Methods that promote brand recall or link key attributes to a brand name require long-term commitment and repetition to work properly. Methods that persuade consumers assume a high level of involvement and are vulnerable to counterarguments that neutralize their effectiveness. Methods that create affective association wear out audiences quickly and their high expense dissuades some advertisers from taking the risk. Methods designed to play on fear or anxieties raise legal and ethical issues, and most advertisers wish to avoid instigating consumer panic. Finally, methods that define brand image often get lost in the clutter and can ring false to audiences.

Choose five of the ten message strategies identified in the chapter. For each of your five chosen message strategies, find one example of an advertisement, commercial, or specific product placement that demonstrates that strategy in action. For each example, identify what method the advertising agency employed to achieve the objective and state briefly whether you think it was an appropriate and effective message strategy.

Assignment should be two to three pages in length.