Advertising Message Structure

Advertising communication effectiveness not only depends on the message content, though it is doubt an important component, but on its structure as well. The important aspects of message structure are: Drawing conclusions, repetition, one-verses-two-sided arguments, and the order of presentation.
Drawing conclusion: The question often raised is whether definite conclusions should be drawn for the audience in the ad for quick understanding or should they be left to them. In many instances, it is best to let the receivers of the promotion message draw their own conclusion. Such consumers feel that the message which draws a conclusion is over-aggressive and an attempt at forcefully influencing their choice. Moreover, since conclusion drawing at best assists in an easy comprehension of facts and not in the process of attitudinal change, it ill not affect very much the persuasive quality of ads which aim at a change in attitude. When the issue involved is simple and the audience is intelligent, to draw a conclusion will be merely to attempt to explain that which is obvious.