UNIT 2

CREATING EFFECTIVE
AND CREATIVE
ADVERTISING MESSAGE
ADVERTISING MESSAGE
▪ An advertising message is an idea an advertiser wants to communicate to their
target audience. Its goal is to convince people to perform a certain action, such
as registering, purchasing something, or making a reservation

▪ An advertising message is the core idea conveyed to the audience to influence their
perception and drive them to action.
▪ It's crafted to resonate emotionally and logically, ensuring the brand's value proposition is
clear and compelling.
▪ Acc to AMA “An advertising message is the visual and/or auditory information prepared by
an advertiser to inform and/or persuade an audience regarding a product, organization or idea.”
▪ It is sometimes called the creative work by advertising professionals in recognition of the talent
and skill required to prepare the more effective pieces of advertising.

▪ As it shapes consumer behavior, understanding its creation and impact is crucial. How does
an effective advertising message transform audience engagement? Let's explore.
 COMPONENTS- ADVERTISING MESSAGE
Several components make up the advertising message: the hook, the slogan, the appeal, and the value. Each
component of the advertising message seeks to convince the target market that they should spend money on a
product or service. The hook is a statement, image, video, or other type of media that grabs the audience's
attention and compels them to find out more about the particular ad. This may be one of the most difficult aspects
of the advertising message to come up with, as it will need to stand out above all other distractions that can keep
the audience from noticing the product or services.

Advertising messages tend to have the following common components:

The Appeal – It is the component that captures the attention of the consumer. It may be humorous like in Mentos ads,
adventurous like in Thums-Up ads or emotional as in insurance ads etc. The appeal is essentially a presentation of why the
product or service will improve the lives of the target audience members. It basically presents the advantages of the product or
service in such a way that the audience can make clear connections as to why he or she needs to invest money
The Value Proposition – This component includes the basic value proposition offered to the consumer. value, which is a
presentation of how the product or service will save the audience members money, improve their lives, make positive changes
The Tagline / Catchphrase/Slogan – Every good ad campaign has a tagline, slogan or catchphrase that is repeated
across all the different media in order to place firmly the product in the consumer’s mind. The slogan is a statement that is often
repeated throughout the ad campaign to help the audience remember the business, product, or service. It is usually a catchy
statement or series of words that sum up the product or service so the audience can remember and recall that product or service
quickly and easily. Many companies will hire professional advertisers to come up with a slogan that will be effective for the target
audience, as this task can be exceptionally difficult and may involve some trial and error.
 HOW TO CREATE AN ADVERTISING MESSAGE
▪ Creating a perfect headline and adding a nice image is not enough. If you create an ad for the first time, you should go through
more steps to craft a highly relevant and targeted message. Follow them below.
1. Analyze your target audience. You can create a great ad in terms of marketing, but it won’t pay off if you target it to the wrong
person. Analyzing your audience will provide you with valuable insights. Find out who your target market is, get to know the
gender and client’s average age, and learn their social status, education, income level, or place of living. Answering these
general questions will make you familiar with your audience and uncover the best promotional channels.
2. Identify your customers’ pains. Every client chooses your brand because they believe you’re the best choice to solve their
problem. Consider conducting research to identify your customers’ pain points. You can do this with the help of interviews, polls,
surveys, etc. Get to know which unique features they need and can’t find among your competitors’ offers. This technique may be
the key to your success.
3. Select the best advertising channel. Your target audience analysis will tell you about the channels they prefer so that you can
invest in them without wasting your budget.
4. Master each component of an advertising message. Avoid using clickbait headlines since they can be ambiguous and scare
away your audience. Brainstorm all your product’s benefits and include the most attractive ones in your ad copy. Design them as
a list so that your users can easily perceive them. Make high-quality photos of your product to add them to your message. Craft a
clear call to action. It should be the final chord of your ad. Make sure the link works and is easy to click.
5. Analyze the results and act on them. Track how users interact with your ads. For example, if you promote your product via
email campaigns, a low open rate shows that you’ve failed to create an attractive subject line; low CTR indicates that your
message doesn’t resonate with the audience or hasn’t met your subscribers’ expectations. These findings will help you improve
your strategy
 ADVERTISING BRIEF
▪ An agreement between an advertising agency and a client on the objectives of an advertising campaign. It is
important that the client knows exactly what the objectives are, helps to plan the overall strategy, and sets the
budgets. Once the brief has been agreed the agency can prepare and evaluate the advertisements themselves
and develop the media plan.
▪ The term 'advertising brief' refers to the statement of the goals of an advertising campaign.
▪ The statement of the objectives of an advertising campaign (also called the agency brief agreed between an
advertising agency and a client, together with a brief history of the product (idea, organisation, etc.) to be
advertised.
▪ It is the starting point for the work of the agency’s account management group.
▪ A brief is a document that is provided to an agency partner that you want to hire for a particular project or
campaign. This is usually the step after you have determined an overall go-to-market strategy for your brand.
▪ The relationship between an agency and its clients is a delicate one. The client should determine the
advertising objectives, plan overall advertising strategy and set the advertising budget, while the agency
prepares and evaluates advertisements and develops the media plan.
▪ The advertising brief is critical because it represents the starting point in the agency-client relationship. Without
a good brief, misunderstandings and confusion may result
▪Unfortunately, many marketers provide very poorly written briefs to
their agencies. For example,briefs that are missing concrete
business or marketing objectives, lack audience insights, or are too
focused on the features of their product/service rather than the
benefits to their customers. Worst of all, marketers provide no
briefs at all.
▪The best briefs are insightful, provocative, and brief. When done
right, all parties are clear on the deliverables, and it reduces the
chance of misinterpretation and delayed timelines. In essence, a
brief serves as a contract between the brand and the agency.
 COMPONENTS OF ADVERTISING
BRIEF
• An Overview of Your Company: How would the client describe their business?
• What background information is pertinent? This include prior marketing strategies too
• What do you need to know regarding their product or service for the current project? Include links to their
website as well as any other background material which might be helpful.
•Project Overview :What’s the Big Idea?: Share what this project is all about.
▪ The Objectives of Your Advertising Project: Goals: What do we want to achieve?
• What should the strategy be to achieve these objectives?
• What is the purpose of the project, why is it needed and what are you hoping to achieve with it?
• How will you measure success?
• Your Target Audience and Market: What kind of market are you operating in ,is it highly competitive, saturated?
• Who is your target audience ,what is demographics, geographics etc.
• Who Are We Talking To?: Describe who will love what you’re offering.
• Their Needs: What are they looking for?
▪ Examples/Samples of Work You Like
• Competitor Information: Who are your current and potential competitors and how do you wish
to differentiate ,USP ,Value proposition
▪ Project Timescales: the deadlines agency needs to follow for all deliverables, Big Dates, Important
milestones.
• Project Budget: Estimated and projected expenses
• Project Deliverables: What are mediums will be used and all the commercials that will be
designed for the particular campaign.
• Contact Information: the detailed contact information of client and agency POC
• How the Project Will Be Awarded- Commercials ,outright payment or based on advertising
response
• Required Response: What response do you expect from your TG ,is it availing offers, creating
awareness or increasing sales and revenue?
• The Must-Haves: Non-negotiables and essentials.
• Legal Check: Keeping it compliant.
ADVERTISING BRIEF VS CREATIVE BRIEF

▪Agency brief looks at it from a business POV, Creative

brief looks at it from a consumer POV.
▪All the information you need from a agency brief, Is the
BUSINESS information. Whereas all the information you
need from a creative brief, Is the CONSUMER information
 CREATIVE BRIEF
▪ A creative brief is a short 1-2 page document outlining the strategy for a creative project.
▪ Think of it as a map that guides its target audience - the creative team - on how to best reach the
campaign’s stated goals.
▪ The creative brief is usually created by the account manager in close consultation with the client.
▪ To that effect, it’s an interpretation of the client’s ideas and vision for the brand and the product.
▪ Since this brief is usually created by and for the agency, it is open-ended in nature. You can, and should,
include anything and everything that will help the creative team understand the brand and product better.
▪ Most creative briefs include the following:
• A short brand statement.
• A brief overview of the campaign’s background and objectives.
• Key challenges that the campaign aims to resolve.
• Target audience for the campaign.
• Chief competitors.
• Primary message describing the brand’s values and market positioning.
• Communication channels on which the campaign will run.
• https://asana.com/resources/how-write-creative-brief-examples-template
 WHY DO YOU NEED A CREATIVE
BRIEF?
▪ It is standard agency practice.
▪ Your clients will expect a creative brief before they sign off on a project. And your
creative team will expect it before they can start working.
• Ensure that all creative messages are on-brand.
• Give the creative team a broad vision of the brand, the business, and the product.
• Offer inspiration and give your team a starting point to brainstorm ideas.
• Give third-party contributors a quick understanding of the brand and its
background.
• Reduce client-creative conflict by ensuring they're on the same page
• Align the client's budget and expectations with your creative media strategy
 CONTENTS OF CREATIVE BRIEF
1.Client Details: Name ,address, contact no ,email id ,POC ,Website ,Title of the project

2.Clients Business Background: Business background of the company and its business goals so that advertising
campaigns can be aligned to convey the core value of the company in all its advertisements

3.Key Stakeholders:
Who’s responsible for making approvals and decisions related to approval? As with any work intake form, specify
who the stakeholders are, list the contact details, and spell out the role they each play in the creative process. Do
the same for your internal team. That way, it’s easier to reach out with questions at any point in the project .

4.Objective/Purpose
▪ Consider the following questions and write the main objective:
▪ Are you trying to sway a buyer in their purchasing decision?
▪ Is the project making a statement about a social issue?
▪ Are you marketing a new feature or service?
▪ What do you want people to do after they see the project or campaign you're working on?
▪ Target Audience
▪ Looking at your demographics and defining your target audience in your creative brief will set your campaign up for
success.
▪ Consider demographics like age, gender, or geographic location when deciding which audience to address.
▪ Marketers need to take the target audience into consideration when deciding on the key messages of the project.
The target audience determines how you will say what you want to say for it to be best received.
▪ Target audience and main objective are two parts of the creative brief that heavily rely on each other. It's important to
set a clear objective relevant to the audience you address. Once you know the purpose of your project, you'll need to
pick the audience that is most relevant to those campaign goals.

▪ Explain the messaging

▪ Once you know what you're saying and who you're saying it to, it's important to explain how you want it said. When
you explain the campaign messaging, you'll want to include information about the brand voice and the tone to create
a style guide for the creative team.
▪ Consider your target audience and the main objective. If you're making a statement about a social issue to a Gen Z
target audience,, you'll want to have a grave but inspirational tone. However, you'll want this tone to be consistent
with your brand, which is why you would explain your brand voice.
▪ The brand voice should be at the core of any creative project. However, it's important to adapt your tone to the
message, which is why this section of the creative brief is crucial in explaining how your team will do so. Messaging
will determine how your campaign is received, so it's important to be clear about the nuances of communication in
your style guide.
5. Promise/Benefits( Believe and Act)
▪ What is most important benefit the customer will get by buying the product?
▪ What is in it for the consumers?
▪ Various emotional or rational reasons why the consumer can buy the products

6.Response
▪ What kind of response is expected out of the campaign?

7.Executional guidelines and Tone of voice

▪ The execution specifics:Here’s where the main meat of the creative brief lies. This section should
hold all the execution details and creative brief sample questions about the deliverable and how you
communicate your message.
▪ Questions to answer:
• Tone: What is the tone of your written copy and message? What adjectives describe the feeling or
approach? What do these adjectives mean to the customer? Funny,serious,casual ,formal,
competitive,inspirational etc
• Message: What are you saying with this job? Does messaging need to be developed? What will the
audience remember at the end? What similar messages are competitors using?
• Visuals: How will visuals help convey the message? Is there a certain visual style the client wants? Are
there visuals in place already, or do they need to be created?
• Timeline, schedule, and budget: When do things need to be done? How much will it cost?
▪

▪ 8.Give a deliverable description: List all deliverables and their formats/sizes.

▪ In this section of the creative brief, you'll give a design brief for the creative work you expect to receive for the project or
campaign. You need to outline exactly what you expect from the creative team.
▪ For example, if you're planning a social media campaign, in this section, you would state how many feed graphics and
story graphics you need.
▪ You can outline your needs in a bulleted list in a section, such as:
• 3 Instagram feed posts (square format)
• 5 Instagram story posts (1 interactive poll, 1 Q&A, 1 video story)
• 3 corresponding graphics for Facebook and Twitter
• All posts must include the logo in the bottom right corner

9.Mandatory elements : Logos,Fonts,colour scheme, Trademarks, patents etc

▪ Some thing that strongly identifies with the brand and reflects identity
▪ Mandatory disclosures or statements which are legally required

https://www.workamajig.com/blog/creative-brief
WRITE YOUR OWN CREATIVE BRIEF
WHICH APPEAL TO BE USED?

▪Should be based on a review of the creative

brief
▪The objective of the ad.
And
▪The means-end-chain to be conveyed
FINAL CHOICE COULD DEPEND ON:

1. The product being sold

2. The personal preferences of the advertising creative and the
account executive
3. The wishes of the client
Emotional appeals include: These are intended to provoke feelings and emotions
through imagery, impactful texts and even strong music. . It can persuade a viewer
by inciting sadness, jealousy, happiness, anger, you name it.
· Personal appeal -Focused on emotions centered around the need for love,
joy, self-esteem, happiness, safety, and family well-being
· Social appeal-Focused on the individual need for recognition, respect,
involvement, affiliation, and status.
social factors cause people to make purchases and include such aspects as
recognition, respect, involvement, affiliation, rejection, acceptance, status and
approval. Advertisers often include social and peer pressure in their appeals.
Presenting a brand or product in a social setting is a common technique
· Fear appeal- Focused on individual needs based on fears….fear of loss of
health, safety, and beauty
· Humor appeal- It is proven that “humor” sells, because of attention,
association, and memory recall is improved through an engaging humorous
message1.
 Social appeal

Personal Appeal
People are motivated by what others are doing. In this IKEA ad,
there's a clear reference to the insanely popular TV show Game
of Thrones. This year, the head costume designer for the show
revealed how Jon Snow's cape is actually made from affordable
IKEA rugs.

The ads appeals to consumers' need to feel part of something or

included: Even the Game of Thrones tries to stay within budget
by shopping at IKEA, like everyone else.
Fear Appeal
Sexual Appeal: Sex appeals relate to a person’s natural desire to experience romance and appeal to others
romantically. The goal of this appeal is to make people feel like they will be more attractive, more desirable, and more
likely to get the person of their dreams if they use a certain product or take certain actions.
Sex appeals capture attention, but seldom promote product consumption. Although history has shown that sex does
indeed sell or at least gets attention.

Music Appeal: - Like humor, music is a great way for brands to get noticed and make an
audience remember their products. In addition, musical appeals can bring up positive memories
whenever someone hears a catchy tune in an ad, which goes a long way toward making them feel
good about the product being presented. The use of musical appeals allows for a connection
between the product or service and a catchy jingle or piece of music. Examples – Airtel jingle ad,
Lifebuoy “Lifebuoy hai janah tandaroosti hai wahan”, Washing powder Nirma.
Sexual appeals

Music appeals
Scarcity Appeal
Rational Appeal
Adventure Appeal
Romantic Appeal:
A sense of romance can take people back to a nostalgic moment that evokes emotion.
Romance does not necessarily have to do with relationships, but rather a sense of powerful
feeling that is inspiring and idealized.

Endorsement Appeal: This appeal builds trust in the product or service by

showing the consumer’s role models, actress, sportsmen or women, celebrities
using the product. Consumers are encouraged to buy because their favorite
celebrity endorses the product.

Youth Appeal: The goal of this advertisement is to make people feel young again.
This advertisement targets people that “feel” old and it makes them perceive the
product or offering as having the ability to reverse time.
 Romantic Appeal

Youth Appeals Endorsement Appeal

https://www.youtube.com/watch?v=po0jY4WvCIc&list=PLjvhL4rFjBUM58tFdtwF1NX6-SNNy_
Vix&index=2
Statistics Appeal

Plain Appeal
Bandwagon Appeal
EXECUTION OF APPEALS
▪ Creative execution refers to the manner in which an advertising appeal is
carried out or presented. A particular advertising appeal can be executed in a
EXECUTION
variety of ways andSTYLES
a particular means of execution can be applied to a
variety of advertising appeals. Some of the more commonly used execution
techniques include:
▪ 1.Straight sell or factual message :this type of execution relies on a
straightforward presentation of information about the product or service
such as specific attributes or benefits.

▪ 2.Scientific/technical evidence—a variation of the straight sell where

scientific or technical evidence or information is presented in the ad to
support a claim.

▪ 3.Demonstration:— this type of execution is designed to illustrate the key

advantages or benefits of a product or service by showing it in actual use or
in some contrived or staged situation
▪ https://beastoftraal.com/2022/01/03/the-10-best-indian-ads-of-2021/

▪ https://www.scrolldroll.com/best-indian-tv-ads/
4.Comparison—this type of execution involves a direct or indirect comparison of a
brand against the competition.

5.Testimonials—many advertisers present their advertising messages in the form

of a testimonial whereby a person speak on behalf of the product or service based
on his or her personal use of and/or experiences with it.

6.Slice of life—this type of execution is often based on a problem/solution type of format.

The ad attempts to portray a real-life situation involving a problem, conflict or
situation consumers may face in their daily lives. The ad then focuses on showing how the
advertiser's product or service can resolve the problem. Slice-of-life executions are
also becoming very common in business-to-business advertising as companies use this
approach to demonstrate how their products and services can be used to solve business
problems.

7.Animation—this technique used animated characters or scenes drawn by artists or

on computer. Animation is often used as an execution technique for advertising
targeted at children.
8.Personality symbol—this type of execution involves the use of a central character or
personality symbol to deliver the advertising message and with which the product or service can
be identified. The personality symbol can take the form of a person who is used as a
spokesperson, animated characters or even animals.

9.Fantasy—this type of appeal is often used for image advertising by showing an

imaginary situation or illusion involving a consumer and the product or service.
Cosmetic companies often use fantasy executions although the technique has also been
used in advertising for other products such as automobiles and beer.

10.Dramatization—this execution technique creates a suspenseful situation or scenario in

the form of a short story. Dramatizations often use the problem/solution approach as they
show how the advertised brand can help resolve a problem.
11.Humor—humor can be used as the basis for an advertising appeal. However, humor can also
be used as a way of executing the message and presenting other types of advertising appeals.
12.Combinations—many of these execution techniques can be combined in presenting an
advertising message. For example, slice-of-life ads are often used to demonstrate a product or
make brand comparisons.
Measure Advertising Campaign Effectiveness
1. Select Your Metrics
Advertising campaigns have three goals: inform, persuade, and remind consumers about your product.
The best way to determine whether your ads are achieving these objectives is to tie them to relevant
metrics.
The most common ad metrics are:
•Brand Recognition: can your audience identify yours among others?
•Brand Awareness: are you a top-of-mind association?
•Brand Consideration: are they interested in purchasing your products?
These provide a baseline understanding of consumer preferences, awareness, and intention to purchase.
But, collecting brand data without a brand tracker is challenging.
Thus, marketers that don’t have such a tool in place leverage online advertising metrics — which are
proxy and/or complementary to the above, such as:
•Impressions (ad views): the number of times your ad is shown to the viewer.
•Click-through-rate (CTR): the percentage of times your ad gets clicked when on display.
•Cost per click (CPC): the monetary value you are paying for each click or another type of action (e.g.
conversion, sale, etc).
•Conversion rate: the percentage of times your ads leads to a desired action (e.g. a sale or a
subscription)
•Return on ad spend (ROAS): the amount of revenue you earn for each dollar spent on ads.
•Social media sentiment: the attitude and feelings people bring up on social networks.
•Earned mentions: the number of brand mentions and links, organically acquired from online publishers.
 • Sales conversions
• use consumer surveys
• change in sales or market share.
Use recognition tests to determine the degree to which
consumers recognize advertisements.
• Recall tests