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i) Message generation — major benefit the brand offers. Sources of ideas could be employees, consumers, e.t.c.
ii) Message evaluation and selection — Evaluation of alternative messages, i.e. rating the adverts in terms of desirability, exclusiveness (distinctive) and believability.
iii) Message execution - How the message is put across, e.g. depicting tone, lifestyle, mood or image, musical, personality symbol, choice of words, e.t.c.
iv) Social responsibility review — advertisers must ensure that their “creative” advertising does not overstep social and legal norms of society. They should communicate openly and honestly with consumers.
Titany answered the question on October 7, 2021 at 05:08
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