1Message StrategyChapter 11© 2006 Thomson/South-WesternChapter 11: Message Strategy 2Context of MessageStrategyObjectives MethodsMessage StrategyAdvertising Strategy(Planning, Preparation, Placement)© 2006 Thomson/South-WesternChapter 11: Message Strategy 3Message Strategy:Objectives and Methods•• Repetition ads Repetition ads•• Slogan and jingle ads Slogan and jingle adsPromote brand recallPromote brand recall•• Unique selling Unique selling proposition (USP) adsproposition (USP) adsLink a key attribute toLink a key attribute tothe brand namethe brand name© 2006 Thomson/South-Western2MasterCard hassuccessfully usedthe slogan‘priceless’ in ads likethese to createbrand recall© 2006 Thomson/South-WesternChapter 11: Message Strategy 5Message Strategy:Objectives and Methods•• Reason-why ads Reason-why ads•• Hard-sell adsHard-sell ads•• Comparison adsComparison ads•• Information-only adsInformation-only ads•• Testimonial adsTestimonial ads•• Demonstration adsDemonstration ads•• AdvertorialsAdvertorials•• InfomercialsInfomercialsPersuade the consumerPersuade the consumer© 2006 Thomson/South-WesternChapter 11: Message Strategy 6Message Strategy:Objectives and Methods•• Feel good ads Feel good ads•• Humor ads Humor ads•• Sexual-appeal ads Sexual-appeal adsAffective AssociationAffective Association© 2006 Thomson/South-Western3Chapter 11: Message Strategy 7Message Strategy:Objectives and Methods•• Fear-appeal ads Fear-appeal adsScare the consumerScare the consumerinto actioninto action•• Anxiety ads Anxiety adsChange behavior byChange behavior byinducing anxietyinducing anxiety© 2006 Thomson/South-WesternChapter 11: Message Strategy 8Message Strategy:Objectives and Methods•• Transformational ads Transformational adsTransform consumptionTransform consumptionexperiencesexperiences•• Slice-of-life ads Slice-of-life ads•• Product-brand placement/ Product-brand placement/Short Internet FilmsShort Internet FilmsSituate the brandSituate the brandsociallysocially•• Image ads Image adsDefine the brand imageDefine the brand image© 2006 Thomson/South-Western“Image ads” carry littlehard productinformation and rely onvisuals instead© 2006
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