13.3 Defining the Message

Learning Objectives

  • Explain the role of consistent messaging in strengthening the impact of marketing communications
  • Outline a standard framework for developing messaging for marketing communications
  • Explain the importance of including a clear call to action in marketing communications
  • Discuss how to develop effective messaging for marketing communications

At the center of any successful marketing activity is a message. Without a solid, consistent message, your marketing efforts are like a compass without an arrow: there is nothing to point your target audiences in the direction you want them to go.

Good messaging takes time and attention to develop, but this effort pays a huge dividend down the road—when your marketing activities have their desired effect on the hearts, minds, and wallets of the people you want to reach.

Learning Activities

  • Reading: Defining the Message
  • Self Check: Defining the Message


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Introduction to Marketing II 2e (MKTG 2005) Copyright © 2021 by NSCC and Lumen Learning is licensed under a Creative Commons Attribution 4.0 International License, except where otherwise noted.

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