Week THREEb: Message Strategies Flashcards
1
Q
What is important when developing effective advertising?
A
Need to understand the main needs, wants and values of your customer and communicate how your product/brand fills them better than others
- Functional orientation
- > Unique selling proposition
- Symbolic/experiential orientation eg. diamonds are forever
- > Brand image
- > Resonance
- > Emotional
- Category-dominance
- > Generic
- > Pre-emptive eg. redness relief drops
2
Q
Outline the means-end chain
A
- Product attributes
eg. fizzy and sugary, glass bottle and logo - Functional and emotional consequences
eg. quenches thirst, tastes good, recyclable and trendy - Underlying personal values
eg. hedonism, stimulation, tradition
