Strategies and objectives of Advertising

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.