1. Creative Message Strategy10
Creative Message Strategy

2. Context of Message Strategy
Advertising Strategy
(Planning, Preparation, Placement)
Message Strategy
Objectives
Methods

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

4. MasterCard has successfully used the slogan ‘priceless’ in ads like these to create brand recall

5. Message Strategy: Objectives and Methods
Feel good ads
Humor ads
Sexual-appeal ads
Affective Association

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

7. Message Strategy: Objectives and Methods
Transform consumption experiences
Transformational ads
Situate the brand socially
Slice-of-life ads
Product-brand placement/ Short Internet Films
Define the brand image
Image ads

8. EXAMPLES