Planning the Best Message—What to Communicate
{"Image DocumentName": "Planning the Best Message\u2014What to Communicate", "Image ImageDescription": "This slide refers to material on pp \uf0e0 Indicates place where slide builds to include the corresponding point (upon mouse click). Summary Overview. In planning the message, the key decision is specifying the copy thrust: what the words and illustrations should communicate. The copy thrust should be designed to achieve the promotion objectives. Key Issues. Marketers are well advised to let the AIDA model help guide message planning. Getting attention is an ad\u2019s first job. Marketers must determine what, specifically, will get the customer\u2019s attention and how. Attention-getting devices include large headlines, shocking statements, attractive models, babies, online games, and special effects. Billboards are also good for getting attention with a simple copy thrust. This outdoor ad for Colorado Wildlands uses a clever display to maximize its attention-getting impact. Discussion Question: What other billboard advertising can you think of that used a clever display or slogan for attention? 15\u201328.", "Image XResolution": "37", "Image YResolution": "37", "Image ResolutionUnit": "Pixels/Centimeter", "Image Software": "SlidePlayer", "Image YCbCrPositioning": "Centered"}