• Subject Code : BU504
  • Subject Name : Management

Integrated Marketing Communications

The message strategy and execution of advertisement is analyzing the advertising plan of the product to the next level to build a strong advertisement. Promotion of brands is done through different advertising platforms involves television advertising, social media advertising and many other advertising platforms are used to create awareness about the product or service. The primary objective of every advertisement is to deliver the value of the product or service in terms of displaying an effective message. The messaging strategies are categorized in implementing six concepts while promoting the product. Those are emotional message strategy, a unique selling point of a product, generic, positioning, brand image and pre-emptive. Every strategy has its own importance and implementing the suitable strategy for the product is the major step which helps to scale the product sale to the greater range (Tsourvakas, Riskos & Yfantidou, 2017).

The marketing message of the product should cover the areas of core offerings of the product with establishing the trust in the product. The product is a solution to the customer and messaging strategy should clearly specify the idea of solving the problem. The messaging strategy of the particular product should involve the heart touching creativity on the unique selling point of the product (Samson, 2019). Advertising the product with slogans, storyline and the character acts as an effective way of delivering the intended message to the customers. Advertising is an effective way of displaying or communicating information about the product to a large range of customers. To achieve the goal of promoting the product, the messaging strategy should be properly organized. To draft the perfect message, it is important to know the objective of selling the product. Once you get ready with the precise knowledge of your product objective of selling, then it is easy to select effective messaging strategies to promote a product. Nowadays, organizations encourage customers to buy the product by implementing the slogans and the delivery of value to the customer. For example, Notpla advertises its product with the slogan of saving the economy by using the natural resources for their product’s packing. The slogan of Notpla is they make packing disappear using natural seaweed plants for packing their products. The messaging strategy used by Notpla is advertisement using emotions, which clearly specified the objective of business towards saving the economy without using the plastic. The unique selling point of the product was also demonstrated well. The messaging strategy and execution for the eco-friendly clothing should consider the emotional advertisement type along with specifying its unique selling proposition to the customer (Niu & Wang, 2016). The messaging strategy should include the solutions and value, where the customer is obtaining after the purchase of the product. The second step towards execution of an effective message is positioning. Using the positioning advertisement type is an effective way of comparing a particular product with the competitors in the market. Along with positioning and emotional approach, the messaging pattern should consist of one significant benefit of the product which should differentiate the other existing products of the same industry. 

References for Messaging Strategy and Execution of Advertisement

Niu, Y., & Wang, C. L. (2016). Revised unique selling proposition: Scale development, validation and application. Journal of Promotion Management, 22(6), 874-896. Retrieved from https://doi.org/10.1080/10496491.2016.1214209

Samson, M. (2019). Marketing and advertising strategies. Retrieved from https://www.researchgate.net/publication/337145044_MARKETING_AND_ADVERTISING_STRATEGIES

Tsourvakas, G., Riskos, K., & Yfantidou, I. (2017). Advertising message strategy analysis for award-winning digital ads. International Journal of Technology Marketing. 12(4), 340-355. Retrieved from https://www.researchgate.net/publication/320049555_Advertising_message_strategy_analysis_for_award-winning_digital_ads

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