Message in Advertisement
Advertising Message
The underlying 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, sexual like in Durex 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.
An advertising message is the general idea that an ad will convey
to the target audience. Most
advertising campaigns are focused on conveying an advertising message to a
target audience in order to convince them to purchase a product or service, investigate
the brand further, and make the audience remember the brand name. This can all
be done through several types of techniques, each focused on making the target
audience remember the product or service and identify it with quality or
expertise. The message can be delivered through various forms of media,
including television, radio, print, word of mouth, events, and so on.
Several components make up the advertising
message: the hook, the slogan, the appeal, and the value. Each component of the
advertising message seeks to convince the target
market that they should spend
money on a product or service. The hook is a statement, image, video, or other
type of media that grabs the audience's attention and compels them to find out
more about the particular ad. This may be one of the most difficult aspects of
the advertising message to come up with, as it will need to stand out above all
other distractions that can keep the audience from noticing the product or
services.
The slogan is a statement that is often repeated throughout the ad
campaign to help the audience remember the business, product, or service. It is
usually a catchy statement or series of words that sum up the product or service
so the audience can remember and recall that product or service quickly and
easily. Many companies will hire professional advertisers to come up with a
slogan that will be effective for the target audience, as this task can be
exceptionally difficult and may involve some trial and error.
The appeal is essentially a presentation of
why the product or service will improve the lives of the target audience
members. It basically presents the advantages of the product or service in such
a way that the audience can make clear connections as to why he or she needs to
invest money. This concept is closely related to the value, which is a
presentation of how the product or service will save the audience members money;
improve their lives, make positive changes, and so on. Very often the value is
attached to a special deal; for example offering 25 percent off one's next
purchase.
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