Choosing the advertising messages, Marketing Management

Choosing the advertising messages:

The task now is to translate all of the objectives into a specific advertising message to meet the goals. Advertising companies very in their creativity. Advertisers go through for steps to develop a creative strategy, message generation, message evaluation and selection, message execution, and social responsibility review.

1.       Message generation: the product's benefit message should be decided as part of developing the product concept. Yet there is usually latitude for a number of possible messages. Over time, the marketer might want to change the message, especially if consumers seek new or different benefits from the product.

2.       Message evaluation and selection: a good as normally focused or one core - selling proposion. Twedt suggested that messages be rated on desirability, exclusiveness, and believeabiltiy.for example; the advertiser should conduct market research to determine which appeal works best with its target audience.

3.       Message execution: the message's impact depends not only upon what is said but also on how it is said. Some ads aim for rational positioning and other for the emotional positioning.

4.       Social responsibility review: advertisers and their agencies must be sure that their "creative" advertising does not over step social and legal norms. Most marketers work hard to communicate openly and honestly with the consumers. Still, abuses occur, and public policy makers have developed a substantial body of laws and regulations to govern advertising. 

Posted Date: 9/19/2012 9:17:04 AM | Location : United States







Related Discussions:- Choosing the advertising messages, Assignment Help, Ask Question on Choosing the advertising messages, Get Answer, Expert's Help, Choosing the advertising messages Discussions

Write discussion on Choosing the advertising messages
Your posts are moderated
Related Questions
What is the meaning of product concept? Meaning: Product concept means that consumers will favor products which offer the most performance, quality and features and which

how a person make a decision before puchase a car and effect the decision making proces

What are the ways to decrease the customer defection rate? To decrease the customer defection rate, a company should: a) Explain and measure the retention rate. b) Classi


Maturity Stage In the product life cycle the maturity stage is that stage where sales growth slows or levels off. Product managers can have to do more than easily defend their

Companies are forced to follow sales orientation because the results are measured in short term and incentives are based on short term achievements. This leads to a high level of r

Deciding on media for advertising: Deciding on reach, frequency, and impact: media selection involves finding the most cost -effective media to deliver the desired number of e

1. Use any tool of the promotion mix tools to promote and sell your new product “Diet cupcakes”. Specify the tools and the reason for selecting it. 2. Screen the communication o

What is Marketing Audit, Marketing Audit is periodical assessment of marketing performance of a product. It is done with specific objectives in order to create awareness and improv

Describe the one-way communication By recognising different transactional and relationship needs of the target audience, marketing communications can be used to engage with a v