Creative Message Strategy: Defies de goals of the advertiser

1. Unique Selling Proposition

1.1. A promise contained in an advertisement in which the advertised brand offers a specific, unique, and relevant benefit to the consumer.

2. Infomercial

2.1. A long advertisement that looks like a talk show or a half hour production demonstration

3. Comparison Advertisements

3.1. Advertisements in which the advertiser makes comparisons between the firm's brand and the competitor's brands

3.1.1. Materials

3.1.2. Personnel

3.1.3. Services

3.1.4. Duration

4. Testimonial

4.1. An advertisement in which an advocacy position is taken by a spokesperson.

5. Objective

5.1. What the advertiser hopes to achieve

5.1.1. Promote Brand recall

5.1.1.1. To get costumers to recall the brand name first

5.1.2. Link a key atribute to the Brands name

5.1.2.1. To get costumers to associate a key attribute to a brand name

5.1.3. Persuade de costumer

5.1.3.1. To convince the consumer to buy a product with arguments

5.1.4. Instill brand preference

5.1.4.1. To get the costumer to like and prefer the brand above others

5.1.5. Scare the consumer into action

5.1.5.1. To get the consumer to buy a product by instilling fear

5.1.6. Change behavior by introducing anxiety

5.1.6.1. Get consumers to make a purchase decision by playing to their anxieties

5.1.7. Transform consumption experiences

5.1.7.1. Create a feeling, image, or mood about a brand

5.1.8. Situate the brand socially

5.1.8.1. To give the brand meaning by placing it in a desirable social context

5.1.9. Define de brand image

5.1.9.1. Rely on visuals rather than words

5.1.10. Resolve social disruption and cultural contradictions

5.1.10.1. Get consumers to see the brand as a way to resolve these tensions and contradictions

6. Method

6.1. How the advertiser plans to achieve the objective

6.1.1. Promote brand recall

6.1.1.1. Repetitions, slogans

6.1.2. Link a key atribute to the Brands name

6.1.2.1. Unique Selling Proposition (USP)

6.1.3. Persuade de costumer

6.1.3.1. Reason-why adds

6.1.3.2. Hard sell ads

6.1.3.3. Comparison adds

6.1.3.4. Testimonials

6.1.3.5. Demonstrations

6.1.3.6. Advertorials

6.1.3.7. Infomercials

6.1.4. Instill brand preference

6.1.4.1. Feel good adds

6.1.4.2. Humor ads

6.1.4.3. Sexual appeal adds

6.1.5. Scare the consumer into action

6.1.5.1. Fear appeal ads

6.1.6. Change behavior by introducing anxiety

6.1.6.1. Anxiety adds

6.1.6.2. Social anxiety ads

6.1.7. Transform consumption experiences

6.1.7.1. Transformational ads

6.1.8. Situate the brand socially

6.1.8.1. Slice-of-life ads

6.1.8.2. Product placement

6.1.8.3. Short internet firms

6.1.8.4. Light-fantasy ads

6.1.9. Define de brand image

6.1.9.1. Image ads

6.1.10. Resolve social disruption and cultural contradictions

6.1.10.1. Tie brand to social/cultural movement