There are three types of message strategies, which are as follows: -
Cognitive Strategies: -( Awareness , Knowledge)
It is a presentation of rational arguments or pieces of information to the consumers. It requires cognitive processing. The cognitive message is about delivering the message about the benefits and attributes of the product. Customers can obtain the benefits by using the product.
Cognitive messages can be categorized into five major categories: -
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Generic: - it is direct promotion about the products attributes to the target audience without any claim of superiority. This type of strategy is favourable to those brands who are big in the industry and have to just make their brands synonymous with the product category.
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Pre-emptive: - It is to claim superiority based on some unique benefit or attribute. This is to prevent competition from making the same statement.
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USP: - It is an explicit testable claim of superiority made by the organization that can be supported in some manner. But in case of Brand parity it is a little difficult.
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Hyperbole: - It is an untestable claim based on some attribute or benefit
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Comparative:- It is when a competitor compares his goods and services directly or indirectly with the competitor
Affective Message Strategies: - (Liking, Preference , Conviction)
These message strategies are built to elicit emotions of the customer and match them with the emotion of products and services. It is to enhance the likability of the product, recall of the appeal and comprehension of the advertisement.
It will fall into two: -
Resonance- attempt to connect the product with the experience of the customer. Any strongly held memory or emotional attachment is a candidate of resonance
Emotional: - Attempts to elicit powerful emotions for powerful recall and choice of the product
Conative Strategies: - ( Actual Purchase)
They are designed to more directly some type of consumer response. It is basically done for promotional efforts such as coupon redemption, Internet hits, buy one get one. The goal is to elicit behaviour
Action Inducing Co native Advertisements
It is to create situation when the cognitive knowledge of the product occurs during its usage.
Point of Purchase Advertisement for impulse Buys
Promotional Support Conative Advertisements
It is to support the actual purchase where they may show a customer entering a store by filing out a form in a newspaper
