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Analyzing Message Strategy for Rom Chocolate

The document analyzes the message strategy used in a case study. It explains the cognitive, affective, and conative message strategies used, including using a generic message to eliminate confusion between two capital cities, emphasizing the product's uniqueness, and using hyperbole to connect the product to consumers' experiences of the country.

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Hoang Nguyen
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3 views1 page

Analyzing Message Strategy for Rom Chocolate

The document analyzes the message strategy used in a case study. It explains the cognitive, affective, and conative message strategies used, including using a generic message to eliminate confusion between two capital cities, emphasizing the product's uniqueness, and using hyperbole to connect the product to consumers' experiences of the country.

Uploaded by

Hoang Nguyen
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

udy unit 2: Analyze the message strategy.

Explain and give example(s) from the


given case
Message strategy
1. Cognitive: Message strategies (think)

- Generic message: “Bucharest, not Budapest” aimed to eliminate the


confusion often made between the 2 capitals, the Romanian one and the
Hungarian one

- Unique selling proposition: The message aim to the domestic market,


Rom have been a symbolic brand for Romania and Romanians and
already made a habit from sweeten up Romania’s image abroad

- Hyperbole: Strong Romanian taste 42% filling and 100% love for the
country, the taste of coolness, the taste of coolness

2. Affective (feel)
- : connect product to consumers’ experience: Rom chocolate is a typical
brand of Romania chocolate, the believe that: “It is a confusion that
bother us all and, if there’s a brand that can fight this error, that brand
is Rom, because it is Romanian, authentic and daring and because it
has Bucharest written all over it”
-

3. Conative (do)
- Action-inducing: billboards, advertisements,…

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