Definition
An advertising message or messaging is the visual and/or auditory information prepared by an advertiser to inform and/or persuade an audience regarding a product, organization or idea.
It is sometimes called the creative work by advertising professionals in recognition of the talent and skill required to prepare the more effective pieces of advertising.
Generic advertising is an approach to preparing advertising messages that concentrates on the customer benefits that apply to all brands in a product category, as opposed to benefits that are unique to specific brands.
from thebigad.com
Negative advertising or a negative appeal involves the use of advertising messages that concentrate on pointing out undesirable aspects of competing products, organizations, or ideas. This technique is frequently used in political advertising to attack opposing politicians and political ideas.
See Also
Advertising effectiveness
Advertising strategy
Advertising wearout
Bait advertising
Commercial
Creativity
References
- American Marketing Association, AMA Dictionary.