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© 2009 South-Western, a part of Cengage Learning
Chapter 11
Message Strategy
PPT 11-1
2PPT 11-2
Context for Message Strategy
ObjectivesObjectives MethodsMethods
Message StrategyMessage Strategy
Advertising Strategy(Planning, Preparation, Placement)Advertising Strategy(Planning, Preparation, Placement)
3PPT 11- 3
Message Strategy: Objectives and Methods
• Method A: Repetition adsMethod A: Repetition ads
• Method B: Slogan and jingle Method B: Slogan and jingle adsads
Objective #1:Objective #1:Promote brand recallPromote brand recall
• Method A: Unique selling Method A: Unique selling proposition (USP) ads proposition (USP) ads
Objective #2:Objective #2:Link key attributes to Link key attributes to the brand namethe brand name
4
ALTOIDS has successfully used repetition with ads like these to create brand recall.
ALTOIDS has successfully used repetition with ads like these to create brand recall.
PPT 11- 4
Ad in Context Example
5
Volvo uses the unique selling proposition in this ad.
Volvo uses the unique selling proposition in this ad.
PPT 11-5
Ad in Context Example
6PPT 11-6
Message Strategy: Objectives and Methods
• Method A: Reason-why adsMethod A: Reason-why ads
• Method B: Hard-sell adsMethod B: Hard-sell ads
• Method C: Comparison adsMethod C: Comparison ads
• Method D: Testimonial adsMethod D: Testimonial ads
• Method E: Demonstration adsMethod E: Demonstration ads
• Method F: InfomercialsMethod F: Infomercials
Objective #3:Objective #3:Persuade the consumerPersuade the consumer
7
Comparison ads, like this one, work better when the comparison directly names brands.
Comparison ads, like this one, work better when the comparison directly names brands.
PPT 11-7
Ad in Context Example
8PPT 11-8
Message Strategy: Objectives and Methods
• Method A: Feel good adsMethod A: Feel good ads
• Method B: Humor adsMethod B: Humor ads
• Method C: Sex-appeal adsMethod C: Sex-appeal ads
Objective #4: Objective #4: Affective Affective AssociationAssociation
9PPT 11-9
Message Strategy: Objectives and Methods
• Method A: Fear-appeal Method A: Fear-appeal adsads
Objective #5 Scare the Objective #5 Scare the consumer into actionconsumer into action
• Anxiety adsAnxiety ads• Social Anxiety adsSocial Anxiety ads
Objective #6: Change Objective #6: Change behavior by inducing behavior by inducing anxietyanxiety
10PPT 11-10
Message Strategy: Objectives and Methods
• Method A: Transformational Method A: Transformational adsads
Objective #7: Transform Objective #7: Transform consumption experiencesconsumption experiences
• Method A: Slice-of-life adsMethod A: Slice-of-life ads
• Method B: Branded Method B: Branded Entertainment, Product Entertainment, Product placement, Short Internet placement, Short Internet Films, Madison & Vine Films, Madison & Vine
Objective #8: Situate the Objective #8: Situate the brand sociallybrand socially
• Image adsImage adsObjective # 9: Define the Objective # 9: Define the brand imagebrand image
11PPT 11-11
Product placement isn’t just for movies and TV.
Product placement isn’t just for movies and TV.
Ad in Context Example
12
“Image ads” carry little hard product information and rely on appealing visuals instead.
“Image ads” carry little hard product information and rely on appealing visuals instead.
PPT 11-12
Ad in Context Example
13
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.PPT 11-13