Below is a complete, exam-oriented, detailed answer on Advertisement Message, written in clear paragraphs, suitable for BBA, BCom, MBA, Advertising Management & Marketing.
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Advertisement Message
Meaning of Advertisement Message
An advertisement message is the central idea, information, or appeal communicated to the target audience through advertising. It explains what the advertiser wants to say, how it should be said, and why the audience should respond.
In simple words, an advertisement message is the heart of an advertisement that delivers the intended meaning, promise, or value of a product, service, or idea.
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Definition
An advertisement message is the content of advertising communication that conveys information, persuasion, or reminder to consumers in order to influence their attitudes and buying behavior.
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Objectives of Advertisement Message
The major objectives of an advertisement message are:
1. To inform consumers about the product or service
2. To persuade customers to prefer a particular brand
3. To remind existing customers about the brand
4. To build brand image and credibility
5. To create emotional connection with consumers
6. To stimulate purchase action
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Advertisement Message Strategy
Advertisement message strategy refers to the plan that decides what message will be communicated to the audience and how it will be positioned.
Key elements of message strategy:
Target audience
Communication objective
Key benefit or USP
Type of appeal
Brand positioning
Example:
Nike’s message strategy – “Just Do It” focuses on motivation and self-belief.
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Advertisement Message Design
Message design is the process of converting marketing objectives into a persuasive and meaningful message that attracts attention and motivates action.
Important aspects of message design:
1. Content (What to say)
Product benefits
Features
Price or quality advantage
2. Structure (How to say)
Order of presentation
Strong opening and closing
Logical flow
3. Format (How it looks)
Headlines
Visuals
Color and layout
Font and symbols
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Appeals Used in Advertisement Message Design
Message appeals are techniques used to attract and influence consumers.
1. Rational Appeal
Based on logic and facts
Example: Mileage, durability, price
2. Emotional Appeal
Appeals to feelings like love, fear, pride, happiness
Example: Family-oriented ads, insurance ads
3. Moral Appeal
Focuses on ethics and social responsibility
Example: Save environment, anti-smoking ads
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Message Designer
A message designer is the creative professional or team responsible for creating and structuring the advertisement message.
Who designs the message?
Copywriters
Art directors
Creative directors
Advertising agencies
Role of Message Designer
1. Understand marketing objectives
2. Analyze target audience psychology
3. Select appropriate appeal
4. Create persuasive content
5. Ensure brand consistency
Example:
Amul’s topical ads are designed by creative teams who connect current events with brand humor.
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Message Development
Message development refers to the process of transforming ideas into effective advertisement messages.
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Stages of Message Development
1. Identifying Key Selling Proposition (USP)
Deciding the unique benefit to communicate.
2. Understanding Target Audience
Studying consumer needs, expectations, and behavior.
3. Selecting Message Appeal
Choosing emotional, rational, or moral appeal.
4. Creating Message Content
Writing headlines, slogans, body copy, and visuals.
5. Testing the Message
Pre-testing through:
Focus groups
Consumer surveys
A/B testing
6. Final Execution
Producing the final advertisement for release.
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Characteristics of an Effective Advertisement Message
1. Clear and simple
2. Attractive and creative
3. Relevant to target audience
4. Consistent with brand image
5. Memorable and persuasive
6. Ethical and truthful
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Examples of Effective Advertisement Messages
Amul – topical, humorous messages
Fevicol – strength and bonding
Lifebuoy – health and protection
Tata Tea – Jaago Re – social awareness
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Importance of Advertisement Message
Influences consumer perception
Builds brand recall
Differentiates from competitors
Drives sales and loyalty
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Conclusion
An advertisement message is the core communication tool that determines the success or failure of advertising. Effective message design and development require deep understanding of consumer psychology, creativity, and strategic planning. A well-crafted message not only informs but also persuades, connects emotionally, and drives action.
