A Brief Introduction
<ul><li>The print Ad or Broadcast Ad reach mass population </li></ul><ul><li>Therefore, before the Ad reaches the people <...
<ul><li>Advertisement should  interest  the audience </li></ul><ul><li>Advertisement should give audience  new information...
<ul><li>The Advertising message consists of idea together with other relevant information </li></ul><ul><li>The idea spots...
<ul><li>Following are the key elements involved in Message Design: </li></ul><ul><li>Positioning part </li></ul><ul><li>Ma...
<ul><li>What do you need to know: </li></ul><ul><li>What segment </li></ul><ul><li>How is consumer going to be benefitted ...
<ul><li>What is your marketing objective: </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Trial (e.g. samples or trial...
<ul><li>Following should be kept in mind while communicating to the audience: </li></ul><ul><li>Strong attention  (reasons...
 
<ul><li>Presentation refers to the content of message </li></ul><ul><li>It should be either  Central  or  Peripheral </li>...
 
 
<ul><li>Good Ad is not just about a good presentation or content, it is also about how well the message is  Structured </l...
<ul><li>The important aspects of message structuring are: </li></ul><ul><li>Drawing Conclusion </li></ul><ul><li>Repetitio...
<ul><li>1. Drawing Conclusion </li></ul><ul><li>The Farex Baby Food ad starts with a sensational headline  “Your baby is b...
<ul><li>2. Repetition </li></ul><ul><li>Develops long-lasting impression in mind </li></ul><ul><li>Increases awareness and...
<ul><li>3. One-versus-two-sided Communication </li></ul><ul><li>One-sided-communication </li></ul><ul><li>Praising the pro...
<ul><li>4. Order of Presentation  </li></ul><ul><li>Whether to put strongest argument first or in last </li></ul><ul><li>I...
<ul><li>4. Order of Presentation  </li></ul><ul><li>Whether to put strongest argument first or in last </li></ul><ul><li>C...
Visualization Creative Mental Process <ul><li>Transition from Visualization to Layout </li></ul><ul><li>Roughs </li></ul><...
 
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Message Deisgn & Development

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Message Deisgn & Development

  1. 1. A Brief Introduction
  2. 2. <ul><li>The print Ad or Broadcast Ad reach mass population </li></ul><ul><li>Therefore, before the Ad reaches the people </li></ul><ul><li>We have to decide What to say, & </li></ul><ul><li>How to say </li></ul><ul><li>What part is Design of the message </li></ul><ul><li>How part is the Development of the message </li></ul>
  3. 3. <ul><li>Advertisement should interest the audience </li></ul><ul><li>Advertisement should give audience new information or support existing information </li></ul><ul><li>Audience should interpret message in a way favorable to advertisers </li></ul><ul><li>Advertisement should appeal to audience and influence their attitude </li></ul>
  4. 4. <ul><li>The Advertising message consists of idea together with other relevant information </li></ul><ul><li>The idea spots the uniqueness of the product to win the place in consumers mind </li></ul><ul><li>It is easy to say, but difficult to do </li></ul><ul><li>Message Design identifies consumer’s perception about products </li></ul>
  5. 5. <ul><li>Following are the key elements involved in Message Design: </li></ul><ul><li>Positioning part </li></ul><ul><li>Marketing objective part </li></ul><ul><li>Communication part </li></ul><ul><li>Message presentation part </li></ul><ul><li>Message structuring part </li></ul>
  6. 6. <ul><li>What do you need to know: </li></ul><ul><li>What segment </li></ul><ul><li>How is consumer going to be benefitted from it? </li></ul><ul><li>Who are the competitors? </li></ul><ul><li>What is the nature of product </li></ul><ul><li>What are the special characteristics of the product </li></ul><ul><li>Is it different from others </li></ul><ul><li>On what occasions the product is useful </li></ul><ul><li>How would you like consumer to perceive your brand </li></ul>
  7. 7. <ul><li>What is your marketing objective: </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Trial (e.g. samples or trial packs) </li></ul><ul><li>Action (special offers/discounts etc) </li></ul><ul><li>Stocking </li></ul><ul><li>Etc </li></ul>
  8. 8. <ul><li>Following should be kept in mind while communicating to the audience: </li></ul><ul><li>Strong attention (reasons to listen to you) </li></ul><ul><li>Questions can be involved </li></ul><ul><li>Specific key words </li></ul><ul><li>Main points can be repeated </li></ul><ul><li>Convincing through facts (no stories) </li></ul><ul><li>Empathize with audience </li></ul>
  9. 10. <ul><li>Presentation refers to the content of message </li></ul><ul><li>It should be either Central or Peripheral </li></ul><ul><li>Central: </li></ul><ul><li>Direct persuasion </li></ul><ul><li>Rational appeals </li></ul><ul><li>Peripheral: </li></ul><ul><li>Provides pleasant associations such as scenic background, family, romance etc </li></ul><ul><li>Emotional appeals </li></ul>
  10. 13. <ul><li>Good Ad is not just about a good presentation or content, it is also about how well the message is Structured </li></ul>
  11. 14. <ul><li>The important aspects of message structuring are: </li></ul><ul><li>Drawing Conclusion </li></ul><ul><li>Repetition </li></ul><ul><li>One-versus-two-sided Communication </li></ul><ul><li>Order of Presentation </li></ul>
  12. 15. <ul><li>1. Drawing Conclusion </li></ul><ul><li>The Farex Baby Food ad starts with a sensational headline “Your baby is born with a 3-month gift of iron. After 3 months, milk alone cannot give him the iron he needs.” </li></ul><ul><li>The ad closes with the conclusion: </li></ul><ul><li>“ Doctors recommend Farex. Baby’s ideal solid food for rapid all-round growth.” </li></ul>
  13. 16. <ul><li>2. Repetition </li></ul><ul><li>Develops long-lasting impression in mind </li></ul><ul><li>Increases awareness and knowledge </li></ul>
  14. 17. <ul><li>3. One-versus-two-sided Communication </li></ul><ul><li>One-sided-communication </li></ul><ul><li>Praising the product/benefits etc </li></ul><ul><li>Two-sided-communication </li></ul><ul><li>Praising + Some shortcomings of product </li></ul><ul><li>e.g. Sony: High quality, but </li></ul><ul><li>Expensive </li></ul>
  15. 18. <ul><li>4. Order of Presentation </li></ul><ul><li>Whether to put strongest argument first or in last </li></ul><ul><li>In one-sided-communication> Advisable to put the strongest argument first, b’coz </li></ul><ul><li>it may result in better attention </li></ul><ul><li>In two-sided-communication> Advisable to make conclusion with the strongest argument </li></ul><ul><li>Contd…. </li></ul>
  16. 19. <ul><li>4. Order of Presentation </li></ul><ul><li>Whether to put strongest argument first or in last </li></ul><ul><li>Climax Order </li></ul><ul><li>Anticlimax Order </li></ul><ul><li>Pyramidal Order </li></ul>
  17. 20. Visualization Creative Mental Process <ul><li>Transition from Visualization to Layout </li></ul><ul><li>Roughs </li></ul><ul><li>Cut & Paste Lettered Comprehension </li></ul><ul><li>Final Approval </li></ul>Final Artwork & Printing <ul><li>For TV Ads: </li></ul><ul><li>Script </li></ul><ul><li>Rough Frames with drawings </li></ul><ul><li>Final Approval </li></ul><ul><li>Production/Post-production etc </li></ul>
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