Sunday, 7 October 2012

Message Structures

Communicate your messages effectively

As a marketer, you must realize that your message reaches the target customers and it should be able to overcome any type or pre-conceived notions that they may already have. While there may not be a sure shot way of communicating the message in the effective manner, you should keep some important points in mind:

Order of presentation – You have the option of placing your message at the beginning, middle and end of the advertisement. It depends on the marketers’ discretion as to where he/ she would like to place the message but it is recommended that it should not be placed in the middle of the ad

For example, the ad below is about the product ‘Kitkat’ and the product is shown at the beginning and the message ‘Kitkat Break Banta hai’ is communicated at the end of the ad.

Conclusion Drawing – Marketing people should think about whether they should look mention the message clearly to the people or let them think themselves. This also depends on the level of complexity of topics as well

This ad of 'The Hindu' shows that there is no clear message and it is left to the audience to think about what the is saying:

Message Sidedness – You should also know whether to show only one side i.e. good side of the product or to show both the positive and negative aspects and leave it to the target market to take the message the way they wish to.

The one sided ad showing only the good side of Mac:

Refutation - Refutational messages may be useful when marketers wish to build attitudes that resist change and must defend against attacks or criticism of their products or the company

Verbal versus Visual messages – An image is equivalent to a thousand words. But if you feel that the message will not be communicated properly on its own, then verbal communication can be made.

This Vodafone ad shows the visual message for marketing: