Chapter 11 Message Strategy 2006 Thomson South Western Context of Message Strategy Advertising Strategy Planning Preparation Placement Message Strategy Objectives 2006 Thomson South Western 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 2006 Thomson South Western Chapter 11 Message Strategy 3 1 MasterCard has successfully used the slogan priceless in ads like these to create brand recall 2006 Thomson South Western Message Strategy Objectives and Methods Persuade the consumer 2006 Thomson South Western 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 Affective Association Feel good ads Humor ads Sexual appeal ads 2006 Thomson South Western Chapter 11 Message Strategy 6 2 Message Strategy Objectives and Methods Scare the consumer into action Fear appeal ads Change behavior by inducing anxiety Anxiety ads 2006 Thomson South Western Chapter 11 Message Strategy 7 Message Strategy Objectives and Methods Transform consumption experiences Transformational ads Situate the brand socially Slice of life ads Define the brand image Image ads 2006 Thomson South Western Product brand placement Short Internet Films Chapter 11 Message Strategy 8 Image ads carry little hard product information and rely on visuals instead 2006 Thomson South Western 3
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