What are the major steps in developing effective communication
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The major steps in developing effective communication are: 1. Identify the target audience and their characteristics. 2. Determine the communication objectives such as creating brand awareness, improving brand attitude, or increasing purchase intention. 3. Design the communication strategy by formulating appealing messages aligned with the brand positioning, developing creative strategies to convey product benefits or image, and selecting appropriate message sources. 4. Select the appropriate communication channels to deliver the messages, which may include personal channels like salespeople or advocates, expert channels, social channels, and non-personal channels like advertising. 5. Establish the total marketing communication budget using methods like allocating a percentage of sales, matching competitors' spending, or bas
What are the major steps in developing effective communication
- 1. What are the major steps in developing effective communication? -A.Tejitha Reddy IIT Hyderabad
- 2. Identify Target Audience Determine Objectives Design communications Select Channels Establish Budget Decide on Media Mix Measure Results Manage Integrated marketing communications S T E P s D E V E L O P I N G C O M M U N I C A T I O N I N E F F E C T I V E
- 3. 1. Identify the target audience Target Audience Potential Buyers Current Users Influencers IndividualsGroups Particular Publics General Publics
- 4. Possible Objectives Category Need Brand Awareness Brand Attitude Brand Purchase Intention 2. Determine The Communications Objective
- 5. 2. Determine The Communications Objective Establishing a new product as necessary or satisfy a perceived discrepancy between a current and desired motivational state should be removed 1. Category Need
- 6. 2. Determine The Communications Objective 2. Brand Awareness Fostering the consumers’ ability to recognize or recall the brand within the category
- 7. 2. Determine The Communications Objective 3. Brand attitude Helping consumers evaluate the brands’ perceived to meet a currently relevant need.
- 8. 2. Determine The Communications Objective 4. Brand Purchase intention Moving customers to decide to purchase the brand or take purchase related action.
- 9. 3. Design The Communications Formulating the communication requires solving Message strategy Creative strategy Message Source
- 10. 3. Design The Communications 1.Message Strategy Companies searches for appeals, themes, or ideas that will tie into the brand positioning. Some of them may be directly related to product or service performance, whereas others may relate to more extrinsic considerations.
- 11. 3. Design The Communications 2.Creative Strategy Information appeals Transformation appeals Elaborates on product or service attributes or benefits. Elaborates on non product related benefit or image.
- 12. 3. Design The Communications 3.Message source Messages delivered by attractive or popular sources can achieve higher attention and recall
- 13. 4. Select The Communication channels Communication channels Personal Advocate channels Expert channels Social channels Non - Personal
- 14. 4. Select The Communication channels Personal communication Advocate channel Expert channel Social Channel Consist of company salespeople contacting buyers in target market Consist of independent experts making statements to target buyers Consist of neighbors , friends, family members , and associates talking to target buyers.
- 15. 4. Select The Communication channels Non personal communication channels Directed to more than one person and include advertising, sales promotion, events and experiences, and public relations.
- 16. 5.establish The total marketing Communication budget Affordable Method Percentage – of – sales Method Competitive Parity Method Objective – and – task Method
- 17. 5.establish The total marketing Communication budget Affordable method Companies set the communication budget at what they think they can afford. It leads to uncertain annual budget, which makes long-range planning difficult.
- 18. 5.establish The total marketing Communication budget Percentage – of - sales method Companies set the communication expenditure at a specified percentage of current or anticipated sales or of the sales price.
- 19. 5.establish The total marketing Communication budget Competitive parity method Companies set the communication budget to achieve share – of – voice parity with competitors.
- 20. 5.establish The total marketing Communication budget Objective and task method Calls upon marketers to develop communication budgets by defining specific objectives , determining the tasks that must be performed to achieve them and estimating the costs of performing them.
- 22. Disclaimer: Created by Tejitha Reddy Ajjuguttu, IIT Hyderabad, during an internship by Prof. Sameer Mathur, IIM Lucknow. www.IIMInternship.com Contents: Marketing Management ,A South Asian Perspective !6th Chapter