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MAJOR STEPS IN
DEVELOPING
EFFECTIVE
COMMUNICATIONS
1) Main focus should be on usage
and loyalty
Examples of target audience-
POTENTIAL BUYERS
CURRENT USERS
INDIVIDUALS
GROUPS
PARTICULAR PUBLIC
2) Determine Objectives
3) Design Communications
1.
WHAT TO
SAY
2.
HOW TO SAY
IT
Informational Appeal Transformational Appeal
3. WHO
SHOULD SAY IT
CELEBRITIES ARE
LIKELY TO BE
EFFECTIVE WHEN
THEY ARE CREDIBLE
i.e.
TRUSTWORTHINESS,
EXPERTISE AND
LIKABILITY
4) SELECT THE COMMUNICATION
CHANNELS
PERSONAL-
FACE TO FACE
1. ADVOCATE CHANNELS
COMPANY SALESPEOPLE CONTACTING
BUYERS IN TARGET MARKET
2. EXPERT CHANNELS
INDEPENDENT EXPERTS MAKING
STATEMENTS TO TARGET BUYERS
3. SOCIAL CHANNELS
FRIENDS AND FAMILY TALKING TO
TARGET BUYERS
5) ESTABLISH BUDGET
1. AFFORDABLE METHOD
SET BUDGET AT WHAT COMPANIES
THINK THEY CAN AFFORD
2. PERCENTAGE-OF-SALES METHOD
SET BUDGET AT A SPECIFIED
BUDGET OF CURRENT OR
ANTICIPATED SALES OR OF SALES
PRICE
3. COMPETITIVE-PARITY METHOD
SET BUDGET TO ACHIEVE SHARE-
OF-VOICE PARITY WITH
COMPETITORS
4. OBJECTIVE-AND-TASK METHOD
DEVELOP BUDGETS BY DEFINING
SPECIFIC OBJECTIVES AND
ESTIMATING THE COSTS OF
PERFORMING THEM
THESE SLIDES WERE CREATED BY
AMOD BANSAL,
THAPAR UNIVERSITY,
DURING A MARKETING
INTERNSHIP BY
PROF. SAMEER MATHUR,
IIM LUCKNOW
What arethemajorstepsindevelpoingeffectivecommunications

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What arethemajorstepsindevelpoingeffectivecommunications