Communicating Your Message: Engaging the Media & Building Strategy
Message Strategy
description
Transcript of Message Strategy
![Page 1: Message Strategy](https://reader036.fdocuments.in/reader036/viewer/2022070419/56815c33550346895dca15ef/html5/thumbnails/1.jpg)
Message Strategy
Chapter 11
![Page 2: Message Strategy](https://reader036.fdocuments.in/reader036/viewer/2022070419/56815c33550346895dca15ef/html5/thumbnails/2.jpg)
Chapter 11: Message Strategy 2
Context of Message Strategy
Objectives Methods
Message Strategy
Advertising Strategy(Planning, Preparation, Placement)
![Page 3: Message Strategy](https://reader036.fdocuments.in/reader036/viewer/2022070419/56815c33550346895dca15ef/html5/thumbnails/3.jpg)
Chapter 11: Message Strategy 3
Message Strategy: Objectives and Methods
• Repetition adsRepetition ads• Slogan and jingle adsSlogan and jingle adsPromote brand recallPromote brand recall
• Unique selling Unique selling proposition (USP) adsproposition (USP) ads
Link a key attribute to Link a key attribute to the brand namethe brand name
![Page 4: Message Strategy](https://reader036.fdocuments.in/reader036/viewer/2022070419/56815c33550346895dca15ef/html5/thumbnails/4.jpg)
ALTOIDS has successfully used repetition with ads like these to create brand recall
![Page 5: Message Strategy](https://reader036.fdocuments.in/reader036/viewer/2022070419/56815c33550346895dca15ef/html5/thumbnails/5.jpg)
Volvo uses the unique selling proposition in this ad.
![Page 6: Message Strategy](https://reader036.fdocuments.in/reader036/viewer/2022070419/56815c33550346895dca15ef/html5/thumbnails/6.jpg)
Chapter 11: Message Strategy 6
Message Strategy: Objectives and Methods
• Reason-why adsReason-why ads• Hard-sell adsHard-sell ads• Comparison adsComparison ads• Information-only adsInformation-only ads• Testimonial adsTestimonial ads• Demonstration adsDemonstration ads• AdvertorialsAdvertorials• InfomercialsInfomercials
Persuade the consumerPersuade the consumer
![Page 7: Message Strategy](https://reader036.fdocuments.in/reader036/viewer/2022070419/56815c33550346895dca15ef/html5/thumbnails/7.jpg)
Comparison ads, like this one, work better when the comparison directly names brands.
![Page 8: Message Strategy](https://reader036.fdocuments.in/reader036/viewer/2022070419/56815c33550346895dca15ef/html5/thumbnails/8.jpg)
Chapter 11: Message Strategy 8
Message Strategy: Objectives and Methods
• Feel good adsFeel good ads• Humor adsHumor ads• Sexual-appeal adsSexual-appeal ads
Instill brand preferenceInstill brand preference
![Page 9: Message Strategy](https://reader036.fdocuments.in/reader036/viewer/2022070419/56815c33550346895dca15ef/html5/thumbnails/9.jpg)
Chapter 11: Message Strategy 9
Message Strategy: Objectives and Methods
• Fear-appeal adsFear-appeal adsScare the consumer Scare the consumer into actioninto action
• Anxiety adsAnxiety adsChange behavior by Change behavior by inducing anxietyinducing anxiety
![Page 10: Message Strategy](https://reader036.fdocuments.in/reader036/viewer/2022070419/56815c33550346895dca15ef/html5/thumbnails/10.jpg)
Chapter 11: Message Strategy 10
Message Strategy: Objectives and Methods
• Transformational adsTransformational adsTransform consumption Transform consumption experiencesexperiences
• Slice-of-life adsSlice-of-life ads• Light fantasy adsLight fantasy ads
Situate the brand Situate the brand sociallysocially
• Image adsImage adsDefine the brand imageDefine the brand image
![Page 11: Message Strategy](https://reader036.fdocuments.in/reader036/viewer/2022070419/56815c33550346895dca15ef/html5/thumbnails/11.jpg)
“Light fantasy” ads help the consumer envision themselves using the brand.
![Page 12: Message Strategy](https://reader036.fdocuments.in/reader036/viewer/2022070419/56815c33550346895dca15ef/html5/thumbnails/12.jpg)
Chapter 11: Message Strategy 12
Message Strategy: Objectives and Methods
• Call now adsCall now ads• Click-through adsClick-through ads
Invoke a direct Invoke a direct responseresponse
Call Now!Call Now!Click Here!Click Here!
![Page 13: Message Strategy](https://reader036.fdocuments.in/reader036/viewer/2022070419/56815c33550346895dca15ef/html5/thumbnails/13.jpg)
American Express makes extensive use of the print media to evoke a direct response from target audiences.