Message Design in Advertising

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