Download MESSAGE STRATEGY

MESSAGE STRATEGY
with Duane Weaver
Message Strategy
 Consists of objectives and methods to
communicate “core idea”/message.
Objectives
 Promote Brand Recall
– Repetition
– Slogans and Jingles
 Link Key Attributes to Brands
 Persuade Consumer
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Reason why
Hard sell (buy now)
Comparison
Testimonial
Demonstration
Infomercial
AFFECTIVE ASSOCIATION
 WHAT IS AFFECTIVE Advertising and how
is it different than COGNITIVE Advertising?
AFFECTIVE ASSOCIATION
Types
 Feel good
 Humour
 Sex Appeal
SCARE INTO ACTION
 Fear Appeal
Behaviour change via
INDUCING ANXIETY
 Anxiety Ads – clear and present problem,
buy mine product/service to alleviate
 Social Anxiety – danger is negative social
judgment (P&G spots on glasses)
Transform Consumption
Experiences
 Using Transformational Ads – creating
anticipation of feeling or familiarity bundled
with a positive memory
– Can induce the experience (expectation
management)
SITUATE Brand SOCIALLY
 Slice of life ads
 Product placement/short internet films
 Buzz Marketing – “he/she has them”
Facets of Impact
See/hear- senses
Feel - internally
believe
Think/understand
connect
act
ABC Model
Hierarchy of Effects – fixed sequence of events occurs on
the way to forming an attitude
Problem solving process
Behavioural Learning (through experiences)
(Hedonic Consumption)
Emotional Response based Attitudes – sensory driven
How would we market to these different Attitude formations? What
form of advertising would you use?