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Chapter 11
Message Strategy
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Context of Message Strategy
Advertising Strategy (Planning, Preparation,
Placement)
Message Strategy
Chapter 11 Message Strategy 2
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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 name
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ALTOIDS has successfully used repetition with ads
like these to create brand recall
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Volvo uses the unique selling proposition in this
ad.
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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

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Comparison ads, like this one, work better when
the comparison directly names brands.
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Message Strategy Objectives and Methods

• Feel good ads
• Humor ads
• Sexual-appeal ads

Instill brand preference
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Message Strategy Objectives and Methods

• Fear-appeal ads

Scare the consumer into action

• Anxiety ads

Change behavior by inducing anxiety
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Message Strategy Objectives and Methods

• Transformational ads

Transform consumption experiences

• Slice-of-life ads
• Light fantasy ads

Situate the brand socially
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• Image ads

Define the brand image
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Light fantasy ads help the consumer envision
themselves using the brand.
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Message Strategy Objectives and Methods

• Call now ads
• Click-through ads

Invoke a direct response
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American Express makes extensive use of the print
media to evoke a direct response from target
audiences.