A message in its most general meaning is an object of communication.

It is a vessel which
provides information. Yet, it can also be this information. Therefore, its meaning is dependent
upon the context in which it is used; the term may apply to both the information and its form. A
communiqué is a brief report or statement released by a public agency.

In communications science
More precisely, in communication science, a message isinformation which is sent from a source
to a receiver. Some common definitions include:

 Any thaught or idea expressed in a language, prepared in a form suitable for transmission
by any means of communication.
 An arbitrary amount of information whose beginning and end are defined or implied.

In communication between humans, messages can be verbal or nonverbal:

 A verbal message is an exchange of information using words. Examples include face-to-

face communication, telephone calls, voicemails, etc.
 A nonverbal message is communicated through actions or behaviors rather than words.
Examples include the use of body language and the actions made by an individual idea.

Message Design in Integrated Marketing Communication (IMC)

Message Design Ways for Marketing Communications

 Content
 Structure
 Format
 Source

Content

1)Message content decisions involve the selection of appeal, theme, idea. While composing a message
must keep in mind whats the needs, wants and requirements of the customers
Types of appeals

 Rational appeals( informational): give more facts or informations as possible about the product
to the customers by way of comparative advertising, demostration.
  Emotional appeals ( this is apply to negative framing): In this way there must be fear of social
rejection.

 Moral appeals

Structure

 One-sided vs. two-sided messages

 Order of argument presentation

Format
Message format decisions vary with the type of media, but may include:

 Graphics, visuals
 Headline, copy or script
 Sound effects, voice qualities
 Shape, scent, texture of package

Source
-Message source characteristics can influence attention and recall
-Factors underlying perceptions of source credibility:

Expertise: expertise consists of those characteristics, skills and knowledge of a person (that is, expert)
or of a system, which distinguish experts from novices and less experienced people. In many domains
there are objective measures of performance capable of distinguishing experts from novices: expert
chess players will almost always win games against recreational chess players; expert medical specialists
are more likely to diagnose a disease correctly; etc

 Trustworthiness
 Likability