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