Message Deisgn & Development
- 2. 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 message How part is the Development of the message
- 3. 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
- 4. 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 do Message Design identifies consumer’s perception about products
- 5. Following are the key elements involved in Message Design: Positioning part Marketing objective part Communication part Message presentation part Message structuring part
- 6. What do you need to know: What segment How is consumer going to be benefitted from it? Who are the competitors? What is the nature of product What are the special characteristics of the product Is it different from others On what occasions the product is useful How would you like consumer to perceive your brand
- 7. What is your marketing objective: Brand Awareness Trial (e.g. samples or trial packs) Action (special offers/discounts etc) Stocking Etc
- 8. Following should be kept in mind while communicating to the audience: Strong attention (reasons to listen to you) Questions can be involved Specific key words Main points can be repeated Convincing through facts (no stories) Empathize with audience
- 10. Presentation refers to the content of message It should be either Central or Peripheral Central: Direct persuasion Rational appeals Peripheral: Provides pleasant associations such as scenic background, family, romance etc Emotional appeals
- 13. Good Ad is not just about a good presentation or content, it is also about how well the message is Structured
- 14. The important aspects of message structuring are: Drawing Conclusion Repetition One-versus-two-sided Communication Order of Presentation
- 15. 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.”
- 16. 2. Repetition Develops long-lasting impression in mind Increases awareness and knowledge
- 17. 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
- 18. 4. Order of Presentation Whether to put strongest argument first or in last In one-sided-communication> Advisable to put the strongest argument first, b’coz it may result in better attention In two-sided-communication> Advisable to make conclusion with the strongest argument Contd….
- 19. 4. Order of Presentation Whether to put strongest argument first or in last Climax Order Anticlimax Order Pyramidal Order
- 20. Visualization Creative Mental Process Transition from Visualization to Layout Roughs Cut & Paste Lettered Comprehension Final Approval Final Artwork & Printing For TV Ads: Script Rough Frames with drawings Final Approval Production/Post-production etc