Effects of Message Variation and Communication Tools Choices on Consumer Response

Abstract

In the midst of budget constraints, marketers need to plan their choices of messages and communication tools appropriately and efficiently. As studies exploring both factors and their interactions are rare, this study uses the advertising, sales promotion and public relations messages of a retail outlet, to study the effects of two different types of message variation: cosmetic and substantive and three choices of communication tools on consumer response on the messages and on the brand. An experiment of 198 subjects under six conditions reveals significant main effects and an interaction for consumer response on the messages. However, only message variation significantly affects consumer response on the brand. Customers generally seek for the types of messages and communication tools that can increase the amount of information and perceived value to make an informed purchase decision. Discussions of the results and implications for marketing communications are provided.