Creative Message Strategy

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Presentation transcript:

Creative Message Strategy 10 Creative Message Strategy

Context of Message Strategy Advertising Strategy (Planning, Preparation, Placement) Message Strategy Objectives Methods

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

MasterCard has successfully used the slogan ‘priceless’ in ads like these to create brand recall

Message Strategy: Objectives and Methods Feel good ads Humor ads Sexual-appeal ads Affective Association

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

Message Strategy: Objectives and Methods Transform consumption experiences Transformational ads Situate the brand socially Slice-of-life ads Product-brand placement/ Short Internet Films Define the brand image Image ads

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