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
consumer mind is a black box -discuss

Q. Show the Economic Aspects of Advertising? Advertising has a variety of positive and negative economic aspects. The major positive economic effects are: It helps the producer

Tools to study of the buyer behaviour It is important for the marketer to regularity study of the buying behaviour. Different tools available to h mot her are: 1.       Sur

Should video game companies continue to alter their products to include other functions such as email?

What is the role of competitors in microenvironment of a company? Competitors: The marketing concept declares that, to be successful, a company should give greater custo

Explain the main features of organisations that do NOT adopt a market or marketing orientation. Marketing-orientated organisations have a major focus of the customers and their

Disadvantages of the direct marketing: May be seen as competing with existing intermedaies: may upset marketing intermediaries as sales through the direct marketing may be ta

Generic Product A generic product is an unbranded, inexpensive, plainly packaged version of a common consumer product. It is usually standard for slightly substandard quality c

Competing with rivals is unavoidable part of doing any business; however, Murphy's Stationery is losing the ground. You are required to conduct a research regarding current traditi

Question 1: Teamwork as a concept has grown over the last 20 years, especially in the service industry. Thus, teamwork success is not automatic. Teams have to be established fo