advertising and integrated brand promotion
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Advertising and Integrated Brand Promotion. Part 7: The Message Strategy. The Message Strategy. Message Strategy: defining objectives and methods to successfully reach a goal. When looking at ads, ask yourself: What is this ad trying to do, and how is it trying to do that? - PowerPoint PPT PresentationTRANSCRIPT
Advertising and Integrated Brand PromotionPart 7: The Message Strategy
The Message StrategyMessage Strategy: defining objectives and methods to successfully reach a goal.When looking at ads, ask yourself:
What is this ad trying to do, and how is it trying to do that?What is it’s main method?
Objective #1:Promote Brand Recall
Method A: RepetitionMethod B: Slogans and Jingles
Pro/Con:Can be extremely memorable......but sometime with the wrong brand
Apply where?
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What mix?
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Objective #2Identify the unique selling proposition
Method A: Emphasize one, distinguishing attribute of the product. Two if they are complimentary
Pro/ConPro: Can start a credible reputation of a brandCon: Unique is in the eye of the beholder
#2 is the new #1
Objective #3Persuade the Consumer
Method A: Reason Why Ads
Points out good reasons to purchase
Pro: gives “permission to buy”
Con: Consumers have to be paying attention for these ads to work
Objective #3Persuade the Consumer
Method B: Hard Sell
High pressure. Creates a sense of urgency.
Uses typical phrases such as “act now”, “last chance to save”, “limited time offer.”
Pro: Gives consumer a defense. “well I had to act fast!”
Con: We’ve learned to ignore the urgency
NOW!
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Objective #3Persuade the consumer
Method C: Comparison Ads
Demonstrates a brands ability to satisfy needs while showing a competitors brand inability to satisfy needs.
Pro: Helps bring awareness if the feature compared is unique
Con: Can be seen in poor taste
Vs.
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Simple
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Objective #3Persuade the consumer
Method D: TestimonialsThe use of celebrities or “average” people speaking positively of the brand/productPro: Generate high level of popularity for brand.Con: Can generate more popularity for the celebrity than the product
So cute
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Objective #3 (still)Persuade the consumer
Method E: DemonstrationTakes the “seeing is believing” mentalityPro: Creates a first hand experience memoryCon: Can be looked at as skeptical
So fresh and so clean
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Objective #3Persuade the consumer
Method F: Infomercial
A longer format of commercial that uses a combination of testimonials, demonstrations, comparison and hard sell tactics.
Pro: Longer format gives plenty of time to state case
Con: Considered a bit of a gimmick
Objective #4Affective Association
The goal is to get the consumer to feel good about the brand by eliciting a positive emotion
Method A: Feel-Good Ads
Tap into attitudes that bring joy, happiness, or personal connection
Pro/Con
Pro: Tend to stand out as more memorable
Con: Can wear out its welcome
Objective #4Affective Association
Method B: Humor Ads
Explicit use of humor as an anchor to the product.
Pro: If joke is related to product, it can be extremely effective
Con: Do people remember the joke or the brand
Objective #4Affective Association
Method C: Sexual Appeal AdsFeelings based on arousal and initial attention getting techniquesPro: High attention levelsCon: Poor memorability
Humor
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Sex Appeal
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Objective #5SCARE the consumer into action
Method A: Fear based AdsAds that tap fear or negative consequences as reasoning to purchase the brandPro: A plausible threat motivates consumersCon: Ridiculous threats aren’t effective
Mayhem is coming
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Objective #6
Change Behavior by Inducing AnxietyMethod A: Anxiety Ads
1) State a clear and present problem2) The only solution to avoid this problem is to buy the product
H&S
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Objective #6Change Behavior by Inducing AnxietyMethod B: Social Anxiety
Ads that induce anxiety towards negative social judgementPro: Generates a positive perception of productToo much anxiety induces fear towards the product
Social Anxiety
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Objective #7Situate the Brand SociallySurround your brand in a setting that compliments it, or causes it to excel. Create a positive cultural relationshipMethod Slice of Life Ads
Show the brand in a social context to give it meaning by association.
Slice
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Objective #7Situate the Brand SociallyMethod B: Product Placement
“Convenient” intentional placement of brands in film and television.Pro: No counterargument for placementCon: Can be VERY ineffective when obvious
Product Placement
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Objective #9Defining the Brand ImageUsing a iconic or unique image association with a product to convey a style, way of life, or attitude.Pro: Enduring memory with iconic potentialCon: Too many try to be iconic. Lost in clutter.
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Message Strategy ObjectivesPromote Brand RecallUnique Selling PropositionPersuade the ConsumerAffective AssociationScare the ConsumerChange behavior by inducing anxietySituate the brand sociallyDefining brand image
Fail
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Quick Fails
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