Message Structure

Order of Presentation
AGRUMENTS TO BE GIVEN STRONG POINTS ASSUMING RETENTION

Primacy Effect: Info learnt first will be remembered better Recency Effect: Info learnt last will be remembered better Thus, place strong points at beginning and end of ad

Conclusion Drawing Should message explicitly draw a firm conclusion or let audience draw their own conclusion? Explicit conclusion -- more easily understood; enhances attitude Effectiveness depends on:  Education of target audience  Complexity of issue/topic  Immediate action or L/T effect?

 Benefits

of non-conclusion drawing non Reinforces message More memorable

Resisting Competitors Persuasion

TwoTwo-sided ads  Good and bad points are presented  Highlight impt attributes strong in and not-so-impt not-soattributes weak in  More credible & informative Most effective when: (a) Audience is intelligent (b) Initial opinion on the issue is negative

Ad COPY

TYPES


QUESTIONING COPY
COPY STARTS WITH RAISING QUESTION EFFORTS TO RAISE NEED CURIOSITY FINALLY PROVIDING THE SOLUTION FOR THE QUESTION(DIRECTLY/INDIRECTLY)

INSURANCE  JOBS  SERVICE SECTOR  FOOD



DESCRIPTIVE
DETAILED INFORMATION  INFORMAITON TO SATISFY THE CUSTOMER WITH THE PRODUCT  GENERALLY MORE TEXT  LOTS OF EXPLAINATIONS


ANNOUNCEMENT


OFFERS AND SPECIAL ANNOUNCEMENT

SPECIAL OFFERS FESTIVALS SEASONS GIFTS CHANGES AND IMPROVEMENTS

INSTITUTIONAL


REPUATION AND RELIABILITY

PERSONALITY ADS
A BIG NAME IS KEPT WITH THE AD  ADS DONE BY BIG PERSONALITIES  AIM IS TO ATTRACT AUDIENCE, AS WELL AS SUGGESTION TO THE CONSUMERS/CUSTOMERS WHO ARE INFLUENCED BY THAT PERSON


ZEN MOBILE

TOPIC ADS


TOPICAL ADS ARE RELATED WITH SOME CURRENT AFFAIR GOING ON

REASON WHY


ADS PUTTING UP A QUERY THA WHY TO BUY THE PRODUCT