Creative Message Strategy

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©2012
©2012
Cengage
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 Context for Message Strategy

Advertising Strategy
(Planning, Creative, Media Placement)

Message Strategy

Objectives Methods

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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 Message Strategy:
Objectives and Methods
• Method A: Repetition Ads
Objective #1:
Promote Brand Recall • Method B: Slogan and Jingle
Ads
• Method C: Point-of-Purchase
Branding

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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 ALTOIDS has
successfully
used repetition
with ads like
these to create

Altoids® is a registered trademark of Callard & Bowser

brand recall.

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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 Message Strategy:
Objectives and Methods

Objective #2:
Link Key Attributes to the • Method A: Unique
Brand Name Selling Proposition
(USP) Ads
• Emphasizes a unique
quality of the brand

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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 Lexus uses the unique selling
proposition in this ad.

Courtesy, Lexus, a Division of Toyota Motor Sales, U.S.A., Inc.; Advertising: Team One;
Photographer: Scott Downing
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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 Message Strategy:
Objectives and Methods

Objective #3: • Method A: Reason-why Ads

Persuade the Consumer • Method B: Hard-sell Ads
• Method C: Comparison Ads
• Method D: Testimonial Ads
• Method E: Demonstration
Ads
• Method F: Infomercials

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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 Comparison
ads, like
this one,
work better
when the
comparison
directly names
brands.

Saatchi & Saatchi, New York

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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 Message Strategy:
Objectives and Methods

Objective #3: • Method A: Reason-why Ads

Persuade the Consumer • Method B: Hard-sell Ads
• Method C: Comparison Ads
• Method D: Testimonial Ads
• Method E: Demonstration
Ads
• Method F: Infomercials

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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 Message Strategy:
Objectives and Methods

Objective #4: • Method A: Feel Good Ads

Affective Association • Method B: Humor Ads
• Method C: Sex-appeal Ads

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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 Message Strategy:
Objectives and Methods

Objective #5: • Method A: Fear-appeal Ads

Scare the Consumer
Into Action

Objective #6: • Anxiety Ads

Change Behavior by
Inducing Anxiety • Social Anxiety Ads

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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 Would this ad
“scare” you into
buying the
product?

Photo courtesy, Susan Van Etten

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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 Message Strategy:
Objectives and Methods

Objective #7: • Method A: Image ads

Define the Brand Image

• Method A: Slice-of-life Ads

Objective #8: • Method B: Branded
Give the Brand Desired Entertainment: Product
Social Meaning Placement, Web Films

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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 “Image ads”
carry little hard
product
information and
rely on appealing
visuals instead.

Courtesy Skyy Spirits

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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 Message Strategy:
Objectives and Methods

Objective #7: • Method A: Image ads

Define the Brand Image

• Method A: Slice-of-life Ads

Objective #8: • Method B: Branded
Give the Brand Desired Entertainment: Product
Social Meaning Placement, Web Films

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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 Product placement isn’t just for
movies and TV.

Photo courtesy, Susan Van Etten

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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 Message Strategy:
Objectives and Methods

Objective #9:
Resolve Social Disruption • Tie the brand to
and Cultural Contradictions social/cultural
movements

Objective #10: • Transformational Ads

Transform Consumption
Experiences

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 How does the imagery
in this ad create a
“transformational”conte

KRAFT is a registered trademark. Used with permission of Kraft Foods.

xt?

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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.
 In the End…

• Message development is where the

advertising and brand battle is won
or lost . . .
• Creatives have to turn client wishes
into effective advertising.
• Creatives need to get into the mind
of the consumer/target audience.
• Messages are received by different people in
different ways

• Advertisers need to merge culture,

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mind, and brand.
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©2012 Cengage Learning. All Rights Reserved. May not be scanned, copied or duplicated, or posted to a publicly accessible website, in whole or in part.