2. Message Strategy Chapter 11

3. Chapter 11: Message Strategy 2 Context of Message Strategy Objectives Methods Message Strategy Advertising Strategy (Planning, Preparation, Placement) Advertising Strategy (Planning, Preparation, Placement)

4. Chapter 11: Message Strategy 3 Message Strategy: Objectives and Methods Repetition ads Repetition ads Slogan and jingle ads Slogan and jingle ads Promote brand recall Unique selling proposition (USP) ads Unique selling proposition (USP) ads Link a key attribute to the brand name

5. ALTOIDS has successfully used repetition with ads like these to create brand recall

6. Volvo uses the unique selling proposition in this ad.

7. Chapter 11: Message Strategy 6 Message Strategy: Objectives and Methods Reason-why ads Reason-why ads Hard-sell ads Hard-sell ads Comparison ads Comparison ads Information-only ads Information-only ads Testimonial ads Testimonial ads Demonstration ads Demonstration ads Advertorials Advertorials Infomercials Infomercials Persuade the consumer

8. Comparison ads, like this one, work better when the comparison directly names brands.

9. Chapter 11: Message Strategy 8 Message Strategy: Objectives and Methods Feel good ads Feel good ads Humor ads Humor ads Sexual-appeal ads Sexual-appeal ads Instill brand preference

10. Chapter 11: Message Strategy 9 Message Strategy: Objectives and Methods Fear-appeal ads Fear-appeal ads Scare the consumer into action Anxiety ads Anxiety ads Change behavior by inducing anxiety

11. Chapter 11: Message Strategy10 Message Strategy: Objectives and Methods Transformational ads Transformational ads Transform consumption experiences Slice-of-life ads Slice-of-life ads Light fantasy ads Light fantasy ads Situate the brand socially Image ads Image ads Define the brand image

12. “Light fantasy” ads help the consumer envision themselves using the brand.

13. Chapter 11: Message Strategy12 Message Strategy: Objectives and Methods Call now ads Call now ads Click-through ads Click-through ads Invoke a direct response Call Now! Click Here!

14. American Express makes extensive use of the print media to evoke a direct response from target audiences.