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 its main method?
Objective #1:Promote Brand RecallMethod A: RepetitionMethod B: Slogans and JinglesPro/Con:Can be extremely memorable......but sometime with the wrong brand
Objective #2Identify the unique selling propositionMethod A: Emphasize one, distinguishing attribute of the product. Two if they are complimentaryPro/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 ConsumerMethod A: Reason Why AdsPoints out good reasons to purchasePro: gives permission to buyCon: Consumers have to be paying attention for these ads to work
Objective #3Persuade the ConsumerMethod B: Hard SellHigh 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: Weve learned to ignore the urgency
Objective #3Persuade the consumerMethod C: Comparison AdsDemonstrates a brands ability to satisfy needs while showing a competitors brand inability to satisfy needs.Pro: Helps bring awareness if the feature compared is uniqueCon: Can be seen in poor taste
Objective #3Persuade the consumerMethod 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
Objective #3 (still)Persuade the consumerMethod E: DemonstrationTakes the seeing is believing mentalityPro: Creates a first hand experience memoryCon: Can be looked at as skeptical
So fresh and so clean
Objective #3Persuade the consumerMethod F: InfomercialA 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 caseCon: 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 emotionMethod A: Feel-Good AdsTap into attitudes that bring joy, happiness, or personal connectionPro/ConPro: Tend to stand out as more memorableCon: Can wear out its welcome
Objective #4Affective AssociationMethod B: Humor AdsExplicit use of humor as an anchor to the product.Pro: If joke is related to product, it can be extremely effectiveCon: Do people remember the joke or the brand
Objective #4Affective AssociationMethod C: Sexual Appeal AdsFeelings based on arousal and initial attention getting techniquesPro: High attention levelsCon: Poor memorability
Objective #5SCARE the consumer into actionMethod A: Fear based AdsAds that tap fear or negative consequences as reasoning to purchase the brandPro: A plausible threat motivates consumersCon: Ridiculous threats arent effective
Mayhem is coming
Objective #6Change Behavior by Inducing AnxietyMethod A: Anxiety Ads1) State a clear and present problem2) The only solution to avoid this problem is to buy the product
Objective #6Change Behavior by Inducing AnxietyMethod B: Social AnxietyAds that induce anxiety towards negative social judgementPro: Generates a positive perception of productToo much anxiety induces fear towards the product
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 AdsShow the brand in a social context to give it meaning by association.
Objective #7Situate the Brand SociallyMethod B: Product PlacementConvenient intentional placement of brands in film and television.Pro: No counterargument for placementCon: Can be VERY ineffective when obvious
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.
Message Strategy ObjectivesPromote Brand RecallUnique Selling PropositionPersuade the ConsumerAffective AssociationScare the ConsumerChange behavior by inducing anxietySituate the brand sociallyDefining brand image