Message Design & Development

Presented By :Ankita Shrivastava

M.B.E. (Sem III)

The product belongs to the company

BUT

the brand belongs to the consumer.

Message Design and Positioning

Advertising message

Idea Relevant Information

Uniqueness of the product win place in consumers mind

Message Design consumers perceptions about the products

Questions give a good insight : give a good insight :

Nature of the product

For whom the product is meant

What are the special characteristics of the product / How consumer is benefited ?

Who are the competitors ? What is their promise ?

Is the product different ? How ?

On which occasions it is used ? How often ? What would the consumer perceive this brand as ?

ViDeO

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Message, Design and marketing objectives

Objectives vary with audience

Passing on Information

Create brand awareness

Incite them to act, i.e. purchase the product

Confirm the legitimacy of the product after the purchase

Objectives when we communicate with the Trade

To induce them to stock the product e.g.. Salt

To push the product on-the-counter

To provide strategic shelf-space to the product e.g.. Juice cans, cold drinks

Objectives when we communicate with manufacturers

To make them buy our Raw Material

To convince them about cost aspect

To convince them about rational product benefits

Appeals

Marketers use this ,

to attract the attention and create interest

of target audience

Cadbury silk n bournville

YOU HAVE TO EARN IT

APPEAL TO

Bas

ic N

eeds

Social Needs

Psychological Needs

Points when communicating with audience :

Should create a bridge rather than a wall – consumer and producer

Give audience a reason to listen to you

Use questions to involve audience

Repeat key words / points

Stick to facts to convince audience

Message presentation

Centrally Peripherally

Takes direct route to persuasion

Provides, pleasant association, scenic background

Voltas Asian Paints

Advertising message structure

Drawing Conclusions

Repetitions

One-versus-two-sided arguments

Comparative Advantage

Message format

Organization plan

style or type of ad message

Print advertisement or

Radio advertisement

The problem of clutter

No. of ads, pages after pages in a medium

The string of commercials between the program

Number of hoardings on highway

Visualization & development of ad

Process of designing the advertisement

Visualizer works on :

• Headline, sub-heads• The body copy• The illustration• Logo signature

Some imp. points for visualization :

• The product should be featured?

• People should be featured ?

• Will there be a background ?

• How large shall be the headline ?

• The address and name of the company ?

Visualization to layout

Ideas

They consider, the space allotted to headline, body copy and the visual

Visualization

Vis. To Layout

First Roughs

Large Size RoughsCut and Paste

Artwork – Butter Paper

creative process in Visualization

Size and shape

Static / Formal image

Dynamic image

Tranquility

Stability and state of restfulness

Speed, growth and movement

Equilibrium

Challenging and denoting utmost speed

Elegance and Beauty

Combination of Dynamic and Static

Continuity, Eternity and Peace