Chapter 10: Creative Message Strategy

Chapter 10: Creative Message Strategy

1. ADVERTISING STRATEGY

   • Message Strategy's Objectives
     • OBJECTIVE #1
       • Promote Brand Recall
         • Method A: Repetition Ads
         • Method B: Slogan and Jingle Ads
         • Method C: Point of Purchase Branding
     • OBJECTIVE #2
       • Link Key Attributes to the Brand Name
         • Method A: Unique Selling Propositions
           • Emphasize a unique quality of the brand
     • OBJECTIVE #3: Persuade the Consumer
       • Method A: Reasons Why Ads
       • Method B: Hard-sell Ads
       • Method C: Comparison Ads
       • Method D: Testimonial Ads
       • Method E: Demonstration Ads
       • Method F: Infomercials
     • OBJECTIVE #4: Objective Association
       • Method A: Feels good ads
       • Method B: Humor Ads
       • Method C: Sex-appeal Ads
     • OBJECTIVE #5
       • Scare the consumer into action
         • Method A: Fear-Appeal Ads
     • OBJECTIVE 6:
       • Change behavior by Inducing Anxiety
         • - Anxiety Ads - Social Anxiety Ads
     • OBJECTIVE #7: Define the brand image
       • Method A: Image Ads
     • OBJECTIVE #8:
       • Give the brand desired social meeting
         • Method A: Slice-of-life ads
         • Method B: Branded Entertainment: Product Placement, Web Films
     • OBJECTIVE #9
       • Resolve social disruption and cultural contradictions
         • Tie the brand to social/cultural movements
     • OBJECTIVE #10
       • Transform Consumption Experiences
         • Transformational Ads

2. Creating effective advertisements

   • Requires careful planning regarding the important facets of advertisements and commercials.
   • Entails far more than merely having a great product or a clever slogan.

3. MESSAGE STRATEGY

   • Is the plan for the production of the advertisement
   • Aims to communicate the brand to the target market in a creative and persuasive manner

4. Creativity in advertising is crucial, as the competition for the attention of the consumer is widespread.

5. REFERENCES

   • University of Pretoria (2011) Creatuve Message Strategy: Retrieved september 19 2017 from: https://repository.up.ac.za/bitstream/handle/2263/25084/03chapter3.pdf?sequence=4 Oguin, T. (2009) Advertising and brand integrated promotion. Retrieved september 19 2017 from: http://library.perbanas.ac.id/images/book/PHKI11/adverstising%20and%20integrated%20brand%20promotion.pdf