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# 3 Marketing communications messages

Beyond the choices about media class, vehicle and target audience, constructing a promotional message is key in the creative process. There are several crucial structural elements of the message that need to be considered. These are:

1. message source
2. message balance
3. message appeal.

In the following sections, you will explore each of these in turn.

◄Contents►Next: 3.1 Message source

OpenLearn - Marketing communications in the digital age
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