Marketing communications are messages and related media used to communicate with a market

1. Introduction to
Marketing
Communication Planning
Prepared By
Nijaz N

2. Elements in the
Communication Process
2

3. Key Factors in Good Marketing
Communication
3
Sellers Need to
Know What
Audiences
They Wish to Reach
and Response
Desired.
Sellers Must be Good
at Encoding
Messages
That Target Audience
Can Decode.
Sellers Must Develop
Feedback Channels
to
Assess Audience’s
Response to
Messages.
Sellers Must Send
Messages Through
Media that Reach
Target Audiences

4. Steps in Developing
Marketing Communication Program
4
1. Identifying the Target Audience
2. Determining the Response Sought
3. Designing a Message
4. Choosing Media
5. Selecting the Message Source
6. Collecting Feedback

5. Steps in Developing Effective Marketing Communication
5Step 6. Collecting Feedback
Step 5. Selecting the Message Source
Step 4. Choosing Media
Designing a Message
Attention Interest Desire Action
Step 2. Determining the Communication Objectives
Buyer Readiness Stages
Awareness Knowledge Liking Preference Conviction Purchase
Step 1. Identifying the Target Audience

6. 6
Advertising
Planning

7. The Planning Cycle
7
Where are
we?
Where could
we be?
Where do
We want
to go?
How do we
get there?
Let’s get
there
Are we
there?
If not,
why not?
Situation
Analysis
Company
Potential
Objectives &
Strategies
Plan
Implementation
Results
Feedback

8. 8
Evaluate
Advertising
Effectiveness
Select &
Schedule
Media
Determine
Advertising
Budget
Determine
Advertising
Objectives
Select
Target
Market
Design
Creative
Strategy
Developing an
Advertising Campaign

9. ADVERTISING PLANNING (CONSUMER
BEHAVIOUR)
9
1. What motivates the buyer?
2. Why does buyer choose a specific brand over others?
3. Why does buyer buys from where he or she buys?
4. What makes buyer shift from one brand to another &
from one shop to another?
5. What are buyer's reactions to newly introduced product?
6. What are the various stages buyer passes through before
making a decision?

10. ADVERTISING PLANNING (CONSUMER
BEHAVIOUR)
10
An advertisement, to be effective, should be Seen--Read --
Understood -Believed & Acted upon
So there are three objectives:-
 Sales Objectives. Immediate increase in sales percentage(Chart No 1)
 Communications Objectives. Increase in market share (Chart No 2)
 Behaviour related Objectives. Increasing company's brand usage rate
among existing consumers and Encouraging non-users to have trial
consumption and / or purchase