Evaluation of Message

Question: Discuss about the Evaluation of fit Brand Identity and Message Strategy. Answer: Advertizing is a one direction communication with the general audience with the purpose of informing the potential consumers about the benefits and services about the products whereas promoting a brand involves broadcasting information about the product and the brand (O'Guinn et al., 2012). Both the advertizing and promotion are interconnected as both involve communicating with the consumers. There are several societal factors that are involved with the promotion of the brand such as fear and anxiety. The advertisers follow an objective that is change behavior by introducing the anxiety which plays with the anxieties of the target consumer base and it has been proved to be the most effectual kinds of advertising around the world (Siemens, Smith Fisher, 2015). The advertisers know that there are several things in life that a person can be anxious of, the most important one being the future life or the career. The medical, social or the personal care products ads use this kind of anxi ety by presenting an issue in a real life situation and how a person can avoid the issue by purchasing the product. Another kind of advertising that uses the anxiety issue is the social anxiety ads which approach the consumers to save them from any kind of social embarrassment if they use the particular product of the brand. These ads frequently use the significant context of social roles and the anxiety regarding the future life (Buil, De Chernatony Martnez, 2013). In this case, the Black Rock College Advantage 529 plan ad, it shows two friends; one is interested about investing in the plan to secure his future and higher studies, whereas the another friend is planning about enjoying his high school life. However, the advertisement shows, ten years later the friend with an investment plan in his mind has secured his life, graduated the college without any debt and the other one is still struggling with his life and career and working in a construction site and staying in a shabby room. The ad has used the expected hassles and problems that can come from not having a proper investment plan and how someones life can be in trouble with a debt on his head. It has used a general threat of life and influences the consumers being the solution to the problem. References O'Guinn, TC, Allen, CT Semenik, RJ (2012), Advertising and integrated brand promotion, 6th edn, South-Western/Cengage Learning, Mason, OH Siemens, J. C., Smith, S., Fisher, D. (2015). Investigating the Effects of Active Control on Brand Recall within In-Game Advertising.Journal of Interactive Advertising,15(1), 43-53. Vaniea, K. E., Rader, E., Wash, R. (2014, April). Betrayed by updates: how negative experiences affect future security. InProceedings of the 32nd annual ACM conference on Human factors in computing systems(pp. 2671-2674). ACM Buil, I., De Chernatony, L., Martnez, E. (2013). Examining the role of advertising and sales promotions in brand equity creation.Journal of Business Research,66(1), 115-122 Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., Spence-Stone, R. (2014).Advertising: Principles and practice. Pearson Australia.