The document outlines the key steps in developing effective communications: 1) identify the target audience, 2) determine communication objectives, 3) design the message, 4) choose media, 5) select the message source, 6) measure results. It also discusses setting the promotional budget and mix, and the nature and role of different promotional tools like advertising, personal selling, sales promotion, public relations, and direct marketing. Finally, it compares corporate communication and marketing communications.

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Steps in Developing Effective
Communications
Identify target Determine Design
audience objectives communications
Decide on
Establish budget Select channels
media mix
Measure results Manage IMC
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• Step 1: Identifying the Target Audience
– Affects decisions related to what, how, when, and
where message will be said, as well as who will
say it
• Step 2: Determining Communication
Objectives
– Objectives may be set to move buyers through
the six readiness stages
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3. •
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Step 3: Designing a Message
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– AIDA framework guides message design
– Message content
• Rational
• Emotional appeals: fear, humor, guilt, shame, love
• Moral appeals
• Designing a Message
– Message structure
• Draw a conclusion?
• One-sided or two-sided?
• Strongest arguments
presented first or last?
– Message format Novelty, contrast, and more 3

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• Step 4: Choosing Media
– Personal communication channels
• Includes face-to-face, phone, mail, and
Internet chat communications
• Word-of-mouth influence is often critical
• Buzz marketing cultivates opinion leaders
– Nonpersonal communication channels
• Includes media, atmosphere, and events
• Step 5: Selecting the Message Source
– Highly credible sources are more persuasive
– A poor choice of spokesperson can tarnish a brand
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Setting the Promotional
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Budget and Mix
• Setting the Total Promotional Budget
– Affordability Method
• Budget is set at a level that a
company can afford
– Percentage-of-Sales Method
• Past or forecasted sales may
be used
– Competitive-Parity Method
• Budget matches competitors’
outlays
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Setting the Promotional
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Budget and Mix
• Setting the Total Promotional Budget
– Objective-and-Task Method
• Specific objectives are defined
• Tasks required to achieve objectives
are determined
• Costs of performing tasks are
estimated, then summed to create the
promotional budget
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Setting the Promotional
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Budget and Mix
• Setting the Overall Promotion Mix
– Determined by the nature of each promotional
tool and the selected promotion mix strategy
Revlon emphasizes advertising while Avon
emphasizes personal selling
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Factors in Setting the Mix
Type of Product Market
Buyer-Readiness Stage
Product Life-Cycle Stage
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10. A comparison of push and pull
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promotional strategies Amity School of Business
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11. Setting the Promotional
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Budget and Mix
•
Nature of Each Reaches large, geographically
dispersed audiences, often with
Promotional Tool high frequency
• Low cost per exposure, though
overall costs are high
Advertising • Consumers perceive advertised
Personal Selling goods as more legitimate
• Dramatizes company/brand
Sales Promotion
• Builds brand image; may
Public Relations stimulate short-term sales
• Impersonal; one-way
Direct Marketing communication
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12. Setting the Promotional
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Budget and Mix
Nature of Each • Most effective tool for building
buyers’ preferences,
Promotional Tool convictions, and actions
• Personal interaction allows for
Advertising feedback and adjustments
Personal Selling • Relationship-oriented
• Buyers are more attentive
Sales Promotion • Sales force represents a long-
Public Relations term commitment
Direct Marketing • Most expensive of the
promotional tools
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13. Setting the Promotional
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Budget and Mix
•
Nature of Each May be targeted at the trade or
ultimate consumer
Promotional Tool • Makes use of a variety of
formats: premiums, coupons,
contests, etc.
Advertising • Attracts attention, offers strong
Personal Selling purchase incentives, dramatizes
offers, boosts sagging sales
Sales Promotion • Stimulates quick response
Public Relations • Short-lived
• Not effective at building long-
Direct Marketing term brand preferences
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14. Setting the Promotional
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Budget and Mix
Nature of Each • Highly credible
• Many forms: news stories, news
Promotional Tool features, events and
sponsorships, etc.
Advertising • Reaches many prospects
Personal Selling missed via other forms of
promotion
Sales Promotion • Dramatizes company or benefits
Public Relations • Often the most underused
element in the promotional mix
Direct Marketing
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15. Setting the Promotional
Click to edit Master title style Amity School of Business
Budget and Mix
Nature of Each • Many forms: Telephone
marketing, direct mail,
Promotional Tool online marketing, etc.
• Four characteristics:
Advertising – Nonpublic
Personal Selling – Immediate
– Customized
Sales Promotion
– Interactive
Public Relations • Well-suited to highly
Direct Marketing targeted marketing efforts
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• Step 6: Collecting Feedback
– Recognition, recall, and behavioral measures
are assessed
– May suggest changes in product/promotion
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17. Corporate Communication V/S Marketing
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Master Marketing
Communications
Corporate
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communications
Aim building company's reputation brand building
Scope of Company / Enterprise product/produce or
communication service provided by the
company
Target Audience multiple stakeholders customer
Mode multiple channels defined set of channels
Creativity less room for creativity more room for
creativity
Consistency With corporate identity, With product and brand
image, philosophy; product & attributes
brand attributes 17