The document outlines the key elements of message strategy and design in advertising, emphasizing its components such as message execution, appeals, objectives, and target audience. It categorizes message strategies into cognitive, affective, and conative types, each serving different purposes, from impacting beliefs to eliciting emotional responses or prompting consumer actions. Additionally, it discusses the structure and importance of a message strategy brief in the advertising process.

2. Learning Objectives
 Message Strategy and Design
 Introduction
 Message Strategy Brief
 Message Execution
 Message Appeals
 Message Objectives
 Message Strategies

3. Message Strategy and Design

4.  MESSAGE consists of facts, opinion,
appeal, idea, picture, symbols, or
convincing arguments about the product.
 The MESSAGE STRATEGY aims to
communicate the brand to the target market
in a creative andpersuasive manner.
 The MESSAGE STRATEGY refers to what is said in an advertisement,
and the message execution or tactics constitute the manner in which
the brand message is communicated .

5. Message Strategy Brief
 A message strategy brief also referred to as a creative brief.
 It is a blueprint of what thecompany plans to achieve with its
advertising message.
 Various advertising agenciesuse differentformats of the
creative strategy brief.

6. Elementsin MessageStrategy Brief
 Thetarget audience refers to a detailed description of the target market.(Kinder Joy)
 Theobjectives for the message arewhat the organisation wants to achieve with the
advertisement. (Demonstration)
 Thecreative strategy statement consists of the advertising theme; the executional
styles and the advertising appeals. (TRESemme)
 Thesupporting information for the advertising claims in the message includes the
factors that back upthe promise of the brand.(unique ingredients)

7. Message Execution
According toBelch and Belch,
the executional style refers to the manner in which an advertising
appeal is used to communicate with the audience. Advertising appeals
are used to elicita response from the audience.
Few of the Executional Styles are :-
1. Straightforward execution (Eg.- Whirlpool)
2. Testimonials (Eg.- Colgate)
3. Animation Execution (Eg.- RedBull)

9. Message Appeals
 Advertising appeals are the cues that attractthe attention of the audience
and that attempt to influence the consumer in some way.
 The focus can be on the rationalor emotional motives of the consumer, or
a combination thereof.
Few of the Message Appeals in Ads are :-
1. Rational / Logical Appeal (Price, Quality, Features and so on.)
2. Emotional Appeal (Fear, Musical, Social, Personal and so on.)
3. Additional Appeals (Reminder, Scarcity, Teaser are some.)

10. Message Objectives
MO
&S
Promoting
Brand
Recall Link Key
Attributes to
the Brand
Name
Define the
Brand
Image
Situate the
Brand
Socially
Affective
Association
Persuade
the
Customer
Transform
Consumptio
n
Experience
Scare the
Consumer
into Action

11. Message Strategies
A message strategy is the primary tactic or approach used to deliver the
message theme. There are three broad categories :-
1. Cognitive Message Strategies
2. Affective Message Strategies
3. Conative Message Strategies

12. 1. Cognitive Message Strategy
 Its goal is to design an ad that will have an impact on a
person’s beliefs and/or knowledge structure.
 A cognitive message strategy is the presentation of rational
arguments or pieces of information to consumers.
 This can be accomplished by suggesting any one of a wide
variety of potential product benefits.

13. Examples For Cognitive Message Strategy
 Generic Messages (Complan)
 Unique Selling Proposition ( Coca-Cola Zero)
 Comparative Ad Messages ( Pepsodent and Colgate)

14. 2. Affective Message Strategy
 This invoke feelings or emotions and match those feelings
with the good, service or company.
 These type of ads are prepared to enhance the likeability of
the product recall of the appeal.
 are of two categories:-
Resonance
Emotional

15. Examples For Affective Message Strategy
 Resonance Advertising (Kellogg’s K Special)
 Emotional Advertising ( Smoking, Water)

16. 3. Conative Message Strategy
 These are designed to lead more directly to some type of
consumer response.
 They can be used to support other promotional efforts, such
as coupon redemption programs, Internet “hits” and orders
or buy one get one free.

17. Examples For Conative Message Strategy
Promotional Support Conative Advertisements(Sale or Off or Lucky Draw or
win Exciting Offers)

18. THANK YOU