LESSON 4: DEVELOPING THE ADVERTISING MESSAGE
Introduction
Lesson 3 focused on the many different ways that an advertising message can be sent to the desired
target market. The final lesson in this module will help you to learn about the key elements
advertisers should consider when developing the advertising message, particularly when using print
media. At the end of this lesson, you will get the opportunity to unleash your creative side, as the
lesson assignment will require you to develop an advertising message of your own!
In this lesson, you will
1. Identify how branding, logos, slogans, and jingles can be used to reinforce the advertising
message (SLO 4.4.1)
2. Apply copywriting principles when developing headlines, sub-headlines, and body copy for the
advertising message (SLO 4.42)
3. Identify and apply the AIDA Model to an advertising message (SLO 4.4.3)
Branding Strategies (SLO 4.41)
A brand is a word or group of words that are used to identify a company or its products and
services. A brand can be a word that already exists (like Sunlight dish soap) or one that is made up
(like Xerox). Generally, the brand name that you choose should be short and simple so that it can
easily be pronounced, recognized, and remembered.
Branding, however, involves much more than just words: it is the visual, emotional, and
cultural image that you associate with a company or a product. Branding is designed to set a
company or product line apart from its competition. It can include the development of items such as
logos, slogans, trademarks, and jingles to create the overall desired image of the brand. The following
chart identifies and explains some of the common elements associated with branding, as well as how
they help to reinforce the advertising message.
Note:
You will sometimes see TM symbol beside some brand logos. This indicates that the brand is
trademarked. That means that it is legally protected from being used by another company because it
distinctly identifies a specific company or product.
The Elements of Branding
Examples
Branding Element
Brand Name
A brand is a word or
group of words that
are spoken to
identify a product or
organization.
●
●
●
●
Honda
Green Giant
Cover Girl
United Way
Advertising Benefits
● A brand name provides
instant recognition and sets
your product/service or
organization apart from the
competition.
● A good brand can increase
the acceptance of new
products under the same
brand name.
● Brand names can convince
retailers to make shelf space
for your products/services.
Logo
A logo is a symbol
that identifies a
company or
organization. A logo
does not always
necessarily have to
be a picture or a
symbol; it could
simply be text that is
configured in a
unique way.
● Nike uses the swoosh or
checkmark symbol.
● McDonald's uses the
golden arch or "M."
● Campbell's uses script
writing in white on a red
background.
● The government of
Manitoba uses the bison.
● The city of Brandon uses
wheat to indicate it is the
"Wheat City."
● It enhances the company's
image.
● It is easy to identify and
remember.
● It is a good visual reminder.
● It can communicate special
meaning about the product or
company (through the
symbol, shape, design, and
colour).
● It helps to tie advertising and
promotions together.
Slogan
A slogan is a short,
catchy phrase that
helps a consumer to
remember a product
being advertised.
The slogan line is
usually placed near
the logo (sometimes
called the tagline in
print advertising).
● M&Ms used the slogan
"Melts in your mouth, not
in your hands."
● Wendy's used the slogan
"Where's the beef?."
● The government of
Manitoba hired a company
to develop a new branding
campaign with the slogan
"Spirited Energy."
● A good slogan can
communicate the company or
product's unique advantages
compared to the competition.
● Helps to tie advertising and
promotions together.
Jingle
Jingles are catchy
phrases or slogans
set to a cheerful
tune. Jingles don’t
translate on paper.
● Pepto Bismol had many
people singing "Nausea,
Heartburn, Indigestion,
Upset Stomach,
Diarrhea....Get Pepto
Bismol."
● A good jingle can stick in
your head for days! (This may
be bad news for us but good
news for advertisers who
want you to remember their
company or product.)
They have to be
heard to work!
● McDonald's had many
people hearing the "bah
da ba ba bah...l'm lovin' it"
jingle.
● Jingles help advertisers to
communicate their message
in a fun way.
● Helps to tie advertising and
promotions together.
Brands, Logos, and Slogans
Part A: Brand Name/ Logo Analysis
To the right is the logo for Bothwell Cheese, a
cheese manufacturer located in New Bothwell,
Manitoba. Answer the following questions
related to the logo design.
1. How did the company decide on a brand of name? In your opinion, does the brand name meet the
requirements of a good brand name as discussed in this lesson?
2. Why do you think they chose this particular shape or design for their logo? What about the font
choices? What special meaning do you think it communicates?
Part B: The Slogan Challenge
A well-written slogan should be catchy and memorable. Read the phrases below and see if you can
identify the company or brand that used that slogan.
1. There are some things money can’t buy, for everything else, there’s:
2. That was easy:
3. Think outside the bun:
4. Caution: Highly Addictive:
5. Welcome Home! Morning, Noon and Night!:
Part C: The Jingle Challenge
Read the following lines below and see if you can identify the company or brand that used that jingle.
1.
2.
3.
4.
5.
I am stuck on ___________, ‘cause ___________ is stuck on me.
Farm fresh taste and country goodness...______________.
I want to be a ________________ kid!
______________________ brings out the tiger in you!
You deserve a break today. ____________________
Copywriting Principles (SLO 4.4.2)
Copywriting is the process of writing copy (words) for advertisements or other promotional materials
for a business. Copywriters have the task of first trying to grab the reader’s attention through the
headline and sub-headline so that they will review the ad and go on to read the body copy. The body
copy is where the copywriter attempts to appeal to the needs and wants of the target market by
describing how the product features will benefit them.