Message strategy the message to be communicated to

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Message StrategyThe message to be communicated to consumers; identify customerbenefits (ad appeals); develop a creative concept (“big idea”)tobring the message strategy to life in a distinctive wayMessage executionTurning the big idea into an actual ad execution to capture the target
market’s attention and interestConsumer-generated messagesTapping consumers for message ideas or ads taking advantage ofinteractive technologiesSelecting a messageIdeally a message should; (A framework known as the AIDA model)GetAttentionHoldInterestArouseDesiresObtainActionMessages may have;Rational appealsEmotional appealsMoral appealsAdvertising Appeals: Reason for a person to buy a productCommon advertising appeals that are considered desirable, exclusive and believableare selected by marketers as the theme for a campaign.ProfitProduct saves, makes or protects moneyHealthAppeals to body-conscious or health seekersLove or romanceUsed in selling cosmetics and perfumesFearSocial embarrassment, old age, losing healthAdmirationReason for use of celebrity spokespeopleConvenienceUsed for fast foods and microwave foodsFun and pleasureKey to advertising vacations, beer, parksVanity and egotismUsed for expensive or conspicuous itemsEnvironmental ConsciousnessCentres around environmental protectionMessage ExecutionTypical Message Execution StylesSlice-of-life;shows one or more people using the product in a normal settingFantasy;creates a fantasy around the product or its useLifestyle;shows how a product fits in with a lifestyleMood or image;builds a mood or image around the product, such as beauty,love or serenityMusical;shows one or more people or cartoon characters singing a songabout the productPersonality symbol;creates a character that represents the productTechnical expertise;shows the company’s expertise in making the productScientific evidence;presents surveys or scientific evidence that the brand isbetter or better liked than one or more other brandsTestimonial evidence;features a highly believable or likeable sourceendorsing the product.Selecting Advertising MediaDeciding on reach, frequency and impactReach;a measure of percentage of people in the target market who are exposed tothe ad campaign during a given period of timeFrequency;a measure of how many times the average person in the target market isexposed to the messageMedia impact;the qualitative value of a message exposure through a given mediumthat the advertiser must decide on its desired level
The advertiser wants to choose media that willengageconsumers rather thansimply reach them. But such measures are hard to come by for most media.

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Term
Three
Professor
mohammad
Tags
Marketing, Customer Relationships, marketing organisation

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