PowerPoint Presentation
ADVERTISING MANAGEMENT
MessageThe 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 messageAttention
factorsThese factors must gain consumers attention to get noticed,
processed, and rememberedComprehension factorsThe consumer while
paying attention must interpret and comprehend the ad in the way
that the adviser intends to be interpreted
Steps in preparing advertising messageMessage generationMessage
evaluation and selectionMessage ratingMessage execution
Message generationIn order to understand communication, it is
useful to understand the characteristics of messages and how to
construct the most effective message.Two types of
messagesInformative: Purpose is to give informationPersuasive:
Purpose is to influence and change behaviour or attitudes
Rules for constructing clear informative messageThe message
should be simple with a clear statement or purposeUse the language
of the receiverProvide illustrationsRepeat important pointsUse
introductions and summarizes for each major pointAllow
opportunities or feedback
Types of appealsRational 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
reasonMotivationalThey seek to persuade the receiver to do or
believe what the sender wants because it will satisfy psychological
or physical needs.
Common advertising appealsAppealsDescriptionAbsurdityIt
generates a sense of shock or surpriseWarmth, love or romanceUsed
in selling cosmetics, perfumes and other gift items.Humour, fun and
pleasureMostly used for entertainment products, confectionary and
may be for anythingFearIt creates social embarrassment or
insecurity(insurance) or probable distress campaign like anti
tobacco or alcohol free drivingAdmirationThis is primary reason for
celebrity endorsementConvenienceIt is used to generate a sense of
convenience in terms of lifestyle or quick availabilityVanity and
egotismUsed for expensive itemsProfitApplicable for financial
product and any other savings or discountsHealthAppeals to health
conscious people for products like gym or cooking oil
Message evaluation, selection and ratingMessage is evaluated on
desirability, exclusiveness and believabilityAdvertiser should
conduct a market research for determining which appeal works best
with target audienceAfter finding the appeal a brief should be
prepared which includesKey messageTarget audienceCommunication
objectivesBenefits to promiseSupports for the promiseMedia to be
used
There are three factors considered in testing the brief, they
areWhether or not to testWhat and when to testWhat criteria or test
to use: Include 5 basic criteriaAdvertisement recognitionRecall of
commercial and its contentsPersuasion or change in
attitudeCriterion of purchase behaviourTesting of effects on brand
loyalty
Message executionThe message is considered to be fit to be
released, then the decision of executing message has to be
taken.The message impact depends onRational positioning: What is
said?Emotional positioning: How it is said?
Common message execution styles
includesMusicalDemonstrationProblem solution or problem
avoidanceSlice of lifeMood or imageComparisonStraight
forwardFantasySpokes person or
testimonialTeasersLifestyleScientific
People involved in developing a message
Creative directorIt 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 directorsThey usually work as
exclusive teamsThey create the idea or messageDesignersTo 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 writerA 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
