Explain the message visuallyTips:
- Produce images that, of themselves, help the recipient to explicitly understand the message
- Integrate the verbal message and sound clues into the visual to reinforce it, not the opposite
- Provide useful information on-screen (e.g., telephone numbers) and present them in a way that reflects their importance (font size, exposure time, location on-screen)
Promote repetition and ensure appropriate broadcast frequencyTips:
- During the advertisement, repeat important elements of the message
- Set a reasonable period of time between successive broadcasts
- Re-emphasize the importance of the message at the end of the advertisement to maintain interest in future exposure
Ensure synergy and synchronicity between the various elements at all timesTips:
- Ensure convergence of the various elements of the advertisement (images, spoken words, words on-screen, music, context)
- Stick to the essential (spoken words, sounds, images)
Select an appropriate advertising style and toneTips:
- Opt for an advertising style that permits convergence of the various elements of the message and reinforces the informative value
- Use an explicit and concrete style rather than an original one
- Use testimonials and spokespersons as vehicles