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DEVELOPING EFFECTIVE COMMUNICATIONS
Presented By :

Pavan Sharanbasappa Vijay

Step in developing effective communications
Identify target audience Determine objectives Design communications Select channels Establish budget. Decide on media mix Measure results Manage integrated marketing communications

1) Identify target audience
Current users, Deciders, Influencers, Individuals, Group, particular public, Potential buyers.

A major part of audience analysis is assessing the current image of the company, its products, & its Competitors.

First Step:

Steps to Measure the target Audience
Familiarity Step Heard of Only Know a little bit Know a Fair Amount Know very well

Never Heard of

Second Step: Favourability Step Very UnSome what Indifferent Some What Very favourable UnFavourable Favoruable Favourable Favourable Attitude Low Familiarity

B
C

A
D

High Familiarity

Unfavourable Attitude

2)Determine objectives

1. 2. 3.

Category Needs Brand Awareness Brand Attitude Brand Purchase Intention.

Design the Communication
Solving 3 Problems What to Say? Message Strategy How to Say it? Creative Strategy Who should say it? Message Sources

3)Design communications

1. Message Strategy:
In determining message strategy, management searches for appeals, themes, or ideas that will be tie the brand positioning and help to establish points-of-parity or points-of-difference.

2. Creative Strategy:
Creative strategies are how marketers translate their message into a specific communication.
Informational Appeals: Transformational Appeals:

Contd….
3.

Message Sources:
Message delivered by attractive or popular sources can potentially achieve higher attention and recall, which is why advertisers often use celebrities as spokespeople.

a) b) c) d)

Product: Market Segment Style Local or Global

4)Select the Communications Channels

Personal communication
1. Export channels

2. Advocate channels 3. Social channels

Nonpersonal communications

5)Establish budget.

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Affordable methods Percentage of sales methods Competitive –parity method

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posted:6/26/2009
language:English
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