please match word count

Question 4 : 600 words

Some of the decisions that marketers must make in designing the message include the use of resonance, positive or negative message framing, one-sided or two-sided messages, comparative advertising and the order presentation. Explain each of the stated concepts and illustrate your answer with practical examples.

hint:

Message design include:

1.Ads resonance : wordplay, often used to create a double meaning, in combination with a relevant picture.

2.Positive message framing showing benefits to be lost by not using the product (negative message framing)

3.One-sided messages versus two-sided messages tell consumers only good points (benefits).

Two-sided messages tell consumers both good & bad points

when audience is unfriendly & likely to hear opposing claims

Comparative Advertising

Claims product superiority for brand over explicitly named or implicitly identified competitors

a.It is useful in exerting positive effects on brand attitudes, purchase intentions, & actual purchases. .

b.Downside to comparative ads is that they assist recall of competitors brand at expense of advertised brand.

c.Positively comparative ads were found to elicit higher levels of cognitive processing activity

Order Effectsorder in which a message is presented affects audience receptivity.

Commercials shown first are recalled best, those in the middle the least.

Magazines recognize order effects charging more for ads on front, back, & inside magazines covers

If audience interest is low, the most important point should be made first to attract attention.

Product benefits can be arranged in ascending order, with the most important point mentioned last.