Question

Topic: Advertising/PR

Constructing Advertising Messages

Posted by Anonymous on 12/14/2012 at 10:11 AM ET 50 Points
Hi, when deciding what messages to use when advertising a product or service. Am I right in thinking it makes sense to base the messages around why people use the product or service? For example if the product was prints/posters, people buy art to fill a space on their wall and to make a room look nice so “Fill that empty wall with our breathtaking artwork” or “Make any room come alive with our artwork”.

If the product was beer, people drink beer to socialize, celebrate, commiserate, relax, because it’s enjoyable. So, “Relax with a Bud ”, “Enjoy a Heineken with your pals”

Am I on the right track?
To continue reading this question and the solution, sign up ... it's free!
SUBSCRIBE
Or, SIGN IN

RESPONSES

  • Posted by Gary Bloomer on 12/14/2012 at 11:54 AM Accepted
    Almost. Advertising's role is to raise awareness of the product. Marketing's role is to align the benefits of the use or ownership of the product with a desired outcome and to keep that conversation going after before, during, and after the purchase.

    It's less about the thing being bought and more about what its use allows people to do, think, feel, or look like. No one buys a drill bit for the sake of owning a drill bit. They buy the drill bit to allow them to drill holes. There's a quote from Max Factor (or Revlon, can't recall which) that says "In the factory, we make cosmetics. In the store, we sell hope."
  • Posted by Moriarty on 12/14/2012 at 1:20 PM Accepted
    I agree with most of what Gary says, I would like to add that the role of advertising is not only to raise awareness of the product, it is also to raise awareness in your very best client. Just because someone buys something doesn't always mean that they will be happy with it. When Walmart have a new product it states on the back "return to central office not store" - if too many things get returned, you're out. Somehow your advertising needs to avoid this, and focusing on your very best client will help in this.

    They are also more likely to return to buy more, and for this reason your best clients are those who like what you do.

    Gary - I heard a good riposte to the drill bit: nobody wanted a power drill, nor did they want a hole. They wanted to hang up a picture ;-)
  • Posted on 12/14/2012 at 2:41 PM Accepted
    Really great advertising often goes beyond the "why people use" question. It goes to the emotional payoff.

    Example: A birthday card is purchased and sent so the recipient knows you remembered his/her birthday. (That's WHY.) A Hallmark card is purchased and sent because you want to be perceived as a truly caring and sensitive friend. (A much deeper emotional payoff: "When you care enough to send the very best.")
  • Posted on 12/17/2012 at 9:12 AM Author
    Great thanks mgoodman. So, "Redbull gives you wings" is an example. If Redbull gave the literal reason why it would be "Redbull makes you feel less tired". But they've gone for an emotive statement as the reason why you would drink Redbull.

    So if we take it to my example with art “Make any room come alive with our artwork” this is more of an emotional reason why as opposed to “Fill that empty wall with our breathtaking artwork”.

    Maybe take it a step forward to, "Have your breath stolen every time you enter your living room".

    So I think maybe a formula might be to first think why your target market buys your product, then convert that literal definition into an emotive response?

  • Posted by Jay Hamilton-Roth on 12/17/2012 at 9:27 AM Accepted
    It's more than to "think why your target market buys your product" - it's to know. It may be "breath stolen" or it may be "source of pride" or it may be "reward yourself" or some other message. Getting to the root emotional issues (for your specific niche) involves research more than thought.
BACK TO TOP

Post a Comment

Related Discussions

Community Info

Top 25 Experts
(Advertising/PR)