Message Strategies in Effective Advertisements
Message Strategies in Effective Advertisements

Summary/Abstract: Many researchers have tried to establish a link between the content and effectiveness of advertisements. They are focused mainly on television commercials and on their effect on target audience. The objective of this paper is to identify message strategy types in effective print advertisements, awarded by Effie in Romania in the period 2007-2013. A total 230 campaigns and 448 printed ads were selected and analyzed in order to discover specific patterns of effective advertising. The study found, that 31 different advertising appeals were used in effective advertisements, but among them dominant were the unique and practical product features. There is no general format of effective messages, different product categories use different message strategies. However, one can observe an overuse of transformational messages, even in the case of products such as financial services which are recommended to be advertised by means of informational messages. Message strategies developed by local and multinational agencies do not show significant differences.

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