10 Context of Message Strategy Objectives Methods Message Strategy Advertising Strategy Planning Preparation Placement Message Strategy Objectives and Methods Repetition ads Slogan and jingle ads ID: 403143
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Creative Message Strategy
10Slide2
Context of Message Strategy
Objectives
Methods
Message Strategy
Advertising Strategy
(Planning, Preparation, Placement)Slide3
Message Strategy: Objectives and Methods
Repetition ads
Slogan and jingle ads
Promote brand recall
Unique selling proposition (USP) ads
Link a key attribute to the brand nameSlide4
MasterCard has successfully used the slogan ‘priceless’ in ads like these to create brand recallSlide5
Message Strategy: Objectives and Methods
Feel good ads
Humor ads
Sexual-appeal ads
Affective AssociationSlide6
Message Strategy: Objectives and Methods
Fear-appeal ads
Scare the consumer into action
Anxiety ads
Change behavior by inducing anxietySlide7
Message Strategy: Objectives and Methods
Transformational ads
Transform consumption experiences
Slice-of-life ads
Product-brand placement/ Short Internet Films
Situate the brand socially
Image ads
Define the brand imageSlide8
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