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

Question 1: Critically examine the importance of product design, New Product Development (NPD) and explain the reasons for failures in NPD and how would you overcome them?

concepts of core market?

What are the marketing objectives This mix is assembled keeping in mind the needs of target customers and it varies from one organisation to another depending upon its availabl

Explain about the Telnet in brief. Telnet: This is a terminal emulation program for TCP/IP networks as like the Internet. The program of Telnet runs on your computer and

explain cash flow and funds flow with suitable example from existing corporate entity for at least three years .i.e..,2008, 2009, 2010.

The portfolio of products that a given organization produces for market consumption is the product mix.

Importance of the marketing in under developed or developing economy : Marketing has a special significance in under developed economics. A rapid development of the economy is p

Question 1 Define e-tailing. Explain the future of electronic retailing Question 2 Explain the factors which are leading to the growth of retail sector Question 3 Descri

QUESTION a) Explain fully why and how government intervenes in the foreign exchange market b) "Changes in the equilibrium exchange rate between a pair of currencies relies o