ADV 318J Lecture Notes - Lecture 10: A.D. Vision, Product Placement, Branded Content
Document Summary
Where the rubber hits the road: message development determines if the ibp efforts will succeed or fail: when the creative turns. Context for message strategy: ibp planning, message strategy, leads to objectives and methods. This chapter is magnificent in its systematic approach towards the topic of message creation; it"s a valuable reference. Repetition ads: repeat the brand name, lots of ads, makes the brand name more cognitively accessible. Slogans & jingles: slightly more complex than repetition, designed to become ear worms. Point of purchase branding: displays used in stores to provide. Unique selling proposition: unique quality of the brand. Objective #3: persuade the customer: advertiser"s objective: to convince the consumer through arguments that their brand is the best choice, requires even more mental effort from the consumer. Must engage enough to follow the advertisement"s arguments and logic. Customer must get the ad: becoming less popular, method #3: persuade the customer.
