3. If something is not percieved,
IT DOES NOT EXIST!
Promotional activity is part of the so-called „product
marketing”, and it’s only one of a complex series of steps
(from the creation of the product until its sale).
4. 4 questions of communication
1. What
2. Who
3. Why
4. How
5. Decisions
In a communication strategy you must make a series of
decisions:
• related to pre-defined objectives
• for different target
• with different media and creativity
• in fixed times
6. Objectives of communication, 1/2
• Awareness: knowledge of the
existence of the product or service
• Knowledge: knowledge of the
characteristics (its attributes and
benefits) of the product/service
Communication
gives
informations
• Liking: favorable attitudes toward
the product/service
• Preference: development of a
preference in the product/servise
rather than the other alternatives
available
Communication
influences on
attitudes and
perceptions
• Convintion: intention to purchase
• Purchase: purchase
Communication
stimulates the
desire to
purchase
7. Objectives of communication, 2/2
When you fix the objectives of your communication
campaign, they must be:
• Few and clear
• Easily identifiable and measurable
• Realistic, potentially achievable
• In a reasonable timeframe
8. Integrated communication
Consists in using the available tools and media for your
communication strategy in a coherent and synergistic way,
to:
• use in the best possible way human and financial resources
• reach the target effectively
• achieve the goals (visibility, image ..)
9. 8 elements for the communication strategy:
Integrated Communication
COMMUNICATION
STRATEGY
Paper
publicatio
ns
Naming
Public
Relationsh
ip
Direct
Marketing
Advertise-
ment
Sponsor-
ship
Events
Web
communi-
cation
15. Sponsorship 6/8
Serves to positively associate the project (its image, identity,
brand, etc.) to an event, activity, organization or person who
has visibility and positive image, coherent with the object of
sponsorship
19. STEP to set up a
communication campaign 1/2
1. Define the object of the campaign
2. Define the purpose of the campaign
3. Identify the target to be reached
4. Choose the message
5. Determine the response that you want to get
6. Determine the characteristics of your project that is
important to communicate
7. Choose the tools/medium *
20. *Tools/medium choice
The choice on the tool/media must be made on the basis of:
1. Quantitative elements
• Investment and cost required
• Potential of the communication media
2. Qualitative elements
• Ability to acquire direct information from the market
• Control of demand
• Need to guard a particularly prestigious market
• Type of clients to be served
21. STEP to realize the
communication campaign 2/2
1. Generation of ideas (internal sources, competitors,
customers ...)
2. Analysis and selection of ideas
3. Development and testing of a concept (translate the idea
into a concept, prototype)
4. Definition of marketing strategy (decision for the launch of
the campaign: when, where, to what market)
5. Briefing, where you have to decide the overall strategy
and organize the Human Resources: identification,
organization and responsibilities, timing
23. Questions for Relevance
1. Who do you want to influence?
2. What are they really, really interested in?
3. How is what you want to say relevant to your target?
