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Developing an Advertising Strategy to achieve the objectives of a campaign, requires that consideration be given to both the ‘Message’ which will be communicated and the ‘Media’ through which it will be sent.
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An advertising campaign, no matter how much money is spent, no matter what media is used, will only be successful if the Message appeals to the target audience. Given the level of advertising which bombards the average consumer, a successful advertising message must stand out amongst the advertising clutter. Thus marketing professionals are required to be creative, imaginative and innovative in developing the advertising message, both in terms of What is said, and How it is said.
This is often referred to as the ‘Big Idea’, and will normally address the key benefits sought by the target audience, motivating the audience to pay attention. Given the constant search for new ways to appeal to target audiences, it is difficult to categorise the content of advertising messages which a business may send, below we include a couple of examples of actual message strategy.
These examples underline the fact that how things are said, is often just as important as what is said. Creating attention grabbing and memorable advertising is increasingly vital, given the amount of advertising clutter in the marketplace. As with message content, advertising is constantly generating new styles of advertising, to achieve this Sony recruited the services of David Lynch, a film director whose credits include ‘Twin Peaks’. Below we include examples of some of the more established message styles.
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Many businesses will use a ‘character’ be it an actual person, or animated character, to represent the product, or the company.
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Here the advert will link the product with a particular lifestyle to which the target audience is thought to aspire. For example until recently oxo used the 'Oxo family' gathering round the kitchen table to eat their meal.
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Tunes can stick in the mind, and many adverts are built around a song or piece of music, for example one of Coca-Colas most memorable advertising campaigns was the ‘I’d like to teach the world to sing..’ commercial.
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In addition the tone of the advertisement will need to be established, which can be either positive or negative. The advert may therefore promote positive feelings of fun, contentment, and happiness or take on a more negative, somber, or even threatening tone.
Unfortunately the reality of advertising is such that recent research has claimed that even the best planned, and executed advertisements may only be noticed by less than 50% of the audience, and only approximately 30% will actually recall the main message of the advert.
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