SMA Kristen Cilacap

After determining the desired response from the audience, the communicator further develop an effective message. Ideally, the message must attract the attention (attention), maintain an interest (interest) evoke desire (desire), and move the action (action). In practice, few messages are able to bring consumer awareness starting from stage to purchase, but the AIDA framework shows the expected quality of each communication.

Formulating a message requires the solution of four problems: what to say (the message), how to say it is logically (message structure), how to say it symbolically (message format), and who should have told (the source of the message).

Message

Communicators should pay attention to what he would say to the target audience in order to produce the expected response. In the era of mass marketing, it was thought that a message can be used for all people. Now we know that different people find different benefits from the same product. People increasingly less attention to ads due to lack of time the mass and their belief that all of the same brand. They moved the television and radio channels. Therefore, the challenge is to create messages that will attract specific target groups. For example, an ad agency Coca-Cola, Creative Artists, has created a different set of ads for different market segments. The Coca-Cola managers locally and globally will decide which ads are most effective for each target segment.

In determining whether the content of messages, for management of the attraction, theme, idea, or a unique selling proposal. This means formulating a benefit, motivation, identification, or the reasons why the audience should remember or examine the product. There are three types of attraction, namely the rational, emotional and moral.

The appeal of rational self-interest aroused audience. Rational appeal of showing that the product will yield benefits say. An example is a message that indicates the quality, economic value, benefit, or the performance of a product. Is widely believed that industrial buyers most responsive to the rational appeal. They have knowledge of the product class, trained to recognize the value of products, and responsible to others for their choices. Consumers will buy an expensive product that will tend to gather information and compare the various alternatives. Like business buyers, they are interested in quality, price, value, and product performance.

Emotional Appeal

Emotional appeal of trying to evoke a positive or negative emotions that will motivate purchase. Marketers looking for sales proposals emotional (Emotiol Selling Preposition-ESP). Items may be similar to competitors’ products, has a unique association for consumers (such as Rolls Royce, Harley Davidson, and Rolex), the communication should be interesting this association. In addition, communicators have used the appeal of a negative such as fear, guilt, and shame that people do things they should do (such as brushing your teeth, make an annual medical examination) or that people stop doing things they should not do (such as smoking , drinking alcohol, overeating). Fear is effective until a certain point, but it will be very effective if it is not too strong. The results showed that the fear is too strong or too weak is not as effective as a moderate in making consumers follow recommended. In addition, fear works best if the level of confidence in the high source. Fear is also more effective if communications were promised to provide a sense of relief, by way of a reliable and efficient, from the fear it generated.

Communicators also use the emotional appeal of such positive humor, love, pride, and happiness. However, there is no evidence that the message conveyed humor would be more effective than the direct version of the same message. Supporters of the message conveyed humor that was the message attracts more attention and create a sense of love and trust in the sponsors. Cliff Freeman, the person responsible for the ads “Pizza, Pizza” is funny from Little Caesar’s and Wendy’s campaign that the famous “Where’s the beef?”, States that “Humor is the best way to open the gate.

If you make people laugh, and they feel good after seeing the ad, they will like the product “. But others argue that humor would interfere with an understanding of products, get dull, and can distract from the product.

Moral attraction directed at the audience a feeling of what is right and proper. Moral attraction is often used to encourage people to support social issues, such as the environment cleaner, race relations better, equal rights for women, and assistance for those in need. Moral attractiveness rarely associated with everyday products.

Some advertisers believe that the message is most persuasive when the message is somewhat inconsistent with what is believed to an audience. The message is just stating what has been believed to attract the audience is usually much less attention and the only strengthened the belief audience. However, if the message is too contrary to the belief the audience, the message will be contested in the minds of the audience and not be believed. The challenge is to design a message that somewhat inappropriate and avoid the two conditions.

Companies that sell products in countries that differ should be ready to differentiate their messages. For example, Helene Curtis, the hair care products advertise in various countries, adjusting the message. For example, middle-class women in the UK often shampooing their hair, while the opposite is true among Spanish women. Japanese women also avoid the too frequent shampooing to prevent the loss of protective oil on the hair.