Chapter 11

Message Strategy

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© 2009 South-Western, a part of Cengage Learning
 Context for Message
Strategy

Advertising Strategy
(Planning,
(Planning, Preparation,
Preparation, Placement)
Placement)

Message Strategy

Objectives Methods
Methods
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 Message Strategy:
Objectives and Methods

• Method A: Repetition ads

Objective #1:
Promote brand recall • Method B: Slogan and jingle
ads

Objective #2:
• Method A: Unique selling
Link key attributes to proposition (USP) ads
the brand name

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 Ad in Context Example

ALTOIDS
ALTOIDS has has
successfully
successfully usedused
repetition
repetition with
with ads
ads
like
like these
these to
to create
create
brand
brand recall.
recall.

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 Ad in Context Example

Volvo
Volvo uses
uses
the
the unique
unique
selling
selling
proposition
proposition
in
in this
this ad.
ad.

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 Message Strategy:
Objectives and Methods

Objective #3:
Persuade the consumer • Method A: Reason-why ads
• Method B: Hard-sell ads
• Method C: Comparison ads
• Method D: Testimonial ads
• Method E: Demonstration ads
• Method F: Infomercials

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 Ad in Context Example

Comparison
Comparison ads,
ads, like
like
this
this one,
one, work
work better
better
when
when the
the comparison
comparison
directly
directly names
names brands.
brands.

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 Message Strategy:
Objectives and Methods

• Method A: Feel good ads

Objective #4:
Affective • Method B: Humor ads
Association
• Method C: Sex-appeal ads

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 Message Strategy:
Objectives and Methods

Objective #5 Scare the • Method A: Fear-appeal

consumer into action ads

Objective #6: Change • Anxiety ads

behavior by inducing • Social Anxiety ads
anxiety

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 Message Strategy:
Objectives and Methods

Objective #7: Transform • Method A: Transformational

consumption experiences ads

• Method A: Slice-of-life ads

Objective #8: Situate the • Method B: Branded
brand socially Entertainment, Product
placement, Short Internet
Films, Madison & Vine

Objective # 9: Define the • Image ads

brand image
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 Ad in Context Example

Product
Product
placement
placement
isn’t
isn’t just
just for
for
movies
movies and and
TV.
TV.

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 Ad in Context Example

“Image
“Image ads”
ads” carry
carry little
little
hard
hard product
product information
information
and
and rely
rely on
on appealing
appealing
visuals
visuals instead.
instead.

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 In the End….

Message development is where the

advertising and brand battle is won or
lost . . .
 Creatives have to turn client wishes into
effective advertising.
 Creatives need to get into the mind of the
consumer/target audience.
 Advertisers need to merge culture and
brand.
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