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Art of adviting
1. The art of advertising 3

2. Message strategies 3

A few words about creative strategy 10

Some final thoughts about the message strategy 15

Dictionary. 17

Inputs to message strategies

The art of advertising

Nowadays market economy is widespread all over the world. Any
company, working in this conditions face a lot of different questions such
as arranging marketing system, arranging management system and so on. And
the problem of advertising the product is practically at the top of this
list. Some people think that to advertise means to let the customers know
about your product. Maybe it was so many years ago. Today, in times of
severe competition, a function of advertising is much more complex. You
should not only let people know you should make them buy. In different
forms, in different words you should convince everybody that your product
is the best. So when such a problem appeared, advertising was transformed
into a science. It was a mixture of management, marketing and psychology.
But the large amount of ads all around began to aggravate people. And then
the science was developed into the art of advertising. It became creative.
Today exist even special institutes where people learn to advertise and to
do it professionally.

Message strategies

It is not creative unless it sells. This is the stated philosophy of
Benton&Bowles and the unwritten philosophy of most other major advertising
agencies, and it should be everyone’s guiding star in advertising.
Creativity is essential, but for its own sake it is insufficient; it must
be used to show the unique benefit of the product in a memorable way. And
all the process can come to a full stop when creativity is misguided and
doesn’t show a benefit or implies a wrong product. But how can we get to
know what is creative and what is not? The only way to find this out is
through the philosophy that guides Benton&Bowles. They worked out the main
formula of creativity: It’s not creative unless it sells.
So any advertisement usually consists of an image and some text. The
text part deals with message strategy. What should be said to consumers so
that the objectives set earlier can be met? Liberal doses of art and
science must be combined to answer this question. The science of research
gives insights into the appropriate attributes, benefits, position, and
target market; verbal, visual, and musical arts translate this dry, sterile
data into a compelling message.
In addition, the message strategy must fit into the decision sequence
framework. Much of the information gathered in the situation analysis will
be used here to give insight to the writers and artists who ultimately
create the message. Also, the message must help the advertiser to meet its
objective (relevant issues here are the task of the message in terms of
movement along the hierarchy of effects and the target market to be
pursued) and to meet its position (the unique meaningful benefit of the
brand). Finally, the message must be consistent with constraints imposed by
the media and promotions strategies that are being developed
simultaneously. The message strategy part will be divided according to the
following topics:
1. The relevance of issues derived earlier from the situation analysis
and objectives and positioning These issues are generally broken down
to include the product, the consumer, and the competition. The
writers and artists must immerse themselves in all available
information before they can create a message of relevance. In this
section the key issues are reviewed from the perspective of their
relevance to message design.

2. Legal constraints Many laws govern advertising
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