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Unformatted text preview: Chapter 11-Message Strategy 362-4 what did the 1984 commercial capture and articulate? (this spot is part the folklore of adv.); what did Apple use to differentiate the iMac (like GM had done 70 years earlier)-the ad captured the cultural moment. Threatened individuals against faceless cooperations-like GM, apple added color and elements of style √ 365 Ex. 11.3 -- nine message strategies (key strategies = 1,3,4,7,9 + 14 associated methods) this exhibit is an outline of the chapter Message Strategy- consists of objectives and methods. It defines the goals of the advertiser, and how those goals will be achieved. (in order from easiest to hardest to do) 1. Promote Brand Recall-to get consumers to recall the brand name first, that is, before any of the competitors brand names. Associated Methods-repetition, slogans and jingles 2. Link a key attribute to the brand name-to get consumers to associate a key attribute with a brand name and vice versa. Associated Methods-Unique Selling Proposition USP 3. Persuade the consumer-to convince consumers to buy a product or service through high engagement arguments. Associated Methods-Reason why ads, hard sell ads, comparison ads, testimonials, demonstration, advertorials, infomercials 4. Instill brand preference- to get consumers to like or prefer its brand above all others. Associated Methods-feel good ads, humor ads, sexual appeal ads 5. Scare the customer into action-to get consumers to buy a product or service by instilling fear. AM-fear appeal ads 6. Change behavior by inducing anxiety- to get consumers to make a purchase decision by playing to their 6....
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- Spring '07
- Advertising, Brand