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,…