The influence of message format on the effectiveness of print advertisements for tourism destinations

Alain Decrop

In a context of overabundant ads and saturated consumers, message format is crucial in developing effective advertising campaigns.

The influence of message format on the effectiveness of print advertisements for tourism destinations

Alain DecropUniversity of Namur (FUNDP) CeRCLe (Centre for Research on Consumption and Leisure)

INTRODUCTION AND PROBLEM DEFINITION

Designing the message is a major step in developing effective advertising campaigns. It is usually considered once the target audience has been identified and the desired communication objectives have been defined. Four major decisions are involved in designing the advertising message:(1) what to say (content), (2) how to say it logically (structure), (3) how to say it symbolically (format), and (4) who should say it (source). In this...

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