Message Strategy. Marketing 3344. Objectives. Methods. Context for Message Strategy. Advertising Strategy (Planning, Preparation, Placement). Message Strategy. Message Strategy: Objectives and Methods. Objective #1: Promote brand recall. Method A: Repetition ads
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Promote brand recall
Link key attributes to the brand name
ALTOIDS has successfully used repetition with ads like these to create brand recall.
PPT 11- 4
Volvo uses the unique selling proposition in this ad.
Persuade the consumer
Comparison ads, like this one, work better when the comparison directly names brands.
Objective #4: Affective Association
Objective #5: Scare the consumer into action
Objective #6: Change behavior by inducing anxiety
Objective #7: Transform consumption experiences
Objective #8: Situate the brand socially
Objective # 9: Define the brand image
Product placement isn’t just for movies and TV.
“Image ads” carry little hard product information and rely on appealing visuals instead.
Message development is where the advertising and brand battle is won or lost . . .