Message source

Many communications do not use a source beyond the company itself. Others use known or unknown people. Messages delivered by attractive or popular sources can potentially achieve higher attention and recall, which is why advertisers use celebrities as spokespeople. Celebrities are likely to be effective, when they represent a key product attribute. Communications effectiveness depends on how a message is being expressed as well as the content of the message itself. Ineffectiveness of a message is due to the use of wrong messages or right message being expressed poorly. How the marketers translate message into specific communication depends on the creative strategy adopted by them.

The magic of advertising is to bring concepts on a piece of paper to life in the minds of the targeted consumers. In a print ad, the communicator has to decide on the headline, copy, illustration, color and so on. In case of radio messages, the communicator has to choose words, voice qualities, vocalization etc. If the message is to be carried on in a television, all the above elements plus body language is essential. The actions or the activities have to be always planned seeing the prospective listeners in front and looking for children models comes as a part of it.

The order in which things are presented is important. In the case of one sided message, presenting the strong argument first has the advantage of bringing more attention and interest. This is important in the media, as the audience often does not attend to the whole message. With an imprisoned group of audience, a climatic presentation is often effective. In the case of two sided message, even if the audience initially opposes, the communicator might start with the other side’s argument and conclude with his or her strongest argument.