Advertising and Integrated Brand Promotion Part 7: The Message Strategy.
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Transcript of Advertising and Integrated Brand Promotion Part 7: The Message Strategy.
The Message Strategy
Message Strategy: defining objectives and methods to successfully reach a goal.
When looking at ads, ask yourself:
What is this ad trying to do, and how is it trying to do that?
What is it’s main method?
Objective #1:
Promote Brand Recall
Method A: Repetition
Method B: Slogans and Jingles
Pro/Con:
Can be extremely memorable...
...but sometime with the wrong brand
Objective #2
Identify the unique selling proposition
Method A: Emphasize one, distinguishing attribute of the product. Two if they are complimentary
Pro/Con
Pro: Can start a credible reputation of a brand
Con: Unique is in the eye of the beholder
Objective #3
Persuade the Consumer
Method A: Reason Why Ads
Points out good reasons to purchase
Pro: gives “permission to buy”
Con: Consumers have to be paying attention for these ads to work
Objective #3Persuade the Consumer
Method B: Hard Sell
High pressure. Creates a sense of urgency.
Uses typical phrases such as “act now”, “last chance to save”, “limited time offer.”
Pro: Gives consumer a defense. “well I had to act fast!”
Con: We’ve learned to ignore the urgency
Objective #3
Persuade the consumer
Method C: Comparison Ads
Demonstrates a brands ability to satisfy needs while showing a competitors brand inability to satisfy needs.
Pro: Helps bring awareness if the feature compared is unique
Con: Can be seen in poor taste
Objective #3
Persuade the consumer
Method D: Testimonials
The use of celebrities or “average” people speaking positively of the brand/product
Pro: Generate high level of popularity for brand.
Con: Can generate more popularity for the celebrity than the product
Objective #3 (still)
Persuade the consumer
Method E: Demonstration
Takes the “seeing is believing” mentality
Pro: Creates a first hand experience memory
Con: Can be looked at as skeptical
Objective #3
Persuade the consumer
Method F: Infomercial
A longer format of commercial that uses a combination of testimonials, demonstrations, comparison and hard sell tactics.
Pro: Longer format gives plenty of time to state case
Con: Considered a bit of a gimmick
Objective #4Affective Association
The goal is to get the consumer to feel good about the brand by eliciting a positive emotion
Method A: Feel-Good Ads
Tap into attitudes that bring joy, happiness, or personal connection
Pro/Con
Pro: Tend to stand out as more memorable
Con: Can wear out its welcome
Objective #4
Affective Association
Method B: Humor Ads
Explicit use of humor as an anchor to the product.
Pro: If joke is related to product, it can be extremely effective
Con: Do people remember the joke or the brand
Objective #4
Affective Association
Method C: Sexual Appeal Ads
Feelings based on arousal and initial attention getting techniques
Pro: High attention levels
Con: Poor memorability
Objective #5
SCARE the consumer into action
Method A: Fear based Ads
Ads that tap fear or negative consequences as reasoning to purchase the brand
Pro: A plausible threat motivates consumers
Con: Ridiculous threats aren’t effective
Objective #6
Change Behavior by Inducing Anxiety
Method A: Anxiety Ads
1) State a clear and present problem
2) The only solution to avoid this problem is to buy the product
Objective #6
Change Behavior by Inducing Anxiety
Method B: Social Anxiety
Ads that induce anxiety towards negative social judgement
Pro: Generates a positive perception of product
Too much anxiety induces fear towards the product
Objective #7
Situate the Brand Socially
Surround your brand in a setting that compliments it, or causes it to excel. Create a positive cultural relationship
Method Slice of Life Ads
Show the brand in a social context to give it meaning by association.
Objective #7
Situate the Brand Socially
Method B: Product Placement
“Convenient” intentional placement of brands in film and television.
Pro: No counterargument for placement
Con: Can be VERY ineffective when obvious
Objective #9
Defining the Brand Image
Using a iconic or unique image association with a product to convey a style, way of life, or attitude.
Pro: Enduring memory with iconic potential
Con: Too many try to be iconic. Lost in clutter.
Message Strategy Objectives
Promote Brand Recall
Unique Selling Proposition
Persuade the Consumer
Affective Association
Scare the Consumer
Change behavior by inducing anxiety
Situate the brand socially
Defining brand image