Advertising Message

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Definition: Advertising Message

The underlying message or point that the customer should get upon seeing the ad is called the advertising message.

 

Advertising messages tend to have the following common components:

The Appeal – It is the component that captures the attention of the consumer. It may be humorous like in Mentos ads, sexual like in Durex ads, adventurous like in Thums-Up ads or emotional as in insurance ads etc.

 

The Value Proposition – This component includes the basic value proposition offered to the consumer. This forms the main part of the advertising message.

 

The Tagline / Catchphrase – Every good ad campaign has a tagline, slogan or catchphrase that is repeated across all the different media in order to place firmly the product in the consumer’s mind.

 

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