An effective communication campaign should consist of a well thought out message strategy. What message are you trying to convey to your target audience? How do you intend to deliver this message? Will it be through branding, logos, slogans or imagery? The message should always sell benefits but more importantly, it should also help the company in developing a positioning strategy.
Companies with effective message strategies include:
Figure 10.3: Nike – “Just do it”
Figure 10.4: BMW – “The Ultimate Driving Machine”
Figure 10.5: The cowboy personifies Marlboro
Figure 10.6: The golden arches logo represents McDonald’s
Media strategy, on the other hand, refers to how the organisation is going to deliver their message. Which promotional medium will the company use to deliver their message strategy? Clearly the company must take into account the target audience and also the general characteristics of their target audience before they select their media strategy. What newspapers do their target market read? What TV programmes do they watch? Which radio station do they tune in? Effective targeting of their media campaign could ensure cost-effective promotion.
Companies with effective message strategies include:
Figure 10.3: Nike – “Just do it”
Figure 10.4: BMW – “The Ultimate Driving Machine”
Figure 10.5: The cowboy personifies Marlboro
Figure 10.6: The golden arches logo represents McDonald’s
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