What Is an Advertising Message?

Advertising campaigns aim at specific target audiences and specific communication tasks.

Advertising information

Right!

Since advertising information can be obtained through multiple channels, creativity is at the core of optimizing information communication channels. To this end, many creators generate material by talking to customers, middlemen, marketing experts or competitors,

Advertising information is generally expressed in the following ways:

1. A piece of life. For example, an advertisement for the "Gobbot" saline bottle shows that the family is using the product in their daily lives.

2. lifestyle. E.g,"

Advertising information includes product information, labor information, concept information, and so on.

The content of product information mainly introduces the appearance, quality, performance, origin, use, price, and time and place of purchase of the product. The main role of this type of advertisement is to enable consumers to understand a certain product information in time.

The service information includes information on service activities in various forms of buying and selling or semi-commodity buying and selling. Such as entertainment activities, tourism services, haircuts, bathrooms, photography, catering and information consulting services and other business projects.

Conceptual information is to promote a certain consciousness through advertising activities, so that consumers trust a certain company from an attitude, and emotionally prefer a certain brand, thereby establishing a consumer concept that is conducive to advertisers.

Because indirect information involves a series of problems in psychology and behavior, advertising information becomes complicated. As a means of information communication, advertising, the obstacles that may exist in information communication are also inevitable in the dissemination of advertising. Advertising also spreads information through certain art forms, which further increases the possibility of creating obstacles. Therefore, in the process of advertising dissemination, in order to maximize the effectiveness of advertising, it is necessary to overcome these obstacles as much as possible ^[1] .

Advertising information obstacles mainly exist in the following links:

(1) Artisticize the advertising theme

Based on an accurate analysis of market, consumer, and product characteristics, determine the content of the ad, which is the subject of the ad. The next step is to transform the advertising theme into visual and auditory forms to adapt to the psychology and habits of the audience. The main obstacles in this process are:

1. Can't convey the subject accurately. The more complex the subject, the more difficult it is to communicate accurately. The variety and ambiguity of expressions can cause distortion and distortion of information.

2. Generate unexpected associations and deviate from the original intention of the advertisement.

A ham sausage manufacturer once launched a TV commercial: Ge You was worried and thoughtful on the screen. Feng Gong asked: "Dong Bao, what's the matter with you?" Ge You replied: "I miss Ge Ling." : "Don't think about it, I'll introduce you a new friend." A series of ham sausages appeared on the screen, and Feng Gong asked: "Do you still want Ge Ling?" Ge You asked: "Who is Ge Ling "Yeah?", Ending with "provincial excellence, ministerial excellence, Ge You" humorous. Both the manufacturer, the producer and the audience are very optimistic about this advertisement. However, the survey results of the survey company in Shanghai showed that more than half of the audience thought that this was an advertisement for ham sausage of the spring capital, and a considerable part only knew that this was an advertisement for ham sausage and did not know the specific brand. Although the storyline of this advertisement is very interesting, the actors perform very well, the language is humorous, and the audience likes it, but the advertisement does not establish a direct connection with the brand, and the result is equivalent to making wedding clothes for competitors.

(II) Information obstacles caused by advertisements during transmission

This obstacle is mainly caused by the media. For example, in the process of broadcasting, the analog signals such as radio and television are disturbed, resulting in blurred and unclear sound and images. The print media may affect the accurate transmission of advertising information due to poor paper, limited printing level, and editing problems.

(3) Information barriers that may exist when the audience receives advertising information

Different audiences have different media contact habits, which directly affects the effectiveness of advertising. Whether the advertising information can reach the audience, and to what extent it enters the audience's mind, is closely related to the carrier media selected by the advertisement, the dissemination and interference of other information at the same time, and the status of the individual audience. In other words, these elements may constitute obstacles to the spread of advertising schedules.

(4) Audiences also have information obstacles in the process of decoding advertising information

This obstacle is closely related to the demographic characteristics of the audience. The audience's age, gender, education level, occupation, income, etc. will affect the understanding of advertising information. For example, women are often used as image spokespersons in current consumer goods, which has led to questions about gender inequality being reflected and strengthened in TV commercials. At the same time, individual experience and psychology under different time and space conditions will also affect the audience's decoding of advertising information.

The transmission of advertising information is a complicated process, and problems may occur in each of the above links and then affect the effectiveness of the entire advertising campaign. For this reason, in order to realize that the information accepted by the audience is as close as possible to the advertising theme expected by the sender, a thorough investigation and planning must be conducted to fully understand the market, consumers, the media and the product itself.