Answers are grounded in this paper and cite their sources.
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.
No takes yet. Share an insight, caveat, or question.
Ronald E. Taylor (1999) studied this question.
Synapse has enriched 10 related papers. Consider them for comparative context: