1. Understand different message strategies: 8 message objectives and methods to achieve these objectives (e.g., the goal of repetition advertising is to increase brand recall; slice-of-life ads are used to situate the brand socially).
OBJECTIVE #1 Promote brand recognition- the obvious objective her is that if consumers remember the brand name and can easily recall it they are more likely to buy it. First remembered brands are often the most popular brands. In fact consumers may actually infer popularity, desirability, and even superiority from the ease with which they recall brands.
Method A.- repetition- advertisers do this by buying a lot of ads and by frequently repeating the brand name within the ad itself. The idea is that things said more often will be remembered more easily.
Method B- Slogans and jingles-, slogans- are linguistic devices that link a brand name to something memorable by means of the slogans simplicity, meter, rhyme, or some other factor. Jingles do the same thing, just set to a melody.
Method C- Point of purchase branding-used to help trigger or cue the brand name from memory.
OBJECTIVE #2 Link Key attributes to the brand name-used when advertisers want consumers to remember the brand and associate it with one or two attributes. This type of advertising is most closely identified with the “unique quality (or qualities) of the advertised brand. The ads provide a reason to buy, but don’t require the consumer to think too much about that reason, just associate it with the brand name. The primary mechanisms are memory and learning. The appeal may be through words or visuals.
Method- USP- Unique Selling proposition- a type of ad that strongly emphasizes a supposedly unique quality or qualities of the advertised brand.
OBJECTIVE #3- Persuade the consumer- this style of advertising is about arguments. This is a high engagement advertising strategy. It assumes an actively engaged consumer, paying attention and considering the arguments. Its goal is to convince the consumer through arguments that the advertised brand in the right choice.
Method A Reason why ads- In a reason why ad the advertiser reasons with the potential consumer. The ad points out to the consumer that there are good reasons why this brand will be satisfying and beneficial. These ads will often give reasons why, but let the consumer actually make the (obvious by then) conclusion that the advertised brand is best. Yet the biggest trick to this method is making sure that the reasons make sense and that consumers actually care.
Method B Hard Sell Ads- Hard sell ads are a subcategory of reason why ads: reason why with urgency. They are characteristically high pressure and urgent, thus “hard”. For example phrases such as “act now” or “limited time offer”!
Method C Comparison Ads- try to demonstrate a brands ability to satisfy consumers by comparing its features to those of competitive brands.
Method D Testimonials- When an advocacy position is taken by a spokesperson in an advertisement.
Method E Demonstration- Evaluation of demonstration ads is typically done through tracking studies that measure attitudes, beliefs, and brand preferences over time.
Method F Infomercials- an advertiser typically buys from five to 60 minutes of television time and runs and information / entertainment program that is really an extended advertisement.
Objective#4 Affective association: Get the consumer to feel good about the Brand- Advertisers want consumers to like their brand. They believe that brand liking leads to purchase. But rather than provide the consumer with hard reasons to like the brand these ads work more through feelings.
Method A:feel-good ads- The basic idea is that by creating ads with positive feelings, advertisers will lead consumers to associate those positive feelings with the advertised brand, leading to a higher probability of purchase. The key is not to make the ad liked but rather the brand liked.
Method B: