Definition of message development

process of creating the advertising message. Advertisers must first determine the desired audience response and then develop the advertising message to achieve that response. Desired audience response may be to heighten awareness of a product, service, or general situation, or to inspire an audience action such as voting for a candidate, placing a telephone order, or going out and purchasing a particular product. In the creation of the advertising message, message developers talk to competitors, dealers, and potential customers and then engage in brainstorming techniques to try to imagine using the product and determine the benefits sought. The advertising message is very important to the success of the advertising campaign. It must attract audience attention and communicate effectively.