The document outlines key steps for developing effective communications, starting with audience identification and understanding their needs related to brand awareness, attitude, and purchase intention. It emphasizes the importance of message strategy, creative strategies, and selecting appropriate communication channels while discussing budget-setting methods for promotional activities. Overall, the document serves as a framework for marketers to foster consumer engagement and achieve desired responses.

1. Designing and Managing
INTEGRATED

2. What are the major
steps in DEVELOPING

3. Steps in Developing Effective
Communications

4. 1.Identify
Audience
Particular
groups Current Users
Influencers
Individuals
Groups
Potential Users
General
groups

5. 2. Determine
Communications
Category
Needs
Brand
Aware-
ness
Brand
Purchase
Intention
Brand
Attitude

6. Category Needs
Establishing a new product category, it is necessary
to satisfy a perceived discrepancy between a
current and desired motivational state.
1

7. Brand Awareness
Fostering the consumer’s ability to recognize or
recall the brand within the category, in sufficient
detail to make a purchase.
2

8. Brand Attitude
Helping consumers evaluate the brand’s perceived
ability to meet a currently relevant need.
3
Problem Solution Appetite Appeal

9. Brand Purchase Intention
Moving Customers to decide the brand or take
purchase – related action. Promotional offers
encourage consumers to make a commitment.
4

10. 3. Design the
Formulating the Communications to
achieve the desired response requires
solving three problems:
to Say? to Say?
Should
Say?

11. Message Strategy
Company Management searches for appeals, themes or
ideas that will tie in to brand positioning. They may be
directly related to product(the quality) or to more
extrinsic considerations (popular or traditional).
What

12. Creative StrategyHow
Communications effective depends on how a message is
being expressed, as well as on its content. Creative
Strategies are the way marketers translate their messages
into specific communication.

13. Transformational appeals
Elaborates on non- product
related benefits.
Informational appeals
Elaborates on product
attributes or benefits.

14. Message Source
Message delivered by ATTRACTIVE or PROMINENT
sources can achieve greater attention and recall.
Celebrities are likely to be effective if they are credible.
Who

15. 4. Select the

16. Personal Communication1
Personal Communications Channels let two or mare
people communicate face-to- face. Companies drive
their effectiveness from individualized presentations
and feedbacks.

17. Non – personal or Mass
Communication Channels
2
Mass Channels are directed to more than one person
and include advertising sales promotions, events and
experiences , and public relations.

19. Affordable Method1
Set Budget at what company thinks it can afford.

20. Objective and Task Method2
Develop budgets by defining specific objectives
and estimating the task of performing them.

21. Competitive Parity Method3
Set the budget to achieve share- of –voice parity
with competitors.

22. Percentage of Sales Method4
Set Budget at what company thinks it can afford.

24. SUMMARY

26. Created By Dishi Arora, IIT Guwahati,
during an internship by
Prof. Sameer Mathur, IIM Lucknow,
www.IIMInternship.com