Advertising message — is an idea an advertiser wants to communicate to its target audience. Its goal is to make people perform the desired action. It can be registration in a service, purchase, reservation, etc.

Why is an advertising message important?

  • It allows you to skyrocket your brand awareness
  • It helps keep customers engaged
  • It educates prospects
  • It helps better understand your audience
  • It increases sales

An advertising message is a bridge between your brand and its clients and prospects. Communicating the right idea at the right time to the right people allows brands to build trustful and long-lasting relationships with their audience. Developing a killer advertising message provides businesses with a lot of tangible benefits. Check them out below.

  • It allows you to skyrocket your brand awareness. Well thought out advertising campaigns go straight to the hearts of clients. Brands that go beyond selling enjoy better awareness and recognition. For example, Canon launched a #selfieless campaign on Christmas Eve which was symbolic. They encouraged people from all over the world to capture not themselves but their good deeds to share altruistic vibes and inspire.
  • It helps keep customers engaged. Clients can stop buying from you just because you don't interact with them. Hence, they simply forget about your company. Targeted and highly relevant promotional offers will definitely strike the right chord with your audience. So, they will appreciate that you know their problems and offer the best solutions.
  • It educates prospects. Leads are not ready to buy immediately. They may not fully understand the way your service works or how to make the most out of your product. Besides, they can get stuck at any stage of the sales funnel. Via an advertising message, you can offer them solutions to cope with their problems. As a result, you'll be in the right place at the right time.
  • It helps better understand your audience. Analyzing the way your leads and customers interact and respond to your messages will provide some valuable insights. You'll get to know which offers, channels, and tactics work better for your audience.
  • It increases sales. Each benefit listed above results in a sales increase. If you communicate your message to the right people via the channels they prefer, you can boost sales. Advertising during holidays, clearances, and other important occasions will work in your favor.

Now you know the benefits you can get with advertising messages. It’s time to move on and explore the components of a killer ad.

Components of an Advertising Message

It doesn’t matter whether you choose online or offline advertising, the structure will be the same. It is predetermined by the nature of human perception. We’ll break down an advertising message into 5 components.

  1. A headline. This is the first advertisement element a user pays attention to. It is usually placed at the top of an ad. So, it should be attractive and informative. A headline conveys the idea of the message, so marketers do their best to create a selling headline. It can be presented as a promise, breaking news, command, or a question. To make readers read further, it should be short, sweet, and unambiguous.
  2. A sub-headline. This element is sometimes omitted by the advertisers but you can’t underestimate its power. A sub-headline can support and continue your headline. It’s usually placed right under it so it’s difficult to leave it unnoticed. If your headline is a question, a sub-headline can be the answer. These 2 elements complement each other perfectly. A sub-headline may be longer than a headline — up to a sentence.
  3. Copy. It is just the place to showcase your product value. An advertising message copy should answer all the possible questions a user may have after reading your headline and sub-headline. To sell your product, make a list of its important benefits. A thorough analysis of your target audience will help you sort out the most important benefits which can solve your clients’ problems.
  4. Images. This element grabs the second place at attracting user attention to an ad after a headline. Images allow people to visualize your product, demonstrate its benefits, create associations, and hold attention.
  5. Call-to-action. This is an action you want users to take after reading your advertising message. It should tell them directly what they should do further to evaluate the benefits of your product. It can say “Buy”, “Visit a website”, “Book a seat”, “Reserve a ticket”.

These are the main components each ad message contains. You can include more elements but make sure they don’t distract users’ attention from your message. The shorter — the better.

Now, we’ll share some tips that will help you create a killer ad. Check them out below.

How to create an advertising message?

Creating a perfect headline and adding a nice image is not enough. If you create an ad for the first time, you should go through more steps to craft a highly relevant and targeted message. Follow them below.

  1. Analyze your target audience. You can create an awesome ad in terms of marketing but it won’t pay off if you target it to wrong people. Analyzing your audience will provide you with valuable insights. Find out who your target market is, get to know the gender and average age of people, learn their social status, education, income level, place of living. Answering these general questions will make you familiar with your audience and even uncover the best promotional channels.
  2. Identify your customers' pains. Every client chooses your brand because they believe you’re the best choice to solve their problem. So, carry research and identify your customers’ problems. You can do this with the help of interviews, polls, surveys, etc. Get to know which unique features they need and can’t find among your competitors’ offers. This may be the key to your success.
  3. Select the best advertising channel. Your target audience analysis will tell you about the channels they prefer. This is important since you can invest in the channels where your audience is without wasting budget in vain. You can create ads for social media, paid Google Ads, run retargeting campaigns to reach leads already interested in your product, collaborate with your partners to create native advertising, and promote your product in YouTube videos. All these formats are paid. So, we recommend that you start with email campaigns. SendPulse allows you to send promotional emails to 500 subscribers every month for free. You can educate your audience and showcase your product from the best angles via emails.
  4. Master each component of an advertising message. Avoid using clickbait headlines since they can be ambiguous and scare away your audience. Brainstorm all your product benefits and include the most attractive into your ad copy. Design them as a list for users easily to perceive them. Make high-quality photos of your product to add them to your message. Craft a clear call to action. It should be the final chord of your ad. Make sure the link works and is easy to click.
  5. Analyze the results and act on them. Track how users interact with your ads. For example, if you promote your product via email campaigns, a low open rate shows that you’ve failed to create an attractive subject line; low CTR indicates that your message doesn’t resonate with your audience or hasn’t met subscribers’ expectations. These findings will help you improve your strategy.

Now, let’s take a look at some nice examples of advertising messages.

Advertising Message Examples

In this section, we’ll share some examples of advertising messages from different online channels. Get inspired.


Sephora ran an ad campaign on Facebook to target users who visited their site, viewed products but left without buying. They chose Americans interested in makeup and skincare. The brand collected the products a prospect can like according to their behavior on site. After a user taps a certain product, they are redirected to the corresponding site category.

This way, Sephora had reached leads who had not been ready to buy and increased their sales volume.

Sephora’s campaign on Facebook. Source: Facebook

Chain Reaction Cycles

The brand offers its email subscribers to get free tires with several wheelsets. They add customers’ reviews to make people trust them. Subscribers can click “Shop now” and they will be redirected to the necessary item on the site.

Advertising email

Chelsea FC

If you own a physical store, SMS marketing is just for you. Ask your clients to share their phone numbers to receive messages with the hot deals, upcoming sales, and special offers for their birthday. This way, you’ll retain customers, increase their loyalty, and boost sales. Chelsea FC does that right. Check out below.

Congrats, now you know pretty much about advertising online. Follow our tips, get inspired by the examples, and make use of SendPulse marketing tools that will help bring your business to the next level.


  1. This article explains what makes an effective advertising message.
  2. This article provides 18 best advertising messages of all time.
  3. This article offers 5 steps to create a winning marketing message.
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