©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Creative Message Strategy 10 1 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

10 2 Context for Message Strategy 10 2 Message Strategy ObjectivesMethods Advertising Strategy (Planning, Creative, Media Placement)

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Message Strategy: Objectives and Methods 10 3 Objective #1: Promote Brand Recall Method A: Repetition Ads Method B: Slogan and Jingle Ads Method C: Point-of-Purchase Branding

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Message Strategy: Objectives and Methods 10 4 Objective #2: Link Key Attributes to the Brand Name Method A: Unique Selling Proposition (USP) Ads Emphasizes a unique quality of the brand

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Lexus uses the unique selling proposition in this ad. Lexus uses the unique selling proposition in this ad. Courtesy, Lexus, a Division of Toyota Motor Sales, U.S.A., Inc.; Advertising: Team One; Photographer: Scott Downing

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Message Strategy: Objectives and Methods 10 6 Objective #3: Persuade the Consumer Method A: Reason-why Ads Method B: Hard-sell Ads Method C: Comparison Ads Method D: Testimonial Ads Method E: Demonstration Ads Method F: Infomercials

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Comparison ads, like this one, work better when the comparison directly names brands. Saatchi & Saatchi, New York

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 8 Small Group II Give an example of an ad with a persuasive objective for each of the following methods of persuasion: Comparison ads Comparison ads Testimonial ads Testimonial ads Demonstration ads Demonstration ads Infomercials Infomercials

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Message Strategy: Objectives and Methods 10 9 Objective #3: Persuade the Consumer Method A: Reason-why Ads Method B: Hard-sell Ads Method C: Comparison Ads Method D: Testimonial Ads Method E: Demonstration Ads Method F: Infomercials

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 10 Message Strategy: Objectives and Methods 10 Objective #4: Affective Association Method A: Feel Good Ads Method B: Humor Ads Method C: Sex-appeal Ads

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Message Strategy: Objectives and Methods Objective #5: Scare the Consumer Into Action Method A: Fear-appeal Ads Objective #6: Change Behavior by Inducing Anxiety Anxiety Ads Social Anxiety Ads

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Would this ad “scare” you into buying the product? Photo courtesy, Susan Van Etten

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Message Strategy: Objectives and Methods Objective #7: Define the Brand Image Method A: Image ads Objective #8: Give the Brand Desired Social Meaning Method A: Slice-of-life Ads Method B: Branded Entertainment: Product Placement, Web Films

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Message Strategy: Objectives and Methods Objective #9: Resolve Social Disruption and Cultural Contradictions Tie the brand to social/cultural movements Objective #10: Transform Consumption Experiences Transformational Ads

©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part How does the imagery in this ad create a “transformational” context? KRAFT is a registered trademark. Used with permission of Kraft Foods.