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? What is it’s main method?

Objective #1: Promote Brand Recall Method A: Repetition Method B: Slogans and Jingles Pro/Con: Can be extremely memorable......but sometime with the wrong brand

Apply where?

What mix?

Objective #2 Identify the unique selling proposition Method A: Emphasize one, distinguishing attribute of the product. Two if they are complimentary Pro/Con Pro: Can start a credible reputation of a brand Con: Unique is in the eye of the beholder

#2 is the new #1

Objective #3 Persuade 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 #3 Persuade 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!

Objective #3 Persuade 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.

Simple

Objective #3 Persuade the consumer Method D: Testimonials The use of celebrities or “average” people speaking positively of the brand/product Pro: Generate high level of popularity for brand. Con: Can generate more popularity for the celebrity than the product

So cute

Objective #3 (still) Persuade the consumer Method E: Demonstration Takes the “seeing is believing” mentality Pro: Creates a first hand experience memory Con: Can be looked at as skeptical

So fresh and so clean

Objective #3 Persuade 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 #4 Affective 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 #4 Affective 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 #4 Affective Association Method C: Sexual Appeal Ads Feelings based on arousal and initial attention getting techniques Pro: High attention levels Con: Poor memorability

Humor

Sex Appeal

Objective #5 SCARE the consumer into action Method A: Fear based Ads Ads that tap fear or negative consequences as reasoning to purchase the brand Pro: A plausible threat motivates consumers Con: Ridiculous threats aren’t effective

Mayhem is coming

Objective #6 Change Behavior by Inducing Anxiety Method A: Anxiety Ads 1) State a clear and present problem 2) The only solution to avoid this problem is to buy the product

H&S

Objective #6 Change Behavior by Inducing Anxiety Method B: Social Anxiety Ads that induce anxiety towards negative social judgement Pro: Generates a positive perception of product Too much anxiety induces fear towards the product

Social Anxiety

Objective #7 Situate the Brand Socially Surround your brand in a setting that compliments it, or causes it to excel. Create a positive cultural relationship Method Slice of Life Ads Show the brand in a social context to give it meaning by association.

Slice

Objective #7 Situate the Brand Socially Method B: Product Placement “Convenient” intentional placement of brands in film and television. Pro: No counterargument for placement Con: Can be VERY ineffective when obvious

Product Placement

Objective #9 Defining the Brand Image Using a iconic or unique image association with a product to convey a style, way of life, or attitude. Pro: Enduring memory with iconic potential Con: Too many try to be iconic. Lost in clutter.

Message Strategy Objectives Promote Brand Recall Unique Selling Proposition Persuade the Consumer Affective Association Scare the Consumer Change behavior by inducing anxiety Situate the brand socially Defining brand image

Fail

Quick Fails