advertising

Advertising strategy: creating advertising messages

by Ezra Taclas

​Advertisement Message

​is the point of the ad that the customer should get through words or pictures

​ Advertising campaigns are focused on conveying an advertising message to a target audience in order to convince them to purchase a product or service, investigate the brand further, and make the audience remember the brand name

​Advertising Message Structure

​most advertising messages share the common components within the message including:

​The appeal

Value proposition

slogan

​Effective advertising messages must be?

• Narrow the message and be specific so the customer gets one important message instead of a jumble of "good stuff" that want them to hear about.

• Be sure that it talk about competitive edge.

• should use headlines and subheadings to get message across.

• Be sure there is plenty of "white space" to make it easy for the customer to see the important points.

• Simple and clear.

• should create a message that motivates the customer to take action now rather than later

• Define positioning

• Be relevant. Know the audience and craft message

• Break the rules. What did yesterday has a tendency to become the rule. Don’t make rules for the message.​

• Characteristics of the Target Audience

– The makeup of the target audience (e.g., age, location, attitudes, etc.) impacts what is conveyed in the message.

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• Type of Media Used – The media outlet (e.g., television, print, Internet, etc.) used to deliver the message impacts the way a message will be created.

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• Product Factors – Products that are highly complex require a different message than simpler products. It is a function of the product's features, uses and benefits.

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• Overall Advertising Objective – the objective of the advertising campaign can affect the type of ad that is designed.

​​Message Creation Factors