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
1. Isaac goes to an amusement park where tickets for the rides cost $25 per sheet and tickets for the shows cost $10 each. a. Write an expression that describes the amount of money

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

You are actually a product. Like all products, "you" must be marketed for success. Write your own mission statement about your career and a goal statement of where you see yourselv

how can i defined the 7ps in hotel service

Steps in the buying decision process: the purchaser or the consumer takes his buying decision, for some commodities immediately without much consideration such as items or the dai

Discuss about Sales Promotion in shortly. Meaning of Sales Promotion: Sales promotion comprises several communications activities which try to offer added value or incent

Marketing Process Once the strategic plan has described the company's total mission and objectives, Marketing plays a vital role in carrying out these objectives. The marketin

differentiate the three types of buying situations during the purchase decision

Define the Advertisement contents? Advertisement contents Message : - Consist of opinion, symbols, Facts and Pictures related to the product. Purpose: -        Communi

MARKETING PRINCIPLES MKTG 305 Break-even Assignment Often a firm will calculate the break-even point for a price. That is, if we set the price at $X, then how many units will