7 Comparison ads, like this one, work better when the comparison directly names brands. PPT 11-7 Ad in Context Example
8 PPT 11-8 Message Strategy: Objectives and Methods Method A: Feel good ads Method A: Feel good ads Method B: Humor ads Method B: Humor ads Method C: Sex-appeal ads Method C: Sex-appeal ads Objective #4: Affective Association
9 PPT 11-9 Message Strategy: Objectives and Methods Method A: Fear-appeal ads Method A: Fear-appeal ads Objective #5 Scare the consumer into action Anxiety ads Anxiety ads Social Anxiety ads Social Anxiety ads Objective #6: Change behavior by inducing anxiety
10 PPT 11-10 Message Strategy: Objectives and Methods Method A: Transformational ads Method A: Transformational ads Objective #7: Transform consumption experiences Method A: Slice-of-life ads Method A: Slice-of-life ads Method B: Branded Entertainment, Product placement, Short Internet Films, Madison & Vine Method B: Branded Entertainment, Product placement, Short Internet Films, Madison & Vine Objective #8: Situate the brand socially Image ads Image ads Objective # 9: Define the brand image
11 PPT 11-11 Product placement isnt just for movies and TV. Ad in Context Example
12 Image ads carry little hard product information and rely on appealing visuals instead. PPT 11-12 Ad in Context Example
13 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
Your consent to our cookies if you continue to use this website.