Message Research

It’s generally acknowledged that marketing success relies on getting the right message to the right audience via the right medium.  The context of messages plays a big part in this and advertisers go to considerable lengths to make sure their most impactful messages are conveyed in ways that tie together product, service, medium and context.  An accident claims service ad on the back of the bus that one might be in danger of skidding towards should be more impactful (sic) than the same message on, say, a fast food carton.

In the recent cold weather, the Highways Agency (HA) used some of its 2,800 Variable Message Signs (VMS) to promote an interesting anti-litter message.  As the HA itself comments on its web site

“Messages displayed on VMS are limited to those that help drivers complete their journey safely and efficiently. VMS cannot be used for advertising or any other unnecessary information.”

The use of the terms ‘safely’, efficiently’ and ‘unnecessary’ is interesting in this context.  Having witnessed some very messy roads recently I do support moves to improve responsible litter disposal but, given the location of HA VMS and the range of issues that do affect safe and efficient use of the motorway network, there are numerous messages that should have greater priority for this particular medium: and, on the basis of LTRC’s experience in developing and evaluating market communications, it wouldn’t require a major research exercise to confirm it!