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10/02/2015 04:22:45 PM

MESSAGE STRATEGY IN ADVERTISING

1. Objective #1: Promote Brand Recall

A. Method A: Repetition Ads.As simple as it sounds, repetition is the tried-and-true way of gaining easy retrieval from memory. This is done not only through buying a lot of ads, but also through repeating the brand name within the ad copy itself.

B.Method B: Slogan and Jingle Ads. Slogans are rhetorical devices that link a brand name to something memorable, either due to the slogan’s simplicity, meter, rhyme, or any other factor. Examples are numerous:  You Deserve a Break Today; Tide’s In, Dirt’s Out; The Best Part of Waking Up Is Folgers in Your Cup; You’re in Good Hands with Allstate.

2. Objective #2: Link Key Attribute(s) to the Brand Name

A. Method A: Unique Selling Proposition Ads. A unique selling proposition (USP) is a promise contained in an advertisement in which the advertised brand offers a specific, unique, and relevant benefit to the consumer.

3. Objective #3: Persuade the Consumer

A.  Method A: Reason-Why Ads. In a reason-why ad, the advertiser reasons with the potential consumer. The ad points out in a highly structured way that there are reasons why this brand will be satisfying and beneficial.

B. Method B: Hard-Sell Ads. Hard-sell adsare characteristically high pressure and urgent. Phrases like “act now,” “limited time offer,” “your last chance to save,” and “one-time-only sale” are representative of this method. The idea is to create a sense of urgency.

C. Method C: ComparisonAds. Comparison advertisements are ads in which a brand’s ability to satisfy consumers is demonstrated by comparing features to those of competitive brands.             

D.  Method D: Testimonial Ads.When an advocacy position is taken by a spokesperson in an advertisement, this is known as a testimonial. The value of the testimonial lies in the dedicated, authoritative presentation of a brand’s attributes and benefits by the spokesperson.

E.  Method E: Demonstration Ads.An ad that shows how close an electric razor shaves or how green a fertilizer makes a lawn uses a method known simply as the demonstration ad.

F.   Method F.:Infomercials. With the infomercial message method, an advertiser buys from 5 to 60 minutes of television time and runs a documentary/information/entertainment program that is really an extended advertisement. An infomercial is the television equivalent of an advertorial.

4. Objective #4: Affective Association: Get the Consumer to Feel Good about the Brand

A. Method A.:Feel-Good Ads. Feel-good ads work by positive affective association. They link the good feeling elicited by the ad with the brand. The basic idea is that by creating ads with positive feelings, consumers will associate those positive feelings with the advertised brand, leading to a higher probability of purchase. Several examples in the chapter but ask students for the ads that make them “feel good” and why?

B..       Method B: Humor Ads. The goal of humor in advertising is to create in the receiver a pleasant and memorable association with the product. However, research shows that humorous versions of advertisements are often not anymore persuasive than non-humorous versions of the same ad. Research is simply inadequate to detect the difference.

C. Method C.: Sex Appeal:Sex ads are feeling type ads.  They are simple stimulus arousal ads.  But does sex sell? In a literal sense, no, because nothing, not even sex, makes someone buy something. However, sexual appeals are attention getting, which affects how consumers feel about a product. Ethical issues include what’s the difference between the celebration of a beautiful body and its objectification?

5. Objective #5: Scare the Consumer into Action

·         A. Method A: Fear-Appeal Ads. A fear appeal highlights the risk of physical harm or the negative consequences of not using the advertised brand or taking some recommended action and is expected to motivate the receiver to take action. The current social  environment is working in favor of fear appeals—drive by shootings, terrorist attacks, random acts of violence.

6. Objective #6: Change Behavior by Inducing Anxiety

A.  Method A: Anxiety Ads.Advertisers use many settings to demonstrate why you should be anxious and what you can do to alleviate the anxiety. Social, medical, and personal care products frequently use anxiety ads. The message conveyed in anxiety ads is that (1) there is a clear and present danger, and (2) the way to avoid this danger is to buy the advertised brand.

B. Method B: Social Anxiety Ads. The danger in these ads is negative social judgment. This approach has long been used by Procter & Gamble for personal care products and household products.

7. Objective #7: Transform Consumption Experiences

A. Method A: Transformational Ads. The idea behind transformational advertising is that it can actually make the consumption experience better. Transformational advertising messages attempt to create a brand feeling, image, and mood that are activated when the consumer uses the product or service.

8. Objective #8: Situate the Brand Socially.

A. Method A: Slice-of-Life Ads. By placing a brand in a social context, it gains social meaning by association. Slice-of-life advertisements depict an idealized user in a typical usage situation gaining benefits and satisfaction from using the brand.

B.  Method B: Branded Entertainment: Product Placement/Short Internet Films/Other Madison & Vine Techniques. We have moved, over the years, from product placements in films and TV shows to an integrated set of methods for bring brand exposure and messages to audiences. The brand is integrated into desired settings. This can be accomplished with product (really brand) placement in a film or TV show, or the advertiser can create a Web film or ads and trailers promoting all of the above. In addition, the mass media vehicles can drive traffic to brand web sites

9. Objective #9: Define the Brand Image

A. Method A: Image Ads.Image advertising often has a complete absence of hard product information or it is almost exclusively visual. In both cases, it means an attempt to link certain attributes to the brand, rather than to engage the consumer in any kind of discourse. Evaluation of image ads is tricky in that qualitative tests must be used with managers hate.

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