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Creative Message Strategy

10. Creative Message Strategy. Objectives. Methods. Context of Message Strategy. Advertising Strategy (Planning, Preparation, Placement). Message Strategy. Message Strategy: Objectives and Methods. Promote brand recall. Repetition ads Slogan and jingle ads.

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Creative Message Strategy

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  1. 10 Creative Message Strategy

  2. Objectives Methods Context of Message Strategy Advertising Strategy (Planning, Preparation, Placement) Message Strategy

  3. Message Strategy: Objectives and Methods Promote brand recall • Repetition ads • Slogan and jingle ads Link a key attribute to the brand name • Unique selling proposition (USP) ads

  4. MasterCard has successfully used the slogan ‘priceless’ in ads like these to create brand recall

  5. Message Strategy: Objectives and Methods • Feel good ads • Humor ads • Sexual-appeal ads Affective Association

  6. Message Strategy: Objectives and Methods Scare the consumer into action • Fear-appeal ads Change behavior by inducing anxiety • Anxiety ads

  7. Message Strategy: Objectives and Methods Transform consumption experiences • Transformational ads Situate the brand socially • Slice-of-life ads • Product-brand placement/ Short Internet Films • Image ads Define the brand image

  8. EXAMPLES

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