Developing effective communications

-Nikunj G Katkoria- NIT Surat

Target Audience

Potential Buyers

Current Users

Influencers

IndividualsGroups

Particular Public

General Public

1. Identify the target audience

2. Determine Communications Objectives

Category Need

Brand Awareness

Brand Attitude

Brand Purchase Intention

Perceived discrepancy between a current and

desired motivationa

l state should be removed

Consumer’s ability to

recognize or recall the

brand within the category,

should be encouraged to make a purchase.

Consumer’s should be helped in

evaluating the brand’s

ability to meet a

currently relevant

need.

Moving consumers to decide

to purchase the brand.

3. Design the communicationsFormulating the communication requires solving

Message strategy

Creative strategy

Message Source

Companies searches for

appeals, themes, or ideas that will

tie into the brand

positioning

Creative strategies are the way marketers

translate their messages into

specific communication

Message delivered by attractive or

prominent sources can achieve higher attention or recall

4. Select the Communication Channels

Channels may be

Personal communication

channels

Non-Personal communication

channels

Lets two or more persons communicate face-to-face through a

number of media.

Non-Personal or mass communication channels are directed to more than

one person including advertising, sales

promotion, events and experiences, etc

Personal Communication

Channels

Advocate Expert Social

Consists of company

salespeople contacting buyers

in the target market

Consists of independent

experts making statements to target buyers

Consists of neighbors,

friends, family members and

associates talking to target buyers

5. Establish total marketing communications

budgetAffordable

Method

Percentage-of-sales Method

Competitive-Parity Method

Objective and Task Method

Affordable Method

Companies set the communication budget at what they think they can afford

Percentage-of-sales Method

Companies set the communication budget at a specified percentage of current or anticipated sales or of the sales price

Competitive-Parity Method

Companies set the communication budget at a specified percentage of current or

anticipated sales or of the sales price

Objective and Task Method

Calls upon marketers to

develop communication

budgets by defining specific objectives and estimating the costs of performing

them.