A Brief Introduction

The print Ad or Broadcast Ad reach mass population

Therefore, before the Ad reaches the people

We have to decide What to say, &How to say

What part is Design of the messageHow part is the Development of the

message

• Advertisement should interest the audience

• Advertisement should give audience new information or support existing information

• Audience should interpret message in a way favorable to advertisers

• Advertisement should appeal to audience and influence their attitude

The Advertising message consists of idea together with other relevant information

The idea spots the uniqueness of the product to win the place in consumers mind

It is easy to say, but difficult to doMessage Design identifies consumer’s

perception about products

Following are the key elements involved in Message Design:

Positioning partMarketing objective partCommunication partMessage presentation partMessage structuring part

What do you need to know:What segmentHow is consumer going to be benefitted

from it?Who are the competitors?What is the nature of productWhat are the special characteristics of

the productIs it different from othersOn what occasions the product is usefulHow would you like consumer to

perceive your brand

What is your marketing objective:Brand AwarenessTrial (e.g. samples or trial packs)Action (special offers/discounts etc)StockingEtc

Following should be kept in mind while communicating to the audience:

Strong attention (reasons to listen to you)Questions can be involvedSpecific key wordsMain points can be repeatedConvincing through facts (no stories)Empathize with audience

Presentation refers to the content of message

It should be either Central or PeripheralCentral: Direct persuasion Rational appeals

Peripheral: Provides pleasant associations such as scenic

background, family, romance etc Emotional appeals

Good Ad is not just about a good presentation or content, it is also about how well the message is Structured

The important aspects of message structuring are:

1.Drawing Conclusion2.Repetition3.One-versus-two-sided Communication4.Order of Presentation

1. Drawing Conclusion

The Farex Baby Food ad starts with a sensational headline “Your baby is born with a 3-month gift of iron. After 3 months, milk alone cannot give him the iron he needs.”

The ad closes with the conclusion:“Doctors recommend Farex. Baby’s ideal solid food

for rapid all-round growth.”

2. Repetition

Develops long-lasting impression in mind

Increases awareness and knowledge

3. One-versus-two-sided Communication

One-sided-communication Praising the product/benefits etc

Two-sided-communication Praising + Some shortcomings of product

e.g. Sony: High quality, but Expensive

4. Order of Presentation Whether to put strongest argument first

or in lastIn one-sided-communication> Advisable

to put the strongest argument first, b’coz it may result in better attentionIn two-sided-communication>Advisable

to make conclusion with the strongest argument

Contd….

4. Order of Presentation Whether to put strongest argument first or in last

Climax OrderAnticlimax OrderPyramidal Order

VisualizationCreative Mental Process

Transition from Visualization to Layout

1.Roughs2.Cut & Paste Lettered Comprehension3.Final Approval

Final Artwork & PrintingFor TV Ads:

ScriptRough Frames with drawingsFinal ApprovalProduction/Post-production etc