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What is an advertising message and what elements should it contain?

What is an advertising message and what elements should it contain?

Creating a successful advertising message can be tricky. There are many different elements that must be taken into account in order to craft a message that resonates with your target audience. But what exactly makes a good message? In this blog post, we will explore the components of an effective advertising message and discuss how to create one that is sure to capture the attention of potential customers.

Defining an advertising message

Advertising is a paid form of presenting goods, services and ideas that influence consumer motives, i.e. our actions. We meet them every day – everywhere. However, not every advertisement enjoys the interest of consumers, and this is due to an inappropriate message.

An advertising message is a statement or idea that marketers use to promote and sell a product, service, or brand. It is usually conveyed through visual, audio, or written communication. The goal of an advertising message is to inform consumers about the benefits of the product or service and persuade them to purchase it. It should be succinct, creative, and persuasive in order to make a lasting impression on the target audience.

Target and goal

When it comes to advertising, having a clear target and goal is essential. This is because it helps you to focus your efforts on the audience that you are trying to reach. It also gives you an idea of what kind of message you need to create in order to capture their attention.

  • The audience should be based on the demographics elements, such as age, gender, location, and other demographic factors. You should also consider the psychographic traits, such as lifestyle, beliefs, and interests. Knowing who your target audience is will help you craft a message that resonates with them.
  • Once you have identified your target, you need to determine the goal of your advertisement. It could be to increase brand awareness, generate leads, or drive sales. Whatever the goal is, it needs to be clear so that you can craft an effective message that reaches your desired audience.


A catchy, memorable slogan can make a huge difference in how well your ad is received by your future customers. It should capture the essence of your message in as few words as possible, be easy to remember, and have a powerful, emotional level. Also, make sure that it doesn’t distract from the other elements of the ad, like visuals or other text. Above all, however, be guided by the category of originality.


You already have a goal, customers and a tagline. It’s time to tell your message with a story. People often remember stories more than facts and figures because stories are more engaging. A great advertising message tells a compelling story that captures the reader’s attention. This could be done through an emotional appeal or an inspirational journey for the viewer.

The AIDA model in the advertising message

AIDA is one of the most popular marketing models explaining the principles of advertising impact on the consumer. The abbreviation is an acronym for the words:

  • Attention – attracting attention;
  • Interest – interest in the product;
  • Desire – arousing the desire to own the product;
  • Action – call to action.

By understanding the model and implementing it into your advertising message, you can create an effective message that successfully grabs the attention of consumers, creates interest and desire, and motivates them to take action.

Creating an effective message

The difference between the almost right word and the right word is the difference between the lightning bug and the lightning.

Mark Twain

The art of persuasion

Persuasion is a powerful tool when it comes to advertising messages. Crafting an effective message requires the right mix of words and visuals that can sway the audience’s opinion. This can be done through clever wordplay or by creating a connection between the product and the audience. Using emotionally charged words can help evoke feelings that will lead to action.

The use of logic

However, it is important to use logic in order to convince people to take action. You need facts and evidence. Logic language can also be used to explain how the product or service solves a problem and how it could benefit the consumer.

Tip: Using too much information or technical jargon can overwhelm the audience and cause them to switch off from the message. Instead, they should present the facts in an easy-to-understand way, giving examples and breaking down complicated concepts into simpler terms.

The importance of an emotional appeal

Consumers are more likely to respond to an ad if it appeals to their emotions. It’s important to understand the motivations and needs of your audience in order to create an effective emotional appeal. This can be accomplished through storytelling, which allows the customer to connect with the message in a personal way. Using visuals and words that are powerful and evoke emotion will help to draw in potential customers.

The importance of being clear

A call to action is an important element of any advertising message. It’s the final part of the message that allows the consumer to make a choice, to take action on your call. The best call to actions are short and straightforward, but still persuasive. They should capture the attention of your audience and give them a clear path of action.

How to test your advertising message?

Testing your advertising message is a crucial step. It can also help you identify any areas that need to be improved, and help you fine-tune the message to ensure maximum effectiveness.

  • One way to test your advertising message is to conduct a focus group. This can help you determine which parts of the message are effective and which need to be reworked.
  • Another way to test your advertising message is to conduct an online survey. It allows you to reach a larger sample size than a focus group and can provide useful insights into the effectiveness of your message.
  • Finally, you can use A/B testing to test your advertising message. This allows you to make tweaks to each version until you find the one that has the best results.


Creating an effective advertising message is essential in order to reach your target audience and achieve the desired results. The key elements of a successful message are clear, memorable, and persuasive. It should also be unique and tailored to your target audience. To ensure that your message is effective, you should test it with your target market before launching it. Now, you know how to create your own message.

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Aleksandra Pietrzak
Curator at the National Museum in Poznań, graduate of Art History at the Jagiellonian University and Contemporary Art at the Pedagogical University of Krakow, curator of exhibitions and author of scientific and popular texts. A lover of contemporary art, literature and travel.
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