major steps in developing effective communication

Developing

Major Steps

START with aclear TARGET audience

Determine

Of Communication

Category NeedBrand AttitudeBrand AwarenessBrand Purchase Intention

Formulating,

How to Say

What to Say

Who should say

Design

Creative

Strategy

Informational

Appeals

Transformation

al AppealsMessage

Strategy

Creative StrategyHOW Ads can be EFFECTIVE

Transformational AppealInformational Appeal

Informative1 or 2 sided messages

Uses Positive/Negative Appeals(Fear, Guilt, Humor, Love)

Creative StrategyHOW Ads can be EFFECTIVE

Message Strategy

Search Appeal, Theme which reflectsPOPs & PODs

( 4 Rewards of Product ) Χ ( 3 Experience ) = ( 12 Messages)RationalSensorySocialEgo Satisfaction

Result of Use ExperienceProduct in Use ExperienceIncidental to Use Experience

Message Strategy

Select an Efficient MeansTo Carry Message

Integrated

Affordable

Objective & Task

% of Sales

Competitive Parity

Company’s Affordability

Budget = % of Profit

According to Company’s Objective

Competition with Others

Deciding On

Type of Product Market

Buyer – Readiness Stage

Product Life Cycle Stage

Coordinating Media

Implementing IMC