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Message Strategy

Chapter 11. Message Strategy. Objectives. Methods. Context of Message Strategy. Advertising Strategy (Planning, Preparation, Placement). Message Strategy. Chapter 11: Message Strategy 2. Message Strategy: Objectives and Methods. Promote brand recall. Repetition ads

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Message Strategy

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  1. Chapter 11 Message Strategy

  2. Objectives Methods Context of Message Strategy Advertising Strategy (Planning, Preparation, Placement) Message Strategy Chapter 11: Message Strategy 2

  3. Message Strategy: Objectives and Methods Promote brand recall • Repetition ads • Slogan and jingle ads Link a key attribute to the brand name • Unique selling proposition (USP) ads Chapter 11: Message Strategy 3

  4. ALTOIDS has successfully used repetition with ads like these to create brand recall

  5. Volvo uses the unique selling proposition in this ad.

  6. Message Strategy: Objectives and Methods Persuade the consumer • Reason-why ads • Hard-sell ads • Comparison ads • Information-only ads • Testimonial ads • Demonstration ads • Advertorials • Infomercials Chapter 11: Message Strategy 6

  7. Comparison ads, like this one, work better when the comparison directly names brands.

  8. Message Strategy: Objectives and Methods • Feel good ads • Humor ads • Sexual-appeal ads Instill brand preference Chapter 11: Message Strategy 8

  9. Message Strategy: Objectives and Methods Scare the consumer into action • Fear-appeal ads Change behavior by inducing anxiety • Anxiety ads Chapter 11: Message Strategy 9

  10. Message Strategy: Objectives and Methods Transform consumption experiences • Transformational ads Situate the brand socially • Slice-of-life ads • Light fantasy ads Chapter 11: Message Strategy 10 • Image ads Define the brand image

  11. “Light fantasy” ads help the consumer envision themselves using the brand.

  12. Click Here! Call Now! Message Strategy: Objectives and Methods • Call now ads • Click-through ads Invoke a direct response Chapter 11: Message Strategy 12

  13. American Express makes extensive use of the print media to evoke a direct response from target audiences.

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