The document outlines 8 steps to develop effective marketing communications: 1) Identify the target audience and communication objectives like brand awareness or purchase intention. 2) Design the message strategy and creative strategy to convey the message. 3) Choose between informational or transformational appeals. 4) Select communication channels like advertising, social media, or events. 5) Estimate the total communications budget using methods like percentage-of-sales or competitive parity. The goal is to integrate different channels to effectively reach the target audience.

1. DEVELOPING
EFFECTIVE
MARKETING
COMMUNICATIONS

2. 8 STEPS IN DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
IMC: Integrated Marketing Communication

3. IDENTIFY THE
TARGET AUDIENCE

5. COMMUNICATION
OBJECTIVES

6. Objectives
Category
Need
Brand
Awareness
Brand
Attitude
Purchase
Intention

7. DESIGNING THE
COMMUNICATION

8. Design
Message
Strategy
Creative
Strategy
Message
Source

9. MESSAGE STRATEGY

10. CREATIVE STRATEGY
How to
say it?

11. 2 TYPES
• Informational
• Transformational

12. Informational
Appeal

13. Transformational
Appeal

14. MESSAGE SOURCE
Who should
say it????Who should
say it???

15. SELECTING THE
COMMUNICATION
CHANNEL

17. Communication Channels
Personal Channels:
• Advocate
• Expert
• Social
Non-Personal Channels:
•Advertising
•Sales Promotion
•Events & Experience
•Public Relations
Integration of Channels:
Mass Media + Personal Channels

18. ESTIMATING
THE TOTAL
COMMUNICATIONS
BUDGET

19. Methods
• Affordable
• Percentage-Of-Sales
• Competitive Parity
• Objective-And-Task Method

20. •Affordable Method:
Set the Promotion budget at what they think
the company can afford.
•Percentage-Of-Sales Method:
Set promotion expenditures at a specified
percentage of sales (either current or
anticipated) or of the sales price.
•Competitive-Parity Method :
Set the promotion budget to achieve share-
of-voice parity with competitors.

21. OBJECTIVE-AND-
TASK METHOD

23. Created by
Vignaesh Muthukumaar,
IIT Kanpur,
during an internship with
Prof. Sameer Mathur,
IIM Lucknow,
www.iiminternship.com