Message Strategy:
Marketing Pro Choice and Anti Tobacco Related Messages

Table of Contents

Introduction…………………...…………………………………………………………………...4
The Steps of a Message Strategy (referencing a CDC Campaign)………….…………………….5 First Step of Message Strategy………………………………...………………………….5 Second Step of Message Strategy……………………………………...……………..…...6 Last Step of Message Strategy…………………………………………………………….7
Target Audiences……….…………………………………………………………………………8
Message Strategy Appeals.………………………………………………………………………..9
Conclusion……………………..………………………………………………………………...10
References……………………......………………………………………………………………12

Introduction
Message strategy is the specific determination of what a company wants to say and how it wants to say it. The elements of a message strategy include verbal, nonverbal, and technical components that are also called rationale (Message Strategy, n.d.). A message strategy can be considered a foundation of marketing. It needs to be strong or a company’s marketing efforts will fall apart. A marketing strategy makes it easier to deliver the same message across all marketing media including websites, brochures, advertisements, and presentations to investors, industry analysts, and prospects (Abinanti, para. 2). Consistent execution of the same message is a critical factor in successful marketing. In this paper, message strategy will be researched and demonstrated through the marketing of pro choice tobacco and anti tobacco related messages. The different steps to a message strategy will be described and exemplified, as well as what a message strategy should consists of when effectively marketing and advertising a message.
When creating a message strategy for tobacco, it’s a constant battle between tobacco companies and anti tobacco advocates, which makes it harder to master marketing strategies that lead to higher levels of