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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 iPod’s success, this is an example of the power of a great creative idea and execution • Apple changing with time. • Apple is more than computer’s • 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 iPod’s 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 consumer’s 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
- Advertising, Brand