message strategy

Message Strategy

Chapter 11

Chapter 11: Message Strategy 2

Context of Message Strategy

Objectives Methods

Message Strategy

Advertising Strategy(Planning, Preparation, Placement)

Chapter 11: Message Strategy 3

Message Strategy: Objectives and Methods

• Repetition adsRepetition ads• Slogan and jingle adsSlogan and jingle adsPromote brand recallPromote brand recall

• Unique selling Unique selling proposition (USP) adsproposition (USP) ads

Link a key attribute to Link a key attribute to the brand namethe brand name

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

Volvo uses the unique selling proposition in this ad.

Chapter 11: Message Strategy 6

Message Strategy: Objectives and Methods

• Reason-why adsReason-why ads• Hard-sell adsHard-sell ads• Comparison adsComparison ads• Information-only adsInformation-only ads• Testimonial adsTestimonial ads• Demonstration adsDemonstration ads• AdvertorialsAdvertorials• InfomercialsInfomercials

Persuade the consumerPersuade the consumer

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

Chapter 11: Message Strategy 8

Message Strategy: Objectives and Methods

• Feel good adsFeel good ads• Humor adsHumor ads• Sexual-appeal adsSexual-appeal ads

Instill brand preferenceInstill brand preference

Chapter 11: Message Strategy 9

Message Strategy: Objectives and Methods

• Fear-appeal adsFear-appeal adsScare the consumer Scare the consumer into actioninto action

• Anxiety adsAnxiety adsChange behavior by Change behavior by inducing anxietyinducing anxiety

Chapter 11: Message Strategy 10

Message Strategy: Objectives and Methods

• Transformational adsTransformational adsTransform consumption Transform consumption experiencesexperiences

• Slice-of-life adsSlice-of-life ads• Light fantasy adsLight fantasy ads

Situate the brand Situate the brand sociallysocially

• Image adsImage adsDefine the brand imageDefine the brand image

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

Chapter 11: Message Strategy 12

Message Strategy: Objectives and Methods

• Call now adsCall now ads• Click-through adsClick-through ads

Invoke a direct Invoke a direct responseresponse

Call Now!Call Now!Click Here!Click Here!

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