Art of adviting

To set accurate message objectives, a quick revue of relevant issues will be useful.

In terms of target market:

1. Describe the audience as precisely as possible in relation to demographics, geographics and psychographics

2. What the problem that the brand will solve. for consumers.

In terms of the task:

3. Describe the task in terms of the stage of the hierarchy of effects.

4. Describe the task in terms of audience involved.

5. Describe the task in terms of the brands benefits.

6. Describe the task in relation to the competition.

7. Describe the desired tone of advertising

Some final thoughts about the message strategy

The statement of message tasks must cover four specific areas:

- Whom to sell

- What to sell

- Support of selling idea

- Tone of selling idea

For a message to be effective in accomplishing its tasks it must be:

1. Attention getting.. It must attract and hold the receiver.

2. Understandable. It must use symbols that are common to both the sender and the receiver.

3. Relevant. It must arouse basic needs and suggest the way to satisfy them.

4. Acceptable. It must suggest the solution that is compatible with the receiver.

In developing objectives and tasks, the manager must develop a coordinated campaign, not just one or a series of messages. There must ultimately be continuity across all messages so that consumers can learn more easily.

Dictionary .