1. Creative Message Strategy10 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

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

3. 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

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

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

6. 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

7. Message Strategy: Objectives & Methods
Method A: Reason-why Ads – KU&feature=related
Method B: Hard-sell Ads – &NR=1
Method C: Comparison Ads – &feature=relmfu
Method D: Testimonial Ads –
Method E: Demonstration Ads – Q
Method F: Infomercials –
Objective #3: Persuade the
Consumer 10 10 7 7

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

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

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

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

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

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

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

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

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

17. 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

18. 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

19. 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