MESSAGE STRATEGY Chp. 11 with Duane Weaver

Message Strategy  Consists of objectives and methods to communicate “core idea”/message.

Objectives  Promote Brand Recall –Repetition –Slogans and Jingles  Link Key Attributes to Brands  Persuade Consumer –Reason why –Hard sell (buy now) –Comparison –Testimonial –Demonstration –Infomercial

AFFECTIVE ASSOCIATION  WHAT IS AFFECTIVE Advertising and how is it different than COGNITIVE Advertising?

AFFECTIVE ASSOCIATION Types  Feel good  Humour  Sex Appeal

SCARE INTO ACTION  Fear Appeal

Behaviour change via INDUCING ANXIETY  Anxiety Ads – clear and present problem, buy mine product/service to alleviate  Social Anxiety – danger is negative social judgment (P&G spots on glasses)

Transform Consumption Experiences  Using Transformational Ads – creating anticipation of feeling or familiarity bundled with a positive memory –Can induce the experience (expectation management)

SITUATE Brand SOCIALLY  Slice of life ads  Product placement/short internet films  Buzz Marketing – “he/she has them”

Define Brand Image  Image Ads –Enduring memory –Generally less counterargument –Low legal/regulatory issues –ICONIC potential –Can be common –Can be rejected as FALSE –Do not copy test well

Discussion  1  2  3  4  6  10