ADV_318J_Chapter_11 - Chapter 11 - Message Strategy (4e) 1)...

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Chapter 11 -- Message Strategy (4e) 1) 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) a) 400,000 to produce, 500,000 to broadcast, and broadcasted only once during the Superbowl b) The commercial captured and expressed something behind the 1980s American culture; threatened individuals versus faceless corporations fear expressed in the superevent touched the consumers and served up Mac as personal ideology c) GM produced their cars in different colors and so did Apple- they captured the style and design consumers wanted on a computer and owns that specific segment 2) √ 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 a) Promote brand recall- to get consumers to recall its brand name first; that is, before any of the competitor’s brand names i) Repetition ii) Slogans and jingles b) Persuade the consumer-to convince consumers to buy a product or service through high-engagement arguments i) Reason-why ads ii) Hard-sell ads iii) Comparison ads iv) Testimonials v) Demonstration vi) Advertorials vii) Infomercials c) Instill brand preference- to get consumers to like or prefer its brand above all others i) Feel-good ads ii) Humor ads iii) Sexual appeal ads d) Transform consumption experience- To create a feeling, image or mood about a brand that is activated when the consumer uses the product or service i) Transformational ads e) Define the brand image- to create an image for a brand by relying predominantly on visuals rather than words and argument 3) 366-8 evoked set; two ways to achieve recall: repetition, and, slogans and jingles a) If consumers can remember and recall your brand first, they’re more likely to buy it b) Evoked set- a small list of brand names (<5) that come to mind when a product category is mentioned c) Two methods to promote easy recall: i) Repetition- buying lots of ads or repeating the brand name multiple times within the ad itself; packaging and product attributes that are more accessible are recalled fastest; existing names in consumer’s lives (on the internet, billboards, or even building names) are all popular using this strategy (1) Weakness- there are times when consumers remember your brand but buy another
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This note was uploaded on 03/23/2008 for the course ADV 318J taught by Professor Murphey during the Spring '07 term at University of Texas at Austin.

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ADV_318J_Chapter_11 - Chapter 11 - Message Strategy (4e) 1)...

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