Advertising Message StructureMost advertising messages share common components within the message including:
- The Appeal – This refers to the underlying idea that captures the attention of a message receiver. Appeals can fall into such categories as emotional, fearful, humorous, and sexual.
- Value Proposition – The advertising message often contains a reason for customers to be interested in the product which often means the ad will emphasize the benefits obtained from using the product.
- Slogan – To help position the product in a customer’s mind and distinguish it from competitors’ offerings, advertisements will contain a word or phrase that is repeated across several different messages and different media outlets.
Advertising Message Structure
Advertising communication effectiveness not only depends on the message content, though it is no doubt an important component, but on its structure as well. The important aspects of message structure are: Drawing conclusions, repetition, one –versus- two-sided arguments, and the order of presentation.
Communicate your messages effectively
As a marketer, you must realize that your message reaches the target customers and it should be able to overcome any type or pre-conceived notions that they may already have. While there may not be a sure shot way of communicating the message in the effective manner, you should keep some important points in mind:
Order of presentation – You have the option of placing your message at the beginning, middle and end of the advertisement. It depends on the marketers’ discretion as to where he/ she would like to place the message but it is recommended that it should not be placed in the middle of the ad
For example, the ad below is about the product ‘Kitkat’ and the product is shown at the beginning and the message ‘Kitkat Break Banta hai’ is communicated at the end of the ad.
Conclusion Drawing – Marketing people should think about whether they should look mention the message clearly to the people or let them think themselves. This also depends on the level of complexity of topics as well
This ad of 'The Hindu' shows that there is no clear message and it is left to the audience to think about what the is saying:
Message Sidedness – You should also know whether to show only one side i.e. good side of the product or to show both the positive and negative aspects and leave it to the target market to take the message the way they wish to.
The one sided ad showing only the good side of Mac:
Refutation - Refutational messages may be useful when marketers wish to build attitudes that resist change and must defend against attacks or criticism of their products or the company
Verbal versus Visual messages – An image is equivalent to a thousand words. But if you feel that the message will not be communicated properly on its own, then verbal communication can be made.