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
Importance of marketing Importance of marketing to the society 1.      Delivery of standard of living to the society: main liability of the marketing is to produce goods a

What are demands, wants and desires and how do you link these to the marketing process?

Mauritius became independent in 1968. At this time the economy was basically an agricultural one, sugar and tea being the main foreign exchange earners. In the 1970's it embarked o

Figi Fabricating Company is reviewing the economic feasibility of manufacturing a part that it currently purchases from a supplier.  Forecasted annual demand for the part is 3200 u

marketing environment

Question: (a) Describe and illustrate with clear examples the concept of the ‘Integrated Communication Mix' (b) Using the AIDA model, explain how both Public Relations and

What is Line Stretching? Line Stretching: Decision associated to line stretching is taken when the marketer feels he can raise his profits through either adding or droppi

Question 1: (a) Illustrate how personal selling and direct marketing can be used to enhance the relationship with customers. (b) Critically evaluate the use of controversi