The document outlines the key components of an effective message design, including the four P's of personal, powerful, permanent, and performance messages as well as models like the head and heart model. It also discusses factors that affect message design such as objectives, products, customers, and regulations. Finally, it explores different message strategies such as cognitive, affective, and conative strategies as well as brand strategies.

1. Message Design
Gopal Thapa
Nepal Commerce Campus

2. Four P’s of Message Design
 Personal
 Powerful
 Permanent
 Performance

3. Models of Message Design
 Head and Heart Model
 Advertising Effectiveness Model
 MECCA Model

4. Factors Affecting Message Design
 Objectives of Advertising
 Nature of Product
 Types of Customer
 Competitors’ Message
 Media
 Government Rules and Regulation

5. Message Strategy
 Cognitive strategy
 Conative strategy
 Brand Strategy

6. Cognitive Strategy
 Generic message
 Preemptive message
 USP
 Hyperbole
 Comparative ad

7. Affective Strategy
 Resonance advertising
 Emotional advertising

8. Conative Strategy
 Action-inducing advertisement
 Promotional support advertisement

9. Brand Strategy
 Brand user strategy
 Brand image strategy
 Brand usage advertising
 Corporate advertising

10. Brand Strategy
 Brand user strategy
 Brand image strategy
 Brand usage advertising
 Corporate advertising