1. MAJOR STEPS IN
DEVELOPING
EFFECTIVE
COMMUNICATIONS

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

7. 3) Design Communications

8. 1.
WHAT TO
SAY

9. 2.
HOW TO SAY
IT

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

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