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Develop Effective Marketing Communications in 8 Steps

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Sameer Mathur
Sameer Mathur

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.

Marketing
1 of 23
DEVELOPING EFFECTIVE MARKETING COMMUNICATIONS
8 STEPS IN DEVELOPING EFFECTIVE MARKETING COMMUNICATION IMC: Integrated Marketing Communication
IDENTIFY THE TARGET AUDIENCE
COMMUNICATION OBJECTIVES
Objectives Category Need Brand Awareness Brand Attitude Purchase Intention
DESIGNING THE COMMUNICATION
Design Message Strategy Creative Strategy Message Source
MESSAGE STRATEGY
CREATIVE STRATEGY How to say it?
2 TYPES • Informational • Transformational
Informational Appeal
Transformational Appeal
MESSAGE SOURCE Who should say it????Who should say it???
SELECTING THE COMMUNICATION CHANNEL
Communication Channels Personal Channels: • Advocate • Expert • Social Non-Personal Channels: •Advertising •Sales Promotion •Events & Experience •Public Relations Integration of Channels: Mass Media + Personal Channels
ESTIMATING THE TOTAL COMMUNICATIONS BUDGET
Methods • Affordable • Percentage-Of-Sales • Competitive Parity • Objective-And-Task Method
•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.
OBJECTIVE-AND- TASK METHOD
Created by Vignaesh Muthukumaar, IIT Kanpur, during an internship with Prof. Sameer Mathur, IIM Lucknow, www.iiminternship.com

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