THE COMMUNICATION PROCESS

Steps in developing effective communication

Prepared for: Pn. Damaisari binti Mohd

Rawi

GROUP MEMBER:AMIRAH NURJEHA BINTI AZWAN

06DPR10F2011NOORITA BINTI MUSTAFA

06DPR10F2032MINOR MADINA BINTI JAMALUDDIN

06DPR10F2034JURIYATI BINTI ASMARA

06DPR10F2040NORHAFIZAH BINTI RA’ABEAN

06DPR10F2045

MANAGE THEIMC PROCESS

The first step- the target audience

the existing customer or the potential new customers

essential for further development and overall success of the communication program

identified the next part is assessing the present company or brand perception within the target audience

bases on the audience analysis the message should address the requirements

The second step- set specific objectives

enhance existing image, convey attribute, or encourage a consumer to act

the objective can have a cognitive, affective or behavioural response

The third step- design of the message

follows the objective of the message. has to address the following four points :

content of message message structure message format message source

The fourth step- selection of the

communication channel must be appropriate to carry the message to the

target audience for pharmaceutical companies, their sales people

are the most effective channel in reaching the target audience, instead of placing billboards

The fifth step- establish the budget

need to decide budget of sales promotional and other activities

the common methods followed are an affordable method, percentage of sales method, competitive parity method, and objective-task methods

The sixth step- Select the marketing

communications mix need balance expenditure among advertising,

sales promotion, public relation, sales force and direct marketing

the relevant choice of the communication mix is highly dependable on the industry the company is operating

The seventh- step measuring results

very important for companies to keenly follow the outcomes of the communication process

the results could be increased in sales, change in attitude or image of the brand

The eight step- manage the integrated

marketing process companies cannot afford to continue one medium

approach to achieve desired communication effect companies must integrate all the available tools as

to reach a wider audience and effectively communicate about brand and products

Provides stronger message consistency and greater sales impact

Improves firms’ ability to reach right customers at right time with right message

EXAMPLETHE FIVE MS OF ADVERTISING

MissionMoneyMessageMediaMeasurement

• Objectives can be classified by aim:–Inform–Persuade–Remind

MissionMoneyMessageMediaMeasurement

Factors considered when budget-setting:Stage of product

life cycleMarket share and

consumer baseCompetition and

clutterAdvertising

frequencyProduct

substitutability

MissionMoneyMessageMediaMeasurement

Factors considered when choosing the advertising message:Message

generationMessage evaluation

and selectionMessage executionSocial

responsibility review

MissionMoneyMessageMediaMeasurement

Developing media strategy involves:Deciding on

reach, frequency, and impact

Selecting media and vehicles

Determining media timing

Deciding on geographical media allocation

MissionMoneyMessageMediaMeasurement

Evaluating advertising effectivenessCommunication-effect research

Sales-effect research