A positive message is one that is expected to be received favorably by the target audience. In business, companies deliver positive messages internally and externally. Positive internal messages are often used to convey information, such as a new division or promotion opportunity.
Marketing promotion is the function of a business aimed at presenting positive messages to external target audiences. The primary goal is to convey information about a brand and to convince prospects that the firm's products or services are superior to those offered by competitors. Different strategies are used to convey positive advantages, including demonstration of superior benefits or presentation of product differentiation.