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:
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