The document outlines the 8 steps in developing effective communication and the 8 elements of the communication process. The 8 steps are: identify target audience, determine objectives, design communication, select channels, establish budget, decide on media mix, measure results, and manage integrated marketing communication. The 8 elements are: media, message, decoding, receiver, sender, encoding, noise, and feedback. An example is provided of how Philip Morris uses consumer events to communicate an ongoing raffle promotion directed at intended receivers, which increases sales volume and provides feedback.

1. TOP 2Learning Concepts Ch 17: Designing and ManagingIntegrated Marketing CommunicationJan Kenneth ObarApril 1, 2011http://jankenneth-obar.blogspot.com

2. Outline:8 Steps in Developing Effective Communication8 Elements of the Communication Process2http://jankenneth-obar.blogspot.com

3. Concept 1: 8 Steps in Developing Effective Communication3 IdentifyTarget Audience Determine Objectives Design CommunicationSelect ChannelsEstablish BudgetDecide on MediaMixMeasure ResultsManage Integrated Marketing CommunicationFrom Philip Kotler’s, Marketing Management 13th editionhttp://jankenneth-obar.blogspot.com

4. Concept 1: Start with a clear target audience in mind.4- Potential Buyers of the Product Current Users

5. Deciders

6. Influencers

7. Groups

8. General Public IdentifyTarget Audiencehttp://jankenneth-obar.blogspot.com

9. Concept 1: The most effective communications often can achieve multiple objectives54 Possible Objectives- Category Need Brand Awareness

10. Brand Attitude

11. Brand Purchase Intention IdentifyTarget Audience Determine Objectiveshttp://jankenneth-obar.blogspot.com

12. Concept 1: Formulating the communications to achieve the desired response.63 Problems to solve- What to Say? How to say it?

13. Who should say it? IdentifyTarget Audience Determine Objectives Design Communicationhttp://jankenneth-obar.blogspot.com

14. Concept 1: Selecting efficient means to carry the message becomes more difficult as channels of communication become more fragmented.7 IdentifyTarget Audience Determine Objectives Design CommunicationSelect Channelshttp://jankenneth-obar.blogspot.com

15. Concept 1: One of the most difficult decisions is determining how much to spend on marketing communication and promotion.8 IdentifyTarget Audience Determine Objectives Design CommunicationSelect ChannelsEstablish Budgethttp://jankenneth-obar.blogspot.com

16. Concept 1: Each communication tool has its own uniqe characteristic and costs.9 IdentifyTarget Audience Determine Objectives Design CommunicationSelect ChannelsEstablish BudgetDecide on MediaMixhttp://jankenneth-obar.blogspot.com

17. Concept 1: Senior managers wants to know the outcomes and revenues resulting from their communication investments.10 IdentifyTarget Audience Determine Objectives Design CommunicationSelect ChannelsEstablish BudgetDecide on MediaMixMeasure Resultshttp://jankenneth-obar.blogspot.com

18. Concept 1: Evaluates the strategic roles of a variety of communication disciplines.11 IdentifyTarget Audience Determine Objectives Design CommunicationSelect ChannelsEstablish BudgetDecide on MediaMixMeasure ResultsManage Integrated Marketing Communicationhttp://jankenneth-obar.blogspot.com

19. Concept 2: 8 Elements of the Communication Process12MediaMessageDecodingReceiverSender Encoding NoiseResponseFeedbackFrom Philip Kotler’s, Marketing Management 13th editionhttp://jankenneth-obar.blogspot.com

20. Concept 2: Companies needs to communicate with customers13MediaMessageDecodingReceiverSender Encoding NoiseResponseFeedbackFrom Philip Kotler’s, Marketing Management 13th editionhttp://jankenneth-obar.blogspot.com

21. Concept 2: Companies needs the right media and message14MediaMessageDecodingReceiverSender Encoding NoiseResponseFeedbackFrom Philip Kotler’s, Marketing Management 13th editionhttp://jankenneth-obar.blogspot.com

22. Concept 2: Competitive clutter is the noise that interferes with your message15MediaMessageDecodingReceiverSender Encoding NoiseResponseFeedbackFrom Philip Kotler’s, Marketing Management 13th editionhttp://jankenneth-obar.blogspot.com

23. Concept 2: If customers believe your message they buy your product or service16MediaMessageDecodingReceiverSender Encoding NoiseResponseFeedbackFrom Philip Kotler’s, Marketing Management 13th editionhttp://jankenneth-obar.blogspot.com