a successful product or service means nothing unless the benefits are communicated in and effective message delivered on and channel that is seen or heard by the target market. Example of channel include advertising, public relations (developing positive relationship with the media), personal selling (selling a product or service one-to-one) direct mail, sports sponsorship, in-store promotions, etc. Companies with effective massage strategies include: Nike "just do it" and Toyota :"the car in front is a Toyota