Transcript Chapter 10 Creative Message Strategy

10
Creative Message
Strategy
Context of Message Strategy
Advertising Strategy
(Planning, Preparation, Placement)
Message Strategy
Objectives
Methods
Message Strategy: Objectives
and Methods
Promote brand recall
Link a key attribute to the
brand name
• Repetition ads
• Slogan and jingle ads
• Unique selling
proposition (USP) ads
MasterCard has successfully used the slogan
‘priceless’ in ads like these to create brand
recall
Message Strategy: Objectives
and Methods
• Feel good ads
Affective Association
• Humor ads
• Sexual-appeal ads
Message Strategy: Objectives
and Methods
Scare the consumer into
action
• Fear-appeal ads
Change behavior by
inducing anxiety
• Anxiety ads
Message Strategy: Objectives
and Methods
Transform consumption
experiences
• Transformational ads
• Slice-of-life ads
Situate the brand socially
• Product-brand placement/
Short Internet Films
Define the brand image
• Image ads
EXAMPLES