-of-life ads

• Method B: Branded Method B: Branded Entertainment, Product Entertainment, Product placement, Short Internet placement, Short Internet Films, Madison & Vine Films, Madison & Vine

Objective #8: Situate the Objective #8: Situate the brand sociallybrand socially

• Image adsImage adsObjective # 9: Define the Objective # 9: Define the brand imagebrand image

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Product placement isn’t just for movies and TV.

Product placement isn’t just for movies and TV.

Ad in Context Example

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“Image ads” carry little hard product information and rely on appealing visuals instead.

“Image ads” carry little hard product information and rely on appealing visuals instead.

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Ad in Context Example

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In the End….

Message development is where the advertising and brand battle is won or lost . . . Creatives have to turn client wishes into

effective advertising. Creatives need to get into the mind of the

consumer/target audience. Advertisers need to merge culture and

brand.PPT 11-13