GOLDENADVERTISING OBJECTIVES & METHODS!

MESSAGE STRATEGY Linking objectives with methods! Methods can be used in various strategic combinations! In The End –Last paragraph of Chapter 11

GOLDENADVERTISING OBJECTIVES & METHODS! MESSAGE STRATEGY Objective- 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).

EXAMPLES COUNT THE BITS! IT’S CUTE AND AGGRAVATING! DO YOU REMEMBER? CLASSIC! GOLDENADVERTISING OBJECTIVES & METHODS!

MESSAGE STRATEGY Objective- Affective Association! Affective Association Brand Preference Positive Attitude Likability IT’S ALL THE SAME OBJECTIVE DAMN IT!

GOLDENADVERTISING OBJECTIVES & METHODS!

MESSAGE STRATEGY 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). –EXAMPLEEXAMPLE

GOLDENADVERTISING OBJECTIVES & METHODS! MESSAGE STRATEGY Objective- 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 EXAMPLES WASSUP WASABI WHAT ARE YOU DOING? SALMON? GUINESSGUINES GOLDENADVERTISING OBJECTIVES & METHODS!

MESSAGE STRATEGY Objective- 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!COG COMMERCIAL! –BANANA LUGGAGE?BANANA LUGGAGE?

GOLDENADVERTISING OBJECTIVES & METHODS! MESSAGE STRATEGY 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).

GOLDENADVERTISING OBJECTIVES & METHODS! MESSAGE STRATEGY Objective- Persuade! Method- Testimonials: –Celebrity –Expert –Average user Strategic Implications (page 350).

GOLDENADVERTISING OBJECTIVES & METHODS! MESSAGE STRATEGY Objective- Persuade! Method- Demonstration: “Seeing is believing”. –Strategic Implications (page 50). –EXAMPLEEXAMPLE

GOLDENADVERTISING OBJECTIVES & METHODS! MESSAGE STRATEGY Objective- Persuade! Method- Infomercial: 5 to 60 minute TV program that is part documentary, part entertainment, and part informational. –Strategic Implications (page 351).

GOLDENADVERTISING OBJECTIVES & METHODS!

LUCKY???

GOLDENADVERTISING OBJECTIVES & METHODS! MESSAGE STRATEGY Objective- 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 and on page 359. –Strategic Implications (page 360). –Cross-Over Effect (not in book).

GOLDENADVERTISING OBJECTIVES & METHODS! MESSAGE STRATEGY Objective- 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).

GOLDENADVERTISING OBJECTIVES & METHODS! MESSAGE STRATEGY Objective- 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).

GOLDENADVERTISING OBJECTIVES & METHODS! MESSAGE STRATEGY Objective- 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).

GOLDENADVERTISING OBJECTIVES & METHODS! MESSAGE STRATEGY Objective- Situate Brand Socially Method- Product Placement/Short Internet Films/Other Madison & Vine Techniques. –Strategic Implications (page 368).

GOLDENADVERTISING OBJECTIVES & METHODS! MESSAGE STRATEGY Objective- 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!EVOLUTION! –ROCK N’ ROLL!ROCK N’ ROLL!