1. THE
COMMUNICATI
ON PROCESS
Steps in developing effective
communication
Prepared for:
Pn. Damaisari binti Mohd
Rawi

2. GROUP MEMBER:
AMIRAH NURJEHA BINTI
AZWAN
06DPR10F2011
NOORITA BINTI MUSTAFA
06DPR10F2032
MINOR MADINA BINTI
JAMALUDDIN
06DPR10F2034
JURIYATI BINTI ASMARA
06DPR10F2040
NORHAFIZAH BINTI RA’ABEAN
06DPR10F2045

3. MANAGE
THE
IMC PROCESS

4. The first step
- the target audience
 the existing customer or the potential new
customers
 essential for further development and overall
success of the communication program
 identified the next part is assessing the present
company or brand perception within the target
audience
 bases on the audience analysis the message should
address the requirements

5. The second step
- set specific objectives
 enhance existing image, convey attribute, or encourage a
consumer to act
 the objective can have a cognitive, affective or behavioural
response

6. The third step
- design of the message
 follows the objective of the message.
 has to address the following four points :
 content of message
 message structure
 message format
 message source

7. The fourth step
- selection of the communication
channel
 must be appropriate to carry the message to the target
audience
 for pharmaceutical companies, their sales people are the
most effective channel in reaching the target audience,
instead of placing billboards

8. The fifth step
- establish the budget
 need to decide budget of sales promotional and other
activities
 the common methods followed are an affordable
method, percentage of sales method, competitive
parity method, and objective-task methods

9. The sixth step
- Select the marketing
communications mix
 need balance expenditure among advertising, sales
promotion, public relation, sales force and direct
marketing
 the relevant choice of the communication mix is highly
dependable on the industry the company is operating

10. The seventh
- step measuring results
 very important for companies to keenly follow the
outcomes of the communication process
 the results could be increased in sales, change in
attitude or image of the brand

11. The eight step
- manage the integrated
marketing process
 companies cannot afford to continue one medium approach to
achieve desired communication effect
 companies must integrate all the available tools as to reach a
wider audience and effectively communicate about brand and
products

12.  Provides stronger message consistency and greater sales impact
 Improves firms’ ability to reach right customers at right time with
right message

13. EXAMPLE
THE FIVE MS OF
ADVERTISING

14. Mission • Objectives
Money can be
Message classified by
Media aim:
Measurement
– Inform
– Persuade
– Remind

15.  Factors considered
Mission when budget-setting:
Money Stage of product
life cycle
Message
Market share
Media and consumer
Measurement base
Competition and
clutter
Advertising
frequency


16.  Factors considered
Mission when choosing the
Money advertising message:
Message
Message
generation
Media
Message
Measurement evaluation and
selection
Message
execution
Social

17.  Developing media
Mission strategy involves:
Money Deciding on
reach,
Message frequency, and
Media impact
Selecting
Measurement
media and
vehicles
Determining
media timing
Deciding on

18.  Evaluating
Mission
advertising
Money
effectiveness
Message
Communic
Media
ation-effect
Measurement research
Sales-effect
research