The objective of this article is to help develop an understanding of message strategy and using it to develop an advertising planning model. This article describes Vaughn’s FCB grid that has been widely applied in this filed and elaborates how this framework can be used to develop an advertising planning model. This note also discusses the role of spokesperson for the message and the implications of each. Additionally, the note covers various clutter breaking methods adopted by marketers for an effective communication of message. This note will be useful for management students and will help them develop a structured thinking. It may be also useful for practitioners and act as a guide in developing an effective marketing communication plan.