The success-metre of a brand is measured according to the advertising efforts which are used for the promotion campaign of the product. In the absence of advertising, it is hard for brands to get noticed by its customers. Linking customers and brands, advertising acts as the string which keeps alive the spirit of brand marketing.
As a brand owner, there are many things you can talk about your brand. Brand literature is provided by every brand owner to define the features and benefits of his brand. However, it is not possible to explain all the benefits and features of the brand in a single advertising activity. Advertisers select the top features and benefits of the brand and present them to the TG as the advertising message. This message is different from the general brand literature (in its style and presentation). Also known as an ad copy, advertisers particularly hire experts such as copywriters to frame this particular brand message for the promotion campaign. Another important aspect of an advertising campaign is the graphical image used for the advertisement. Some advertisers opine that the right image has the capacity to deliver the brand message to the TG. On a general note, image and copy both are important to design a brand message.
Next to copy and graphical image, the medium of advertising also plays an important role in any promotion campaign. A good brand message which is launched through a poor medium is synonymous to a good recipe badly cooked by a bad chef. Media selection should be wisely done so that the ad message reaches the TG with a huge impact.