Dictionary of Marketing Terms: message
message
primary element of the communication process, consisting of the information passed from the communicator to the receiver, such as the message of a television commercial or magazine advertisement. For example, the message of an aspirin commercial is usually that the product will relieve pain quicker than other products.
Marshall McLuhan's phrase "The medium is the message" illustrates his thinking that the medium that delivers a message impacts how a message is perceived. For example, an advertisement appearing in the New York Times may be perceived as more credible than an identical ad in a small local newspaper.
