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Retail marketing
Retail marketing

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3.3 The message

Getting heard over the noise in the world of communications is a key challenge in the communication industry. Creative advertising and communication agencies specialise in developing messages that the target audience can hear (receive), in other words, messages that cut through the noise. The message(s) a company sends to its customers is critically important to the success of a business. In retailing, communication messages help to position the retailer as a ‘brand’ in the minds of customers and highlight the difference between products and brands and the significance of branding in retailing. Now we are interested in how companies create brand messages, which ultimately define what a company stands for and how it is positioned in the minds of its customers.

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Building a brand
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From this film, you should have developed an understanding of the relationship between the brand and the message and how marketing communications are used to communicate the message to specific target audiences.