What is an advertising message?
An advertising message is the visual and /or
auditory information prepared by an advertiser to inform and / or persuade an
audience regarding a product, organization, or idea.
The message or point that the customer
should get upon seeing the ad is called the advertising message.
Advertising messages tend to have the
following common components:
The Appeal – It is the component that captures the attention of the consumer.
It may be humorous like in Mentos ads, adventurous like in Thums-Up ads or
emotional as in insurance ads etc.
The Value Proposition – This component includes the basic value proposition offered to
the consumer. This forms the main part of the advertising message.
The Tagline / Catchphrase – Every good ad campaign has a tagline, slogan or catchphrase that
is repeated across all the different media in order to place firmly the product
in the consumer’s mind. E.g. Nike – “Just Do It”, DeBeers – “A Diamond is
Forever”, Apple – “Think Different”, MeDonald’s – “I’m Lovin It”.
What does content mean in advertising?
Content
advertising is the process
of producing content with
the intention of promoting that content through
paid distribution channels. This can include PPC (Pay per Click) campaigns,
paid social, sponsored placements, and any other type of paid promotional
opportunities.
Any content format can be
produced as part of a content advertising campaign. For example, you could
create a whitepaper focusing on a problem common to customers in your industry,
with the intention of promoting this whitepaper through paid social ads.
As long as the content being produced is to be promoted via paid distribution,
you’re using content advertising. E.g. International Water Day by Eureka
Forbes.
Advertising
Message Structure
Advertising communication
effectiveness depends on the message content as well its structure.
The important aspects of message
structure are:
1.Drawing conclusions
2.Repetition
3.One–versus–two–sided arguments
4.
Comparative Advertising
5.The order of presentation
1.
Drawing conclusions
There are two way to handle this:
A.
Conclusions should be drawn for the audience in the ad for quick understanding
B.
Conclusion should be left to the audience
In case of drawn conclusion, the
consumer may think that the message is over-aggressive and an attempt at
forcefully influencing their choice.
When the issue is highly personal,
the audience may resent the communicator’s interference in drawing a
conclusion. Example selling eggs under a new name “Veggs” in Gujarat.
Conclusion drawing is favored where
the product is a complex or specialized one. In the ad of Farex a long body
copy goes on to explain that Farex is ideal baby solid food.
The Farex baby food ad, starting
with a 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
Repeating an ad creates a continuity
of impression in the minds of the target audience. A repeated message increases
awareness and knowledge on the part of the prospect. Audience retention
improves with repetition.
3. One–versus–two–sided arguments
The most common approach in sales
and advertising is a one-sided approach, that only admire the product.
A two-sided communication produces
the greatest attitude change when people are opposed to the point of view
presented.
4.
Comparative Advertising
Here a product is directly or
indirectly compared with a competitive product. Most prominent among these have
been the Pepsi, Savlon, Captain Cook Salt, Pepsodent and Colgate campaigns.
5.
Order of Presentation
Strongest argument can be put in
first or in last. It is a part of copywriting strategy.
In a one-sided argument, it is
advisable to present the strongest point first, as it will result in better
attention and interest.
In
a two-sided communication, it is better, to start with the other side’s
argument and slowly conclude the message with the strongest argument.
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