Advertising and Integrated Brand PromotionPart 7: The Message Strategy

The Message StrategyMessage 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: RepetitionMethod B: Slogans and Jingles

Pro/Con:Can be extremely memorable......but sometime with the wrong brand

Apply where?

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What mix?

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Objective #2Identify the unique selling proposition

Method A: Emphasize one, distinguishing attribute of the product. Two if they are complimentary

Pro/ConPro: Can start a credible reputation of a brandCon: Unique is in the eye of the beholder

#2 is the new #1

Objective #3Persuade 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

NOW!

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Objective #3Persuade 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

Vs.

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Simple

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Objective #3Persuade the consumer

Method D: TestimonialsThe use of celebrities or “average” people speaking positively of the brand/productPro: Generate high level of popularity for brand.Con: Can generate more popularity for the celebrity than the product

So cute

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Objective #3 (still)Persuade the consumer

Method E: DemonstrationTakes the “seeing is believing” mentalityPro: Creates a first hand experience memoryCon: Can be looked at as skeptical

So fresh and so clean

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Objective #3Persuade 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 #4Affective 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 #4Affective Association

Method C: Sexual Appeal AdsFeelings based on arousal and initial attention getting techniquesPro: High attention levelsCon: Poor memorability

Humor

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Sex Appeal

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Objective #5SCARE the consumer into action

Method A: Fear based AdsAds that tap fear or negative consequences as reasoning to purchase the brandPro: A plausible threat motivates consumersCon: Ridiculous threats aren’t effective

Mayhem is coming

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Objective #6

Change Behavior by Inducing AnxietyMethod A: Anxiety Ads

1) State a clear and present problem2) The only solution to avoid this problem is to buy the product

H&S

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Objective #6Change Behavior by Inducing AnxietyMethod B: Social Anxiety

Ads that induce anxiety towards negative social judgementPro: Generates a positive perception of productToo much anxiety induces fear towards the product

Social Anxiety

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Objective #7Situate the Brand SociallySurround your brand in a setting that compliments it, or causes it to excel. Create a positive cultural relationshipMethod Slice of Life Ads

Show the brand in a social context to give it meaning by association.

Slice

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Objective #7Situate the Brand SociallyMethod B: Product Placement

“Convenient” intentional placement of brands in film and television.Pro: No counterargument for placementCon: Can be VERY ineffective when obvious

Product Placement

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Objective #9Defining the Brand ImageUsing a iconic or unique image association with a product to convey a style, way of life, or attitude.Pro: Enduring memory with iconic potentialCon: Too many try to be iconic. Lost in clutter.

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Message Strategy ObjectivesPromote Brand RecallUnique Selling PropositionPersuade the ConsumerAffective AssociationScare the ConsumerChange behavior by inducing anxietySituate the brand sociallyDefining brand image

Fail

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Quick Fails

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