The document discusses advertising messages and their development. It covers key aspects like the advertising message structure, factors that influence message creation, testing messages, and the creative department roles involved. The message structure typically includes the appeal, value proposition, and slogan. Message creation considers the target audience, media, and product. Testing evaluates messages using focus groups. The creative department has roles like creative directors, copywriters, art directors, designers, and production artists.

1. Advertising
By, AKHILA P.
S4 MBA

2. Advertising Message

3. "Advertisement message is the point of
the ad that the customer should get
through words or pictures."
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

4. Advertising Message Structure
Most advertising messages share common components
within the message including:
• The Appeal – This refers to the underlying idea that
captures the attention of a message receiver. Appeals
can fall into such categories as emotional, fearful,
humorous, and sexual.
• Value Proposition – The advertising message often
contains a reason for customers to be interested in the
product which often means the ad will emphasize the
benefits obtained from using the product.
• Slogan – To help position the product in a customer’s
mind and distinguish it from competitors’ offerings,
advertisements will contain a word or phrase that is
repeated across several different messages and different
media outlets.

5. Effective advertising message
• Narrow the message and be specific so the customer
gets one important message instead of a jumble of "good
stuff" that want them to hear about.
• Be sure that it talk about competitive edge.
• should use headlines and subheadings to get message
across.
• Be sure there is plenty of "white space" to make it easy
for the customer to see the important points.
• Simple and clear.
• should create a message that motivates the customer to
take action now rather than later
• Define positioning
• Be relevant. Know the audience and craft message
• Break the rules. What did yesterday has a tendency to
become the rule. Don’t make rules for the message.

6. Message Creation Factors
• Characteristics of the Target Audience – The makeup of
the target audience (e.g., age, location, attitudes, etc.)
impacts what is conveyed in the message.
• Type of Media Used – The media outlet (e.g., television,
print, Internet, etc.) used to deliver the message impacts
the way a message will be created.
• Product Factors – Products that are highly complex
require a different message than simpler products. It is a
function of the product's features, uses and benefits.
• Overall Advertising Objective – the objective of the
advertising campaign can affect the type of ad that is
designed.

7. Advertising Message Testing
• The most popular method of testing
advertising for the marketer (or their ad
agency) is to conduct focus groups where
several advertising messages are
presented.
• On the Internet, advertising delivery
technology allows for testing of ads by
randomly exposing website visitors to
different ads and then measuring their
response.

8. Advertising Message Testing Steps
• Immersion
• Ideation
• Brainfog
• Incubation
• Illumination
• Evaluation

9. IMMERSION
• It involves reading, conducting research
and learning everything about the given
problem.
• Gathering raw material and information
through background research and
immersing oneself in the problem.

10. IDEATION
• Forming alternative ideas
• This stage looks at the problem from every
angle in order to develop ideas and
generate as many alternatives as possible
BRAINFOG
At this stage, the creative person is quite
frustrated and quite willing to give up.

11. INCUBATION
• The creative person decides to give a rest to
his/her conscious mind and let the subconscious
mind to take over.
• Putting the problem out of your conscious mind
and turning the information over to the
subconscious to do the work.
• Getting away and letting ideas develop.
• In this stage, one have the idea, but is just giving
it some steam and energy in order for it to fully
materialize.

12. ILLUMINATION
• This is the unexpected moment when the
idea comes suddenly like a flash.
• The birth of an idea – the phenomenon,
“Eureka! I have it!”
• Illumination, which is in short, the “light
bulb” moment.
• This is the time when the puzzle of an idea
has come together and there’s no
stopping its influence from coming out in.

13. EVALUATION
• Judging the resulting ideas
• This is the last stage that evaluates the
feasibility and novelty of the new idea

14. Factors in message development
• 3 C’s
• Customer -- Target audience
• Company -- Product
• Competitive Positioning

15. Customer
• Demographic Characteristics (e.g., age, sex)
audience physical profile
• Psychographic Characteristics (e.g., activities,
interests, opinions) how they live and reasons for
their behaviour
• Decision Process
opportunities available to influence product
choice

16. Company
• Distinctiveness of Attributes
• If not distinctive ,audience not interested in
product information

17. Competition
• If intense competition, greater need for
distinctive image
• Distinctive image
• Share of consumer’s mind
• When choice arises, advertised brand is
evoked

18. Stages of preparing advertising message
1.Message generation
2. Message evaluation and selection
3. Message rating
4.Message execution

19. Message generation
•Messages can be divided into two types
1.Informative- message whose main
purpose is to give information
2.Persuasive- whose purpose is to influence
and change behaviour or attitudes

20. Basic rules for constructing clear informative
message
• The message should be simple, with a
clear statement of purpose
• Use the language of the receivers
• Provide illustrations
• Repeat the important points
• Use introductions and summaries for each
major point

21. Message evaluation, selection and rating
• Three factors to be considered in testing
the copy
1.Whether or not to be test
2.What and when to test
3.What criteria or test to use

22. Whether or not to test?
The ad agencies have to decide whether their ad
should be tested before running them
What and when to test?
• At the beginning of the creative process
• At the end of the production stage
• After the campaign has been launched
What criteria or test to use?
• Advertisement recognition
• Persuasion or change in attitude
• Criterion of purchase behaviour
• Testing on effective on brand loyalty

23. Message execution
• If the message is considered to be fit to be
released, then the decision of executing
message has to be taken . The message
impact depends not only on what is said,
but often more importantly on how it is
said
• Two parameters
1.Rational positioning : what is said?
2.Emotional positioning : how it is said?

24. Message execution styles
• Musical
• Demonstration
• Problem solving/ problem avoidance
• Comparison
• Straightforward
• Teasers
• Lifestyle
• scientific

25. Adevertising appeals
Appeals are cues that provide stimulus,
appeals are developed on the basis of
buying motives,advertising message
should appeal directly or indirectly to those
key needs which influence behaviour.
Advertising message is developed in
terms of its contents by using an appeal or
an idea or usp.

26. Major Classification of Appeals
• Rational
• Emotional(Positive,Negative)
• Moral
• Direct
• Indirect(Product oriented,Consumer oriented)

27. • Rational appeals
Here the functional benefits of a
product is highlighted. Industrial
buyers are more responsive to
rational appeals. These are
generally product oriented
appeals. It includes;
• High quality appeal
• Low price appeal
• Long life appeal
• Ease to use oriented appeal
• Resale value oriented appeal
• Economy in operating
expences oriented appeals

28. • Emotional appeals
Emotional appeals are those
appeals which are not preceded
by cacreful analysis of prons and
cons of making a buying
decision. "Emotions are those
mental agitations or excited
states of feeling which prompt
up to make a purchase".

29. • Negative emotional appeals
This uses the strategy of increasing a person's
anxiety about not using a product.
Fear appeal
• Message generate anxiety in the mind of
receiver
• Low level of fear acceptance of message and
high level of fear rejecting the advertisement
• example INSURANCE COMPANIES , Traffic
Police
• Fear appeal give to following target audience
• Information about the severity of the threat
• The probability of occurrence
• Effectiveness of coping response
• The ease which the remedial measure can be
implemented

30. • Positive emotional appeal
It highlights product benefits and
attributes capable of influencing
consumer behaviour. These appeals
include the appeal for love, humor,
pride, prestige and joy. Other positive
emotional appeals include:
• Desire to be different
• Desire to conform
• Desire to attract the opposite sex
• Desire for prestige

31. • Moral appeals
Moral appeals are those appeals to
the audience which appeal to their
sence of right and wrong. These
are often used in messages to
arouse a favorable response to
social causes such as prohibition,
adult literacy, social forestry, anti
smuggling, consumer protection,
equal rights for women,
ruraldevelopment etc..

32. • Direct advertising appeal
Appeals that clearly communicate
with the consumers about a given
need followed by a message which
extols the advertised brand which
satisfy the need.

33. Indirect advertising appeal
• Appeals which do not emphasize a
human need. As advertisers
understand the influence of needs
upon selective perception, they
leave some ambiguity in the
message so that the consumers
may be free to interpret it and the
need to which the advertiser is
appealing.

34. • Social Appeal
• Social factors cause people
to make purchases and
include such aspects as
recognition, respect, etc.

35. • Humor appeals
• Humor appeals make consumers
laugh and create an emotional link
with the product.
• A well-executed humor appeal
enhances recollection, evaluation
and the intent to purchase the
product. Advertisers link the
product with the humor.

36. More appeals
• Emotional Appeal
Personal Appeal
Social Appeal
Fear Appeal
Humor Appeal
• Sex Appeal
• Music Appeal
• Scarcity Appeal
• Rational Appeal
• Masculine Feminine Appeal
• Brand Appeal
• Snob Appeal
• Adventure Appeal
•Less than Perfect Appeal
•Romance Appeal
•Youth Appeal
•Endorsement
•Play on Words
•Statistics
•Plain Appeal
•Bandwagon Appeal
•Sensitivity Appeal

37. Emotional Appeal
• Related to an individual’s
psychological and social needs for
purchasing certain products and
services.
• Personal Appeal
Some personal emotions that can
drive individuals to purchase
products include safety, fear, love,
humor, joy, happiness, sentiment,
stimulation, pride, self esteem,
pleasure, comfort, ambition,
nostalgia etc.

38. • Social Appeal
Social factors cause
people to make
purchases and
include such aspects
as recognition,
respect, involvement,
affiliation, rejection,
acceptance, status
and approval.

39. • Fear Appeal
Fear is also an important
factor that can have
incredible influence on
individuals. Fear is often
used to good effect in
advertising and marketing
campaigns of beauty and
health products including
insurance. Advertising
experts indicate that
using moderate levels of
fear in advertising can
prove to be effective.

40. • Humor Appeal
Humor is an element that is
used in around 30% of the
advertisements. Humor can be
an excellent tool to catch the
viewer’s attention and help in
achieving instant recall which
can work well for the sale of
the product. Humor can be
used effectively when it is
related to some benefit that the
customer can derive without
which the joke might
overpower the message.

41. Advertising Appeal
• Sex Appeal
• Sex and nudity have
always sold well.
• Sexuality, sexual
suggestiveness, over
sexuality or sensuality
raises curiosity of the
audience and can result
in strong feelings about
the advertisement.
• It can also result in the
product appearing
interesting.

42. • Music Appeal
• Music can be used as
types of advertising
appeals as it has a
certain intrinsic value and
can help in increasing the
persuasiveness of the
advertisement.
• It can also help capture
attention and increase
customer recall.

43. • Scarcity Appeal
• Scarcity appeals are
based on limited
supplies or limited
time period for
purchase of products
and are often used
while employing
promotional tools
including
sweepstakes,
contests etc.

44. • Rational Appeal
• Aims to focus on the
individual’s functional,
utilitarian or practical
needs for particular
products and services.
• Emphasize the
characteristics and
features of the product
and the service and how
it would be beneficial to
own or use the particular
brand.

45. • Masculine Feminine
Appeal
• Used in cosmetic or
beauty products.
• This type of appeal
aims at creating the
impression of the
perfect person..

46. • Brand Appeal
• Is directed towards people who
are brand conscious and wish
to choose particular products
to make a brand statement.
• Snob Appeal
• Appeal is directed towards
creating feeling of desire or
envy for products that are
termed top of the line or that
have considerable qualities of
luxury, elegance associated
with them.

47. • Adventure Appeal
• Is directed towards giving the
impression that purchasing a
product will change the
individual’s life radically and
fill it with fun, adventure and
action.
• Less than Perfect Appeal
• Advertisements often try to
influence people to make
certain purchases by pointing
out their inadequacies or
making them feel less perfect
and more dissatisfied with
their present condition.
• These types of advertising
appeals are used in cosmetic
and health industries.

48. • Romance Appeal
• These advertisements display the
attraction between the sexes.
• The appeal is used to signify that
buying certain products will have a
positive impact on the opposite sex
and improve your romantic or love life.
• Fragrances, automobiles and other
products use these types of
advertising appeals.
• Sensitivity Appeal
• These advertisements are used to
drive at and influence the sensitivities
of consumers.

49. • Youth Appeal
• Advertisements that reflect youth giving
aspects or ingredients of products use
these types of appeals. Cosmetic
products in particular make use of these
appeals.
• Endorsement
• Celebrities and well known personalities
often endorse certain products and their
pitching can help drive the sales.

50. • Play on Words
• Advertisements also make effective use
of catch phrases to convey the message.
Such appeals help in brand recognition
and recall and can be quite popular with
the youth in particular.
• Statistics
• Advertisements also use statistics and
figures to display aspects of the product
and its popularity in particular.

51. • Plain Appeal
• These advertisements use every day
aspects of life and appeal to ordinary
people regarding the use of a product or
service.
• Bandwagon Appeal
• This type of advertising appeal is meant to
signify that since everybody is doing
something you should be a part of the
crowd as well.
• It appeals towards the popularity aspect or
coolness aspect of a person using a
particular product or service

52. Adevertising Department

53. Advertising Agency structure

54. Creative Department
• Varies a little from agency to agency, the
department is generally made up of the same
bunch of characters.
• The Creative Director
• If the creative buck stops with anyone, it's
the creative director (CD)
• Ensure that the work the teams are doing is both
on brief and of a certain quality
• 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.

55. • When the occasion arises, the CD may have to help with
a problem, or even solve it if no other creative person
can. It's for this reason that the CD is often called the
"last line of defense" in the creative department.
• Some agencies will have several levels of creative
director,
• Copywriters and Art Directors
• They usually work as exclusive teams,
• It should be noted though that although an art director
has the word "art" in the title, drawing skills are not
required.
• This is a job of creative thinking, execution can be
handled by other people.
• There are many levels of copywriter and art director,
ranging from junior all the way to associate creative
director.

56. • Designers
• There are many types of designers, including those
proficient in graphic design, web design and
even product design.
• However, most agencies will have graphic designers on
staff to assist the art directors and copywriters with
campaign materials, and also to work on jobs that
require pure design without the need for a concepting
team.
• Designers are very valued, as they can take ideas to the
next level and give the finished work a polish that the
creative team could not add.
• In smaller agencies, designers may not be on staff, but
will be hired as freelancers as required, or will work at a
design studio whose services are requested from time to
time.

57. • Production artists
• The production artists have the (often) thankless
task of taking campaigns and preparing them for
print. This will include setting the files up for the
printing press, creating versions of one ad for
multiple publications, and also creating updates
to existing campaigns.
• Although it's not a job that requires a lot of
critical thinking, it does require a great attention
to detail and a studious attitude.

58. Advertising Agency Creative
Director Career Profile
• A Creative Director (CD) oversees the creative team to
help develop the agency's creative product for clients.
• This team includes copywriters and designers. The CD
also works with Account Executives to make sure the
client's needs are being met and the creative goals are
on track.
• CDs also develop every aspect of an ad campaign
based on the client's marketing plan, conceptualize
those ideas for clients, assign projects to staff and verify
the client's deadlines are being met.
• A CD generally gets the glory when a campaign is a
success and takes the blame when it's a failure.