Message generation which plays an important role can be done in the following ways:
Inductive: By talking to consumers, dealers, experts and competitors. Consumers are the major source of good ideas. Their feeling about the product, its strengths, and weaknesses gives enough information that could aid the Message generation process.
Deductive: John C. Meloney proposed a framework for generating Advertising Messages. According to him, a buyer expects four types of rewards from a product:
Rational
Sensory
Social
Ego Satisfaction.
Buyers might visualize these rewards from:
Results-of-use Experience
Product-in-use Experience
Incidental-to-use Experience
Message evaluation and selection
The advertiser needs to evaluate the alternative messages. A good ad normally focuses on one core selling proposition.
Messages can be rated on desirability, exclusiveness and believability. The message must first say something desirable or interesting about the product.
The message must also say something exclusive or distinct that does not apply to every brand in the product category. Above all, the message must be believable or provable.
Message execution
The message’s impact depends not only upon what is said but also on how it is said. Some ads aim for rational positioning and others for emotional positioning. While executing a message the style, tone, words, and format for executing the message should be kept in mind.
Style. Any message can be presented in any of the following different execution styles, or a combination of them:
Inductive: By talking to consumers, dealers, experts and competitors. Consumers are the major source of good ideas. Their feeling about the product, its strengths, and weaknesses gives enough information that could aid the Message generation process.
Deductive: John C. Meloney proposed a framework for generating Advertising Messages. According to him, a buyer expects four types of rewards from a product:
Rational
Sensory
Social
Ego Satisfaction.
Buyers might visualize these rewards from:
Results-of-use Experience
Product-in-use Experience
Incidental-to-use Experience
Message evaluation and selection
The advertiser needs to evaluate the alternative messages. A good ad normally focuses on one core selling proposition.
Messages can be rated on desirability, exclusiveness and believability. The message must first say something desirable or interesting about the product.
The message must also say something exclusive or distinct that does not apply to every brand in the product category. Above all, the message must be believable or provable.
Message execution
The message’s impact depends not only upon what is said but also on how it is said. Some ads aim for rational positioning and others for emotional positioning. While executing a message the style, tone, words, and format for executing the message should be kept in mind.
Style. Any message can be presented in any of the following different execution styles, or a combination of them: