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
Explain the various approaches that are followed by FMCG COMPANIES IN TEST MARKETING

Define the concept of Marketing Information System. Meaning of Marketing Information System : Marketing Information system is systems which consist of people, procedu

The consumer adoption process and its various stages are as follows: Consumer adopts the use of product according to his needs and his own decisions. Adoption process is just li

considering the concept of product life cycle, where would you put video games in their life cycle?

How is a customer retained for a long period with business? Apart from managing value chain and keeping up delivery network, firms require to develop strong bonds along with th

Steps in the marketing planning plans: in a corporate set up, two levels of planning are in practise 1.       Comprehence or overall company planning, and 2.       Specific

Objective of pricing decision: a firm may choose its pricing objectives from any of the following: 1. To maximize the profits: the primary objective of the pricing decision i

Question: (a) Members of the marketing channel perform eight key functions. Describe these functions. (b) Differentiate between horizontal conflicts and vertical conflict

define marketing .its importance

What are the objectives of Public Relations? Objectives of Public relations are as illustrated below: Public relations give a service for the company by helping to provid