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The Complete Idiot's Guide to MBA Basics, 3rd Edition by Tom Gorman

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Ad Messages: Say What?

There are three basic types of advertising messages: creative messages, selling messages, and messages that try to sell creatively.
 
A creative message tries to capture the audience’s attention by standing out from the clutter (advertising overload). Advertisements that rely on humor are good examples of creative messages. So are most MTV- and YouTube-influenced television ads. Whether they use talking infants, hyperkinetic movement, intense music, or some combination of these and other elements, they aim to get attention.
 
These approaches are sometimes called image advertising, because they aim to create a feeling, an image, and an attitude around a product rather than to sell it on its features, benefits, or competitive ...

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