https://padlet.com/nelsonhenriquez/47s4j274s66q Message Strategy, Appeal & Executional Framework en-us 2018-02-26 06:20:12 UTC 2018-02-26 07:07:45 UTC hello@padlet.com nelsonhenriquez https://padlet.com/nelsonhenriquez/47s4j274s66q/wish/235224757 According to the textbook, Integrated Advertising, Promotion, and Marketing Communications, the Message Strategy is the primary tactic or approach used to deliver the message theme. In the M&M's ad, a resonance affective message strategy is generated. By mentioning "Everything great starts with 'M' ", M&M's develops a stronger tie between customers because the ad depicts objects that customers view as "great". Subsequently, the ad resonates with customers due to the fact that coincidentally their belief of "great things" really do begin with the letter "m". Similarly, the ad evokes an emotional appeal. The ad incorporates things that produce some type of connection or emotion to the customer. For example, the word "mom" evokes trust and love while "music" stimulates reminiscence and joy. With the use of the resonance message strategy and emotional appeal, M&M's is able to simultaneously create a logical and emotional connection to its target market. Looking at the advertisement, I was able to say "aw" and "true" at the same time, which is quite impressive. Lastly, M&M's executed the storytelling executional framework by making the chocolaty candy the "periphery" of the ad, meanwhile the nouns are the outcome or center of the ad. M&M's marketing team makes it seem as if in order to reach "great" things such as money and miracles, one needs to have some M&M's. Alternatively, an amazing narrative "starts" with an M&M. I think the brand as a whole is positively displayed in the advertisement. The power of the resonance and emotion duo is undeniable. I know an ad is successful when it actually makes me ponder why I haven't gone out and get a hold of whatever is being advertised. Humor appeal is an alternative approach M&M could've incorporated onto its ad. Given that humor appeal is often used in its TV commercials, M&M would have also been successful if the company hadn't generated a softer technique. ]]> 2018-02-26 06:22:44 UTC https://padlet.com/nelsonhenriquez/47s4j274s66q/wish/235224757