11

Message Strategy

Context of Message Strategy

Advertising Strategy
(Planning, Preparation, Placement)

Message Strategy

Objectives

Methods
Chapter 11: Message Strategy 2

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

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

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 5

Message Strategy: Objectives and Methods

Feel good ads

Affective Association

Humor ads Sexual-appeal ads

Chapter 11: Message Strategy 6

Message Strategy: Objectives and Methods

Scare the consumer into action Change behavior by inducing anxiety
Fear-appeal ads

Anxiety ads

Chapter 11: Message Strategy 7

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

Chapter 11: Message Strategy 8

Image ads carry little hard product information and rely on visuals instead