(Stairways to clearly pass the message)Norielyn FajilanMay 2013Steps in DevelopingEffective Communications
Some Things to• Steps in Developing Effective Communication• Step 3: Design communications Creative Strategy• Step 4: Sel...
Steps in Developing EffectiveCommunicationsAudience Identify targetObjectives DetermineCommunications DesignChannels Selec...
Nike Running ShoesAudienceObjectivesCommunicationsChannelsBudgetMedia MixMonitor shoessales volumeExample 1To increase sal...
Concept 2Designing the CommunicationsMessage Strategy Creative StrategyMessage Source and Global AdaptationStep 3:
3.1 How do it?Message strategy =Creative strategy =http://www.youtube.com/watch?v=PU23QVETHaMMessage source = Gary Gilmore...
3.2 Creative Strategy• Informational and transformationalappeals• Positive and negative appealsfear guilt shamehumor lovej...
Informational Appeal ofExample 3
Concept 4Step 4: Select Communication Channel• Personal channels• Non-personal channels• Integration of channels
Communication Channels• Personal- a sales lady at Nikestore selling toclient• Non-Personal- a Nike TVCommercial• Integrati...
Personal Communications ChannelsAdvocateExpertSocialConcept 5
Personal Communication Channels - How closer?A salesman selling Nike totarget customerAdvocateRio De La Cruz, an expertcoa...
Non-Personal Communications ChannelsMediaSalesPromotionEvents and ExperiencesConcept 6
Nike Non-personal ChannelsMedia print ads Stores’ Sales PromotionEvents and ExperiencesPublic relationsExample 6
(Designing the Communications)Remember this?
Every morning…..I try to look for new messages to start my day, my“MESSAGE STRATEGY”And then…
I go straight to the bathroom and there I spendtime thinking my, “CREATIVE STRATEGY”for the day, in other words, my things...
At 730 am, I am out of my apartment already ,walk along EDSA, ride a bus and the bus assistantwill hand me over my ticket....
After almost 30 minutes, I will reach Megamall, ride an FX toTektite/Antel and then proceed to One Corporate Center, ourof...
Designing the CommunicationsMessage Strategy Creative StrategyMessage Source and Global Adaptation
(Stairways to clearly pass the message)Norielyn FajilanMay 2013Steps in DevelopingEffective Communications
Upcoming SlideShare
Loading in …5
×

6 Concepts and 1 Remember This of Kotler's Chapter 17 : Design & Manage IMC

445 views

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
445
On SlideShare
0
From Embeds
0
Number of Embeds
16
Actions
Shares
0
Downloads
0
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

6 Concepts and 1 Remember This of Kotler's Chapter 17 : Design & Manage IMC

  1. 1. (Stairways to clearly pass the message)Norielyn FajilanMay 2013Steps in DevelopingEffective Communications
  2. 2. Some Things to• Steps in Developing Effective Communication• Step 3: Design communications Creative Strategy• Step 4: Select Communication Channels Personal Non-personal• Remember This : Designing the Communications
  3. 3. Steps in Developing EffectiveCommunicationsAudience Identify targetObjectives DetermineCommunications DesignChannels SelectBudget EstablishMedia Mix Decide onManageConcept 1
  4. 4. Nike Running ShoesAudienceObjectivesCommunicationsChannelsBudgetMedia MixMonitor shoessales volumeExample 1To increase sales volume of running shoes by 10%Evolve on the emerging “fun runs”Integration channel thru events,sponsor a “fun run”Athletic peopleTV, printAd, sportsstoresResults1 mio in one fun runevent in BGC
  5. 5. Concept 2Designing the CommunicationsMessage Strategy Creative StrategyMessage Source and Global AdaptationStep 3:
  6. 6. 3.1 How do it?Message strategy =Creative strategy =http://www.youtube.com/watch?v=PU23QVETHaMMessage source = Gary Gilmore’s last murder mewordsGlobal Adaptation = red is lucky color inChina Example 2
  7. 7. 3.2 Creative Strategy• Informational and transformationalappeals• Positive and negative appealsfear guilt shamehumor lovejoyConcept 3
  8. 8. Informational Appeal ofExample 3
  9. 9. Concept 4Step 4: Select Communication Channel• Personal channels• Non-personal channels• Integration of channels
  10. 10. Communication Channels• Personal- a sales lady at Nikestore selling toclient• Non-Personal- a Nike TVCommercial• Integration- A “NIKE” RunExample 4
  11. 11. Personal Communications ChannelsAdvocateExpertSocialConcept 5
  12. 12. Personal Communication Channels - How closer?A salesman selling Nike totarget customerAdvocateRio De La Cruz, an expertcoach selling ‘Nike’ in hisown store at RIOVANNAExpertIntroducing the new NikeFree 5.0. Free your run.Nike Running PH – FB page139,870 likes · 1,293 talkingabout thisSocialExample 5
  13. 13. Non-Personal Communications ChannelsMediaSalesPromotionEvents and ExperiencesConcept 6
  14. 14. Nike Non-personal ChannelsMedia print ads Stores’ Sales PromotionEvents and ExperiencesPublic relationsExample 6
  15. 15. (Designing the Communications)Remember this?
  16. 16. Every morning…..I try to look for new messages to start my day, my“MESSAGE STRATEGY”And then…
  17. 17. I go straight to the bathroom and there I spendtime thinking my, “CREATIVE STRATEGY”for the day, in other words, my things to accomplishfor today.
  18. 18. At 730 am, I am out of my apartment already ,walk along EDSA, ride a bus and the bus assistantwill hand me over my ticket.It indicates to where I am going and where do I came from,the “MESSAGE SOURCE”…
  19. 19. After almost 30 minutes, I will reach Megamall, ride an FX toTektite/Antel and then proceed to One Corporate Center, ouroffice location, guard will inspect our bag and then all of uswill queue for elevator, GLOBAL ADAPTATION.One Corporate Center
  20. 20. Designing the CommunicationsMessage Strategy Creative StrategyMessage Source and Global Adaptation
  21. 21. (Stairways to clearly pass the message)Norielyn FajilanMay 2013Steps in DevelopingEffective Communications

×