A Six-Segment Message Strategy Wheel - A new, comprehensive message strategy model builds upon earlier ones and suggests six basic message strategies -- Ego, social, sensory, routine, acute need, and ration. This new model lends itself to mapping the competition. Playful integration of the six segments suggests additional message strategies as well as ideas for product development or extensions
| Year of publication: |
1999
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| Authors: | Taylor, Ronald E. |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 39.1999, 6, p. 7-18
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