GOLDEN
ADVERTISING OBJECTIVES & METHODS!
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
MESSAGE STRATEGY
• Linking objectives
with methods!
• Methods can be used
in various strategic
combinations!
• In The End
– Last paragraph
of Chapter 11
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
MESSAGE STRATEGY
Objective- Brand Recall
• Objective- Promote brand recall: Remember
brand name (awareness).
• Method: Repetition
(repeating ad and/or
repeating brand name
within an ad).
• Method: Slogans and jingles.
– Strategic Implications (page 344).
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
EXAMPLES
•
•
•
•
COUNT THE BITS!
IT’S CUTE AND AGGRAVATING!
DO YOU REMEMBER?
CLASSIC!
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
MESSAGE STRATEGY
Objective- Affective Association!
•
•
•
•
Affective Association
Brand Preference
Positive Attitude
Likability
• IT’S ALL THE SAME
OBJECTIVE DAMN IT!
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
MESSAGE STRATEGY
Objective- Affective Association!
• Objective- Instill brand preference: Attitude
and likability.
• Method: Feel good ads (affective
association)- “if you like the ad, you’ll like
the brand”.
– Strategic Implications (page 354).
– EXAMPLE
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
MESSAGE STRATEGY
Objective- Affective Association
• Method: Humor ads.
– Strategic Implications (page 355).
• Method: Sex appeal
– Strategic Implications (page 358).
– Decorative models or the “Vanna White
Syndrome” (not in book).
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
HUMOR AND SEX EXAMPLES
•
•
•
•
•
WASSUP
WASABI
WHAT ARE YOU DOING?
SALMON?
GUINESS
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
MESSAGE STRATEGY
Objective- USP
• Objective- Link key attribute to the brand name:
Unique Selling Proposition (Volvo and safety,
Cheer and all temperatures, Federal Express and
reliability).
• Method: USP ads- link one special attribute to
brand (trying to link several attributes hurts
recall).
– Strategic Implications (page 345).
– COG COMMERCIAL!
– BANANA LUGGAGE?
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
MESSAGE STRATEGY
Objective- Persuade!
• Method- Reason-Why format: Present why
consumer should use product.
• Method- Hard-Sell format: Uses high pressure
and urgency.
– Strategic Implications for Reason-Why and Hard-Sell
(page 347).
• Method- Comparison ads: May or may not
mention competitor, but competition is known by
viewer. Strategic Implications (page 348).
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
MESSAGE STRATEGY
Objective- Persuade!
• Method- Testimonials:
– Celebrity
– Expert
– Average user
• Strategic
Implications
(page 350).
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
MESSAGE STRATEGY
Objective- Persuade!
• MethodDemonstration:
“Seeing is believing”.
– Strategic Implications
(page 50).
– EXAMPLE
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
MESSAGE STRATEGY
Objective- Persuade!
• Method- Infomercial: 5 to 60 minute TV
program that is part documentary, part
entertainment, and part informational.
– Strategic Implications (page 351).
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
LUCKY???
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
MESSAGE STRATEGY
Objective- Scare into Action
• Objective: Scare the customer into action.
• Method- fear appeal.
– Try to portray risk, harm, or negative
consequences of not using brand or taking a
specific action. See exhibits 11.22 and 11.23
on page 359.
– Strategic Implications (page 360).
– Cross-Over Effect (not in book).
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
MESSAGE STRATEGY
Objective- Induce Anxiety
• Objective: Change behavior by inducing
anxiety.
• Method: Anxiety ads and Social Anxiety
ads (similar to fear ads).
– Often portrays the social consequences of not
using the brand or taking action.
– Strategic Implications (page 362).
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
MESSAGE STRATEGY
Objective- Transformation
• Objective- Transform consumption
experiences (positive memories).
• Method- Transformational ads: Try to make
the consumption experience better by
triggering positive memory of the ad. Thus
the consumption is transformed.
– Strategic Implications (page 363).
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
MESSAGE STRATEGY
Objective- Situate Brand Socially
• Objective- Situate the brand socially: Attach
social meaning to the brand.
• Method- Slice-of-Life ads: Place a brand in
a social context so the brand is associated
with the social meaning. Problem/solution
format (not in book).
– Strategic Implications (page 364).
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
MESSAGE STRATEGY
Objective- Situate Brand Socially
• Method- Product Placement/Short Internet
Films/Other Madison & Vine Techniques.
– Strategic Implications (page 368).
GOLDEN
ADVERTISING OBJECTIVES & METHODS!
MESSAGE STRATEGY
Objective- Image Definition
• Objective- Define the Brand Image.
• Method- Image ads: Tends to be visual with
little hard info. Can be explicit (Exxon
Tiger) or more subtle with the use of colors
and tones (Coors).
– Strategic Implications (page 370).
– EVOLUTION!
– ROCK N’ ROLL!
GOLDEN
ADVERTISING OBJECTIVES & METHODS!