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Advertising and Integrated Brand Promotion

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?

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Advertising and Integrated Brand Promotion

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  1. Advertising and Integrated Brand Promotion • Part 7: The Message Strategy

  2. 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?

  3. 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

  4. Apply where?

  5. What mix?

  6. 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

  7. #2 is the new #1

  8. 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

  9. 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

  10. NOW!

  11. 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

  12. Vs.

  13. Simple

  14. 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

  15. So cute

  16. 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

  17. So fresh and so clean

  18. 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

  19. 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

  20. 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

  21. 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

  22. Humor

  23. Sex Appeal

  24. 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

  25. Mayhem is coming

  26. 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

  27. H&S

  28. 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

  29. Social Anxiety

  30. 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.

  31. Slice

  32. 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

  33. Product Placement

  34. 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.

  35. 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 • Defining brand image

  36. Fail

  37. Quick Fails

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