The
Advertising Message
Creating
an advertising message forms part of the personality
and positioning of the product, remember
we have to think of our fixed objectives
and target audience.
The advertising
message concentrates on various key points:
Key
benefit for the consumer. Why should the consumer buy this product.
Support.
A reason to believe in this benefit.
The
style. The type of communication that we want for our publicity.
Therefore,
we create the message, bearing in mind these three elements: key benefits,
reason to believe and the style. We have to ask ourselves, why should
the consumer buy our product and not the competitors? What can we
explain to them to get them to buy our product? A frequent error is
not to communicate our product's advantages to the consumer, the reasons
why they should buy it.
The consumers
are a good source of ideas,
their feelings on the strong and weak points of the brand provide
important ideas to create strategy. Numerous leading companies are
continuously carrying out research to determine the level of client
satisfaction compared to different brands. They can analyze different
levels of satisfaction: rational, sensory, social and of the ego.
Consumers can get these satisfactions after having tried the product.
The message
and the creative strategy should adapt to the company's marketing
plan. Therefore,
you need to manage the product, price, distribution and publicity
of the product. You can not separate these areas, they need to be
considered together. The advertising message demands a certain amount
of creativness. Although this creativity should be marked out by your
communication strategy.
The advertising
message should be direct. The maestro Ogilvy claims "Have
just one idea in mind. The big ideas are simple. Give the editor
a direct and clear idea, if you want a brilliant idea to get to the
consumer".
The advertising
message has to adapt to the audience it is directed at. The advert
should attract attention, be impacting but at the same time it is
important to transmit a message. The message should be understood,
and therefore decoded by its receptors.
On the
other hand, you have to consider the competitors. It is ideal to focus
on areas that have not been used by your competitors.
The best thing to do is be the first with something that is difficult
for your competitors to copy.
A typical
error in the commercial messages is to insist in the obvious.
As David Ogilvy states "advertise what is important, not what
is obvious. Reseach shows that many adverts waste their efforts talking
about the benefits of the product which you can see anyway. The correct
strategy consists of talking of the important benefits that aren't
that obvious.
It is important
that people remember the message.
It should be memorable and stick in the consumer's mind. Some of the
most efficient television adverts, which have managed to substantiably
increase sales, have used different resources so that the adverts
stick in people's mind.
For example,
the brand Clavo, went from being unknown to one of the leaders in
the market of tinned tuna through its adverts in which two actors
without a lot of hair keep repeating ""Atún Claro
Clavo" - "Clear Clavo tuna". It was positioned as the
best tuna for being clear and the message stuck in the consumers mind.
