ADVERTISING MESSAGE:Message Content, BASIC TERMS & CONCEPTS

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Advertising and Promotion (MKT621)

Lesson 10

ADVERTISING MESSAGE

LECTURE OVERVIEW

In this lecture we will look further at the universal advertising standards partially covered in the

last lecture. We will also deal with the designing of messages, format and structure. We will

further acquaint you with various terms used in advertising and key issues to be analyzed for

advertisements. We will also delve upon different stages of developing a media plan.

UNIVERSAL ADVERTISING STANDARDS

Does this advertisement position product simply & with unmistakable clarity?

Is this advertising built on compelling & persuasive consumer benefit?

Does this advertising create a brand personality?

Is this advertising unexpected?

Is this advertising single minded?

Does advertising contain a power idea?

· Be describable in simple word.

· Likely to attract attention.

· Revolve around the benefit.

· Allow us to brand the advertising.

· Make it possible for the prospect to experience the product or service.

Does advertising reward the prospect?

Is advertising compelling?

Is advertising attractive?

Message Generation.

Message Evaluation & Selection.

Message Execution.

DESIGNING MESSAGE

1. What to say? (content)

2. How to say logically?

3. How to say symbolically? (format)

4. Who should say it? (source)

Message Content

Rational: benefits like quality, value,

performance, economy etc.

Emotional: Negative - fear, guilt, shame

Positive love, pride, joy.

Moral:

directed to audience for

used for social causes.

ADVERTISING MESSAGE FORMAT

Good Sequence & manner of presentation will result in maximum effectiveness.

Advertising and Promotion (MKT621)

PRINT MEDIA

headline, copy, illustration & color will be used.

RADIO

words & voice quality etc.

TELEVISION

words, voice quality, body language, facial expressions, dress, posture etc.

Attractive source is the best source e.g. Celebrities, professionals are used

As spokes persons.

ADVERTISING MESSAGE STRUCTURE

· Order of presentation

· Verbal vs. visual

· Sidedness single / double

· Refutation

BASIC TERMS & CONCEPTS.

Media Planning

a process of determining how to use time & space of media to achieve advertising objectives.

Media Plan

a guide for media selection - plan of action.

Medium

a single form of communication e.g. TV, radio, billboards, online media.

Media Mix.

-- combination of media to be used.

Media Class.

-- type of medium like TV, Radio etc.

Media Vehicle.

-- single program, magazine or radio station.

Media Option.

-- full page / half page, color or black & white etc.

Above the line Media.

-- such as broadcast, press, outdoor, cinema, posters etc in which ad agency gets commission.

Below the line Media.

-- such as direct mail, sales promotion, exhibitions, sales literature etc.

Reach

-- measure of the number of different audience exposed at least once.

Coverage.

-- refers to potential audience might be exposed to the ad message.

Advertising and Promotion (MKT621)

Frequency.

-- refers to number of times the audience is exposed to advertisement message.

Scheduling.

-- specify how media options are scheduled.

Flighting Continuous Pulsing

Timing.

-- Selection of specific times.

(Marketing analysis imperative)

KEY ISSUES TO BE ANALYSED

· To whom should we advertise?

· What internal & external factors may influence media plan?

· Where & when should we focus our efforts?

DEVELOPING MEDIA PLAN -5 STAGES

Market situation analysis

Developing media objectives

Identification & selection of media

strategy (media mix)

Media strategy implementation

Evaluation control

MEDIA PLAN EXECUTION

Criteria for Execution

· Media Mix.

· Target Market Coverage.

· Geographical Coverage.

· Scheduling.

· Reach.

· Frequency.

· Creative aspects & mood.

· Flexibility.

Advertising and Promotion (MKT621)

· Budget considerations.

ADVERTISING BUDGET

4 Methods to determine

· AFFORDABLE RATE.

· PERCENTAGE OF SALES METHOD.

· COMPETITIVE PARITY METHOD.

· OBJECTIVE & TASK METHOD.

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