Should be simple and straight forward Carries some pleasing sales idea Conveys more in a compact form Good slogan finishes the job in 7-8 words…

Our advertising message consists of the idea together with other relevant information. The idea spots the uniqueness of the product to win a place in…

As we have seen, the message is an idea. Along with perhaps other relevant information – attitudes, image etc. meant for the intended target. The…

The vast majority of our products are not sold to people with a high standard of education and an up-market background. Quinn in Secrets of…

In order to attract the attention and create interest of the target audience, markers make use of several appeals – appeal to the basic needs,…

Messages are to be structured keeping the objective of the communication and the audience in view. Messages are represented either centrally or peripherally. A central…

Advertising communication effectiveness not only depends on the message content, though it is no doubt an important component, but on its structure as well. The…

The question often raised is whether definite conclusions should be drawn for the audience in the ad for quick understanding or should they be left…

This raises the question whether the advertiser should only praise the product or should also mention some of its shortcomings. The most common approach in…

Repeating an ad message is often beneficial, for it develops a continuity of impression in the minds of the target audience, and may increase the…