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Message Strategy:Objectives and Methods
TC/IS/2011/MS/144R:H:A:T Perera
MMT:3093Advertising and Promotion
Department of Business & Management StudiesTrincomalee Campus
Eastern University - Sri Lanka
Message StrategyThe message strategy consist of objectives and
methods
It define the goals of the advertiser and how those goals will be achieved.
Objective-:01Promote Brand RecallTo get consumers to recall its brand name(s) That name to be the first name consumer remember
Method1. Repetition ads2. Slogan and jingle ads
Objective-:02Link key attributes to the Brand Name
To Get consumer to associate a key attribute with a brand name and vice versa
Method
Unique selling proposition (UPS)
Objective-:03Instill Brand Preference
Method
To get consumers to Like or prefer its brand above all others
1.Sexual ad2.Feel-good ads
Objective-:04Scare the consumer in to action
Method
1.Fear appeal
To get Consumer to buy a product or service by instilling fear
Alarm ,lighting security
Objective-:05Changing behavior by inducing anxiety
Method
Anxiety ad
To get consumer to make a purchase decision by playing to their anxieties ; often ,the anxieties are social in nature
Objective-:06Transform Consumption Experience
Method
Transformational ad
To create a feeling ,image, or mood about a brand that is activated when the consumer uses the product or service.
Objective-:07Situation the Brand Socially
Method
Slice-of-life adsLight fantasy ads
To give the brand meaning by placing it in a desirable social context
Objective-:08Define the brand image
Method
Image ads
To create an image for a brand by relying predominantly on visuals rather than discourse
Objective-:09Persuade The Consumer
MethodReason why adHard sell (News Paper)Comparison adTestimonialDemonstrationInformation only ad(TV AD)
To convince consumer to buy a product or service through high engagement discourse
Comparison
Testimonial
Informational
Objective-:10Invoke a Direct Response
Method
Call or click now ads
To get consumer to take immediate buying action ,typically by providing a toll-free number.