In the second step taken to convey the message, what do marketers do?

• A. Choose the media outlet
• B. Decide what appeal would be most effective
• C. Set the budget
• D. Create the slogan

Answer: (B)

Choosing the appeal that will most effectively persuade the audience is what sets the direction for the entire message. This step decides the emotional or logical angle the ad will use—humor, fear, benefits, status, environmental benefits, a rational argument, or social proof—so that the creative concept, visuals, and copy all align with how you want people to feel or think about the product. When you lock in the appeal, you have a clear thread to carry through the slogan, the storytelling, and the overall tone, making the message coherent and more likely to resonate with the target audience.

Media choices, budgeting, and the actual slogan come after this direction is established. The media plan should support the chosen appeal and reach the right people in the right way, the budget is allocated to execute that plan, and the slogan is developed to express the chosen angle in a concise, memorable way. If the appeal isn’t set first, these execution steps risk inconsistent messaging or weaker impact.