Ad class - Message Strategy Message Creativity has to be...

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Message Strategy Message Strategy
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Creativity has to be used strategically! Creativity has to be used strategically! Creatives do their job (develop a message) guided by the “message strategy” What is message strategy? It’s a planning tool that helps you identify the type of ad that is most suitable for the objective you have
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Objectives Methods Message Strategy What you want your ads to achieve How exactly they will achieve it (specific technique/message type)
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Book discusses several common objectives and the methods often used to satisfy them Be careful! - list is not exhaustive - objectives/methods are not mutually exclusive - all methods have pros and cons
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Methods Message Strategy Repetition ads Repetition ads Slogan and jingle ads Slogan and jingle ads 1. Promote brand recall 1. Promote brand recall Extremely resistant to change Good for repeat purchase and low involvement items. Long-term commitment/initial expense.
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This note was uploaded on 09/28/2011 for the course ADV 250 taught by Professor Danhaygood during the Spring '09 term at University of Tennessee.

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Ad class - Message Strategy Message Creativity has to be...

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