Mes Strategy

8/2/2019 Mes Strategy

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Prepared By:

Sarita Agarwal


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Contents

Introduction

Steps for developing a message

strategy Designing message

Conclusion

References


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Introduction

The way marketing communication are presented isvery important in determining their effectiveness. Themessage is often considered as the most vitalcomponent in the communication process.

Message is the th

ough

t, idea, attitude, image, orother information that the advertiser wishes toconvey to targeted audience.

Brand managers must focus on what will be themessage content, how the information will bestructured for communication and what kind of

message appeal would be appropriate. Message structure refers to how the elements of a

message are organized.


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Steps for developing a message

strategy Message generation: It revolves around major

benefits and brand offers. A customer derivesfour types of rewards/benefits from theproduct. These are rational, sensory, social

and ego satisfaction. Message evaluation and selection: Every

advertising campaign would have to generatea number of alternatives suitable messages.Each message would thenhave to be

evaluated and the most appropriate would beselected. The message needs to be rated onfactors like desirability (interesting),exclusiveness (distinctive) and believability.


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Message execution: The messages

impact depends not only upon what is

said, but also onhow it is said. Some

ads use rational positioning and others

use emotional positioning.


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Appeals..

1. Informational / Rational appeal:

Consumer utilitarianneeds

2.Emotio

n

al appeal: Socio/psych

on

eeds3. Humor appeal: Fun

4. Reminder ads: Show presence

5. Teaser ads: Curiosity


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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 messagerequires 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).


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Message content

It is also called appeal, theme, idea and theunique selling proposition (USP). Itamounts to formulating some kind ofbenefit, motivation, identification or reasons

for the audience to think about orinvestigate the product.

The following are the three basic types ofappeal that can be used:

Rational: This kind of appeal is based onaudiences self interest like benefits interms of quality, economy, value,performance, saving time, etc.


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For example: the ads ofRecova crme

Recova-30 night formula


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Recova 3 way action:

identifies skin damage

Moisturizes and keeps skinnourished,healthy and beautiful

Helps repair and nourish skin, reduces

fine lines, blemishes and wrinkles


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Reminder ads

Just to show presence in the market

yArchies cards

y Usual Pepsi ads


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Teaser ads

Designed to build curiosity,

interest,excitement about a product

Mainly used while introducing new

product orname change etc.

y New Hero Honda ad


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Emotional: These appeals stir up positive

and negative emotions that motivatepurchase. 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


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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


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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.


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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 communicatorhas 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.

InTV, 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.


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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


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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.


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Message Structure

Message structure is an important aspectof message strategy.

It is the way to communicate the various

message view points and overcome anyopposing viewpoints that the audience mayhold.

The message structure comprises order of

presentatio

n, co

nclusio

ndrawi

ng, messagesidedness, refutation and verbal versus

visual message characteristics.


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Order of presentation

A basic consideration in the design of apersuasive message is the argumentsorder of presentation.

The decisionneeds to be taken on whetherthe most important message points beplaced at the beginning of the message, inthe middle or at the end.

Intwo-sided messages, t

he issue iswhether to present the positive argument

first (primacy effect) or last (recency effect).The decision depends on several factors.


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If the target audience is opposed to the

communicators position, presenting strongpoints 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 interestedin the issue or the product, the strong points

could be saved for the end of the message.


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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 inthe middle.

An advertiser may present the brand name

and key selling points early in the message

and repeat them at the end to enhancerecalling and retention.


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Conclusion drawing

It raises the question as to whether thecommunicator should draw a definiteconclusion for the audience or leave it to

them.

The best ads ask questio

ns a

ndallow readers and viewers to form their

own conclusion.

Some studies have suggested that theeffectiveness of conclusion drawingdepends on the target audience, the typeof issue or topic, and the nature ofsituations.


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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.

T

wo-sided message presen

t both

good an

d bad poin

ts.T

wo-sidedmessages 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


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Ad by Honda Company


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Refutation

In two-sided message, the communicatorpresents both sides of an issue and then refutesthe opposing viewpoint.

Since refutation appeals tend to inoculate thetarget audience against a competitorscounterclaims, they are more effective than one-sided messages in making consumers resistantto an opposing message.

Refutation messages may be useful when

marketers wish to build attitudes that resistchange and defend against attacks or criticismof these products or the company.


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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 relyheavily on visual elements to communicate.

Pictures are common

ly used in

advertisin

g toconvey information or reinforce message claims.

Both verbal and visual portions of an ad influencethe way the advertising message is processed.

Consumers may develop images or impressions

based on

visual elements suc

has a

nillustratio

ninan ad or the scenes in a TV commercial.

Pictures affect the way consumers process theaccompanying copy.

Eg. FAT to FIT ads


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Conclusion

The message strategy is like a foundation for allmarketing activities.

It needs to be strong or all marketing efforts will fallapart.

Message strategy consists of a positioningstatement and three support points.

They address key target market problems bystating a benefit; i.e. why the target market shouldcare about the product, service or company.

A message strategy can be extremely detailed andis like a recipe for all marketing communication.Follow the recipe and you get a good dish.


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References

Advertising Management By

Chunnawalla

Advertising Management by Batra

www.slideshare.com

www.ask.com


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Thank You

Date post:	06-Apr-2018
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Mes Strategy

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