[MUSIC] In the previous lecture, we talked about cognitive message strategies. In this lecture, we will continue with affective and conative message strategies and their types. Advertisements that involve feelings and emotions are mainly using affective message strategies. These messages attempt to enhance the likeability of a product and consequently, increase recall and comprehension of the product and of the message. There are two types of affective message strategies, resonance and emotional. Resonance message strategy connects a product with consumer's experiences in order to build up a bond with the brand. Resonance advertising does not focus on product attributes or brand images. but rather seeks to present situations that find counterparts in the real and imagined experiences of consumers. Dove's Real Women campaign can be considered as an example to resonance advertising. Imperfections of the real women depicted in the campaign, resonate with the target consumers. Emotional message strategy attempts to elicit powerful emotions that will lead to product recall and choice. Many different emotions can be connected with a product, including trust, reliability, friendship, happiness, security, pleasure, romance, and so on. Emotional ads usually relate to consumers' social and/or psychological needs for purchasing a product and try to establish ties with consumers. Coca-Cola's Share a Coke campaign is a good example of emotional advertising. Coca-Cola swapped it's famous logo with human names and urged the people to share a coke with people who mattered to them the most. This campaign quickly became one of Coca Cola's most successfully marketing campaigns. It made the brand more personal to consumers, giving them the chance to share a personalized Coke with friends and creating special moments of happiness and memories. Conative message strategies are designed to elicit some type of action and response. Conative ads can be either action inducing or supporting promotional activities. Action inducing advertising encourages consumers to act in some specific way. For example to visit the store or the website of a brand. This strategy can also be tied with some types of promotions like coupon, discount, or offers such as buy one, get one free. Choosing the right message strategy is the key ingredient in creating a successful advertising campaign. To be effective, the message strategy must be carefully matched with the advertising appeal, and the executional framework of the advertisement. In the next lecture, we will explore advertising appeals. We will look at different applications of the advertising appeals on multiple examples. [MUSIC]