COMMUNICATION OBJECTIVES

Category need
Brand awareness
Brand attitude
Brand purchase intention

MESSAGE STRATEGY

In determining message strategy , one has to look for

appeals, themes, or ideas that will tie into the brand
positioning and help establish points of parity or points of
difference. Some of these relate directly to product or
service performance, quality, economy, value whereas
others may relate to more intrinsic considerations like being
contemporary, popular, or traditional. Buyers are one of the
four awards from product rational, sensory, social, or ego
satisfaction