Effective Advertising
What,what doesn´t and why advertising works
María Ojeda (S00806360)

Advertising and media IN THE MARKETING ENVIRONMENT
Regent´s University

Table of contents

I. Introduction
Page 3

II. Message strategy

-Three broad categories
-How can be diffused the message?
-Do you think in words or in images? Pages 4-5

Page 4
Page 4/5
Page 5
III. Execution strategy

-The strategy of High or Low involvement.
-The importance of identifying the correct target audience.
- Top-of-mind for target audience
-The effective way of Seasonal Advertising
- The importance of consistency with branding

Page 6-7

Page 6
Page 6
Page 7
Page 7
Page 7
IV. Media strategy:
-Effective communication strategy
-Nowadays Internet power

Page 8
V. The subliminal power in effective advertising
-What means subliminal advertising?
-If it is being prove that it does not exist, then why it is forbidden by law?
-Is it real or fiction?
Pages 9-10
VI. References
Pages 11-12

*The recommendations and conclusions are included in each apart
*Each factor is explained with an example

I. Introduction

Effecting advertising comprise of a multitude of factors from the purpose and objectives to the implementation of the advertisement.

First at all, it is necessary to define the meaning of advertising. "Advertising is the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media." (Public.wsu.edu, 2015)
And now the question is: What or what doesn´t and why advertising works?

From the preceding questions, we can draw the following general objectives to make effective advertising:

Psychology has identified and studied three essential components of consumer mind:
1) Cognition: refers to the process of interpretation and understanding.
2) Affect: refers to the emotional perceptions, information, or knowledge.
3) Conation: refers to the connection of how the intention affects the behavior of the customers.

We have to distinguish therefore between advertising and communication.
“Two-way process of reaching mutual understanding, in which participants not only exchange (encode-decode) information, news, ideas and feelings but also create and share meaning” (prezi.com, 2015). Each one depends on the other to create an efficient result.

Three different elements will be examined. The first one is the message strategy divided into three categories where it would be analysed how to be effective with images and words. Secondly, the execution strategy, what needs to be done to enable the customer to respond, as they should? And finally media strategy, what media might be used to achieve the goals proposed and how sponsorship and social networks should be utilized in order to create a potential publicity campaign.

Besides, to complete the analysis an explanation of the phenomenon of subliminal advertising will be provided; which factors have to be taken into account when you make your commercial strategy, as well as the risks and benefits and how these factors and concepts help advertising become effective.

Consequently, the tip-top strategy has to fulfill the seven C´S: concise, complete, conversational, clear, considerate, confidence, check.

II. Message strategy

A message strategy is the primary tactic or approach used to deliver the message theme. There are three broad categories of message strategies:

1. Cognitive strategies: is the presentation of rational arguments or pieces of information to consumers. “The advertisement’s key message is about the product’s attributes or benefits. Customers can obtain these benefits by using the product.” (Academia.edu, 2015). The aim of the cognitive message strategy is to design an advertisement that will have an impact on the person’s