Werbebotschaft

Werbebotschaft (advertising message) is the central statement conveyed by an advertisement, describing the value proposition offered by a product or service and the reason to believe. It is designed for a specific target audience and should be consistent with the brand identity. The message typically comprises a substantive claim (Nutzenversprechen), supporting proof, and emotional or rational appeals, wrapped in a clear call to action. The aim is to capture attention, differentiate from competitors, and motivate the audience to act.

In practice, a Werbebotschaft is developed from brand positioning and market insights. It is implemented in the campaign concept and then adapted across media through headlines, body copy, visuals, and audio. Common types of appeals include rational arguments (such as performance or cost savings) and emotional triggers (such as security or happiness). The USP (unique selling proposition) often anchors the message, but many campaigns combine benefits and values aligned with the audience's needs.

Effective Werbebotschaften are concise, memorable, and credible, and they should be verifiable to avoid overclaiming. They should be tested in pretests or A/B experiments and comply with advertising standards and ethical guidelines. The Werbebotschaft is distinct from the creative execution and the media plan; it is the underlying message behind the ad, while the creative elements and channels carry it to the target audience.