Main > Marketing Tutorials > Managing the Advertising Campaign >
 

Creating an Advertising Message

In our discussion of the communication process in the Promotion Decisions tutorial, effective communication requires the message source to create (encoding) a message that can be interpreted (decoding) by the intended message receiver. In advertising, the act of creating a message is often considered the creative aspect of carrying out an advertising campaign. And because it is a creative process, the number of different ways a message can be generated is limited only by the imagination of those responsible for developing the message.

When creating an advertising message the marketer must consider such issues as:

  • General Message Factors
  • Message Structure
  • Message Testing
< Prev   Next >

0 Comments

Add Comment

 

KnowThis: Marketing Basics Book

396 pages - Only $25

KnowThis: Marketing Basics Book Our first book offers in-depth coverage of marketing and is ideal for the marketing novice, the marketing educator, the marketing professional and anyone else who needs to know about marketing. This book includes more than 50% new material not found on KnowThis.com. For more information including taking a look inside, Click Here.

Samples of Marketing Tutorials

Promotional Pricing: Sales Promotion
As we noted in the Sales Promotion tutorial, marketers may offer several types of pricing promotions to simulate demand. While we have already discussed "sale" pricing as a technique to build customer interest, there are several other sales promotions that are designed to lower price. These include rebates, coupons, trade-in, and loyalty pr…

Read more...