Stage 3 : Determine the key Advertising Message
Spending alot doesn’t guarantee success. Research suggests that clarity and simplicity of the message is often more important than the amount spent. The advertising message must be carefully presented to impact the target audience (customers). Successful advertising usually has the following characteristics..
a) Meaningful – Customers should find the message relevant.
b) Distinctive – Capture customers attention
c) Believable – A very difficult task since research has shown that customers doubt advertising in general.
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