Advertising and
Integrated Brand
Promotion
Part 7: The Message Strategy
The Message Strategy
Message 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: Repetition
Method 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 #2
Identify the unique selling proposition
Method A: Emphasize one, distinguishing
attribute of the product. Two if they are
complimentary
Pro/Con
Pro: Can start a credible reputation of a brand
Con: Unique is in the eye of the beholder
#2 is the new #1
Objective #3
Persuade 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 #3
Persuade 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 #3
Persuade 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 #3
Persuade the consumer
Method D: Testimonials
The use of celebrities or “average” people
speaking positively of the brand/product
Pro: 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: Demonstration
Takes the “seeing is believing” mentality
Pro: Creates a first hand experience memory
Con: Can be looked at as skeptical
So fresh and so clean
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Objective #3
Persuade 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 #4
Affective 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 #4
Affective 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 #4
Affective Association
Method C: Sexual Appeal Ads
Feelings based on arousal and initial attention
getting techniques
Pro: High attention levels
Con: Poor memorability
Humor
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Sex Appeal
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Objective #5
SCARE the consumer into action
Method A: Fear based Ads
Ads that tap fear or negative consequences as
reasoning to purchase the brand
Pro: A plausible threat motivates consumers
Con: Ridiculous threats aren’t effective
Mayhem is coming
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Objective #6
Change Behavior by Inducing Anxiety
Method A: Anxiety Ads
1) State a clear and present problem
2) The only solution to avoid this problem is to
buy the product
H&S
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Objective #6
Change Behavior by Inducing Anxiety
Method B: Social Anxiety
Ads that induce anxiety towards negative social
judgement
Pro: Generates a positive perception of product
Too much anxiety induces fear towards the
product
Social Anxiety
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Objective #7
Situate the Brand Socially
Surround your brand in a setting that compliments
it, or causes it to excel. Create a positive cultural
relationship
Method Slice of Life Ads
Show the brand in a social context to give it
meaning by association.
Slice
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Objective #7
Situate the Brand Socially
Method B: Product Placement
“Convenient” intentional placement of brands in
film and television.
Pro: No counterargument for placement
Con: Can be VERY ineffective when obvious
Product Placement
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Objective #9
Defining the Brand Image
Using a iconic or unique image association with a
product to convey a style, way of life, or attitude.
Pro: Enduring memory with iconic potential
Con: Too many try to be iconic. Lost in clutter.
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Message Strategy Objectives
Promote Brand Recall
Unique Selling Proposition
Persuade the Consumer
Affective Association
Scare the Consumer
Change behavior by inducing anxiety
Situate the brand socially
Fail
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Quick Fails
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