Steps in Message development:
1) Message generation
2) Message evaluation and selection
3) Message execution
4) Social responsibility review
Message generation
Rosser Reeves of the Ted Bates advertising agency favored linking the brand
directly.
Leo Burnett and his agency preferred to create a character that expressed the
product’s benefits.
The Doyle, Dand and Bernbach agency favored developing a narrative story
with a problem, episodes related to the problem and outcomes.
John Maloney proposed one framework, he saw buyers as expecting one of
four types of reward from a product. Rational, sensory, social and ego
satisfaction.
Messages can be divided into two types – informative and percussive.
Informative message are messages whose main purpose is to give
information.
Persuasive message are ones whose main purpose is to influence and
change behavior or attitudes.
There are some basic rules for constructing clear informative messages.
(a) The message should be simple, with a clear statement of purpose.
(b) Use the language of the receivers.
(c) Provide illustrations. Give examples of your major points.
(d) Repeat the important points
(e) Use introductions and summaries for each major point
(f) Allow opportunities for feedback.
(g) Select an organizational pattern that will allow the message to be
presented most clearly.
(h) There are various common patterns of presenting information, including
illustration, classification, cause and effect and problem/solution.
In constructing a persuasive message, the most important aspect is how
persuasive it can be made, that is, whether it will convince the receiver of the
proposition. The proposition is what the sender wants the received to do or
believe as a result of the message.
The first step in creating a persuasive message is to formulate the
proposition.
Once the proposition has been formulated, the sender chooses appeals. An
appeal is the justification for expecting a particular response.
There are two types of appeals – rational and motivational. Rational appeals
are built on reason. They seek to convince the receiver intellectually.
Motivational appeals seek to persuade the receiver to do or physical needs.
There are two major types of evidence in rational appeals.
• Direct evidence is directly and immediately related to the proposition.
For example, eye witness.
• Indirect or circumstantial evidence is indirectly or loosely connected
with the proposition.
There are four main tests of evidence.
• The first is whether the evidence is material.
• Statistics may be used as part of evidence.
• The third test is credibility.
• Finally the receiver must consider the Recency of the evidence.
There are certain established sequences for persuasive message.
a) The attention step The fist step is getting the receiver’s attention.
b) The need step This second step is to point out to the receiver, why he/she
should be interested in the subject by appealing to some
learned or physical need.
c) The satisfaction step The third step is to specify how the receiver can satisfy the
need by doing or believing what the sender says.
d) The Visualization Step Fourth step the sender has the receiver visualize how the
need will be met & what the advantages of meeting that
need in a certain way are.
e) The action Step The sender tells the receiver exactly what he/she must do
to get the desired result.
Message evaluation and selection
Dik Twedt suggested that messages be rated on desirability,
exclusiveness and believability.
Key message, target audience, communication objectives, benefits to
promise, supports for the promise, and media to be used.
Message execution
A two sided argument will be more effective in winning them over.
A two sided argument is effective in winning over an audience with the
high education level.
The presentation of the argument.
Social responsibility review
Advertiser and their agency must be sure their "creative" advertising does
not overlap social and legal norms.
Still, abuses occur and public policy makers have developed a substantial
body of laws and regulations governing advertising.
Media
Distinction between the two commonly used terms…
Media - News paper is the media
Media vehicle - Under this media there are many vehicles, such as
Deccan Herald, Indian Express, and Hindu etc.
Commonly used media in advertising
Type of
Media
Example Advantages Disadvantages
1) Print Media Newspaper
Magazines
Trade
Journals
Direct mail
Flexibility
Timeliness
Good Local Market coverage
Broad Acceptance
High believability
Short life
Poor reproduction quality
Small pass along audience
2) Audio
Media
Radio Mass use high geographic
and demographic selectivity
Low Cost
Audio presentation only
Lower attention than
television
Non-standardized rate
structures
Fleeting exposure
3) Audio
Visual
Media
Television Combined sight
Sound and motion
Appealing to the senses
High attention
High reach
High Absolute cost
High Clutter
Fleeting exposure
Less audience selectivity
4) Electronic
Media
Internet High selectivity
Interactive possibilities
Relatively low cost
Relatively new media with low
number of users in some
countries
5) Out – Door Hoarding,
posters, neon
signs and
other
illuminations
Flexibility
High repeat exposure
Low cost low competition
limited audience selectivity
creative limitations
• Other Out Door advertisings…
Transit advertising, fairs & exhibitions, amusement parks, dance drama &
puppet shows, loud speaker announcements, balloons & skywritings, etc.
Media Selection
"Media selection is finding the most effective media to deliver the desired number
and type of exposures to the target audience".
1) Message generation
2) Message evaluation and selection
3) Message execution
4) Social responsibility review
Message generation
Rosser Reeves of the Ted Bates advertising agency favored linking the brand
directly.
Leo Burnett and his agency preferred to create a character that expressed the
product’s benefits.
The Doyle, Dand and Bernbach agency favored developing a narrative story
with a problem, episodes related to the problem and outcomes.
John Maloney proposed one framework, he saw buyers as expecting one of
four types of reward from a product. Rational, sensory, social and ego
satisfaction.
Messages can be divided into two types – informative and percussive.
Informative message are messages whose main purpose is to give
information.
Persuasive message are ones whose main purpose is to influence and
change behavior or attitudes.
There are some basic rules for constructing clear informative messages.
(a) The message should be simple, with a clear statement of purpose.
(b) Use the language of the receivers.
(c) Provide illustrations. Give examples of your major points.
(d) Repeat the important points
(e) Use introductions and summaries for each major point
(f) Allow opportunities for feedback.
(g) Select an organizational pattern that will allow the message to be
presented most clearly.
(h) There are various common patterns of presenting information, including
illustration, classification, cause and effect and problem/solution.
In constructing a persuasive message, the most important aspect is how
persuasive it can be made, that is, whether it will convince the receiver of the
proposition. The proposition is what the sender wants the received to do or
believe as a result of the message.
The first step in creating a persuasive message is to formulate the
proposition.
Once the proposition has been formulated, the sender chooses appeals. An
appeal is the justification for expecting a particular response.
There are two types of appeals – rational and motivational. Rational appeals
are built on reason. They seek to convince the receiver intellectually.
Motivational appeals seek to persuade the receiver to do or physical needs.
There are two major types of evidence in rational appeals.
• Direct evidence is directly and immediately related to the proposition.
For example, eye witness.
• Indirect or circumstantial evidence is indirectly or loosely connected
with the proposition.
There are four main tests of evidence.
• The first is whether the evidence is material.
• Statistics may be used as part of evidence.
• The third test is credibility.
• Finally the receiver must consider the Recency of the evidence.
There are certain established sequences for persuasive message.
a) The attention step The fist step is getting the receiver’s attention.
b) The need step This second step is to point out to the receiver, why he/she
should be interested in the subject by appealing to some
learned or physical need.
c) The satisfaction step The third step is to specify how the receiver can satisfy the
need by doing or believing what the sender says.
d) The Visualization Step Fourth step the sender has the receiver visualize how the
need will be met & what the advantages of meeting that
need in a certain way are.
e) The action Step The sender tells the receiver exactly what he/she must do
to get the desired result.
Message evaluation and selection
Dik Twedt suggested that messages be rated on desirability,
exclusiveness and believability.
Key message, target audience, communication objectives, benefits to
promise, supports for the promise, and media to be used.
Message execution
A two sided argument will be more effective in winning them over.
A two sided argument is effective in winning over an audience with the
high education level.
The presentation of the argument.
Social responsibility review
Advertiser and their agency must be sure their "creative" advertising does
not overlap social and legal norms.
Still, abuses occur and public policy makers have developed a substantial
body of laws and regulations governing advertising.
Media
Distinction between the two commonly used terms…
Media - News paper is the media
Media vehicle - Under this media there are many vehicles, such as
Deccan Herald, Indian Express, and Hindu etc.
Commonly used media in advertising
Type of
Media
Example Advantages Disadvantages
1) Print Media Newspaper
Magazines
Trade
Journals
Direct mail
Flexibility
Timeliness
Good Local Market coverage
Broad Acceptance
High believability
Short life
Poor reproduction quality
Small pass along audience
2) Audio
Media
Radio Mass use high geographic
and demographic selectivity
Low Cost
Audio presentation only
Lower attention than
television
Non-standardized rate
structures
Fleeting exposure
3) Audio
Visual
Media
Television Combined sight
Sound and motion
Appealing to the senses
High attention
High reach
High Absolute cost
High Clutter
Fleeting exposure
Less audience selectivity
4) Electronic
Media
Internet High selectivity
Interactive possibilities
Relatively low cost
Relatively new media with low
number of users in some
countries
5) Out – Door Hoarding,
posters, neon
signs and
other
illuminations
Flexibility
High repeat exposure
Low cost low competition
limited audience selectivity
creative limitations
• Other Out Door advertisings…
Transit advertising, fairs & exhibitions, amusement parks, dance drama &
puppet shows, loud speaker announcements, balloons & skywritings, etc.
Media Selection
"Media selection is finding the most effective media to deliver the desired number
and type of exposures to the target audience".
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