AMB220 Lecture 7: AMB220- Lecture- Week 7

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4 May 2018

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AMB220- Lecture- Week 7

Message Strategy

Chapters 11

1. product messages

2. service messages

3. planned messages

4. unplanned messages

recall- remember what the ad is trying to tell us

we want consumers to remember ad and the brand

if target audience is not interested or opposed to the advertiser, present strong selling points ﬁrst.

One-sided messages:

Mention only positive attributes or beneﬁts

Two- sided messages:

Present both good and bad points

Refutational messages

Present both sides of an issue, before refuting the opposing viewpoint

Strategic Triad

-Consumer

-Product

-Competition

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