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What are the major steps in developing effective communication?

What are the major steps in developing effective communication?
Based on Kotler Chapter 16

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What are the major steps in developing effective communication?

  1. 1. What Are The Major Steps In Developing Effective Communications? Kotler Chapter 16 Aayushi Aggarwal IIT Kanpur
  2. 2. Major Steps In Developing Effective Communication
  3. 3. 1. Identify target audience Process must start with a clear target audience in mind. A specific group of people within the target market at which a product or the marketing message of a product is aimed. Target audience: Children Target audience :Youngsters
  4. 4. Possible Objectives Category Need Brand attitude Brand Awaren ess 2. Determine The Communications Objectives Brand purchase intension What should be the main purpose behind company’s need to connect with the customers?
  5. 5. Category Need Establishing a new product category, it is necessary to remove or satisfy a perceived discrepancy between a current and desired motivational state. Electric cars: “New to the world” A Need to reduce Green house Gas Emissions
  6. 6. Create Brand Awareness Fostering the consumer’s ability to recognize or recall the brand within the category, in sufficient detail to make a purchase. Brand recall : Generate and retrieve the brand in their memory Brand recognition :Correctly differentiate the brand they previously have been exposed to
  7. 7. Brand attitude Helping customers evaluate the brand’s perceived ability to meet a currently relevant need Ads show how stains are removed (Problem removal) Sensory oriented ads for food products
  8. 8. Brand purchase intension Moving customers to decide to purchase the brand or take purchase related action. Promotional offers like coupons or deals encourage consumers to make a mental commitment to buy.
  9. 9. 3. Design the Communications • What to say?- Message strategy • How to say it?- Creative strategy • Who should say?- Message source
  10. 10. Message Strategy What to say ?In determining message strategy, companies searches for appeals, themes, or ideas that will tie in to the brand positioning and help establish Points of parity and Points of difference
  11. 11. Rewards from a product: Rational, Sensory, Social or Ego Satisfaction Sensory Ego Satisfaction Rational
  12. 12. Creative strategy Creative Strategies are the way marketers translate their messages into specific communication. Informational Appeals Transformational appeals Products attributes and benefits Logic and reason triggered Non-product-related benefits Stir up emotions How to say?
  13. 13. Informational Transformational
  14. 14. Message source Message delivered by attractive or prominent sources can achieve higher attention and recall. In India adverting is owned by Bollywood celebrities and Cricketers. - Who will say?
  15. 15. Message source In addition to promoting the brand, a credible message source also help companies tide over crisis situations that it faces. Amitabh Bachchan’s personality and credibility helped Cadbury salve its reputation
  16. 16. 4. Select the communication channels Select an efficient means to carry the message. It may be Personal or Non- personal.
  17. 17. Personal communication channels Personal selling Two or more persons communicate face-to-face or person-to-audience. Companies drive their effectiveness from individualized presentation and feedback.
  18. 18. Non personal (Mass) Communication ChannelsMass Channels are directed to more than one person and include advertising, sales promotions, events and experiences, and public relations. Guerilla Marketing techniques Events can create attention
  19. 19. 5. Establish the Total Marketing Budget How much to spend on marketing? It can be 40-45% in Cosmetics While only 5-10% in Industrial equipment industry
  20. 20. Methods Affordable method – Set budget at what companies think they can afford Percentage -of- Sales method - Set budget at a specified percentage of current or anticipated sales or of the sales price. Competitive Parity Method – Set the budget to achieve share-of- voice parity with competitors Objective and Task Method – Develop budgets by defining specific objectives and estimating the costs of performing them

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