Communication strategy
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Communication strategy

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Communication strategy Communication strategy Presentation Transcript

  • Marketing Communications Means to inform, persuade & remind consumers-Directly or Indirectly - about Products & Brands they sell
  • Categories of New Products Advertising Sales promotion Events & Experiences Public Relations Personal selling Direct Marketing Marketing Communications programs
  • Communication Platforms Electronic shopping Samples Annual reports Fairs and trade shows Motion pictures Telemarketing Incentive programs Seminars Sampling Packaging inserts Mailings Sales meetings Speeches Premiums and gifts Packaging-outer Catalogs Sales presentation Press kits Contests, games, sweepstakes, lotteries Print and broadcast ads Direct Marketing Personal Selling Public Relations Sales Promotion Advertising
  • Marketing Communications program Brand Equity Brand Awareness Brand Image Brand responses Brand Relationships
  • Macro model of the Communication Process
  • The Communication Process
    • Target audience may not receive the intended message for any of three reasons:
      • Selective attention
      • Selective distortion
      • Selective retention
  • Micro model of consumer response
  • Steps in Developing Effective Communication
    • STEP 1
    • STEP 2
    • STEP 3
    • STEP 4
    • STEP 5
    • STEP 6
    • STEP 7
    • STEP 8
    • Identify target Audience
    • potential buyer
    • Current users
    • Deciders
    • Influencers
    • Groups
    • General public
    • STEP 1
    • STEP2
    • STEP3
    • STEP4
    • STEP5
    • STEP6
    • STEP7
    • STEP8
    • Communication Objectives
    • Category Need
    • Brand Awareness
    • Brand Attitude
    • Brand purchase Intention
    • STEP 1
    • STEP2
    • STEP3
    • STEP4
    • STEP5
    • STEP6
    • STEP7
    • STEP8
    • Communication Design
    • Message Strategy
      • Appeals, Themes, Ideas to establish-
      • POP & POD
    • Creative Strategy
    • STEP 1
    • STEP2
    • STEP3
    • STEP4
    • STEP5
    • STEP6
    • STEP7
    • STEP8
    • Communication Channel
    • Personal Channels
    • Nonpersonal Channels
    • STEP 1
    • STEP2
    • STEP3
    • STEP4
    • STEP5
    • STEP6
    • STEP7
    • STEP8
    • Communication Results
    • Reach & Frequency
    • Recall & recognition scores
    • Persuasion changes
    • Behavior changes