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© 2009 South-Western, a part of Cengage Learning
Chapter 11
Message Strategy
PPT 11-1
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2PPT 11-2
Context for Message Strategy
ObjectivesObjectives MethodsMethods
Message StrategyMessage Strategy
Advertising Strategy(Planning, Preparation, Placement)Advertising Strategy(Planning, Preparation, Placement)
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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
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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
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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
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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
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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
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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
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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
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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
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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
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“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
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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