Crafting Effective Advertising Messages for Target Audiences
Development of the Advertising Message
Creation Process can be defined as a creative process that transforms a request from a poster into an idea that is embodied in a message. The communication process informs the advertiser’s product to your target audience. The creative act chase: “The creation of an idea, the story to convey the message, the whole expressive substance, and a receiver receives the communication process between the advertiser and its audience, which began when the poster poses the problem to the agency. Advertiser and Agency are often not taking advantage of meetings to gather practical information that will serve us for creating. Advertiser: briefing. Agency: creative strategy. Department of Creativity: it must translate the campaign. Attribution of Creativity: “Creativity, like the advertising business, is to take powers differentiating products that allow receivers to distinguish between the public against similar competing products, either through attributes peculiar to the product or through a brand value that is added to the product. Communication Plan Communication is an essential tool between the world of production and consumption. The company’s relationship with the consumer is defined by the communication plan, where advertising plays a crucial role. The development of a plan includes the following phases (Kostler, 2000):
- Identify your target audience
- Set goals
- Define communication media messages
- Select and distribute the budget
The budget is the element that must be taken into account to define the plan. The Advertiser and Its Product The advertiser is best known for the product, market, business, competition, and target audience.
- Understanding the product market is essential to make any decisions affecting the creative strategy.
- Understanding the product life cycle is also important, as products are born, grow, mature, and disappear.
- Understanding the position of the company in the market also determines its position in the advertising market.
- Understanding the buyer is crucial, as advertising seeks to capture the attention of consumers, expecting to elicit at least three types of responses (U. Cuesta, 1999):
- Denotative: It aims to identify the product or brand. Spontaneously, the result of the expressive nature of the connotative announcement.
- Evaluative: It produces a positive or negative evaluation of the product. If the development is positive, the greater the number of arguments, the greater the change in attitudes in favor of the product.
- Elaborative Recoding: A deeper processing of the message.
The Briefing Brief = brief. It is information provided to the advertising agency. Brief: a short document with written instructions embedded in a larger plan. The briefing session is the presentation and discussion of the brief. Headings of the Briefing: Knowledge of the product, objectives, target group, market, and competition. Phase 1 – Determining the position that the product or brand holds in the mind of the consumer – analyze their strengths and weaknesses in our markets and businesses and competition. Product: Decide which goals should be the objectives of advertising, meaning paid and persuasive activities tailored to their specific areas, looking for different marketing objectives set at market share, sales, etc. The objectives of advertising search include:
- Informing the public about their products
– Resulting in creative goals.
Phases of the creative process according to classical creation models. Copy Process (Joannis, 1986): Z. Represented graphically as point Z, where each line corresponds to a phase of the creative process:
- The briefing: knowledge that is available on what we want to achieve with the advertising message.
- The creative strategy: represented by the oblique stroke, the hypotenuse of two imaginary triangles. The diagonal line: the longer stroke, and therefore from the point of view of creative advertising, accounts for central processing. Creation program development continues until the end of production.
- Spreading the message through the media.
Strategic Area Looking for the purpose of advertising effects on the receiver. The concern of creativity is knowing the effects of the message on the receiver. The shaft is the center of something on which everything revolves, the idea on which underpin the concepts that create the texts. The decision axis is determined by reflection on motivations, positioning, and identification. Two types of areas:
- Psychological Axis: motivations and brakes to enhance and segment the market niche we serve. Importance of the effects we want. Collect the reasons that we propose to persuade about the benefits of our product line of campaign: The concepts that unite all parts of the campaign. You can use two strategies: rational (“A great brand”) or emotional (“Would you like to drive?”). The strategy is the idea on which underpin the concepts that create the text.
The Concept Phase of the creative imagination that is embodied in a good creative idea: global nature, which expresses the essence of the promise and seeks to be understood by the target audience. Classification of Concepts Indirect Concepts: When it does not describe the promise of satisfaction selected in the strategic focus. More complicated messages need direct emphasis. Direct Concepts: Concepts that clearly present the promise of satisfaction, and the message is clear. The concepts are used to direct new products that provide a new and distinctive feature to the market. The advantage comes from the novelty of the advertiser, and the advertising must reflect them.