Chapter 10

Purpose/Objective: (1) To demonstrate a basic familiarity with each strategy: promoting brand recall, linking a key attribute to a brand, persuading the consumer, instilling brand preference, scaring the consumer into action, changing behavior by inducing anxiety, transforming consumption experiences, situating brands socially, defining brand image and resolving social disruption and cultural contradictions. (2) To recognize that many ads employ multiple strategies.

Instructions: (1) Read Chapter 10- Creative Message Strategy (2) Choose 5 (your choice)of the ten message strategies identified in the chapter find one example of an advertisement, commercial, or specific product placement that demonstrates that strategy in action. For each example, also identify (a) what method the advertising agency employed to achieve the objective and (b) state briefly whether you think it was an appropriate and effective message strategy. Submissions will be evaluated on (a) and (b)

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