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C 4 /T 9 IMC Advertising Tools (Message Strategies) (c) 5 Different forms…
C 4 /T 9 IMC Advertising Tools (Message Strategies)
a) Message Strategy( Plan, Scheme, Idea)
The primary tactic or approach used to deliver the message theme.
b) 3 Strategy Categories:
2) Affective (由感情的引起的）
Have 2 forms of strategies.
To enhance（ 提高） the likeability （价值）of the product, recall （召回）of the appeal, comprehension （理ji解力） of the advertisement.
Invoke (引起） feelings/ emotions and match with goods, service, company.
3) Conative (意动的）
Can support other promotional efforts.
Action-inducing (引起) conative advertisement = To cause people to make impulse (推动） buys.
Designed to lead directly to some type of consumer response.
Promotional Support conative advertisement = Tied with other promotional effort.
1) Cognitive (有感知的/ 认识）
Rational ( 理性的） arguments type of information.
Key message= Product's attributes ( 属性/ 品质)/ benefits.
Influence a person's beliefs/ knowledge structure by suggesting a variety of potential product benefits.
Have 5 different forms of strategies.
c) 5 Different forms of Cognitive Strategies:
( To be Continue)
3) Unique Selling Proposition
4) Hyperbole （夸张法）
2) Preemptive messages （先发制人的）
5) Comparative Advertisements （比较）
1) Generic messages （一般的/ 类/ 属）
d) 2 Different Forms of Affective Strategy
1) Resonance （共鸣） Advertising ( quality based)
Connects a product with a consumer's experiences in order to develop stronger ties between the product and the consumer.
3 steps process:
Step 1: Demonstrates（演示） Your Authenticity ( 可靠/ 可信赖）and Shared Values.
Step 2: Creates Affinity（密切关系） to your Brand.
Step 3: Adds value to the customer relationship.
2) Emotional Advertising (Expression 表情 Based)
Cause powerful emotions to the consumers that can eventually lead to product recall and choice.
e) Executional Frameworks:(10 types)
Signifies（表示/代表） the manner in which how does an ad appeal will be presented.