《广告学 Advertising》课件-CH11_V97.ppt

Lecture Presentation Series The Message Strategy in Context Message Strategy Objectives Methods 1 Message Strategy Objectives Methods 2 Message Strategy Objectives Methods 3 Message Strategy Objectives Methods 4 Comparison Advertising Message Strategy Objectives Methods 5 Advertising, 2E; OGuinn, Allen, and Semenik (c) 2000 South-Western College Publishing Thomas C. O’Guinn Chris T. Allen Richard J. Semenik Chapter Eleven Objectives Methods OH 11-1 Message Strategy Advertising Strategy (Planning, Preparation, Placement) OH 11-2 Repetition ads Slogan and jingle ads Promote brand recall Unique selling proposition (USP) ads Link a key attribute to the brand name Feel good ads Humor ads Sexual-appeal ads Instill brand preference OH 11-3 Fear-appeal ads Scare the consumer into action Anxiety ads Change behavior by inducing anxiety OH 11-4 Transformational ads Transform consumption experiences Slice-of-life ads Light fantasy ads Situate the brand socially Image ads Define the brand image OH 11-5 Reason-why ads Hard-sell ads Comparison ads Information-only ads Testimonial ads Demonstration ads Advertorials Infomercials Persuade the consumer OH 11-6 Direct low-share to high-share comparisons Direct high-share to low-share comparisons Noncomparative high-share claims Indirect moderate-share to high or low-share 1. Direct comparison is more effective if no clear brand preferences exist 2. Direct comparison is most effective with television advertising OH 11-7 Call now ads Click-through ads Invoke a direct response Call Now! Click Here!