mojor steps in developing effective communication
TRANSCRIPT
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STEPS IN DEVELOPING EFFECTIVE COMMUNICATIONS
Identify target audience
Determine objectives
Design communications
Select channels
Estimate budget
Decide on media mix
Measure results/ manage IMC
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Determine Communication objectives
Category Need
Brand Awareness
Brand Attitude
Brand Purchase Intention
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Establishing a new product or service category to remove or satisfy perceived discrepency between CURRENT and DESIRED motivational state
CATEGORY NEED
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Fostering the consumers ability to recognize or recall the brand within the category
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Helping consumers evaluate the brand's percieved ability to meet current relevant need
BRAND ATTITUDE
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Moving customers to decide to purchase the brand or take purchase related action
BRAND PURCHASE INTENTION
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DESIGN THE COMMUNICATION
MESSAGE STRATEGY (what to say ?)
CREATIVE STRATEGY (how to say ?)
MESSAGE SOURCE (who would say ?)
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UTTERLY BUTTERLY DELICIOUS
MESSAGE STRATEGY
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CREATIVE STRATEGY
TRANSLATE SPECIFIC MESSAGE TO COMMUNICATION
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MESSAGE SOURCE
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SELECT COMMUNICATION CHANNEL
Personal Communication Channel
Non Personal or MASS Communication Channel
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FACE to FACE Communication
Personal
SENDER
RECEIVER
FEEDBACK
MESSAGE
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Advocate channels
Company's Sales people contacting buyers in the Market
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PERSONAL... friends, family, associates ...
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Non PERSONAL ...
More than one person, advertising, sales promotion, events, public relations.. MASS COMMUNICATION
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NON PERSONAL
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How To Decide Budget ?
Affordable method
Percentage-of-Slaes method
Competitive-Parity method
Objective-and-Task method
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Some companies set the communication budget at what they think the company can afford.
Completely ignore the immediate impact of promotion on sales volume
Leads to Uncertain budget
Long range planning difficult
AFFORDABLE METHOD
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PERCENTAGE-OF-SALES METHOD
Set budget at a specified percentage of
current Or
Anticipated sales Or Of sales price
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COMPETITIVE-PARITY METHOD
Set the buget to achieve share-of-voice parity with competitors
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OBJECTIVE-AND-TASK METHOD
Define specific objectives and estimate cost of performing them
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STEPS IN DEVELOPING EFFECTIVE COMMUNICATIONS
Identify target audience
Determine objectives
Design communications
Select channels
Estimate budget
Decide on media mix
Measure results/ manage IMC
![Page 25: Mojor steps in developing effective communication](https://reader034.vdocuments.net/reader034/viewer/2022042819/55cbe5e6bb61eb25418b475f/html5/thumbnails/25.jpg)
Created by Hardik Wadhwa, IIT BHU,
during an internship by Prof. Sameer Mathur, IIM Lucknow