After determining the answers desired by the public, the communicator to further develop an effective message. Ideally, the message must attract the attention (attention) to maintain interest (interest) evoke the desire (desire), and move the action (action). In practice, few messages are able to bring consumer awareness from the stage to the purchase, but the AIDA framework shows the expected quality of each communication.
The formulation of a message requires the solution of four problems: what to say (the message), how to say it is logically (message structure), how to say it symbolically (message format), which should have said (the source of the message).
Message
Communicators should pay attention to what he would tell the target audience, to produce the expected answer. In the era of mass marketing, it was thought that a message can be used for all people. Now we know that different people find different benefits of the same product. People are less and less attention to ads due to lack of time the mass and their belief that all of the same brand. They moved the television and radio. Therefore, the challenge is to create messages that attract specific target groups. For example, an advertising agency for Coca-Cola, Creative Artists, has created a different set of ads for different market segments. The Coca-Cola managers locally and globally will decide which ads are most effective for each target segment.
To determine if the content of messages, for management of the attraction, theme, idea or unique selling proposition. This means that the formulation of a performance, motivation, identification or why the public should remember or examine the product. There are three types of attraction, namely the rational, emotional and moral.
The appeal of rational self interest aroused public. Rational Appeal show that the product will have positive repercussions say. An example is a message that indicates the quality, economic value, benefit or performance of a product. Is widely accepted that industrial buyers are most susceptible to the rational appeal. They have knowledge of the product class, trained to recognize the value of products, and responsible to others for their choices. Consumers will buy an expensive product, which tend to gather information and compare different alternatives. As corporate buyers, they are interested in quality, price, value and product performance.
Emotional Appeal
Emotional appeal to try to evoke a positive or negative emotion that will motivate purchase. Marketers looking for sales proposals emotional (Emotiol sale Preposition-ESP). Articles in May similar to competing products, is a unique association for consumers (such as Rolls Royce, Harley Davidson, and Rolex), the communication should be interesting this association. In addition, communicators have used the appeal of a negative such as fear, guilt and shame that people do things they should do (like brushing teeth, making an annual medical examination) or that people stop doing things they should not do (such as smoking, drinking alcohol, overeating). Fear is effective to some extent, but it will be very effective if it is not too strong. The results showed that fear is too strong or too weak is not as effective as trying to move consumers to follow recommended. In addition, fear works better if the level of confidence in the source level. Fear is also more effective if communications have promised to provide a sense of relief, through a reliable and efficient, the fear he engendered.
Communicators also use positive emotional appeal, humor, love, pride and happiness. However, there is no evidence that the message of humor is more effective than the direct version of the same message. Supporters of the message conveyed humor that was the message attracts more attention and create a feeling of love and trust the authors. Cliff Freeman, the person responsible for the ads “Pizza Pizza” is funny Little Caesar’s and Wendy’s campaign that the famous “Where’s the beef?” States that “Humor is the best way to open the door.
If you make people laugh, and they feel good after seeing the ad, they love the product. ” But others argue that humor would interfere with an understanding of products, get dull, and can distract from the product.
Moral attraction focused on the public a sense of what is fair and appropriate. Moral attraction is often used to encourage people to support social issues, such as cleaner environment, race relations better, equal rights for women and assistance to people in need. Moral attractiveness rarely associated with everyday products.
Some advertisers believe that the message is more persuasive when the message is somewhat contradictory to what is believed to an audience. The message is simply what is believed to attract public attention is usually much less and the only strengthened the conviction hearing. However, if the message is too contrary to public belief, the message will be contested in the minds of the audience and not be believed. The challenge is to design a somewhat inappropriate message and avoid the two conditions.
Companies that sell products in different countries must be ready to differentiate their messages. For example, Helene Curtis, the hair care products advertise in various countries, adjusting the message. For example, the Middle-class women in the United Kingdom often was their hair, whereas the reverse is true among Spanish women. Japanese women also avoid too frequent shampooing to prevent the loss of protective oil on the hair.
