goldenadvertising objectives & methods!. message strategy linking objectives with methods!...

GOLDENGOLDEN ADVERTISING OBJECTIVES & METHODS!ADVERTISING OBJECTIVES & METHODS!


MESSAGE STRATEGYMESSAGE STRATEGY

• Linking objectives with methods!

• Methods can be used in various strategic combinations!

• In The End– Last paragraph

of Chapter 11


MESSAGE STRATEGYMESSAGE STRATEGYObjective- Brand RecallObjective- Brand Recall

• Objective- Promote brand recall: Remember brand name (awareness).

• Method: Repetition (repeating ad and/or repeating brand name within an ad).

• Method: Slogans and jingles. – Strategic Implications (page 344).

EXAMPLESEXAMPLES

• COUNT THE BITS!

• IT’S CUTE AND AGGRAVATING!

• DO YOU REMEMBER?

• CLASSIC!


http://www.youtube.com/watch?v=iPyNsB2BDRE

http://www.youtube.com/watch?v=5JuVHCJVYf4

http://www.youtube.com/watch?v=en4muUSIRT4

http://www.youtube.com/watch?v=pVcbasIb8lQ


MESSAGE STRATEGYMESSAGE STRATEGYObjective- Affective Association!Objective- Affective Association!

• Affective Association

• Brand Preference

• Positive Attitude

• Likability

• IT’S ALL THE SAME OBJECTIVE DAMN IT!


MESSAGE STRATEGYMESSAGE STRATEGYObjective- Affective Association!Objective- Affective Association!

• Objective- Instill brand preference: Attitude and likability.

• Method: Feel good ads (affective association)- “if you like the ad, you’ll like the brand”.– Strategic Implications (page 354).– EXAMPLE

http://www.youtube.com/watch?v=dFTOqiOdi34


MESSAGE STRATEGYMESSAGE STRATEGYObjective- Affective AssociationObjective- Affective Association

• Method: Humor ads.– Strategic Implications (page 355).

• Method: Sex appeal– Strategic Implications (page 358).– Decorative models or the “Vanna White

Syndrome” (not in book).

HUMOR AND SEX EXAMPLESHUMOR AND SEX EXAMPLES

• WASSUP

• WASABI

• WHAT ARE YOU DOING?

• SALMON?

• GUINESS


http://www.youtube.com/watch?v=W16qzZ7J5YQ


MESSAGE STRATEGYMESSAGE STRATEGYObjective- USPObjective- USP

• Objective- Link key attribute to the brand name: Unique Selling Proposition (Volvo and safety, Cheer and all temperatures, Federal Express and reliability).

• Method: USP ads- link one special attribute to brand (trying to link several attributes hurts recall).– Strategic Implications (page 345).– COG COMMERCIAL!– BANANA LUGGAGE?


MESSAGE STRATEGYMESSAGE STRATEGYObjective- Persuade!Objective- Persuade!

• Method- Reason-Why format: Present why consumer should use product.

• Method- Hard-Sell format: Uses high pressure and urgency.– Strategic Implications for Reason-Why and Hard-Sell

(page 347).

• Method- Comparison ads: May or may not mention competitor, but competition is known by viewer. Strategic Implications (page 348).



• Method- Testimonials:

– Celebrity

– Expert

– Average user

• Strategic Implications (page 350).



• Method- Demonstration: “Seeing is believing”.– Strategic Implications

(page 50).

– EXAMPLE



• Method- Infomercial: 5 to 60 minute TV program that is part documentary, part entertainment, and part informational.– Strategic Implications (page 351).


LUCKY???


MESSAGE STRATEGYMESSAGE STRATEGYObjective- Scare into ActionObjective- Scare into Action

• Objective: Scare the customer into action.

• Method- fear appeal.– Try to portray risk, harm, or negative

consequences of not using brand or taking a specific action. See exhibits 11.22 and 11.23 on page 359.

– Strategic Implications (page 360).– Cross-Over Effect (not in book).


MESSAGE STRATEGYMESSAGE STRATEGYObjective- Induce AnxietyObjective- Induce Anxiety

• Objective: Change behavior by inducing anxiety.

• Method: Anxiety ads and Social Anxiety ads (similar to fear ads).– Often portrays the social consequences of not

using the brand or taking action.– Strategic Implications (page 362).


MESSAGE STRATEGYMESSAGE STRATEGYObjective- TransformationObjective- Transformation

• Objective- Transform consumption experiences (positive memories).

• Method- Transformational ads: Try to make the consumption experience better by triggering positive memory of the ad. Thus the consumption is transformed.– Strategic Implications (page 363).


MESSAGE STRATEGYMESSAGE STRATEGYObjective- Situate Brand SociallyObjective- Situate Brand Socially

• Objective- Situate the brand socially: Attach social meaning to the brand.

• Method- Slice-of-Life ads: Place a brand in a social context so the brand is associated with the social meaning. Problem/solution format (not in book).– Strategic Implications (page 364).


MESSAGE STRATEGYMESSAGE STRATEGYObjective- Situate Brand SociallyObjective- Situate Brand Socially

• Method- Product Placement/Short Internet Films/Other Madison & Vine Techniques.– Strategic Implications (page 368).


MESSAGE STRATEGYMESSAGE STRATEGYObjective- Image DefinitionObjective- Image Definition

• Objective- Define the Brand Image.

• Method- Image ads: Tends to be visual with little hard info. Can be explicit (Exxon Tiger) or more subtle with the use of colors and tones (Coors).– Strategic Implications (page 370).– EVOLUTION!– ROCK N’ ROLL!

goldenadvertising objectives & methods!. message strategy linking objectives with methods!...

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action objective

objective damn

method hard

method reason

method testimonials

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method demonstration