A Six-Segment Message Strategy Wheel

Ronald E. Taylor

160 citations0/0 files storedJournal of Advertising Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Behavior and Marketing Influence

Abstract

This article revisits the literature bases used to build message strategy models and develops a model that is more comprehensive than previous ones. Tests of the model's ability to capture consumer decision-making and to generate alternative strategies are presented. Other applications include plotting competitive strategies, generating product ideas, and comparing message strategies across cultures.

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1983Advertising and consumer psychology 2000A Model For Predictive Measurements of Advertising Effectiveness 1989Typology of Main Message Strategies for Television Commercials

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2017Like, comment, and share on Facebook: How each behavior differs from the other 2011The influences of electronic word‐of‐mouth message appeal and message source credibility on brand attitude 2013To App or Not to App: Engaging Consumers via Branded Mobile Apps 2003Effects Of Structural And Perceptual Factors On Attitudes Toward The Website 2008Creative Strategies in Viral Advertising: An Application of Taylor’s Six-Segment Message Strategy Wheel 2017Using Message Strategy to Drive Consumer Behavioral Engagement on Social Media 2006Excitement or sophistication? A preliminary exploration of online brand personality 2003Corporate Web Sites as Advertising

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