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Advertising Message

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Samuel Lalchhanhima
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25 views15 pages

Advertising Message

Uploaded by

Samuel Lalchhanhima
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Advertising Message

Message in Advertising
• Message in general can be defined as “A verbal, written,
or recorded communication sent to or left for a recipient
who cannot be contacted directly.”
• In advertising sense it means the “Meat of an advertising
or commercial that attempts to convey what the
advertiser intends through words and/or pictures.”
• It can also be explained as “message is the thought, idea,
image, or other information that the advertiser wishes to
convey to the targeted audience“.
• Messages could be one or two sided. One-sided messages talk only of the

benefit or positive features in the ad.

• For example advertisements of Mobile handsets only talk about its

positive features and don’t mention any of its side effects. Such messages

are effective where the recipient is not exposed to the competitor’s

messages.

• On the other hand, a two-sided message features the benefits and

weaknesses. An advertisement with such planning becomes highly talked

about and the two sided ority over competitors by highlighting a specific

feature. This is how Tide detergent powder justifies its purchase and

usage.
• Every reputed advertising agency owes its
success and creativity to a creative department
that is given the task of generating all
marketing communications.
• Those associated with these departments are
experts who put the words in advertisements,
graphic artists plan the visuals and the layouts,
and other specialists aid in the strategy of
giving the shape to such advertisements.
The message theme
• This is a framework of the main idea or ideas that is/are supposed to

be conveyed through advertising. In other words, it can be said to be

the benefit or the promise that is being conveyed by the advertiser.

• To take an example, the key message in a car ad could range from

mileage, safety, convenience, to driving pleasure, maneuverability

etc. Ideally, it should match the medium that has been selected or

shortlisted, the target group intended and the message that has to be

delivered.
Message Strategies
• The message strategy is the way through
which the message theme (explained above) is
delivered. This can be explained as a way of
using creativity to communicate a brand
message to the specified target audience.
• The most important aspect of the message is
that there should always be an appeal- an idea
that motivates the target market to act.
Message strategies can be put into 4 different yet
related categories:
• Cognitive- Through these, rational arguments or information are presented to the intended or

current consumer base. Here the most talked about aspect is the product/service attribute or

the benefit that can be obtained from the product usage or service consumption.

• Affective-These strategies are related to feelings and emotions and the effort to match them

with the product/service to be advertised. Emotions like love often work wonders over

cognitive strategy. A more expensive handset, say the Samsung Galaxy Note II can be shown

to have more exciting and topical research based features, and therefore a value for money

investment for prospective customers and/or the loved ones.

• Conative- These strategies help to support other promotional activities like BOGOF (buy one

get one free). Like other strategies, their goal also is to motivate consumers to act.
• Brand Strategies- As the name indicates,
these build and increase the brand name or the
name of the advertiser behind the brand. These
can be further divided into:
– Brand User Strategies
– Brand Image Strategies
– Brand Usage Strategies
– Corporate Strategies
Steps for Effective Message Strategy
• 1. Forming communication objectives: What are
the end results that are to be achieved? What are
the objectives?
• A few Objectives that could be outlined are: •
Cognitive: awareness, education, explanation and
increasing brand knowledge • Affective: related to
feelings and emotions and the effort to match them
with the product/service to be advertised. •
Behavioral: increase trial, purchase, repurchasing
and effective disposal.
• 2: Customer Insight: Data Mining and
Processing
• – Customer insight: All those attitudes &
beliefs that influence behavior of the target
audience. For example, Fair and Handsome.
Research revealed that young and middle-aged
men also want to be fair and desirable to the
opposite gender & applied ‘Fair and Lovely’.
This lead to the development of ‘Fair and
Handsome’
• 3: Selecting a Selling Strategy
– Benefit and other aspects associated with it
– Attributes
– Trade Off between Value and price
– Unique-selling proposition
– Basic
– Anticipatory
– Informational
– Emotional
– Belief
Types of Message
• Humor: Humor has a big role to play in our daily life.
Across history, humor has been used by people from all
walks of life-be it politicians, actors etc. Advertisers too
have started using humor with the hope of ‘hitting several
birds with one stone’- from gaining attention, influence,
attitudes, aiding recall to motivating customers to act.

• Fear: Using fear in ads is thought to be effective means of


motivation even if it is negative. Of late a lot of advertisers
are trying to motivate viewers to use information and act by:
– 1. Identifying the negative result of not using the product/service
– 2. The negative effect of using products viewed negatively like
drinking, smoking, drinking and driving, use of drugs etc.
• Guilt: On the lines of fear, guilt too is used as a negative
motivation. Guilt becomes prominent in case of rules being
broken or in case of irresponsible behavior. This is used
with telling effect esp. in case of emotionally mature
individuals who get to take action to overcome or reduce
the level of guilt. The advertised product or service is
positioned to be a cure to reduce the guilt.
• Sex :Sex appeals are increasingly being used. What was
unthinkable a few years back is now an acceptable part of
advertising messages. This kind of appeal is very explicit
in countries like US, Brazil and certain European countries.
• Music: Music has touched our lives like nothing has. Be it
parties or leisure, music has had a big role to play in
civilizations. It has also not left the advertising industry
untouched. Be it background music, jingles or popular
tunes, the idea is to make the ads stand out from among
the clutter, simultaneously helping to gain attention,
convey USP and to sway the mood of the listener. It also
helps to make the viewer more receptive to message and
communicate as much information as possible about the
advertised products/services.
• Subliminal Messages: Subliminal means below the
conscious threshold of awareness. Self-help and
meditation CDs play at a level that is non-decipherable to
the naked ear.

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