Communication Design



Designing the marketing communications to achieve the desired response requires solving three problems: what to say (message strategy), how to say it (creative strategy), and who should say it (message source).
  • Message Strategy. In determining message strategy, marketers search for appeals, themes, or ideas that will tie in to the brand positioning and help enforce or establish the brand's points-of-parity and points-of-difference.
  • Creative Strategy. Communication effectiveness depends on how a message is being expressed, as well as its contents. And so, creative strategies are the ways markers translate their message into a specific communication.
  • Message source. Messages delivered by attractive or popular source can achieve higher attention and recall which is why advertisers often use celebrities as spokesperson. Celebrities are likely to be effectively when they are credible or personify a key product attribute. 

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