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Communication strategy
 

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