An advertising message is a phrase, image, video or set whose main objective is to draw the public’s attention so that it becomes aware, wants to be informed or buy a particular product or service. In this article we will provide you inoformation about the advertising messages.
In popular parlance, advertising messages are known as advertising, publicity or propaganda. They may appear on the Internet, magazines, newspapers, television, radio or street billboards. An example is “discover happiness” from the Coca Cola soft drink brand . It is a message in which text and image are combined, with which the company wants to associate its drink with feelings related to happiness and well-being.
As can be seen in the example, advertising messages are expressed coded, which means that they use images and sounds to convey the information. They also use catchy phrases that help people remember the product or service; These phrases are called slogans.
Features of advertising messages
Advertising messages have the following aspects:
– They convey information
Advertising messages are characterized by being informative, since the idea is to make people aware of the benefits of a product or service.
For example, Special K cereal conveys to shoppers the importance of healthy eating. This is achieved by pointing out the health benefits of consuming Special K in the morning, along with a daily dose of physical activity.
In conclusion, Special K informs the user about the positive consequences of eating this cereal and exercising.
– They are striking and generate interest
Advertising messages are usually attractive and colorful, because the aim is to arouse the public’s interest. For this reason, these messages are said to stimulate public perception.
An example of this is found on the packaging of Doritos , some tortilla chips whose message is done in bold colors (black and red) to catch the viewer’s attention.
– They are easy to understand
An advertising message must be easy for the audience to understand, as this ensures the attention of a large audience. For this reason, the ads avoid the use of complicated language and are expressed in short, direct sentences. For example:
- Apple: Think differently.
- Rexona: does not abandon you.
- McDonald ‘s: I love it.
- Nike: do it.
– They are persuasive
These messages are highly persuasive; that is, they can convince people to think or act in a certain way.
For example, the famous Apple brand manages to convince people to buy new products through attractive and attractive advertising. This company often convinces the public that its electronic devices are the best on the market.
– They are creative and original
Any successful advertising message is characterized by being creative and original. These elements make the information you want to convey attract the audience quickly and effectively.
Typically, companies hire advertising experts to create innovative designs that bring a different idea to the sales world.
For example, a few years ago, a product was launched on the market called I Can’t Believe It’s Not Butter! This food was successful because it introduced something new that had never been used before; It was a spread that tasted like butter but had different ingredients.
– repetition
To be efficient, advertising messages are repeated. Repetition drives the message into consumers’ minds unconsciously. Also, repetition increases the chances of a message reaching more consumers.
Advertising message functions
The functions of the advertising message are as follows:
– Promote an action in the public, if the public acts in a certain way or buys the product or service.
– Create a certain level of aesthetic that produces visual enjoyment for viewers. Aesthetics refers to the art or beauty that is behind the advertising message and that catches the user’s attention.
– Establish and maintain a relationship between consumers and the product or service offered.
– Inform a certain audience about the advantages and benefits obtained by acting in a certain way or purchasing a product. For example, Coca Cola claims that through its drinks, users achieve happiness.
Types of advertising messages
Advertising messages can be classified in several ways. One of the most used classifications is according to the transmission medium. That is: through radio, internet, television, among others.
Online advertising messages
They are one of the most used today, because today many people have access to the Internet and use it to work, study or have fun. These messages can be found on social networks or on web pages of any kind.
Print advertising messages
This type of message is the oldest and has been in use for many years. Although the digital age has affected the circulation of these messages, they are still being printed in newspapers, brochures and magazines.
They are also usually delivered on the street by vendors. For example, when they deliver a new perfume ad to a person while walking through shopping malls.
Audiovisual advertising messages
Within this category are the messages published on the radio and in the videos of certain platforms, such as YouTube . They usually use pleasant and appealing sounds or music for anyone who hears or views the message.
Currently, advertising messages have managed to increase thanks to the emergence of podcasts , which consist of audio or video that can be downloaded by users to be played on a portable device (mobile phone, laptop…)
In podcasts, companies offer money to the broadcaster for that person to put the advertising message during the video or audio.
Advertising messages placed on fences
These messages are always located on the streets or roads frequently traveled by people. They are often widely used, for example during presidential elections, as they allow people to be informed about the benefits of a particular candidate quickly and easily.
Likewise, this type of message is often used to advertise concerts or any other performance whose purpose is to entertain people.
Impact on advertising
Advertising impact refers to the way in which the audience interpreted the message embodied in the ad. That is, it consists of the level of reach and the type of reception that the advertising had in the public.
For example, it can be said that Apple has a very large and influential advertising impact as its sales strategy attracts millions of buyers and users all over the world.
How to achieve this?
Getting a good advertising impact will depend on the strategies used by designers and sellers. Generally, flashy and creative messages tend to generate empathy in the audience; therefore, creativity and originality are essential aspects for successful advertising impact.
Therefore – in order to obtain a positive reception and reach a greater reach – it is necessary to analyze which aspects are remarkable and interesting to most people. This can be achieved by consulting experts in the field, such as sales managers, graphic designers or advertisers.
Importance
The impact of advertising is important because it guarantees the success of the service or product offered. That is, it determines the number of people who will view the message, as well as the number of users who will access what the message advertises (ie, how many users will buy the product, request a service, or vote for a particular candidate).
How measured?
The impact of advertising can be measured by answering a series of questions such as:
– What does the public think after receiving the advertising message? How was the reception?
– How was the product or service positioned after the ad was placed? Was it placed at the top of the sales charts?
– How does the audience interact with the message? What emotions did the advertising message generate in the audience?
The answers to these questions will allow us to calculate the level of impact the message has generated. To carry out this research, the help of a manager or publicist may be requested.
Examples of advertising messages
Below are some examples of the most popular and well-known advertising messages in the world:
1. Rexona, don’t abandon you (won’t let you dream)
The message of this product is simple but powerful. Its slogan “don’t let you” is personal and close to consumers. It refers to the effectiveness and protection of the deodorant on those who use it.
2. Macdonalds: Good Taste, Small Prices
For this ad, McDonald’s used an advertising message that appeals directly to the public’s emotion, as it guarantees that the product’s price will be very low, but it will have a lot of flavor. In other words, it seeks to excite the user with the idea that he will save money and, at the same time, eat well.
Note that the message uses strong colors such as red and white. In addition, the image of a hamburger is irresistible to anyone who sees the ad.
3. Head and Shoulders: Root hydration and up to 100% dandruff free
It is an advertising message that informs the public about the benefits of the product. The ad guarantees that if the recipient buys it, the health of their hair will improve.
4. Nescafé: your happiness awakens with Nescafé
Like Coca-Cola, Nescafé tries to reach the consumer‘s emotion through the feeling of happiness. This ad – brightly colored and attractive, but simple – guarantees that a person’s day will improve if they consume this drink.
