Created By Rahul Kalra, NSIT During an internship by Prof. Sameer Mathur, IIM Lucknow www.IIMInternship.com

1. What Are The Major Steps
In Developing
Effective Communication?

2. Major Steps In Developing Effective
Communication

3. • 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.

4. • Determining Communications Objective

5. • Determining Communications Objective
1. Category Need
2. Brand Attitude
3. Brand Awareness
4. Brand Purchase Intention

6. • Design the Communications
Formulating the 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?

8. •Select Communication Channels
Communication Channels may be:
1. Personal Channels: Two or more persons
communicate face-to-face or person-to-
audience through a phone, surface mail or
e-mail.
2. Non-Personal(Mass) Channels:
Communications directed to more than one
person . Advertising, Sales promotion, Events
and Experiences, and public relations fall in this
category.

10. • Establish total marketing budget

11. • Establish total marketing budget
• Affordable Method
• Percentage of Sales Method
• Competitive Parity Method
• Objective and Task Method

12. •Deciding the Marketing Communications Mix

13. •Measuring Communication Results
Knowing the Outcomes and Revenues
resulting from communications investment
through surveys, questionnaires about
brand recognition, attitude and preference
and by changes in sales records.

15. Created By
Rahul Kalra, NSIT
During an internship by
Prof. Sameer Mathur, IIM
Lucknow
Based on Kotler Keller
Chapter16