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MESSAGE STRATEGY

MESSAGE STRATEGY. Chp. 11 with Duane Weaver. Message Strategy. Consists of objectives and methods to communicate “core idea”/message. Objectives. Promote Brand Recall Repetition Slogans and Jingles Link Key Attributes to Brands Persuade Consumer Reason why Hard sell (buy now)

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MESSAGE STRATEGY

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  1. MESSAGE STRATEGY Chp. 11 with Duane Weaver

  2. Message Strategy • Consists of objectives and methods to communicate “core idea”/message.

  3. Objectives • Promote Brand Recall • Repetition • Slogans and Jingles • Link Key Attributes to Brands • Persuade Consumer • Reason why • Hard sell (buy now) • Comparison • Testimonial • Demonstration • Infomercial

  4. AFFECTIVE ASSOCIATION • WHAT IS AFFECTIVE Advertising and how is it different than COGNITIVE Advertising?

  5. AFFECTIVE ASSOCIATIONTypes • Feel good • Humour • Sex Appeal

  6. SCARE INTO ACTION • Fear Appeal

  7. Behaviour change via INDUCING ANXIETY • Anxiety Ads – clear and present problem, buy mine product/service to alleviate • Social Anxiety – danger is negative social judgment (P&G spots on glasses)

  8. Transform Consumption Experiences • Using Transformational Ads – creating anticipation of feeling or familiarity bundled with a positive memory • Can induce the experience (expectation management)

  9. SITUATE Brand SOCIALLY • Slice of life ads • Product placement/short internet films • Buzz Marketing – “he/she has them”

  10. Define Brand Image • Image Ads • Enduring memory • Generally less counterargument • Low legal/regulatory issues • ICONIC potential • Can be common • Can be rejected as FALSE • Do not copy test well

  11. Discussion • 1 • 2 • 3 • 4 • 6 • 10

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