Formulating the communications to achieve the desired response will require solving the problems of ...

Message strategy is where management searches for the appeals, themes, or ideas that will tie into the brand positioning and help to establish points-of-parity or points-of-differences. Some of these may be related directly to product or service performance, whereas others may relate to more extrinsic considerations. Creative strategies can be broadly classified as involving either "informational" or "transformational" appeals. An informational appeal elaborates on product or service attributes or benefits. A transformational appeal elaborates on a non-product-related benefit or image.

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