Chapter_11ileran

Chapter_11ileran - Chapter 11 Message Strategy Context for...

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: Chapter 11 Message Strategy Context for Message Strategy Advertising Strategy (Planning, Preparation, Placement) (Planning, Preparation, Placement) Message Strategy Objectives Objectives Methods Methods Message Strategy: Objectives and Methods Objective #1: Promote brand recall Objective #2: Link key attributes to Link the brand name the • Method A: Repetition ads Method • Method B: Slogan and jingle ads ads • Method A: Unique selling proposition (USP) ads Message Strategy: Objectives and Methods Objective #3: Persuade the consumer • Method A: Reason-why ads Method • Method B: Hard-sell ads Method • Method C: Comparison ads Method • Method D: Testimonial ads Method • Method E: Demonstration ads Method • Method F: Infomercials Method Message Strategy: Objectives and Methods Objective #4: Objective Affective Association Association • Method A: Feel good ads Method • Method B: Humor ads Method • Method C: Sex-appeal ads Method Message Strategy: Objectives and Methods Objective #5 Scare the Objective consumer into action consumer • Method A: Fear-appeal ads ads Objective #6: Change Objective behavior by inducing anxiety anxiety • Anxiety ads Anxiety • Social Anxiety ads Social Message Strategy: Objectives and Methods Objective #7: Transform Objective consumption experiences consumption • Method A: Transformational ads ads • Method A: Slice-of-life ads Method Objective #8: Situate the brand socially brand • Method B: Branded Entertainment, Product placement, Short Internet Films, Madison & Vine Objective # 9: Define the Objective brand image brand • Image ads Image 7 In the End…. Message development is where the advertising and brand battle is won or lost . . . Creatives have to turn client wishes into effective advertising. Creatives need to get into the mind of the consumer/target audience. Advertisers need to merge culture and brand. ...
View Full Document

This document was uploaded on 11/04/2011 for the course MKGT 434 at S.F. State.

Ask a homework question - tutors are online