Ads contain a message to be delivered to consumers and can be understood then able to move consumers to take action.
To build a message send effectively, then the message must have this criteria:
1. Establish a general message to be communicated to the public.
2. Identify the benefits to consumers that can be used as an attraction in advertising.
3. Display ads should contain a strong creative concept, thus leaving a deep impression on the minds of consumers.
4. Create a special appeal / unique / special that will be used in advertising campaigns. The appeal of advertising must have three properties that is meaningful (significant), believable (credible) and distinctive (typical).