Message strategies exam question
Compare three message strategies and discuss how the differences between the three have an influence of the type of message appeal strategy a marketer might chose for their campaign.
Compare three message strategies and discuss how the differences between the three have an
influence of the type of message appeal strategy a marketer might chose for their campaign.
A message appeal strategy is an idea about how to creatively and persuasively
communicate a brand message to a target audience A message has to have an
appeal which is an idea that motivates an audience to respond.
“A cognitive message strategy presents rational arguments or pieces of
information to consumers.” (Clow, Baack, p.117) These ideas require cognitive
processing. The message describes the product’s features or benefits the
customer can get by purchasing the product. The strategy influences a person’s
beliefs and knowledge by suggesting one of a variety of potential product
benefits. The five major forms are generic messages, pre-emptive messages,
unique selling proposition, hyperbole and comparative advertisements.
Generic messages which are direct promotions of good or service attributes or
benefits without any claim of superiority. They work best for a firm that is
clearly the brand leader and dominant in the industry within which it operates.
Pre-emptive messages which are claims of superiority based on a specific
attribute or benefit of a product. Once made, the claim normally pre-empts the
competition from making such a statement.
Unique selling proposition which is an explicit, testable claim of uniqueness or
superiority, which can be supported or substantiated in some manner.
Hyperbole which is an untestable claim based upon some attribute or benefit.
Comparative advertisements are when an advertiser directly or indirectly
compares a good or service to the competition. The competitor may or may not
be mentioned by name in the advertisement. The major advantage of
comparative ads is that they often capture the attention of consumers. A danger
of comparative ads is the negative attitudes consumers may develop toward the
ad. If viewers acquire negative attitudes toward the advertisement, these
negative attitudes may transfer to the sponsor’s product. This is especially true
when the sponsor runs a negative comparative ad. A comparison ad is less
common in other countries due to both social and cultural differences as well as
legal restrictions. Many times, international consumers not only dislike
comparative advertisements but also often will transfer that dislike to the
company that sponsored the ad. In general, comparing a lesser-known brand to
the market leader seems to work well.
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