1 © 2009 South-Western, a part of Cengage Learning Chapter 11 Message Strategy PPT 11-1.

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Presentation transcript:

1 © 2009 South-Western, a part of Cengage Learning Chapter 11 Message Strategy PPT 11-1

2 PPT 11-2 Context for Message Strategy Objectives Methods Message Strategy Advertising Strategy (Planning, Preparation, Placement) Advertising Strategy (Planning, Preparation, Placement)

3 PPT Message Strategy: Objectives and Methods Method A: Repetition ads Method A: Repetition ads Method B: Slogan and jingle ads Method B: Slogan and jingle ads Objective #1: Promote brand recall Method A: Unique selling proposition (USP) ads Method A: Unique selling proposition (USP) ads Objective #2: Link key attributes to the brand name

4 ALTOIDS has successfully used repetition with ads like these to create brand recall. PPT Ad in Context Example

5 Volvo uses the unique selling proposition in this ad. PPT 11-5 Ad in Context Example

6 PPT 11-6 Message Strategy: Objectives and Methods Method A: Reason-why ads Method A: Reason-why ads Method B: Hard-sell ads Method B: Hard-sell ads Method C: Comparison ads Method C: Comparison ads Method D: Testimonial ads Method D: Testimonial ads Method E: Demonstration ads Method E: Demonstration ads Method F: Infomercials Method F: Infomercials Objective #3: Persuade the consumer

7 Comparison ads, like this one, work better when the comparison directly names brands. PPT 11-7 Ad in Context Example

8 PPT 11-8 Message Strategy: Objectives and Methods Method A: Feel good ads Method A: Feel good ads Method B: Humor ads Method B: Humor ads Method C: Sex-appeal ads Method C: Sex-appeal ads Objective #4: Affective Association

9 PPT 11-9 Message Strategy: Objectives and Methods Method A: Fear-appeal ads Method A: Fear-appeal ads Objective #5 Scare the consumer into action Anxiety ads Anxiety ads Social Anxiety ads Social Anxiety ads Objective #6: Change behavior by inducing anxiety

10 PPT Message Strategy: Objectives and Methods Method A: Transformational ads Method A: Transformational ads Objective #7: Transform consumption experiences Method A: Slice-of-life ads Method A: Slice-of-life ads Method B: Branded Entertainment, Product placement, Short Internet Films, Madison & Vine Method B: Branded Entertainment, Product placement, Short Internet Films, Madison & Vine Objective #8: Situate the brand socially Image ads Image ads Objective # 9: Define the brand image

11 PPT Product placement isnt just for movies and TV. Ad in Context Example

12 Image ads carry little hard product information and rely on appealing visuals instead. PPT Ad in Context Example

13 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