In this article, we explain how to construct an advertising message to gain publicity and build a company's reputation. Don't wait, get started on creating your e-business!
Theoretical approach to advertising message
Each of us has had contact with advertising, but have you ever wondered - what is an advertising message for your company? What value does it bring? There is no doubt that the advertising message is the most important part of the marketing communication process, especially in the context of internet marketing country code +852, hong kong phone numbers . It is promotional in nature and is directed to a group of recipients in order to arouse certain behaviors or attitudes among them.
It is assumed that a good advertising message contains the quintessence of what the company wants to communicate to potential customers at a given moment. At the same time, it influences the sales results of products or services and shapes the way of communication between the brand and consumers. A good message should refer to the rational features of the assortment, indicate its advantages, thereby stimulating the recipient's need to buy.
Customers are paying less and less attention to the messages they are exposed to. They are selective about spots, posters or online advertisements. Only certain images remain in their memory. The most important feature is therefore the repetition of advertising content, which shapes the bond between the customer and the brand.
What does an advertising message consist of?
In order to consciously shape the advertising message, it is worth familiarizing yourself with the basic elements that create a coherent whole. What should be taken into account in the creative process?
Slogan, the “cloud” of your brand
A short, concise, catchy slogan is a “must have” for every brand, and all with one goal, which is the ability to be effectively remembered by a potential customer. Typical examples are brands such as Apple (“Think Different”) or Nike (“Just do it”), whose slogans are based on two or three expressions identified by consumers with the indicated brand. It is best for the slogan to evoke certain associations and refer to the area of emotions or dreams of the brand recipient.
How to get the recipient's attention?
The answer is simple – through interesting graphics. Focus on details, match the background to the context and reach for symbolism, creating direct connections between the sphere of desires and their visual representation in the advertisement.
Content and its driving force
What should characterize good content in advertising? First of all, it should evoke emotions and motivate to take specific actions. It is a kind of appeal referring to the hierarchy of values of the recipient and their worldview.
Storytelling, or how to show the true face of your brand?
You can trigger greater motivation among undecided consumers through storytelling, or a story related to the represented brand. Building a short story in an advertisement means that recipients are able to memorize it more effectively. What's more, recipients watching or listening to the story will see the benefits and positive values of the company, and as a result - they will be more willing to make a purchasing decision.
Before you implement storytelling into your marketing communications, think about how you want to be perceived by your audience, what characteristics you want to be associated with, and how you want to solve customer problems.
5 Questions as Guidelines for Creating an Advertising Message
You now know what elements and factors make up the entire advertising message. Now it's time to answer a few questions. They will help you understand the role of your brand in the industry and from the perspective of a demanding consumer.
Question 1. What item/service would you like to advertise?
Question 2. What do you want to achieve with your advertising message? What do you want to persuade your recipient to do?
Question 3. Who makes up your target group? What are the characteristics of your target group? What are their needs/preferences/expectations?
Question 4. Where do you want to advertise your brand? Through which mass media will you reach your potential customers?
Question 5. What image do you want? What associations and emotions would you like your consumer to have?
Summary
You will only achieve results if you approach the development of a communication strategy prepared and able to deliver substantive, consistent and original content to your target group.
Advertising carries promises that should never be left “unfulfilled.” Through the messages you shape, you can establish a strong relationship with a group of customers, so it is worth considering the purpose of the advertising and the situational context.
Do you want to present the benefits of choosing your brand in a humorous manner? Do you prefer a somewhat reflective style of communication? Do you strive to present your arguments honestly through solid arguments? You must include all of this in your action plan. Remember – the most important thing is the customer, so first of all, consider their needs, interests and lifestyle.
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