ADV 318J Chapter Notes - Chapter 10: Aisle, Regional Policy Of The European Union, Relate
Document Summary
10. 1: message strategy: need a clear objective for success. 10. 2: essential message objectives and strategies: 10. 2a: objective 1: promote brand recall. If they can easily recall it, more likely to buy it. Strive for top of mind, or at least evoked set. In low involvement brands, the first remembered is the most likely to be purchased. Consumers infer a brand is the most popular by how easy it is to remember, which can often cause it to actually become the leading brand. A: repetition: tried and true method of gaining easier retrieval of brand names from a consumer"s memory: advertisers buy lots of ads and repeat the brand name within itself, the more accessible=more likely to be purchased. B: slogans and jingles: still memory, goal still is brand recall: practical for remembering brands, but can also create a need to finish the verse in humans (like a good neighbor . )
