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Many
communications do not use a source beyond the company itself. Others
use known or unknown people. Messages delivered by attractive or
popular sources can potentially achieve higher attention and recall,
which is why advertisers use celebrities as spokespeople. Celebrities
are likely to be effective, when they represent a key product
attribute. Communications effectiveness depends on how a message is
being expressed as well as the content of the message itself.
Ineffectiveness of a message is due to the use of wrong messages or
right message being expressed poorly. How the marketers translate
message into specific communication depends on the creative strategy
adopted by them.
The
magic of advertising is to bring concepts on a piece of paper to life
in the minds of the targeted consumers. In a print ad, the
communicator has to decide on the headline, copy, illustration, color
and so on. In case of radio messages, the communicator has to choose
words, voice qualities, vocalization etc. If the message is to be
carried on in a television, all the above elements plus body language
is essential. The actions or the activities have to be always planned
seeing the prospective listeners in front and
looking for children
models comes as a part of it.
The
order in which things are presented is important. In the case of one
sided message, presenting the strong argument first has the advantage
of bringing more attention and interest. This is important in the
media, as the audience often does not attend to the whole message.
With an imprisoned group of audience, a climatic presentation is
often effective. In the case of two sided message, even if the
audience initially opposes, the communicator might start with the
other side’s argument and conclude with his or her strongest
argument.
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