ADVERTISING

MANAGEMENT

Message

The message is the thought ,idea, attitude, image, or

other information that the advertiser wishes to
convey to the targeted audience.

Factors to be considered while

preparing message

Attention factors

These factors must gain consumers attention to get noticed, processed, and
remembered

Comprehension factors

The consumer while paying attention must interpret and comprehend the ad
in the way that the adviser intends to be interpreted

Steps in preparing advertising

message

Message generation

Message evaluation and selection

Message rating

Message execution

Message generation

In order to understand communication, it is useful to understand the

characteristics of messages and how to construct the most effective
message.

Two types of messages

Informative: Purpose is to give information

Persuasive: Purpose is to influence and change behaviour or attitudes

Rules for constructing clear informative message

The message should be simple with a clear statement or purpose

Use the language of the receiver

Provide illustrations

Repeat important points

Use introductions and summarizes for each major point

Allow opportunities or feedback

Types of appeals

Rational

These are built on reason.

They seek to convince the receiver intellectually.

Rational appeals attempt to be objective and involved presenting evidence

and appealing to reason

Motivational

They seek to persuade the receiver to do or believe what the sender wants
because it will satisfy psychological or physical needs.

Common advertising appeals

Appeals

Description

Absurdity

It generates a sense of shock or surprise

Warmth, love or
romance

Used in selling cosmetics, perfumes and other gift items.

Humour, fun and

pleasure

Mostly used for entertainment products, confectionary and may be for

anything

Fear

It creates social embarrassment or insecurity(insurance) or probable

distress campaign like anti tobacco or alcohol free driving

Admiration

This is primary reason for celebrity endorsement

Convenience

It is used to generate a sense of convenience in terms of lifestyle or

quick availability

Vanity and egotism

Used for expensive items

Profit

Applicable for financial product and any other savings or discounts

Health

Appeals to health conscious people for products like gym or cooking oil

Message evaluation, selection and

rating

Message is evaluated on desirability, exclusiveness and believability

Advertiser should conduct a market research for determining which appeal

works best with target audience

After finding the appeal a brief should be prepared which includes

Key message

Target audience

Communication objectives

Benefits to promise

Supports for the promise

Media to be used

There are three factors considered in testing the brief, they are

Whether or not to test

What and when to test

What criteria or test to use: Include 5 basic criteria

Advertisement recognition

Recall of commercial and its contents

Persuasion or change in attitude

Criterion of purchase behaviour

Testing of effects on brand loyalty

Message execution

The message is considered to be fit to be released, then the decision of

executing message has to be taken.

The message impact depends on

Rational positioning: What is said?

Emotional positioning: How it is said?

Common message execution styles includes

Musical

Demonstration

Problem solution or problem avoidance

Slice of life

Mood or image

Comparison

Straight forward

Fantasy

Spokes person or testimonial

Teasers

Lifestyle

Scientific

People involved in developing a

message

Creative director

It is his or her job to ensure that the work the teams are doing is both on brief
and of a certain quality. The creative director also decides which teams will
work on which projects, the time they need to solve it, and will often be there to
present the work to the client, alongside the team who devised the campaign.

Copy writers or Art directors

They usually work as exclusive teams

They create the idea or message

Designers

To assist theart directorsand copywriters with campaign materials, and also to

work on jobs that require pure design without the need for a conception team

Right people for the job of art

director/copy writer

A minimum of a degree in advertising, communication design, or visual

arts.

To be good at this job the person will also need to be a good

communicator and work well in a team. Person should have resilience
and the ability to work to deadlines.

THANK YOU