Messaging

(verb)

to construct a consistent and specific story around a P.R. event or project.

Related Terms

Examples of Messaging in the following topics:

  • Consumer Perception of Communication

    • Analyzing how consumers access marketing messages can help brands discover consumers' preferences for how to receive information.
    • Companies must ask where the receiver is most likely to be receptive of the message.
    • These are usually the messages that are most in line with their beliefs, attitudes, motives, and past experiences.
    • Some consumers will selectively listen to and remember messages that are more meaningful or important to them based on these internal factors.
    • Marketing messages must use the right timing and context to be effective for consumers.

  • Attitude

    • Experimental research into the factors that can affect the persuasiveness of a message include:
    • Target Characteristics: These are characteristics that refer to the person who receives and processes a message.
    • Message Characteristics: The nature of the message plays a role in persuasion.
    • When people are not motivated to process the message, simply the number of arguments presented in a persuasive message will influence attitude change, such that a greater number of arguments will produce greater attitude change.
    • Cognitive Routes: A message can appeal to an individual's cognitive evaluation to help change an attitude.

  • Mobile Marketing

    • Marketing communications on mobile devices is generally carried out via text messages or applications.
    • One of the most popular forms of mobile advertising is text messaging.
    • On average, it is estimated that SMS messages are read within four minutes after delivery to a mobile device.
    • Nearly all new phones with a color screen are capable of sending and receiving standard MMS messages.
    • In some networks, brands are also able to sponsor messages sent P2P (person-to-person).

  • Marketing Innovation Trends

    • On average, SMS messages are read within four minutes, making them highly convertible.
    • SMS marketing services typically run off a short code, but sending text messages to an email address is another methodology.
    • Another alternative to sending messages by short code or email is to do so through one's own dedicated phone number.
    • Mobile content can also be delivered via MMS (multimedia message service).
    • Nearly all new phones produced with a color screen are capable of sending and receiving standard MMS messages.

  • Public Relations

    • Public relations is the management of a message between an individual or organization and the public.
    • Depending on the message, some public relations must harmonize with state laws and be reviewed by an attorney to ensure compliance.
    • The public relations program's target audience must be identified so that the message can be tailored to suit them.
    • Sometimes the interests of differing audiences necessitate the creation of several distinct but complementary messages.
    • Messaging constructs a consistent and specific story around a P.R. event or project.

  • Direct Marketing

    • The message is based upon a "call to action" delivered directly to predisposed consumers.
    • Mobile technology direct marketing includes SMS-short message service, MMS-multi-media message service, QR Codes, applications, push notifications sent directly to users, and location based messages.
    • Direct marketing places control in the hands of the consumer, making a poorly written message strategy or improperly compiled demographic database problematic.
    • "Opt-out" lists, variable message printing and well defined demographics help to counteract these problems.

  • Media Types and Scheduling

    • Marketers must choose the type of media that best suits their budget and message and then choose the best way to schedule their message.
    • It combines the virtues of both the "storyteller" and the "demonstrator. " To be effective, these messages must be simple and able to overcome household distractions.
    • It is cost-effective since production costs are lower than TV, however, the lack of visual elements may limit the message.
    • Other areas in which a company's product message intersects with potential buyers occur outside of the home, meaning not via a device owned or operated by the potential buyer such as mobile phones, televisions, radio, computers, etc.
    • Program or plan that identifies the media channels used in an advertising campaign, and specifies insertion or broadcast dates, positions, and duration of the messages.

  • The Communication Process

    • Likewise, integrated marketing communications uses this communications process to persuade target audiences to listen and act on marketing messages.
    • Our ability to receive, communicate, and process information from other communicators and outside stimuli enables us to perceive the advertising and promotional messages central to integrated marketing communications.
    • The input subsystem permits the communicator to receive messages and stimulus from external sources as well as from other communicators.
    • Thus, we input and perceive advertising messages – a television commercial or a salesperson's pitch – using this process of perception.

  • Advertising

    • Advertising communicates a message to a targeted audience and generates feedback in the form of a sale or other action taken by a consumer.
    • When a company pays to have a message that defines its goods or services delivered or communicated to as many people as possible, they are said to be advertising.
    • The strategy addresses the message that will be communicated while creative tactics dictate how the strategy is actually implemented.
    • If the message is reaching more people, it is achieving the desired results.
    • If an advertisement is interesting, entertaining or helpful, the message goes "viral" via social-networking websites and blogs.

  • Public Relations Tools

    • There are several PR tools firms can utilize to ensure the efficacy of PR programs: messaging, audience targeting, and media marketing.
    • Messaging is the process of creating a consistent story around a product, person, company, or service.
    • A fundamental technique of public relations is identifying the target audience and tailoring messages to appeal to them.
    • Sometimes the interests of different audiences and stakeholders vary, meaning several distinct but complementary messages must be created.
    • Online social media platforms such as Facebook and Twitter ensure that firms can get their messages heard directly and quickly.