Message design and models

Message design and models

Bachelor of Business Studies (BBS) — Fourth Year

Subject: Fundamentals of Advertising (MKT 253)

Unit 7: Message Design and Advertising Appeals

Academic Year: 2083/84

Topic Objectives

After studying this topic, students should be able to:

• Explain the scope and key elements of message design and models.
• Apply the relevant marketing concepts to a defined customer group, market or business decision.

Curriculum Scope

• Message design
• AIDA and hierarchy of effects model
• Factors affecting message design

Detailed Microsyllabus

1. Message design

   1. Define the central proposition, evidence and execution style.
   2. Align message choices with audience and objective.
   3. Identify product, market and media influences.

2. Response models

   1. Explain attention, interest, desire and action in AIDA.
   2. Describe the hierarchy-of-effects sequence.
   3. Compare the models and their assumptions.

3. Application

   1. Map message elements to intended responses.
   2. Evaluate cultural context, involvement and prior knowledge.
   3. Recognize that actual responses need not follow a fixed sequence.

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Curriculum reference: Tribhuvan University, Faculty of Management, revised four-year BBS curriculum, PDF pages 106–108.

Source note: The curriculum scope above is retained from the existing TU syllabus breakdown. The numbered study subtopics are editorial elaborations for teaching and study, rather than a separately issued TU syllabus. Unit or component allocations apply at their stated level; no separate topic hours or marks are assigned here. Examples involving current laws, rates, institutional products or Nepalese status must identify the relevant period and official materials; no changing numerical or legal requirements are invented here.