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. 1

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

Message Strategy: Objectives and Methods Objective #1: Promote Brand Recall Method A: Repetition Ads – Method B: Slogan and Jingle Ads – Method C: Point-of-Purchase Branding – 10 10 3 3

ALTOIDS has successfully used repetition with ads like these to create brand recall. Altoids® is a registered trademark of Callard & Bowser

Message Strategy: Objectives and Methods Method A: Unique Selling Proposition (USP) Ads Emphasizes a unique quality of the brand – http://www.youtube.com/watch?v =zv0ZPyj7S6M Objective #2: Link Key Attributes to the Brand Name 10 10 5 5

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

Message Strategy: Objectives & Methods Method A: Reason-why Ads – http://www.youtube.com/watch?v=pNFOQgVQ4 KU&feature=related Method B: Hard-sell Ads – http://www.youtube.com/watch?v=q0Gr3kvObxo &NR=1 Method C: Comparison Ads – http://www.youtube.com/watch?v=sgOI_8HlDwg &feature=relmfu Method D: Testimonial Ads – http://www.youtube.com/watch?v=JnDphbggXu4 Method E: Demonstration Ads – http://www.youtube.com/watch?v=wGMt3ueep1 Q Method F: Infomercials – http://www.youtube.com/watch?v=pPKtBM99kAc Objective #3: Persuade the Consumer 10 10 7 7

Comparison ads, like this one, work better when the comparison directly names brands. Saatchi & Saatchi, New York

Message Strategy: Objectives and Methods Objective #4: Affective Association Method A: Feel Good Ads – http://www.youtube.com/watch ?v=HL3qjYrB8CQ Method B: Humor Ads – http://www.youtube.com/watch ?v=mDm6iKH38C0&feature=r elmfu Method C: Sex-appeal Ads – http://www.youtube.com/watch ?v=k7S_4skpTZQ 10 10 9 9

Message Strategy: Objectives and Methods Objective #5: Scare the Consumer Into Action Method A: Fear-appeal Ads – http://www.youtube.com/watch?v= ynx2z6wAiqU Objective #6: Change Behavior by Inducing Anxiety Anxiety Ads – http://www.youtube.com/ watch?v=vtP-S9OS0o0 Social Anxiety Ads – http://www.youtube.com/ watch?v=tDJGq2CVSr8 10 10 10 10

Would this ad “scare” you into buying the product? Photo courtesy, Susan Van Etten

Message Strategy: Objectives and Methods Objective #7: Define the Brand Image Method A: Image ads – http://www.youtube.com/watc h?v=SKL254Y_jtc Method A: Slice-of-life Ads – http://www.youtube.com/watch?v =s2n_bzoHf9k Method B: Branded Entertainment: Product Placement, Web Films – http://www.youtube.com/watch?v =cFydZz_k_0w Objective #8: Give the Brand Desired Social Meaning 10 10 12 12

“Image ads” carry little hard product information and rely on appealing visuals instead. Courtesy Skyy Spirits

Product placement isn’t just for movies and TV. Photo courtesy, Susan Van Etten

Message Strategy: Objectives and Methods Objective #9: Resolve Social Disruption & Cultural Contradictions Tie the brand to social/cultural movements – http://www.youtube.com/w atch?v=CHD2NPsSovo Objective #10: Transform Consumption Experiences Transformational Ads – http://www.youtube.com/w atch?v=IxbYA6Li-3k 10 10 15 15

How does the imagery in this ad create a “transformational” context? KRAFT is a registered trademark. Used with permission of Kraft Foods.

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. Messages are received by different people in different ways Advertisers need to merge culture, mind, and brand. 10 10 17 17

Check Your Understanding A TV commercial opens with young kids riding bikes in the summer heat, across empty baseball fields, on hot sidewalks, down dirt hills. They then run into the cool kitchen where mom is waiting. The grubby kids wipe their sweaty brows, and the youngest one says, “It’s hot out.” Mom whisks out a box from the freezer and hands out popsicles. Kids smile. Mom tousles their hair. This is an example of a(n) ____ ad that attempts to ____. transformational; change the consumption experience image; define a brand image slice-of-life; situate a brand socially demonstration; persuade the consumer 10 18

Check Your Understanding A real-life nurse discussing the benefits of a home blood-pressure kit and a real-life librarian promoting the advantages of a children’s reading program are both acting as expert spokespeople. lending celebrity credibility. providing real-life demonstrations. delivering average-user testimonials. 10 19