A Brief Introduction
The print Ad or Broadcast Ad reach mass population
Therefore, before the Ad reaches the people
We have to decide What to say, &How to say
What part is Design of the messageHow part is the Development of the
message
• Advertisement should interest the audience
• Advertisement should give audience new information or support existing information
• Audience should interpret message in a way favorable to advertisers
• Advertisement should appeal to audience and influence their attitude
The Advertising message consists of idea together with other relevant information
The idea spots the uniqueness of the product to win the place in consumers mind
It is easy to say, but difficult to doMessage Design identifies consumer’s
perception about products
Following are the key elements involved in Message Design:
Positioning partMarketing objective partCommunication partMessage presentation partMessage structuring part
What do you need to know:What segmentHow is consumer going to be benefitted
from it?Who are the competitors?What is the nature of productWhat are the special characteristics of
the productIs it different from othersOn what occasions the product is usefulHow would you like consumer to
perceive your brand
What is your marketing objective:Brand AwarenessTrial (e.g. samples or trial packs)Action (special offers/discounts etc)StockingEtc
Following should be kept in mind while communicating to the audience:
Strong attention (reasons to listen to you)Questions can be involvedSpecific key wordsMain points can be repeatedConvincing through facts (no stories)Empathize with audience
Presentation refers to the content of message
It should be either Central or PeripheralCentral: Direct persuasion Rational appeals
Peripheral: Provides pleasant associations such as scenic
background, family, romance etc Emotional appeals
Good Ad is not just about a good presentation or content, it is also about how well the message is Structured
The important aspects of message structuring are:
1.Drawing Conclusion2.Repetition3.One-versus-two-sided Communication4.Order of Presentation
1. Drawing Conclusion
The Farex Baby Food ad starts with a sensational headline “Your baby is born with a 3-month gift of iron. After 3 months, milk alone cannot give him the iron he needs.”
The ad closes with the conclusion:“Doctors recommend Farex. Baby’s ideal solid food
for rapid all-round growth.”
2. Repetition
Develops long-lasting impression in mind
Increases awareness and knowledge
3. One-versus-two-sided Communication
One-sided-communication Praising the product/benefits etc
Two-sided-communication Praising + Some shortcomings of product
e.g. Sony: High quality, but Expensive
4. Order of Presentation Whether to put strongest argument first
or in lastIn one-sided-communication> Advisable
to put the strongest argument first, b’coz it may result in better attentionIn two-sided-communication>Advisable
to make conclusion with the strongest argument
Contd….
4. Order of Presentation Whether to put strongest argument first or in last
Climax OrderAnticlimax OrderPyramidal Order
VisualizationCreative Mental Process
Transition from Visualization to Layout
1.Roughs2.Cut & Paste Lettered Comprehension3.Final Approval
Final Artwork & PrintingFor TV Ads:
ScriptRough Frames with drawingsFinal ApprovalProduction/Post-production etc
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