2. Copyright © 2006 Thomson Business and Economics. All rights reserved. Chapter 11 Message Strategy

3. 11–2Copyright © 2006 Thomson Business and Economics. All rights reserved. Context of Message Strategy Objectives Methods Message Strategy Advertising Strategy (Planning, Preparation, Placement) Advertising Objective Advertising Strategy (Planning, Preparation, Placement) Advertising Objective

4. 11–3Copyright © 2006 Thomson Business and Economics. All rights reserved. 9 Common Message Strategy Objectives 1.Promote Brand Recall 2.Link a Key Attribute to the Brand Name 3.Persuade the Consumer 4.Instill Brand Preference using Affective Association 5.Scare the Consumer Into Action 6.Change Behavior by Inducing Anxiety 7.Transform Consumption Experiences 8.Situate the Brand Socially 9.Define the Brand Image

5. 11–4Copyright © 2006 Thomson Business and Economics. All rights reserved. Message Strategy: Objectives and Methods Repetition ads Repetition ads Slogan and jingle ads Slogan and jingle ads 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

6. 11–5Copyright © 2006 Thomson Business and Economics. All rights reserved. Unique Selling Position (USP) A promise contained in an ad in which the advertised brand offers a specific, unique, and relevant benefit to the consumer

7. 11–6Copyright © 2006 Thomson Business and Economics. All rights reserved. Message Strategy: Objectives and Methods (cont’d) Reason-why ads Reason-why ads Hard-sell ads Hard-sell ads Comparison ads Comparison ads Testimonial ads Testimonial ads Demonstration ads Demonstration ads Infomercials Infomercials Reason-why ads Reason-why ads Hard-sell ads Hard-sell ads Comparison ads Comparison ads Testimonial ads Testimonial ads Demonstration ads Demonstration ads Infomercials Infomercials Persuade the consumer

8. 11–7Copyright © 2006 Thomson Business and Economics. All rights reserved. Message Strategy: Objectives and Methods Feel good ads Feel good ads Humor ads Humor ads Sexual-appeal ads Sexual-appeal ads Feel good ads Feel good ads Humor ads Humor ads Sexual-appeal ads Sexual-appeal ads Affective Association

9. 11–8Copyright © 2006 Thomson Business and Economics. All rights reserved. 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

10. 11–9Copyright © 2006 Thomson Business and Economics. All rights reserved. What is Fear? An emotional response to a threat that expresses, or at least implies, some sort of danger Ads sometimes use “fear appeals” to evoke this emotional response and arouse individuals to take action to remove the threat.

11. 11–10Copyright © 2006 Thomson Business and Economics. All rights reserved. Examples in Advertising Partnership for a Drug Free America Anti-abortion messages Designated Driver Programs (Budweiser) Anti-Smoking Campaigns

12. 11–11Copyright © 2006 Thomson Business and Economics. All rights reserved. Three necessary elements of a Fear- based campaign 1.Convince the receiver of the severity of the consequences/situation 2.Convince the receiver of the nearness of the situation –“It can happen to you” 3.Show the receiver a way out

13. 11–12Copyright © 2006 Thomson Business and Economics. All rights reserved. Acceptance of message recommendation Level of FearHigh Facilitating Effects Resulting Curve Inhibiting Effects

14. 11–13Copyright © 2006 Thomson Business and Economics. All rights reserved. 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

15. 11–14Copyright © 2006 Thomson Business and Economics. All rights reserved. Message Strategy: Objectives and Methods Transformational adsTransformational ads Transform consumption experiences Slice-of-life adsSlice-of-life ads Product-brand placementProduct-brand placement Short Internet FilmsShort Internet Films Situate the brand socially Image ads Image ads Define the brand image