An advertising message is an important and indispensable tool of communication between a manufacturer of goods or a service provider and a customer. In what form and in what way the information will be presented depends on the response of consumers and the overall impression that will be formed about the company in the masses.
The essence and basic concept of an advertising message
Advertising message is one of the main ways of marketing communications, which carries the main message to potential customers. It can have a certain informational effect and contain emotional coloring that affects the consumer.
The first thing to do is to plan the overall strategy and determine the objectives of the advertising message. The main purpose of advertising – to bring information about the service to the consumer, to convince him of its usefulness and quality, to make him understand that this particular product or service can meet his needs in the best way.In the advertising message it is necessary to highlight the main features of the product and the advantages that the buyer will receive when buying the product. It is also necessary to calculate the possible reaction to the message and the characteristics of the target audience when creating an advertisement.
The main components of an advertising message
An advertising message consists of certain parts, each of which has an important role to play. Since an effective advertising message should be small in size and catch the eye with its appearance and content from the first minute, it is necessary to carefully consider its content.
The components of an advertising message:
- Заголовок. По статистике это самая читаемая часть рекламного сообщения. Ее прочитывают в пять раз чаще, чем непосредственно текст рекламного сообщения. Именно поэтому, основная задача в создании эффективного рекламного сообщения – это цепляющий заголовок. В этом коротком, но важном элементе сообщения должна содержаться информация о составе объявления. Он не должен быть расплывчатым или чересчур сложным.
- Main Text. The main part of the ad should be specific and to the point. It is best if you get right down to business and tell about the strengths and features of the product. You can add facts and reliable examples to the narrative, which will help potential customers to make a choice in favor of the advertised product. In the text it is important not to use complex grammatical constructions, it is best to express yourself in clear and accessible language. It will be useful to immediately interest potential customers, for example, to offer a discount or promotion on the proposed product.
- Pictures and illustrations. Images in advertising – this is the main and most powerful component of the impact on the audience. Competently selected picture can say more than the entire text of the ad. The main task of this part of the advertisement is precisely to emphasize the consumer’s attention to the announcement. An interesting, original and memorable picture instantly attracts a person’s eye and makes him read the entire text of the ad.
- Оформление. Оформление рекламного объявления несет в себе важную функцию – облегчить восприятие информации и сделать ее более приятной взгляду человека. Здесь пригодятся универсальные способы, которые помогут обратить внимание на важные фрагменты сообщения – шрифт, подчеркивание. Текст должен читаться легко и быть приятным на вид. Особенное внимание следует уделить оформлению заголовка. Не стоит размещать его после иллюстрации. Это ухудшит восприятие и снизит читаемость информации в среднем на 20%.
Types of advertising message
There are so many classifications of advertising and advertising message. The simplest and most understandable is the classification of the advertising message by type of advertising media.
Types of advertising message by advertising medium:
- TV commercials;
- radio commercials;
- advertising in printed publications – magazines, newspapers;
- printed advertising – leaflets, posters, calendars;
- outdoor advertising;
- Internet advertising – contextual advertising, banners;
- email advertising – direct mail;
- hidden advertising – advertising in movies, clips and books;
- mobile advertising.
Creative, provocative and teaser advertising
The large amount of advertising that surrounds us everywhere has led to the fact that people have stopped paying attention to standard ways of presenting information. In this regard, it is the out-of-the-box thinking and creative approach to creating an advertising message that comes to the fore. The ad should first of all catch the attention of potential consumers – make them pay attention and become interested in the service.
Creative advertisement for ZooZoo paper napkins: “Imagine a world without stains”.
Unconventional ways to create an ad may consist of effective pitching, hidden provocation or intrigue to be created around the product. Manufacturers have begun to use provocative and teaser ads frequently in order to capture the attention of the target audience.
An example of a teaser ad for Corona chocolate:
Consumers can be “hooked” by using modern trends or by using original ad design. Non-basic pictures, provocative headlines, and a riddle that you will definitely want to solve will instantly attract attention. A sense of humor and humorous tone will also help to attract the client. But humor should not be too fond of, so that the text is not perceived as frivolous.
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