Prepared By: Sarita Agarwal

Contents
Introduction Steps for developing a message strategy Designing message Conclusion References

Introduction
The way marketing communication are presented is very important in determining their effectiveness. The message is often considered as the most vital component in the communication process. Message is the thought, idea, attitude, image, or other information that the advertiser wishes to convey to targeted audience. Brand managers must focus on what will be the message content, how the information will be structured for communication and what kind of message appeal would be appropriate. Message structure refers to how the elements of a message are organized.

Steps for developing a message strategy

Message generation: It revolves around major benefits and brand offers. A customer derives four types of rewards/benefits from the product. These are rational, sensory, social and ego satisfaction. Message evaluation and selection: Every advertising campaign would have to generate a number of alternatives suitable messages. Each message would then have to be evaluated and the most appropriate would be selected. The message needs to be rated on factors like desirability (interesting), exclusiveness (distinctive) and believability.

Message execution: The messages impact depends not only upon what is said, but also on how it is said. Some ads use rational positioning and others use emotional positioning.

Appeals..
1.

2. 3. 4. 5.

Informational / Rational appeal: Consumer utilitarian needs Emotional appeal: Socio/psycho needs Humor appeal: Fun Reminder ads: Show presence Teaser ads: Curiosity

Designing message

The message should be developed using AIDA model. The message should gain attention, hold interest, arouse desire and elicit action. Formulation of a message requires four essential factors: What to say (message content). How to say (message structure). How to say symbolically(message format). Who should say it (message source).

Message content

It is also called appeal, theme, idea and the unique selling proposition (USP). It amounts to formulating some kind of benefit, motivation, identification or reasons for the audience to think about or investigate the product. The following are the three basic types of appeal that can be used: Rational: This kind of appeal is based on audiences self interest like benefits in terms of quality, economy, value, performance, saving time, etc.

For example: the ads of Recova crme Recova-30 night formula

Recova 3 way action:

identifies skin damage

Helps repair and nourish skin, reduces fine lines, blemishes and wrinkles

Moisturizes and keeps skin nourished, healthy and beautiful

Reminder ads

Just to show presence in the market

y Archies cards y Usual Pepsi ads

Teaser ads
Designed to build curiosity, interest,excitement about a product Mainly used while introducing new product or name change etc.

y New Hero Honda ad

Emotional: These appeals stir up positive and negative emotions that motivate purchase. Negative emotions are fear, guilt and shame while positive emotions are love, humour, pride and joy. Example: Birla Sun Life Ad with an emotional appeal. Ad by yuvraj singh

Emotional
Focus on consumers social/ psychological needs for purchasing a product 1. Personal feelings:Safety,security, love, joy,fear, pleasure etc. Eg : AXE 2. Social feelings: Recognition, status, acceptance etc. Eg: Hero Karizma

Moral: These appeals are directed at audiences sense of what is right and proper. They are used for social causes. Eg: ads regarding awareness for AIDS & polio drops etc.

Message Format
A message format is the sequence and the manner in which message has to be presented for its maximum effectiveness. The message format depends on the type of medium to be used. In print media, the communicator has to decide on the headline, copy, illustration and colour. In radio words and voice quality (speech rate, rhythm, pitch, tone, articulation) and vocalization (pauses, sighs, yawns) matters. In TV, words, voice duality, vocalization, body language (non-verbal clues) are important. The presenters have to pay attention to their facial expression, gestures, dress, posture and hairstyle.

Message source
Message delivered by attractive sources achieves higher attention and recall. Advertisers often use celebrities as spokesperson. Fair and handsome ad by Shahrukh Khan TVs victor ad by Sachin Tendulkar Pepsi ad by Amitabh Bachan & Sachin Tendulkar Mountain dew by salman khan

Messages delivered by highly credible sources are more persuasive. For example: pharma products testified by doctors have high credibility Three factors that mainly underlie source credibility are expertise, trustworthiness and flexibility.

Message Structure

Message structure is an important aspect of message strategy. It is the way to communicate the various message view points and overcome any opposing viewpoints that the audience may hold. The message structure comprises order of presentation, conclusion drawing, message sidedness, refutation and verbal versus visual message characteristics.

Order of presentation

A basic consideration in the design of a persuasive message is the arguments order of presentation. The decision needs to be taken on whether the most important message points be placed at the beginning of the message, in the middle or at the end. In two-sided messages, the issue is whether to present the positive argument first (primacy effect) or last (recency effect). The decision depends on several factors.

If the target audience is opposed to the communicators position, presenting strong points first can reduce the level of counter arguing. If the target audience is not interested in the topic, the strong points of the message put first create better impact on the target audience. If the target audience is predisposed toward the communicators position or is highly interested in the issue or the product, the strong points could be saved for the end of the message.

The order of presentation can be very critical when a long detailed message with many arguments is presented. Most effective sales presentations open and close with strong selling points and bury weaker arguments in the middle. An advertiser may present the brand name and key selling points early in the message and repeat them at the end to enhance recalling and retention.

Conclusion drawing

It raises the question as to whether the communicator should draw a definite conclusion for the audience or leave it to them. The best ads ask questions and allow readers and viewers to form their own conclusion. Some studies have suggested that the effectiveness of conclusion drawing depends on the target audience, the type of issue or topic, and the nature of situations.

Message Sidedness

The marketer is faced with the decision whether it is going to be a one-sided or two-sided message. Message sidedness raises the question of whether the communicator should only praise the product or also mention some of its shortcomings. One sided messages mention only positive attributes and benefits. It works best when audiences are initially predisposed to the communicators position. It works better with less educated audience. For example advertisements of Maruti 800 only address its advantage and dont mention any of its weakness. Two-sided message present both good and bad points. Two-sided messages are more effective when the audiences are opposed and are better educated. Two-sided messages may enhance the credibility of the source. Such messages are less biased and more objective. just as Khaitan fan claimed that they might be better than others in every way but they are more expensive than them

Ad by Honda Company

Refutation

In two-sided message, the communicator presents both sides of an issue and then refutes the opposing viewpoint. Since refutation appeals tend to inoculate the target audience against a competitors counterclaims, they are more effective than onesided messages in making consumers resistant to an opposing message. Refutation messages may be useful when marketers wish to build attitudes that resist change and defend against attacks or criticism of these products or the company.

Verbal vs. Visual Messages

The non-verbal and visual elements are a very important part of an advertising message. Many ads provide minimal information and rely heavily on visual elements to communicate. Pictures are commonly used in advertising to convey information or reinforce message claims. Both verbal and visual portions of an ad influence the way the advertising message is processed. Consumers may develop images or impressions based on visual elements such as an illustration in an ad or the scenes in a TV commercial. Pictures affect the way consumers process the accompanying copy. Eg. FAT to FIT ads

Conclusion

The message strategy is like a foundation for all marketing activities. It needs to be strong or all marketing efforts will fall apart. Message strategy consists of a positioning statement and three support points. They address key target market problems by stating a benefit; i.e. why the target market should care about the product, service or company. A message strategy can be extremely detailed and is like a recipe for all marketing communication. Follow the recipe and you get a good dish.

References
Advertising Management By Chunnawalla Advertising Management by Batra www.slideshare.com www.ask.com

Thank You