Marketing 3344
Context for Message Strategy
Advertising Strategy
(Planning, Preparation, Placement)
Message Strategy
Objectives
Methods
Message Strategy: Objectives
and Methods
Objective #1:
Promote brand recall
Objective #2:
Link key attributes to
the brand name
• Method A: Repetition ads
• Method B: Slogan and jingle ads
• Method A: Unique selling
proposition (USP) ads
Ad in Context Example
ALTOIDS has
successfully used
repetition with ads
like these to create
brand recall.
PPT 11- 4
4
Ad in Context Example
Volvo uses
the unique
selling
proposition
in this ad.
PPT 11-5
Message Strategy: Objectives
and Methods
• Method A: Reason-why ads
Objective #3:
Persuade the consumer
• Method B: Hard-sell ads
• Method C: Comparison ads
• Method D: Testimonial ads
• Method E: Demonstration
ads
• Method F: Infomercials
Ad in Context Example
Comparison ads, like
this one, work better
when the comparison
directly names brands.
PPT 11-7
Message Strategy: Objectives
and Methods
• Method A: Feel good ads
Objective #4:
Affective Association
• Method B: Humor ads
• Method C: Sex-appeal ads
Message Strategy: Objectives
and Methods
Objective #5: Scare the
consumer into action
• Method A: Fearappeal ads
Objective #6: Change
behavior by inducing
anxiety
• Anxiety ads
• Social Anxiety ads
Message Strategy: Objectives
and Methods
Objective #7:
Transform
consumption
experiences
• Method A: Transformational
ads
• Method A: Slice-of-life ads
Objective #8: Situate
the brand socially
• Method B: Branded
Entertainment, Product
placement, Short Internet
Films, Madison & Vine
Message Strategy: Objectives
and Methods
Objective # 9: Define
the brand image
• Image ads
11
PPT 11-11
Ad in Context Example
Product
placement
isn’t just for
movies and
TV.
PPT 11-12
Ad in Context Example
“Image ads” carry little
hard product
information and rely on
appealing visuals
instead.
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.