This document outlines the steps to develop effective communications: 1) Identify the target audience and objectives, which could be brand awareness, attitude, or purchase intention; 2) Design the communication message strategy, creative strategy, and message source; 3) Select communication channels such as personal, non-personal, mass channels; 4) Estimate the budget using methods like affordable, percentage-of-sales, competitive parity, or objective-and-task; 5) Decide the media mix and 6) Measure results and manage integrated marketing communications. It also defines different needs, strategies to translate messages to communications, and channel types.

1. STEPS IN DEVELOPING EFFECTIVE COMMUNICATIONS
Identify target audience
Determine objectives
Design communications
Select channels
Estimate budget
Decide on media mix
Measure results/ manage IMC

3. Determine Communication objectives
Category Need
Brand Awareness
Brand Attitude
Brand Purchase Intention

4. Establishing a new product or service category to remove or
satisfy perceived discrepency between
CURRENT and DESIRED motivational state
CATEGORY NEED

5. Fostering the consumers ability to recognize or recall the
brand within the category

6. Helping consumers evaluate the brand's percieved ability to
meet current relevant need
BRAND ATTITUDE

7. Moving customers to decide to purchase the brand or take purchase
related action
BRAND PURCHASE INTENTION

8. DESIGN THE COMMUNICATION
MESSAGE STRATEGY
(what to say ?)
CREATIVE STRATEGY
(how to say ?)
MESSAGE SOURCE
(who would say ?)

9. UTTERLY BUTTERLY DELICIOUS
MESSAGE
STRATEGY

10. CREATIVE
STRATEGY
TRANSLATE SPECIFIC MESSAGE TO COMMUNICATION

11. MESSAGE
SOURCE

12. SELECT COMMUNICATION CHANNEL
Personal Communication Channel
Non Personal or MASS Communication Channel

13. FACE to FACE
Communication
Personal
SENDER
RECEIVER
FEEDBACK
MESSAGE

15. Advocate channels
Company's Sales people contacting buyers in the Market

16. PERSONAL... friends, family, associates ...

17. Non PERSONAL ...
More than one person, advertising, sales promotion, events,
public relations.. MASS COMMUNICATION

18. NON PERSONAL

19. How To Decide Budget ?
Affordable method
Percentage-of-Slaes method
Competitive-Parity method
Objective-and-Task method

20. Some companies set the communication budget at
what they think the company can afford.
Completely ignore the immediate impact of promotion
on sales volume
Leads to
Uncertain budget
Long range planning difficult
AFFORDABLE METHOD

21. PERCENTAGE-OF-SALES METHOD
Set budget at a specified percentage of
current
Or
Anticipated sales
Or
Of sales price

22. COMPETITIVE-PARITY METHOD
Set the buget to achieve share-of-voice
parity with competitors

23. OBJECTIVE-AND-TASK METHOD
Define specific objectives and estimate cost of performing them

24. STEPS IN DEVELOPING EFFECTIVE COMMUNICATIONS
Identify target audience
Determine objectives
Design communications
Select channels
Estimate budget
Decide on media mix
Measure results/ manage IMC

25. Created by
Hardik Wadhwa, IIT BHU,
during an internship by
Prof. Sameer Mathur, IIM Lucknow