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MESSAGE STRATEGY

MESSAGE STRATEGY. Linking objectives with methods! Methods can be used in various strategic combinations! In The End Last paragraph of Chapter 11.

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MESSAGE STRATEGY

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  1. GOLDEN ADVERTISING OBJECTIVES & METHODS!

  2. GOLDEN ADVERTISING OBJECTIVES & METHODS!

  3. GOLDEN ADVERTISING OBJECTIVES & METHODS!

  4. GOLDEN ADVERTISING OBJECTIVES & METHODS!

  5. 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!

  6. MESSAGE STRATEGYObjective- 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!

  7. EXAMPLES • COUNT THE BITS! • IT’S CUTE AND AGGRAVATING! • DO YOU REMEMBER? • CLASSIC! GOLDEN ADVERTISING OBJECTIVES & METHODS!

  8. MESSAGE STRATEGYObjective- Affective Association! • Affective Association • Brand Preference • Positive Attitude • Likability • IT’S ALL THE SAME OBJECTIVE DAMN IT! GOLDEN ADVERTISING OBJECTIVES & METHODS!

  9. GOLDEN ADVERTISING OBJECTIVES & METHODS!

  10. MESSAGE STRATEGYObjective- 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!

  11. MESSAGE STRATEGYObjective- 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!

  12. HUMOR AND SEX EXAMPLES • WASSUP • WASABI • WHAT ARE YOU DOING? • SALMON? • GUINESS GOLDEN ADVERTISING OBJECTIVES & METHODS!

  13. MESSAGE STRATEGYObjective- 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!

  14. MESSAGE STRATEGYObjective- 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!

  15. MESSAGE STRATEGYObjective- Persuade! • Method- Testimonials: • Celebrity • Expert • Average user • Strategic Implications (page 350). GOLDEN ADVERTISING OBJECTIVES & METHODS!

  16. MESSAGE STRATEGYObjective- Persuade! • Method- Demonstration: “Seeing is believing”. • Strategic Implications (page 50). • EXAMPLE GOLDEN ADVERTISING OBJECTIVES & METHODS!

  17. MESSAGE STRATEGYObjective- 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!

  18. GOLDEN ADVERTISING OBJECTIVES & METHODS!

  19. LUCKY??? GOLDEN ADVERTISING OBJECTIVES & METHODS!

  20. MESSAGE STRATEGYObjective- 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!

  21. MESSAGE STRATEGYObjective- 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!

  22. MESSAGE STRATEGYObjective- 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!

  23. MESSAGE STRATEGYObjective- 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!

  24. MESSAGE STRATEGYObjective- Situate Brand Socially • Method- Product Placement/Short Internet Films/Other Madison & Vine Techniques. • Strategic Implications (page 368). GOLDEN ADVERTISING OBJECTIVES & METHODS!

  25. MESSAGE STRATEGYObjective- 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!

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