In order to convey right message to right people and at the right time selecting appropriate channels are important this PPT describes the importance of communication channels in the marketing.

1. What Are The Major Steps In
Developing Effective
Communications?
PRESENTED BY:
NIKHIL CHAURASIA(M1908)
SWARUP MISHRA (M1914)
VISHESH DWIVEDI (M1918)
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2. Major Steps In Developing
Effective Communication
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3. 1. Identify Target Audience
Process must start with a clear target audience in mind. A specific group of
people within the target market at which a product or the marketing
message of a product is aimed.
Target audience: Children
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Target audience : Youth

4. 2. Determine The Communication
Objectives
What should be the main purpose behind company’s need to
connect with the customers?
Objectives
Category
need
Brand
Awareness
Brand
Attitude
Brand
Purchase
Intention
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5. Category Need
Establishing a new product category, it is necessary to remove or satisfy a
perceived discrepancy between a current and desired motivational state.
Electric cars: “New to the world” A Need to reduce
Green House Gas Emission.
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6. Create Brand Awareness
Fostering the consumer’s ability to recognize or recall the brand within
the category, in sufficient detail to make a purchase.
Brand recall: Generate and
retrieve the brand in their
memory
Brand recognition: Correctly
differentiate the brand,
previously they exposed to
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7. Brand Attitude
Helping customers evaluate the brand’s perceived ability
to meet a currently need.
Problem solution appeal
Sensory oriented ads for food
products
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8. Brand Purchase Intention
Moving consumers to decide to purchase the brand or
take purchase related action. Promotional offers
encourages customers to make commitment.
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9. Design The Communications
 Formulating the communications to achieve the
desired response requires solving three problems:
 •What to say (message strategy)
 •How to say it (creative strategy)
 •Who should say it (message source)
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10. Design The Communications
 • Message Strategy -In determining message, management
searches for appeals, themes, or ideas in line with the brand
positioning to help establish points of parity or points of differences.
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Dabur Chyawanprash developed its
communication campaign to suit the
rural audience.
1-Related to product or service
performance( quality, economy, value of
brand)
2-Related to extrinsic
consideration(contemporary, popular,
traditional brand)

11. Design The Communications
 • Message Strategy –
 According to Researcher John C. Maloney
 Buyers expected one of four types of reward from a product:
 Rational, Sensory, Social or Ego satisfaction.
1-Rational Reward: Ab daag ki hogi taen taen fiss
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12. Design The Communications
 2-Sensory Reward: 3-Social Reward-
 Amul Butter Strategy
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13. Design The Communications
 How Amul Butter Use Different Message Strategy to attract
customer-
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14. Design The Communications
 How Amul Butter Use Different Message Strategy to attract
customer-
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15. Design The Communications
 • Creative Strategy -Creative strategy are how marketers translate
their message into a specific communication:
 • Informational Appeals -elaborate on product or service attributes
or benefits. They assume very rational and logical processing of the
communication on the part of the consumer.
 Problem-solution ads
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16. Design The Communications
 Product Comparison ads
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17. Design The Communications
 Product Comparison ads went wrong
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18. Design The Communications
 Clinical Testimonial Endorser ads
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19. Design The Communications
 Celebrity Endorsers ads
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20. Design The Communications
Dada Saheb Phalke Awardee Padma Vibhusan Amitabh Bachchan
Endorse range of Products and services
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21. Design The Communications
Carl Hovland’s Research at Yale
Best Ads ask questions and allow readers and viewers to form their own
conclusions.
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22. Design The Communications
Carl Hovland’s Research at Yale
Changing the perception: How Honda Hammered away that Activa was for
young girls.
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23. Design The Communications
 • Transformational Appeals -elaborate on a non-product-related
benefit or image. They often attempt to stir up emotions that will
motivate purchase.
 Royal Enfield: People Seeking Adventure and Thrill
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24. Design The Communications
Ducati Scrambler: Mentos:
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25. Design The Communications
Transformational appeals often attempt to stir up emotions that will
motivate purchase.
Negative Appeals: (guilty) (shame)
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(Fear)

26. Design The Communications
Negative Appeals: (fear)
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27. Design The Communications
Positive Emotional Appeal:
(Love)
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28. Design The Communications
Positive Emotional Appeal:
(Pride)
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29. Design The Communications
Positive Emotional Appeal:
(Safety)
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30. Design The Communications
Positive Emotional Appeal:
(Joy)
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31. Design The Communications
Positive Emotional Appeal:
(Sexual)
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32. Design The Communications
Positive Emotional Appeal:
(Humor)
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Fevicol Ad
Moochwali

33. Design The Communications
 • Message Source -Messages delivered by attractive or popular
sources can achieve higher attention and recall, which is why
advertisers often use celebrities as spokespeople. They are
likely to be effective when they are credible or personify a key
product attribute. Celebrity Characteristics:
 • Expertise
 • Trustworthiness
 • Likeability
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34. Design The Communications
 •When Company face controversies how famous Indian film
personality communicate the public the brand’s decade old
quality and safety standards.
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35. Selecting Marketing
communication channels
 Marketing communication channels focus on any
way a business communicates a message to its
desired market, or the market in general.
 A marketing communication tool can be anything
from: advertising, personal selling, direct marketing,
sponsorship, communication, social media and
promotion to public relations.
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36. Marketing
communication
mix
Advertising
Sales
promotion
Events and
experience
PR and
publicity
Direct
marketing
Interactive
marketing
Personal
selling
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37. communication channels
Personal Communications
Channels
Personal communications channels
involve two or more persons
communicating directly face-to-face,
persons-to-audience, over the telephone,
or through e-mail.
Non-Personal
Communications Channels
Non-personal channels are
communications directed to more than
one person
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38. Personal Communications Channels
 The sub-channels of personal communications channels include
:
- Instant massaging
-Independent sites
 The kinds of personal communications channels are :
- Advocate channels
- Expert channels
- Social channels
Non-Personal Communications Channels includes
 Media  Sales promotions
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39. Public relations
 Public relations include
communication directed
internally to employees of the
company or to consumer other
firms the government and the
media. For example :
#IceBucketChallenge
 It was extremely viral.
 Several celebrities (including
Mark Zuckerberg, the CEO of
Facebook, where this campaign
was most popular), bloggers,
and a lot of social network users
spontaneously participated in
this action to raise awareness
Events and experiences
 Events and Experiences:
 Several companies sponsor
the events such as sports,
entertainment, nonprofit or
community events with the
intention to reinforce their brand in
the minds of the customers and
create a long term association
with them
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40. Integrated Marketing
Communications
Integrated marketing communications
(IMC) is an approach to creating a unified
and seamless brand experience for
consumers across channels.
Coca Cola’s viral “Share a Coke”
campaign is one of the most
recognizable and effective
integrated marketing campaigns to
date.
The brand used their clever campaign
hashtag, #shareacoke, across all social
media channels and published effective
videos that transformed the phrase,
into an all inclusive experience which
highlighted a sense of pride and sense
of personal ownership.
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