Impact of Message Execution on Advertising Effectiveness
The impact of a message in advertising is not just about what is said, but also how it is said. Different cultures and ads have varying approaches, with some focusing on rational positioning while others appeal to emotions. The choice of headlines and copy can significantly influence the effectiveness of an ad campaign, as demonstrated by examples in the marketing industry. Understanding the nuances of message execution can be crucial for differentiating similar products in competitive markets.
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WEEKLY STUDY MATERIAL BA (Prog) III year SEC- Creative Writing Dept of English Class Representative- Uday (7987469742)
MESSAGE EXECUTION The message s impact depends not only upon what is said but also on how it is said. Some ads aim for rational positioning and others for emotional positioning. U.S. ads typically present an explicit feature or benefit designed to appeal to the rational mind: gets clothes cleaner ; Brings relief faster. Japanese ads tend to be more indirect and appeal to the emotions: An example was Nissan s Infiniti ad, which showed not the car but beautiful scenes from nature aimed at producing an emotional association and response. The choice of headlines and copy can make a difference in impact. Lalita Manrai created two ads for the same car. The first ad carried the headline A New Car ; the second, the headline Is This Car for You? The second headline utilized an advertising strategy called labeling, in which the consumer is labeled as the type of person who is interested in that type of product. The two ads also differed in that the first ad described the car s features and the second described the car s benefits. In the test, the second ad far outperformed the first in terms of overall product impression, reader interest in buying the product, and likelihood of recommending it to a friend.15 Message execution can be decisive for highly similar products, such as detergents, cigarettes, coffee, and vodka. Source: Marketing Management by Philip Kotler, pg 582
