MESSAGE STRATEGYMESSAGE STRATEGY

with Duane Weaverwith Duane Weaver

Message StrategyMessage Strategy

Consists of objectives and methods to Consists of objectives and methods to communicate “core idea”/message.communicate “core idea”/message.

ObjectivesObjectives

Promote Brand RecallPromote Brand Recall– RepetitionRepetition– Slogans and JinglesSlogans and Jingles

Link Key Attributes to BrandsLink Key Attributes to Brands Persuade ConsumerPersuade Consumer

– Reason whyReason why– Hard sell (buy now)Hard sell (buy now)– ComparisonComparison– TestimonialTestimonial– DemonstrationDemonstration– InfomercialInfomercial

AFFECTIVE ASSOCIATIONAFFECTIVE ASSOCIATION

WHAT IS AFFECTIVE Advertising and how WHAT IS AFFECTIVE Advertising and how is it different than COGNITIVE Advertising?is it different than COGNITIVE Advertising?

AFFECTIVE ASSOCIATIONAFFECTIVE ASSOCIATIONTypesTypes

Feel goodFeel good HumourHumour Sex AppealSex Appeal

SCARE INTO ACTIONSCARE INTO ACTION

Fear AppealFear Appeal

Behaviour change viaBehaviour change via INDUCING ANXIETY INDUCING ANXIETY

Anxiety Ads – clear and present problem, Anxiety Ads – clear and present problem, buy mine product/service to alleviatebuy mine product/service to alleviate

Social Anxiety – danger is negative social Social Anxiety – danger is negative social judgment (P&G spots on glasses)judgment (P&G spots on glasses)

Transform Consumption Transform Consumption ExperiencesExperiences

Using Transformational Ads – creating Using Transformational Ads – creating anticipation of feeling or familiarity bundled anticipation of feeling or familiarity bundled with a positive memorywith a positive memory– Can induce the experience (expectation Can induce the experience (expectation

management)management)

SITUATE Brand SOCIALLYSITUATE Brand SOCIALLY

Slice of life adsSlice of life ads Product placement/short internet filmsProduct placement/short internet films Buzz Marketing – “he/she has them”Buzz Marketing – “he/she has them”

Facets of ImpactFacets of Impact

See/hear- sensesFeel - internally

believe

actconnect

Think/understand

ABC ModelABC Model

Hierarchy of Effects – fixed sequence of events occurs on the way to forming an attitude

(Hedonic Consumption)

Problem solving process

Behavioural Learning (through experiences)

Emotional Response based Attitudes – sensory driven

How would we market to these different Attitude formations? What form of advertising would you use?