Message Strategies II – Affective & Conative

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From the course by IE Business School

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more

379 ratings

IE Business School

Integrated Marketing Communications: Advertising, Public Relations, Digital Marketing and more

379 ratings

Course 4 of 5 in the Specialization Marketing Mix Implementation

Just how familiar are you with a marketing communication campaign? Learn more about this key pillar in the marketing mix and use it to give the push your product or service needs. Through this course you will understand the most important issues when planning and evaluating marketing communications strategies and executions. You'll be able to combine the appropriate theories and models with practical information to make better marketing communications decisions. After completing this course you'll be able to use integrated marketing communications (IMC) in the process of creating valuable brands and winning your consumers. IE Business School professor Eda Sayin will guide you through the process with the help of expert interviews from international marketing firms and will provide interesting real-life examples. After this course you will be equipped with the knowledge to ensure that you make the correct decision when it comes to communications and the placement of advertising and digital marketing.

From the lesson

Advertising Management & Design

After this module, you will be able to put into practice the theoretical approaches to advertisement design. You will be able to learn about possible message strategies, advertising appeals and executional frameworks through a lot of examples. Additionally, you will see professionals’ points of view on the creative process.

Theoretical Approaches to Advertising Design3:57

Message Strategies I - Cognitive6:20

Message Strategies II – Affective & Conative3:06

Meet the Instructors

Eda Sayin
Professor
Marketing

[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.

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