This document discusses different types of direct marketing messages and how they should be tailored based on the channel. For direct mail, messages should be longer and include details like price and style. Telemarketing messages need to be short and compelling to keep listeners engaged. Research is conducted to develop effective message strategies for each audience. The document also covers advertising execution elements like headlines, which need to attract attention, identify the brand and product, and motivate readers to learn more.

3. In Direct Marketing:-
 The message is often longer and contains
more explanation and detail than regular
advertising.
 Messages must contain clear comparisons or
characteristics such as price, style,
convenience, etc.

4.  Message should reflect whether the offer is
one step offer that is asking for direct sales
response or two step offer is designed to
answer consumer questions, drive to a
computer store, setup appointments.

5. In research:-
 Planners conduct research with members of
the target audience to develop the message
strategy and test the relative effectiveness
of various selling strategies
In telemarketing:-
 Message has to be simple enough to be
delivered over the telephone.

6.  The message also must be compelling.
 There must be a strong initial benefit or
reason why statement to convince prospects
to continue listening.
 Message must be short.

7.  Effects are found in various types of
consumer responses produced by advertising
effects
 People generally respond in predictable
ways.

8.  It is the form in which the ad’s message is
presented.
 Execution details are the specifics about how
the message will look, read, and sound in its
finished form.

10.  Perception- create attention, awareness,
interest, recognition
 Cognitive- deliver information and
understanding
 Affective- touch emotions and create
feelings.

11.  Persuasion- change attitudes, create
conviction and preference.
 Transformation- establish brand identity and
associations.
 Behavior- stimulate trial, purchase,
repurchase

12.  Headline is a key element in print advertising.
 Headline works with the visual to get attention
and communicate the creative concept.
 Headline must identify the product and brand
 Headline should lead readers to the body copy.

14. Direct action headlines
 Assertion – states a claim or promise that
motivates someone to try the product
 Command- tells the reader to do something
 How To Heads- people are rewarded for
investigating product when the message tells
them how to use it.

16.  News announcements- news headlines are used
with product introductions, but also with
changes, new styles and new uses to get
attention and motivate people to try the
product.
Indirect Headlines
 Puzzles- puzzling statements require the reader
to examine the body copy.
 Associations- these headlines use image and
lifestyle to get attention and build interest.