1 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Creative Message Strategy 10 1 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.

Context for Message Strategy 10 2 Message Strategy ObjectivesMethods Advertising Strategy (Planning, Creative, Media Placement)

3 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Message Strategy: Objectives and Methods 10 3 Objective #1: Promote Brand Recall Method A: Repetition Ads Method B: Slogan and Jingle Ads Method C: Point-of-Purchase Branding

4 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Message Strategy: Objectives and Methods 10 5 Objective #2: Link Key Attributes to the Brand Name Method A: Unique Selling Proposition (USP) Ads Emphasizes a unique quality of the brand

5 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Message Strategy: Objectives and Methods 10 7 Objective #3: Persuade the Consumer Method A: Reason-why Ads Method B: Hard-sell Ads Method C: Comparison Ads Method D: Testimonial Ads Method E: Demonstration Ads Method F: Infomercials

6 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part. 10 Message Strategy: Objectives and Methods 10 Objective #4: Affective Association Method A: Feel Good Ads Method B: Humor Ads Method C: Sex-appeal Ads

7 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Message Strategy: Objectives and Methods Objective #5: Scare the Consumer Into Action Method A: Fear-appeal Ads Objective #6: Change Behavior by Inducing Anxiety Anxiety Ads Social Anxiety Ads

8 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Would this ad “scare” you into buying the product? Photo courtesy, Susan Van Etten

9 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Message Strategy: Objectives and Methods Objective #7: Define the Brand Image Method A: Image ads Objective #8: Give the Brand Desired Social Meaning Method A: Slice-of-life Ads Method B: Branded Entertainment: Product Placement, Web Films

10 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Message Strategy: Objectives and Methods Objective #7: Define the Brand Image Method A: Image ads Objective #8: Give the Brand Desired Social Meaning Method A: Slice-of-life Ads Method B: Branded Entertainment: Product Placement, Web Films

11 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part Message Strategy: Objectives and Methods Objective #9: Resolve Social Disruption and Cultural Contradictions Tie the brand to social/cultural movements Objective #10: Transform Consumption Experiences Transformational Ads

12 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part How does the imagery in this ad create a “transformational” context? KRAFT is a registered trademark. Used with permission of Kraft Foods.

13 ©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part 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. Messages are received by different people in different ways Advertisers need to merge culture, mind, and brand