Advertising message strategies on Oman TV: an application of Tylor’s six-segment strategy wheel

The purpose of the study was to explore the message strategies in television advertising based on Taylor’s Six Segment Strategy Wheel (SSSW). The study examined (118) commercials broadcasted on OmanTV . The study indicated that combination strategies were mainly employed on OmanTV commercials with a focus on social segment. The study also examined if other considerations of: organizational orientation, advertising function, product type and industry sector affect the choice of advertising message strategy. It is recommended for international advertisers to focus on social segment and advertisers should develop different versions of commercials that severally focuses on one advertising function. In addition to message strategies, the conducted content analysis resulted in other valuable insights on the general television advertising scene.