{"id":7799,"date":"2020-06-17T07:00:16","date_gmt":"2020-06-17T05:00:16","guid":{"rendered":"https:\/\/digitalschoolofmarketing.co.za\/?p=7799"},"modified":"2025-06-18T09:08:34","modified_gmt":"2025-06-18T07:08:34","slug":"what-makes-an-effective-advertising-message","status":"publish","type":"post","link":"https:\/\/digitalschoolofmarketing.co.za\/digital-marketing-blog\/what-makes-an-effective-advertising-message\/","title":{"rendered":"What makes an effective advertising message?"},"content":{"rendered":"
\"DSM<\/div><\/div>

Advertising<\/a> <\/strong><\/span>depends on a few core elements being correctly used to define its effectiveness. The proposition is that advertising should deliver a message that has impact, engagement, relevance and retention on a target group of individuals. The message is effective if it is noticed, viewed, understood and creates an action that benefits the organisation using it.<\/p>\n

We can always look at creating an impactful message using emotions and visual stimulation but have we positioned it where the message creates some form of positive response? An example of good execution but the poor response would be to advertise a child\u2019s toy using the action hero of the moment on TV at midnight. The use of relevant and relatable material is useless if the intended audience have been asleep for 5 hours.<\/p>\n

Elements must fulfil a range of requirements. The evaluation of these and their relation to each other will ensure the best response to any advertising message.<\/p>\n

Idea selection processes, techniques and procedures<\/strong><\/h2>\n

How do we evaluate ideas? In many cases, and especially with creative elements, we find ideas being chosen based on the emotional effect on an individual or group. In order to correctly gauge the reaction, it is better to include as many individuals as possible to better translate the reactions and impact of the concept. Where companies are big enough and financially strong enough there should be a collaborative and structured process in place to define, analyse and implement new ideas.<\/p>\n

Consider the below questions when listing and deciding on potential advertising ideas:<\/p>\n

    \n
  • Identify the ideas which are most likely to succeed as innovations for the organisation.<\/li>\n
  • Ensure that multifaceted ideas are reviewed by people with suitable expertise that is required to understand what would be needed to implement the idea \u2013 in addition to what might go wrong.<\/li>\n
  • Capacitate a middle manager to present the idea to senior management, stakeholders as well as financial officers who may need to approve budgetary approval for the idea.<\/li>\n
  • Make it possible to review a great number of ideas in a resource-efficient manner.<\/li>\n
  • Improve the idea by highlighting potential implementation problems as well as preparing suitable actions to overcome those problems. Unfortunately, this last aspect is often lost in formal idea review procedures.<\/li>\n<\/ul>\n<\/div><\/div>