Overview of Perception of all Four Message Ideas
It appears that of the four message ideas presented to respondents none were perceived as the ' optimum solution' and it was subsequently felt that there was potential for something new. However, if forced to make a choice, i.e. to make a decision as to which one was rated more highly over the others, it appears that the final selection was dependent on the target audience as to which they found the most credible and convincing. The message ideas ' the best small country in the world' followed by ' a country without limits' were rated most highly across all audience groups, and in particular, by tourists, while ' nation of ideas, innovation and progress' and ' going from strength to strength' had most appeal to business people, particularly those in the old East. The former two were perceived to evoke more of an ' emotional' tone, while the latter two were more factually oriented and more likely to be seen as promoting a feeling of progression and continuous development.
Figure 1: Overview of Perception of Different Messages (i.e. Headings)
