What does "message strategy" in advertising refer to?

"Message strategy" in advertising specifically refers to the approach taken to convey the advertising message. This involves determining the core idea that the advertisement seeks to communicate and the methods used to present that idea effectively to the target audience. It encompasses the themes, tone, and overall narrative that will resonate with consumers, guiding the creative execution.

For instance, a brand might choose a humorous, emotional, or factual message strategy based on what best represents their identity and how they want to connect with their audience. Ultimately, a well-defined message strategy is crucial in ensuring the effectiveness of the advertisement, as it aligns with both the brand’s objectives and the interests of the target market, leading to a more impactful communication.

The other options, while related to advertising, do not encapsulate the essence of message strategy. The creative design of the advertisement focuses on visual and artistic elements, target demographics pertain to who the ad is aimed at rather than how the message is conveyed, and analyzing advertising results deals with measuring the success of a campaign after it has run.