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, 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.
This article has been researched & authored by the Business Concepts Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.
Browse the definition and meaning of more similar terms. The Management Dictionary covers over 1800 business concepts from 5 categories.
Continue Reading:
What is MBA Skool?About Us
MBA Skool is a Knowledge Resource for Management Students, Aspirants & Professionals.
Business Courses
Quizzes & Skills
Quizzes test your expertise in business and Skill tests evaluate your management traits
Related Content
All Business Sections
Write for Us