What arethemajorstepsindevelpoingeffectivecommunications

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MAJOR STEPS IN
DEVELOPING
EFFECTIVE
COMMUNICATIONS

1) Main focus should be on usage
and loyalty

Examples of target audience-
POTENTIAL BUYERS
CURRENT USERS
INDIVIDUALS
GROUPS
PARTICULAR PUBLIC

2) Determine Objectives

3) Design Communications

1.
WHAT TO
SAY

2.
HOW TO SAY
IT

Informational Appeal Transformational Appeal

3. WHO
SHOULD SAY IT

CELEBRITIES ARE
LIKELY TO BE
EFFECTIVE WHEN
THEY ARE CREDIBLE
i.e.
TRUSTWORTHINESS,
EXPERTISE AND
LIKABILITY

4) SELECT THE COMMUNICATION
CHANNELS

PERSONAL-
FACE TO FACE

1. ADVOCATE CHANNELS
COMPANY SALESPEOPLE CONTACTING
BUYERS IN TARGET MARKET

2. EXPERT CHANNELS
INDEPENDENT EXPERTS MAKING
STATEMENTS TO TARGET BUYERS

3. SOCIAL CHANNELS
FRIENDS AND FAMILY TALKING TO
TARGET BUYERS

5) ESTABLISH BUDGET

1. AFFORDABLE METHOD
SET BUDGET AT WHAT COMPANIES
THINK THEY CAN AFFORD

2. PERCENTAGE-OF-SALES METHOD
SET BUDGET AT A SPECIFIED
BUDGET OF CURRENT OR
ANTICIPATED SALES OR OF SALES
PRICE

3. COMPETITIVE-PARITY METHOD
SET BUDGET TO ACHIEVE SHARE-
OF-VOICE PARITY WITH
COMPETITORS

4. OBJECTIVE-AND-TASK METHOD
DEVELOP BUDGETS BY DEFINING
SPECIFIC OBJECTIVES AND
ESTIMATING THE COSTS OF
PERFORMING THEM

THESE SLIDES WERE CREATED BY
AMOD BANSAL,
THAPAR UNIVERSITY,
DURING A MARKETING
INTERNSHIP BY
PROF. SAMEER MATHUR,
IIM LUCKNOW

What arethemajorstepsindevelpoingeffectivecommunications

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What arethemajorstepsindevelpoingeffectivecommunications

1. MAJOR STEPS IN DEVELOPING EFFECTIVE COMMUNICATIONS

2.

3. 1) Main focus should be on usage and loyalty

4. Examples of target audience- POTENTIAL BUYERS CURRENT USERS INDIVIDUALS GROUPS PARTICULAR PUBLIC

5. 2) Determine Objectives

6.

7. 3) Design Communications

8. 1. WHAT TO SAY

9. 2. HOW TO SAY IT

10.

11.

12. Informational Appeal Transformational Appeal

13. 3. WHO SHOULD SAY IT

14. CELEBRITIES ARE LIKELY TO BE EFFECTIVE WHEN THEY ARE CREDIBLE i.e. TRUSTWORTHINESS, EXPERTISE AND LIKABILITY

15. 4) SELECT THE COMMUNICATION CHANNELS

16. PERSONAL- FACE TO FACE

17. 1. ADVOCATE CHANNELS COMPANY SALESPEOPLE CONTACTING BUYERS IN TARGET MARKET

18. 2. EXPERT CHANNELS INDEPENDENT EXPERTS MAKING STATEMENTS TO TARGET BUYERS

19. 3. SOCIAL CHANNELS FRIENDS AND FAMILY TALKING TO TARGET BUYERS

20.

21. 5) ESTABLISH BUDGET

22. 1. AFFORDABLE METHOD SET BUDGET AT WHAT COMPANIES THINK THEY CAN AFFORD

23. 2. PERCENTAGE-OF-SALES METHOD SET BUDGET AT A SPECIFIED BUDGET OF CURRENT OR ANTICIPATED SALES OR OF SALES PRICE

24. 3. COMPETITIVE-PARITY METHOD SET BUDGET TO ACHIEVE SHARE- OF-VOICE PARITY WITH COMPETITORS

25. 4. OBJECTIVE-AND-TASK METHOD DEVELOP BUDGETS BY DEFINING SPECIFIC OBJECTIVES AND ESTIMATING THE COSTS OF PERFORMING THEM

26. THESE SLIDES WERE CREATED BY AMOD BANSAL, THAPAR UNIVERSITY, DURING A MARKETING INTERNSHIP BY PROF. SAMEER MATHUR, IIM LUCKNOW