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An advertising message is the general idea that an ad will convey to the target audience. Most advertising campaigns are focused on conveying an advertising message to a target audience in order to convince them to purchase a product or service, investigate the brand further, and make the audience remember the brand name. This can all be done through several types of techniques, each focused on making the target audience remember the product or service and identify it with quality or expertise. The message can be delivered through various forms of media, including television, radio, print, word of mouth, events, and so on.
Several components make up the advertising message: the hook, the slogan, the appeal, and the value. Each component of the advertising message seeks to convince the target market that they should spend money on a product or service. The hook is a statement, image, video, or other type of media that grabs the audience's attention and compels them to find out more about the particular ad. This may be one of the most difficult aspects of the advertising message to come up with, as it will need to stand out above all other distractions that can keep the audience from noticing the product or services.
The slogan is a statement that is often repeated throughout the ad campaign to help the audience remember the business, product, or service. It is usually a catchy statement or series of words that sum up the product or service so the audience can remember and recall that product or service quickly and easily. Many companies will hire professional advertisers to come up with a slogan that will be effective for the target audience, as this task can be exceptionally difficult and may involve some trial and error.
The appeal is essentially a presentation of why the product or service will improve the lives of the target audience members. It basically presents the advantages of the product or service in such a way that the audience can make clear connections as to why he or she needs to invest money. This concept is closely related to the value, which is a presentation of how the product or service will save the audience members money, improve their lives, make positive changes, and so on. Very often the value is attached to a special deal; for example offering 25 percent off one's next purchase.