Managing the Advertising Campaign

Creating a 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