10 - Creative Message Strategy Flashcards
10 Message Strategy Objectives and Methods
- Promote Brand Recall
- Link Key Attributes to the Brand Name (USP)
- Persuade the Consumer
- Affective Association
- Action via Fear
- Action via Anxiety
- Define the Brand Image
- Define the Brand’s Social Meaning
- Connect to Social Disruption & Cultural Movement
- Transform Consumption Experiences
How to achieve brand recall?
- Repetition
• buy lots of ads and repeat the brand name
• brand name becomes more cognitively accessible - Slogans and Jingles
- Point-of-purchase Branding - Displays used in stores to provide a memory trigger
Slogan definition
Linguistic device that links a brand name to something memorable by means of the slogan’s simplicity, meter, rhyme, or some other factor.
Jingle definition
Same as slogan - linking brand name to something memorable - just set to a melody
Strategic implications of repetition, slogans, and jingles
♠ Extremely resistant to forgetting ♠ Efficient for consumer ♠ Long-term commitment/expense ♠ Competitive interference ♠ Creative resistance
Unique Selling Proposition (USP)
A type of an ad that strongly emphasizes a supposedly unique quality (or qualities) of the advertised brand.
Strategic implications of the USP method
♠ Big carryover
♠ Very resistant
♠ Long-term commitment and expense
♠ Some creative resistance
Strategic implications of Reason-Why Ads
♠ Permission to buy ♠ Socially acceptable defence ♠ High level of involvement ♠ Potential for counterarguments ♠ Legal/regulatory challenges/exposure ♠ Some creative resistance
Strategic Implications of Hard-Sell Approaches
♠ Permission to buy now ♠ Socially acceptable defence ♠ Low credibility ♠ Legal/regulatory challenges/exposure ♠ Some creative resistance
Methods to persuade the consumer
♠ Reason-Why ads ♠ Hard-Sell Ads ♠ Comparison Ads ♠ Testimonials ♠ Demonstration ♠ Infomercials
Strategic Implications of Comparison Ads
♠ Can help low-share brand
♠ Not for established market leaders
… p. 204
Strategic Implications of Testimonial Advertising
♠ Popular people can generate popularity for the brand
♠ Can generate more popularity for the star than for the brand
… p.205
Strategic Implications of Demonstration Ads
♠ Inherent credibility of “seeing is believing”
… p.205
Strategic Implications of Infomercials
♠ Long format gives advertisers plenty of time to make their case
♠ Has the advantage of looking like an entertainment show, when it’s really an ad
Methods for affective association
♠ Feel-Good ads
♠ Humor Ads
♠ Sex-Appeal Ads
Strategic implications of feel-good ads
♠ Eager creatives
♠ May perform better in cluttered media environment
♠ May generate competing thoughts and connections
Strategic Implications of Humor Ads
♠ Humor can be very effective but can also end up being expensive entertainment.
♠ Humor can actually interfare with memory processes
Strategic implications of Sexual-Appeal Advertising
♠ Higher attention levels
♠ Higher arousal and affect (feeling)
♠ Possible poor memorability of brand due to interference at the time of exposure
Methods for scaring the consumer into action
♠ Fear-Appeal Ads
Methods for changing behaviour by inducing anxiety
♠ Anxiety Ads
♠ Social Anxiety Ads
Methods for defining the brand image
♠ Image ads
Methods for giving the brand the desired social meaning
♠ Slice-of-Life Ads - depicts the ideal usage situation of the brand(p.212)
♠ Branded entertainment: product placement
Methods for leveraging social disruptions and cultural contradictions
♠ Tie brand to social/cultural movement - Find a social movement and suggest that your brand
“gets it”
Methods for transforming consumption experiences
♠ Transformational ads - try to connect the brand with positive memories of the consumer; includes trying to help share (and even create) these memories
Strategic implications of Fear-Appeal Ads
♠ Boomerang effect - he unintended consequences of an attempt to persuade resulting in the adoption of an opposing position instead.
When you see an ad, ask:
what is that ad trying to do, and how is it trying to accomplish that goal?
Promote Brand Recall when and why use
‣ Especially appropriate with parity products & low
involvement
‣ If people think a brand is a leading brand, it can
become a leading brand
Image ads (their importance and what they do)
Their importance: • efficient; cuts through ad clutter • once established, they differentiate • they communicate across cultures What they do? • seek to convey the brand’s core meaning in an efficient visual manner • heavy reliance on imagery • sparse use of words • can communicate an attribute and/or evoke feeling
