Advertising message

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Advertising message - tha main idea, poin of view which companies would like to convey to their target audience. Words, pictures and videos are the most typical way of communicate advertising message. Canal of distribution this message could be different and can be used numerous forms of media for instance: television, radio, print, word of mouth, events, billboards, Internet and so on (Business Dictionary).

Manipulation in advertising

Some companies decides to use manipulation or persuasion to encourage consumer to buy their products or service. First message of advertisement is to inform about the product and service or create brand awareness. Often the second message of advertising is to persuade that our product is worth to buy. In this case, sometimes companies use manipulation. There is several methods which could have influence of consumer behaviour and their buying decision, for instance good knowledge about consumers purchasing and focus on influence it (V. Danciu, 2014, p. 20-21).

  • According to Maslow pyramid consumers have three main categories of needs - shelter, nourishment, and security. This is the base of human being. Next categories are social and psychological needs. Companies use functions of advertisement to affect of different categories of human needs to persuade to buy their products. The most affected needs is social and psychological mixed with this main categories, can have big influence on consumer decision.
  • Companies use different mechanism of stimulus for consumer manipulation through advertising. They can use persuasiv and manipulation Non-manipulative advertising show the adventages of product or services without lie, omitment of details or intimidate the consumer.
  • In manipulative advertising are used emotional game to getting the clients to do what the advertiser wants. They use subversive manners where there aren't truth. This is manipulation advertising (V. Danciu, 2014, p. 20-21).

Impact of the effectiveness of advertising by repeating the advertising message

Advertising are repeating many times due to enhance to memory of message. Additionally the study inform that also influence to memorise of advertising is the ease of advertising message processed. In literature exist two-factor theory which explain advertising repetition effects. According this theory repetition has a good influence for a while, next begins effect in negative way (P Anand, B. Sternthal, 1990, p. 346-347):

  • In first period of repetition advertisement consumers remember it and become familiar with the company. According this theory repetition has a good influence for a while, next begins effect in negative way. In first period of repetition advertisement consumers remember it and become familiar with the company.
  • In second period consumers are used to the brand and become bored and stop buying product or services of this brand. This second phase is called wear-out.

Examples of Advertising message

  • Television: Many companies use television to communicate their advertising message. Popular examples include the Budweiser Super Bowl commercials, the Geico Gecko, and the KFC Colonel Sanders commercials.
  • Radio: Radio advertisements often focus on a catchy jingle or a memorable slogan to communicate their message. Examples include McDonald's "I'm lovin' it" and the "Jif is Gif with a J" jingle.
  • Print: Print advertising can take many forms, such as magazines, newspapers, and even direct mail. Examples include the iconic Coca-Cola Christmas commercials, the Nike "Just Do It" campaign, and the Apple "Think Different" campaign.
  • Word of Mouth: Word of mouth advertising is one of the most powerful forms of advertising. Examples include Amazon's customer reviews and referral programs, as well as the use of social media influencers to spread a message.
  • Events: Events such as trade shows, conferences, and concerts are a great way to get a message out to a large audience. Examples include Apple's product launches, Microsoft's Build conferences, and music festivals sponsored by companies like Red Bull.
  • Billboards: Billboards are an effective way to get a message out to a large audience in a short amount of time. Examples include the "Got Milk?" campaign, the Nike "Just Do It" campaign, and the many billboards featuring celebrities.
  • Internet: The internet has revolutionized the way companies communicate their message. Examples include Google Adwords, banner ads, and sponsored content.

Advantages of Advertising message

Advertising messages can be a powerful tool for companies to reach their target audiences and promote their products or services. The following list outlines some of the key advantages of advertising messages:

  • They can be used to create brand awareness and recognition, as well as to build relationships with customers. Advertising messages can be used to educate customers about a product or service, inform them of its features and benefits, and encourage them to purchase.
  • Advertising messages can also be used to communicate with different target groups and to create specific messages tailored to the needs and interests of those groups. This can help companies reach their desired audiences more effectively.
  • Advertising messages can be used to create a positive image for a company or brand. Messages can be used to emphasize the quality and value of a product or service, as well as the company's commitment to customer service.
  • Advertising messages can be used to differentiate a company or brand from its competitors. They can be used to create a unique identity for a product or service, as well as to highlight the advantages that set it apart from the competition.
  • Advertising messages can also be used to create a sense of urgency or to promote special offers or discounts. This can be an effective way to stimulate sales and increase customer loyalty.

Limitations of Advertising message

Advertising messages have several limitations when it comes to effectively conveying a company's message to their target audience. These limitations include:

  • Cost: Advertising can be expensive, and it may not always be within the budget of the company. Additionally, the cost of advertising can be unpredictable, as it is often based on factors such as the popularity of the medium or the demand of the market.
  • Reach: Advertising can have limited reach, especially if the company is targeting a specific demographic or geographic region. Additionally, some media outlets may not be available in certain regions or to certain audiences.
  • Flexibility: Once an advertisement has been created and released, it is often difficult to change or modify it. This can be a problem if the company wants to make changes or adjustments based on feedback or market research.
  • Time: It can take a long time to create and release an advertisement, which can be a problem for companies that need to make quick changes or updates. Additionally, advertisements can be quickly outdated, which can be an issue for companies that need to remain up to date.
  • Effectiveness: It is often difficult to measure the effectiveness of an advertisement, which can make it difficult for companies to determine if their message is getting across to their target audience. Additionally, the impact of an advertisement can vary significantly depending on the medium, the message, and the audience.

Other approaches related to Advertising message

In addition to words, pictures, and videos, there are many other approaches that can be used to communicate an advertising message.

  • Promotional gifts: This approach involves sending out promotional gifts such as mugs, t-shirts, and pens with an advertising message printed on them.
  • Social media: This approach involves using social media platforms such as Facebook and Twitter to spread an advertising message.
  • Direct mail: This approach involves sending out mailers to individuals and households with an advertising message.
  • Native advertising: This approach involves creating content that is embedded within other content such as a blog post, with an advertising message.
  • Product placement: This approach involves placing a product in a movie, television show, or other media, with an advertising message.

In conclusion, in addition to words, pictures, and videos, there are many other approaches that can be used to communicate an advertising message such as promotional gifts, social media, direct mail, native advertising, and product placement.


Advertising message — recommended articles
Types of advertising — Below the line advertising — Buzz marketing — Promotion mix — Hunger marketing — Social media advertisement — Advertising media — Influencer marketing strategy — Outdoor advertising — Oligopsony

References

Author: Karolina Knapik

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