Lesson 8 Flashcards
What is a Message Strategy?
A message strategy is a primary tactic or approach used to deliver the message theme.
What are the three broad categories of message strategies?
Cognitive strategies
Affective strategies
Conative strategies
Cognitive Message Strategies
Cognitive message strategy advertisement influences a person’s beliefs or knowledge structure by suggesting a variety of product benefits.
Cognitive Message Strategies
Generic
Unique selling proposition
Hyperbole
Comparative
Cognitive Message Strategy - Generic
An advertisement that directly promotes the product attributes or benefits without any form of superiority.
Unique Selling Proposition
An explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner.
Strategy - Comparative
Comparative advertising allows an advertiser to directly or indirectly compare a product to the competition based on some attribute or benefit.
Hyperbole
An untestable claim based on some attribute or benefit. It does not require substantiation.
Affective Message Strategies
Advertisements trying to evoke feelings and match those feeling with the good, service, or company feature.
Resonance
Connecting a brand with a consumer’s experiences in order to develop stronger ties between the product and the consumer is resonance advertising.
Emotional Affective
Emotional affective approach attempts to elicit powerful feeling that help lead to product recall and choice.
Executional Framework
An execution framework or execution signifies the manner in which an advertisement appeal will be presented.
Slice-of-Life
Advertisements that provide solutions to everyday problems consumers or businesses face.
