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What are the major steps in developing effective communications
The major steps in developing effective marketing communication are: 1) Identifying the target audience and determining communication objectives like increasing brand awareness. 2) Designing the communication by determining the message, how to convey it creatively, and the spokesperson. 3) Selecting communication channels like personal interactions, advertising, or public relations. 4) Establishing the total marketing budget based on what the company can afford, a percentage of sales, matching competitors, or through defining objectives and associated costs.
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What are the major steps in developing effective communications
- 1. What are Major Stepsin Developing Effective Marketing Communication?
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- 4. 2.Determining Communications Objective Establishinga new Product or Service Category Increase Brand Awareness Improve Brand Attitude Brand Purchase Intention
- 5. 3.Design the Communication Formulatingthe communications to achieve the desired response requires solving three problems: Message Strategy:What to Say? Creative Strategy: How to Say it? Message Source:Who should Say it?
- 6. 4. Select CommunicationChannels Communication Channels may be: Personal Channels:Two or more persons communicate face-to-face or person-to-audience through a phone, surface mail or e-mail. Non-Personal(Mass) Channels: Communications directed to more than one person.Advertising, Sales promotion, Events and Experiences, and public relations fall in this category.
- 7. 5.EstablishingTotal Marketing Budget Waysin which Company’s set their Marketing Communications Budget: Affordable Method: Budget is Set at a level Company can Afford Percentage of Sales Method: Budget is set at a pre-specified percentage of current or anticipated sales. Competitive-Parity Method: Budget matches Competitors Outlays Objective andTask Method
- 8. 5.EstablishingTotal Marketing Budget ObjectiveandTask Method : Communication budgets are developed by • Defining Specific Objectives • Determining the tasks that must be performed to achieve these objectives • Estimating the costs of performing them
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- 10. 7. Measuring CommunicationResults Knowing the Outcomes and Revenues resulting from communications investment through surveys, questionnaires about brand recognition, attitude and preference and by changes in sales records.
- 11. Disclaimer : These slideswere created by PreethamV Raikar, IIT Madras, during a Marketing internship by Prof. Sameer Mathur, IIM Lucknow (See www.IIMInternship.com )