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Unformatted text preview: Chapter 11 -- Message Strategy (5e) 338-9 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) 1984 captured the moment and articulated, the difference between us versus them threatened individuals versus faceless corporations celebration of individuality through, a computer, a product of ideology Apple became hip, young, cool, democratic, antiestablishment version of computer offered computing power to people us versus them ethic was cultivated What did apple use to differentiate the iMac? style, color design stylish mac started trend apple was the first, and still owns the computer style segment 340 Apple reinvents itself with the wildly successful iPod and iPhone; Ex. 11.2 -- unique silhouette dancers in print and broadcast helped launch iPods success, this is an example of the power of a great creative idea and execution Apple changing with time. Apple is more than computers small share or microbrands- popular and profitable. sometimes less=more reinvented itself with ipod and iphone ex, 11.2 - black silhouette with white ipod and headphones helped launch iPods success, e.g of power of a great creative idea and execution !341 Ex. 11.4 -- nine message strategies (5 key strategies only = 1,3,4,7,9 + 14 associated methods) note that this exhibit is an outline of the remainder of the chapter Message strategy- consists of objectives and methods defines goals of the advertiser (objectives) and how those goals will be achieved) Objective (what ad hopes to achieve)+Method(how ad plans to achieve the objective) Promote brand recall* To get consumers to recall its brand names first (before any of the competitors brand names) Method: Repetition Slogans and Jingles Link a key attribute to the brand name to get consumers to associate a key attribute with a brand name and vice versa Method: Unique selling proposition (USP) Persuade the consumer to convince consumers to buy a product or service through high-engagement arguments Method: Reason-why ads Hard-sell ads Comparison ads Testimonials Demonstration Chapter 11 -- Message Strategy (5e) Advertorials Informercials Instill brand preference To get consumers to like or prefer its brand above all other Method: Feel-good ads Humor ads Sexual-appeal ads Scare the consumer into action get consumers to buy a product or service by instilling fear Method: Fear-appeal ads Change behavior by inducing anxiety get consumers to make a purchase decision by playing to their anxieties(anxieties=social in nature) Method: Anxiety ads Social anxiety ads Transform consumption experiences to create a feeling, image or mood about a brand that is activated when the consumer uses the...
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- Spring '07