PRESENTATION ON

MESSAGE DECISION
What is advertising
Message?
Advertising process
Appraisal of advertising opportunity

Defining advertising goals

Determining advertising budget

Preparation of advertising copy

Selection of media & time

Launching of advertising

Measuring advertising effectiveness

Appraisal of advertising
opportunity
 Presence of a favorable primary demand
 Product differentiation
 Hidden qualities
 Emotional
 Adequacy of funds
DEFINING ADVERTISING
GOALS
 Informing the public about availability of product
 Educating people about benefits
 Building up confidence of public
 To boost the existing product sale
 To building goodwill
 To have an upper hand in competitive market
 DETERMINING
ADVERTISING BUDGET
 Percentage sales method
 Competitive policy method
 Affordable method
 Objective & task method
 PREPARATION OF
ADVERTISING COPY
1. Target the customer.
2. Grab the interest of readers.
3. Consider the medium for your ad copy.
4. Focus on specific benefits.
5. Differentiate your business from the
competition.
6. Tell customers what action you want them to
take.
 SELECTION OF
ADVERTISING MEDIA &
TIME SCHEDULE
Advertising media selection is the process of
choosing best media among all which is more
cost effective & covers all the target audience.
LAUNCHING OF
ADVERTISING

Pre
testing Post testing
Measuring advertising
effectiveness
 Tips for an effective
advertising campaign
 For target audience
 Highlight competitive advantage
 Establish consistent image
 Speed money to make money
 Advertise in right places
 Diversify your advertising
 Test your ads in advance
 Continuous monitoring of ads
 Critical decision for
promoting message
 TAGLINE; with a clear message
 STYLE; an appealing style
 IMAGE; a consistent image
 WEBSITE; an informative & engaging website
 SYSTEM; a system that supports your marketing
EXAMPLE OF TIDE
 Conclusion

The success of advertising relies on the

content of the messages that can
attract customers & show clear
picture. So it must be more
imaginative, attractive, planned &
entertaining.