The perfect advertising message is the result of a well-thought-out strategy, a brilliant idea and a bit of luck. And although nowadays it is easy to get lost in the maze of advertising messages, recipients are still hungry for original forms of brand promotion. Why? Because the best ones evoke great emotions in us and evoke memories that we often forget in the rush of everyday life. Therefore, the elements of the advertising message must be combined into a perfect whole.
Advertising is not a "key word" with a picture and a price. It is a story that, condensed in a short message, engages us to specific actions. It is a promise that the brand makes on the altar of our attention and in which recipients are ready to believe, making it a part of their lives. It is an element that builds a long-term relationship with the client, often making him the best brand ambassador.
We communicate using symbols. The marketer needs to be aware that not everyone perceives the symbol in the same way - brand archetypes they carry different meanings with them. A genius marketer must have the courage to create his own symbols, because only then is he able to build a brand-legend that will inspire others.
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What is an advertising message?
Marketing communication is a process of constantly sending various types of signals into the world, aimed at evoking specific reactions in market participants. An advertising message is one of such signals that must contain the essence of what the brand wants to convey at a given moment.
Sending the right stimuli allows you to influence the attitudes and behavior of potential customers, thus shaping the demand for a specific product or service. It is the basis for building a dialogue between the brand and the customer.
The message is a central element of the communication process and, above all, must arouse emotions. Only in this way is it able to stay longer in the minds of recipients. However, it should also refer to the rational sphere and carry with it specific content that will show the features of the product in an interesting way and, thanks to the language of benefits, will arouse a strong need in the recipients to have it.
We analyze messages that reach us less and less. We are browsing the information briefly. We do not remember what we read, hear and see. We only remember what we repeat. We remember things that come to us many times. Therefore, an important feature of the advertising message is repeatability, because only this is associated with trust in the brand.
Elements of the advertising message
We distinguish the following elements of the advertising message:
- Slogan - emotional and persuasive, easy to remember slogan which is a specific essence of the advertising message. On the one hand, it should be original, but based on known associations, be relatively easy to remember and relate to the sphere of emotions, dreams and memories of the recipient. Its creation, therefore, requires a great deal of knowledge and intuition.
- Graphics - eye-catching and attractive background, building a specific context of the advertising message. It should be based on familiar symbols that will be created in the recipient's mind specific message through images referring to his desires and memories. In the visual layer, the advertising message should resemble a small work of art.
- Content - evoking specific emotions, engaging the recipient and building appropriate motivation to act. It should constitute a specific appeal referring to the recipient's values, views and lifestyle.
- History – allowing to distinguish the brand, inspire trust and build a bond with the customer. In addition, by listening to an honest and authentic story, our brain combines the information we receive into experiences, which makes them better remembered. If you want to use your story in marketing communication, you need to show the human face of your brand and dare to tell who you are, what you do, what makes you different, how you help people, what you face and how you overcome obstacles.
What to pay attention to when creating an advertising message?
Before you put the advertising message together, you need to answer a number of questions:
- What exactly do you want to advertise?
- What goal do you want to achieve through the advertising message? What action do you want to persuade your potential client to do?
- Who are you targeting? Who is target group? What are your potential client's preferences? What is he looking for? What he like? What do i need
- Where do you want to present your message? What medium do you want to use to reach your potential customer?
- What image do you want to build? What emotions do you want to evoke? What do you want to be associated with?
The amount of information that reaches us every day through various channels means that many advertising messages in the world simply do not reach us. Therefore, our advertising message should be attractive, understandable, suggestive, up-to-date, original and in line with accepted social principles. It should be distinguished not only by content, but also form.
The advertising message should be tailored to the channel we plan to send it to the world. Of course, we are able to achieve the best results by choosing a multi-channel flow, but we always have to adapt our message to the specificity of a given medium.
When creating your advertising message, do not address the "unidentified gray mass". Communication strategy it must be thoughtful and precise. Address directly to one person selected from the crowd. In the past, customers were passive recipients of messages, today they are various partners who have a huge impact on the perception of the brand. In addition, in order not to go crazy with the excess of messages, they became resistant to uninteresting, unattractive and typically sales information. Therefore, respect your client by providing him with only authentic, consistent and inspiring advertising messages.