key messages and approaches

 the 4 advertising messages:

: common ground - based on mutual knowledge and awareness the audience has

: fulfil a need - giving the audience an idea of what they know they need

: solution to a problem - fixing a problem that the audience may have

: clear benefit - the audience gets something positive out of using the product

 

SPOTIFY

message : common ground

This is an effective because people in general who listen to music may have an idea of meme culture so Spotify connecting with them this way can also show the personalisation they have.