earticle

영어

In this study, we present a new marketing communication message strategy model that enhances the practical utility of Taylor (1999)'s 6 Segment Message Wheel(SM 6). The SM6 model is a representative message strategy model that is currently undergoing follow-up research by various scholars, but it is a model with limitations on practical use in the following two aspects. The first limitation is that although it's essence of a message strategy is“What To Say?” (Larskey et al., 1989; Frazer, 1983; Taylor, 1999), the SM6 model's message strategy is closer to““How to say it ?” rather than“What To Say? Therefore, since SM6's message strategy is strictly a creative strategy rather than a message strategy, the SM6 model alone can not tell about“What To Say?”. The second factor arises from the positioning concept defined in the SM 6 model. In the SM 6 model, positioning message strategies are limited to the domain of rationality (Ration), which is one of the strategic areas, but positioning is not limited to the area of rationality, which emphasizes functional and economic utility in both academia and practice. The conceptual conflict between this positioning strategy and the SM6 model is also obstacles to practical use. This study proposes The SM 6 extended model (Extended 6 Segment Message: hereafter ESM6) that compensates for the limitations of this SM6 model and enhances practical use. Unlike SM6, which sees positioning as only one of six message strategies, the newly designed SM6 expansion model was redefined by the relationship “message strategy is the execute process of positioning strategy.” As a result, in the SM6 expansion model, “What are you going to say?” Sources Of Message corresponding to and “How do you say it? It provides all 6 expression strategies corresponding to”. The SM6 extension model enhances practical usability by being able to select 6 message expression strategies as well as Source Of Message as a single model, and it has the academic significance of resolving theoretical conflicts arising from positioning concepts.

한국어

테일러(Taylor, 1999)의 6분할 메시지 전략모형(6 Segment Message Wheel, SM6)은 대표적인 메시지 전략모형으로 현재까지도 메시지 전 략 연구에서 가장 많이 활용되는 모형 중의 하나이다. 그러나 SM6 모형은 이론과 실무 차원에서 다음과 같은 두 가지 한계점이 있는 모형이라 고 할 수 있다. 하나는 SM6 모형의 메시지 전략은 메시지 전략의 본질(Larskey et al., 1989; Frazer, 1983; Taylor, 1999)인“무엇을 말할 것인가 (What To Say)?”가 아닌“어떻게 말할 것인가(How To Say)?”라는 크리에이티브 전술이라는 한계점이며, 또 다른 한가지는 포지셔닝에 대한 메시지 전략을 오직 합리성 메시지 영역(Ration)으로 한정하고 있기 때문에, 메시지 전략이 포지셔닝 이론과 일치하지 않는다는 한계점이 있 다. 본 연구에서는 이러한 두 가지 한계를 보완하여, 포지셔닝 전략이론과 일치하며, 메시지 전략의 본질인“What to say?”와 표현 전략인“How to say?”까지를 하나의 모형에서 해결할 수 있는 SM6 확장 모형(Extended 6 Segment Message:이하 ESM6)을 제안한다.