Question

Present the various measures for message effectiveness. In each explain what is measured, and how it is related to any particular stage of the persuasion process.

Answer 1

Message effectiveness is very crucial especially for the advertising enterprises that mould ads with an intent to market the products that lead to the sale. Without effectiveness in the message or the content, the entire concept of advertising itself would go for a toss.

This is the reason why the term message persuasiveness came to the forefront. When the intended message reaches the intended target that results sin the ca for action of the end listener or consumer or reader, then the message delivered is said to he effective.

There are basically 3 steps to ensure that the message effectiveness is not compromised:

1. Define Goal: what is that you want to convey exactly through the message? If you have an swer to this question , then your goal is set. If X wants to sells ABC product through the message, he is clear with his goal and should proceed with the next step.

2. Target audience: Who is your target audience? If you know the age group that you want to target, you have to design or redesign the content part accordingly. Have you ever seen that toffee and candy ads are so crazy and have no logic at all? However, they surprisingly attract children below 10 years and they are purported designed to grab their attention.

3. Metrics: You are clear about your goal and also your target audience and the next step is about gauging the metrics. How many people buy in your message? If you are able to gauge it then nothing is going to stop from persuading people.