Message Strategy: Advertising Strategy (Planning, Preparation, Placement)
Content Summary Overview
Message Strategy: Objectives and Methods
Promote brand recall: Repetition ads, Slogan and jingle ads
Link a key attribute to the brand name: Unique selling proposition (USP) ads
Message Strategy: Objectives and Methods
Persuade the consumer: Reason-why ads, Hard-sell ads, Comparison ads, Information-only ads, Testimonial ads, Demonstration ads, Advertorials, Infomercials
Comparison ads, like this one, work better when the comparison directly names brands.
Message Strategy: Objectives and Methods
Affective Association: Feel good ads, Humor ads, Sexual-appeal ads
Message Strategy: Objectives and Methods
Transform consumption experiences: Transformational ads
Situate the brand socially: Slice-of-life ads, Product-brand placement, Short Internet Films
Define the brand image: Image ads
File Category: Advertising
File Added: Monday, April 26th, 2010
File Source: ag.ohio-state.edu
File Size: 430 KB
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