1. The art of advertising 3
2. Message strategies 3
A few words about creative strategy 10
Some final thoughts about the message strategy 15
Dictionary. 17
Inputs to message strategies
Nowadays market economy is widespread all over the world. Any company, working in this conditions face a lot of different questions such as arranging marketing system, arranging management system and so on. And the problem of advertising the product is practically at the top of this list. Some people think that to advertise means to let the customers know about your product. Maybe it was so many years ago. Today, in times of severe competition, a function of advertising is much more complex. You should not only let people know you should make them buy. In different forms, in different words you should convince everybody that your product is the best. So when such a problem appeared, advertising was transformed into a science. It was a mixture of management, marketing and psychology. But the large amount of ads all around began to aggravate people. And then the science was developed into the art of advertising. It became creative. Today exist even special institutes where people learn to advertise and to do it professionally.
It is not creative unless it sells. This is the stated philosophy of Benton&Bowles and the unwritten philosophy of most other major advertising agencies, and it should be everyone’s guiding star in advertising. Creativity is essential, but for its own sake it is insufficient; it must be used to show the unique benefit of the product in a memorable way. And all the process can come to a full stop when creativity is misguided and doesn’t show a benefit or implies a wrong product. But how can we get to know what is creative and what is not? The only way to find this out is through the philosophy that guides Benton&Bowles. They worked out the main formula of creativity: It’s not creative unless it sells.
So any advertisement usually consists of an image and some text. The text part deals with message strategy. What should be said to consumers so that the objectives set earlier can be met? Liberal doses of art and science must be combined to answer this question. The science of research gives insights into the appropriate attributes, benefits, position, and target market; verbal, visual, and musical arts translate this dry, sterile data into a compelling message.
In addition, the message strategy must fit into the decision sequence framework. Much of the information gathered in the situation analysis will be used here to give insight to the writers and artists who ultimately create the message. Also, the message must help the advertiser to meet its objective (relevant issues here are the task of the message in terms of movement along the hierarchy of effects and the target market to be pursued) and to meet its position (the unique meaningful benefit of the brand). Finally, the message must be consistent with constraints imposed by the media and promotions strategies that are being developed simultaneously. The message strategy part will be divided according to the following topics:
1. The relevance of issues derived earlier from the situation analysis and objectives and positioning These issues are generally broken down to include the product, the consumer, and the competition. The writers and artists must immerse themselves in all available information before they can create a message of relevance. In this section the key issues are reviewed from the perspective of their relevance to message design.
2. Legal constraints Many laws govern advertising. Most of them constrain the type and presentation of information in the message. Current regulations, primarily from the Federal Trade Commission, are presented here.
3. Creativity This is an elusive concept and is certainly
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