The effect of the creativity factor in a campaign can be more important than the number of rupees spent .Only after gaining attention can a commercial help to increase the brands sales. The advertising adage is ” until it’s compelling , it isn’t selling.” However a warning is in order. all the creative advertising in the world cannot boost market share for a flawed product.
The Message development in stages.
Message Generation – In principal , the product message should show all the major benefits the brand offers as part of developing the product concept. yet even the marketer might within this concepts send numerous possible message. and over time, the marketer might wan to change the message without changing the product , especially as consumers are seeking new or different benefits from the product . Creative people use several methods to generate possible advertising appeals .Many creative people proceed inductively by talking to consumers, dealers, experts and competitors . Consumers are the major source of good ideas. their feeling about the strengths and shortcomings of existing brands provide important clues to create strategy.
The Key ingredients of any message are :
- A strong appeal .
- Inducement for the buyer .
- Induce repeat purchase of the product
- Motivate / create a positive feeling in the customer.
Message evaluation and selection – The advertiser needs to evaluate the alternative messages . A good advertisement normally focuses on one core selling proposition. It is suggested that messages be rated on desirability , exclusiveness and believavility . the message must first say something desirable or interesting about the produce message must also say something exclusive or distinctive that does not apply to every brand in the product category. finally the message must be believable or provable
The advertiser should conduct market analysis and research to determine which appeal is most likely to succeed with its target audience .
Message execution can be decisive for products that are highly similar, such s detergents, cigarettes, coffee and vodka . In preparing advertising campaign , the advertiser usually prepares a copy strategy statement of describing the objective , content support and tone of the desired advertisement . Creative people must also find a style , tone , words , and format for executing the message
Evaluating Advertising effectiveness
Good Planning and control of advertising depends critically on measures of advertising effectiveness. Yet the amount of fundamental research on advertising effectiveness is appallingly small. Most measurement of advertising effectiveness is of an applied nature, dealing with its specific advertisements and campaigns. Most of the money is spent by the agency on pre testing advertisements, and much less is spent on post evaluating their effects.
Many companies develop an advertising campaign, put it into the national market and then evaluate its effectiveness, it would be better to limit the campaign to one or a few cities first and evaluate its impact before rolling a campaign throughout the country with a very large budget. One company tested its new campaign first in one city. The campaign bombed and the company saved all the money that it would have going national. Most advertisers try to measure the communication effect of an advertisement, i.e., its potential effects on awareness, knowledge or preference. They would also like to measure the advertisements sales effect but often feel it is too difficult to measure yet both can and should be researched.
The effective news of an advertisement can be measured by two methods.
Direct test: Measure increase in sales volume.
Indirect Test: Aided recall, unaided recall