Chapter 10: Creative Message Strategy

Chapter 10: Creative Message Strategy

1. Referencia: Semenik, Allen, O’Guinn, Kaufmann. 2012. Advertising and Promotions: An Integrated Brand Approach. 6e. CENGAGE

2. Context for Message Strategy

   • Advertising Strategy (Planning, Creative, Media Placement)
     • Message Strategy
       • Objectives
         • Objective #1: Promote Brand Recall
           • Method A: Repetition Ads Method B: Slogan and Jingle Ads Method C: Point-of-Purchase Branding
             • ALTOIDS has successfully used repetition with ads like these to create brand recall.
         • Objective #2: Link Key Attributes to the Brand Name
           • Method A: Unique Selling Proposition (USP) Ads which emphasizes a unique quality of the brand
             • Lexus uses the unique selling proposition in this ad.
         • Objective #3: Persuade the Consumer
           • Method A: Reason-why Ads Method B: Hard-sell Ads Method C: Comparison Ads Method D: Testimonial Ads Method E: Demonstration Ads Method F: Infomercials
             • Comparison ads, like this one, work better when the comparison directly names brands.
         • Objective #4: Affective Association
           • Method A: Feel 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
             • Would this ad “scare” you into buying the product?
         • Objective #7: Define the Brand Image
           • Method A: Image ads
         • Objective #8: Give the Brand Desired Social Meaning
           • Method A: Slice-of-life Ads Method B: Branded Entertainment: Product Placement, Web Films
             • Product placement isn’t just for movies and TV.
         • Objective #9: Resolve Social Disruption and Cultural Contradictions
           • Tie the brand to social/cultural movements
         • Objective #10: Transform Consumption Experiences
           • Transformational Ads
             • How does the imagery in this ad create a “transformational” context?
       • Methods

3. Message development is where the advertising and brand battle is won or lost...

   • Creatives have to turn client wishes into effective advertising.
     • Creatives need to get into the mind of the consumer/target audience.
       • Messages are received by different people in different ways
       • Advertisers need to merge culture, mind, and brand.