What Are The Major Steps In Developing Effective Communications?

Kotler Chapter 16Aayushi Aggarwal IIT Kanpur

Major Steps In Developing Effective Communication

1. Identify target audience

Process must start with a clear target audience in mind.

A specific group of people within the target market at which a product or the marketing message of a product is aimed.

Target audience: Children

Target audience :Youngsters

PossibleObjectives

Category Need

Brand attitude

Brand Awaren

ess

2. Determine The Communications Objectives

Brand purchase intension

What should be the main purpose behind company’s need to connect with the customers?

Category Need

Establishing a new product category, it is necessary to remove or satisfy a perceived discrepancy between a current and desired motivational state.

Electric cars: “New to the world”A Need to reduce Green house Gas Emissions

Create Brand Awareness Fostering the

consumer’s ability to recognize or recall the brand within the category, in sufficient detail to make a purchase.

Brand recall : Generate and retrieve the brand in their memory

Brand recognition :Correctly differentiate the brand they previously have been exposed to

Brand attitude

Helping customers evaluate the brand’s perceived ability to meet a currently relevant need

Ads show how stains are removed (Problem removal)

Sensory oriented ads for food products

Brand purchase intension

Moving customers to decide to purchase the brand or take purchase related action.

Promotional offers like coupons or deals encourage consumers to make a mental commitment to buy.

3. Design the Communications

• What to say?- Message strategy

• How to say it?- Creative strategy

• Who should say?- Message source

Message StrategyWhat to say ?In determining

message strategy, companies searches for appeals, themes, or ideas that will tie in to the brand positioning and help establish Points of parity and Points of difference

Rewards from a product: Rational, Sensory, Social or Ego

Satisfaction

Sensory

Ego Satisfaction

Rational

Creative strategy

Creative Strategies are the way marketers translate their messages into specific communication.

Informational Appeals

Transformational appeals

Products attributes and benefitsLogic and reason triggered

Non-product-related benefitsStir up emotions

How to say?

Informational Transformational

Message source Message delivered by attractive or prominent sources can achieve higher attention and recall.In India adverting is owned by Bollywood celebrities and Cricketers.

- Who will say?

Message source

In addition to promoting the brand, a credible message source also help companies tide over crisis situations that it faces. Amitabh Bachchan’s personality and

credibility helped Cadbury salve its reputation

4. Select the communication channels

Select an efficient means to carry the message.It may be Personal or Non-personal.

Personal communication channelsPersonal selling

Two or more persons communicate face-to-face or person-to-audience.Companies drive their effectiveness from individualized presentation and feedback.

Non personal (Mass) Communication Channels

Mass Channels are directed to more than one person and include advertising, sales promotions, events and experiences, and public relations.

Guerilla Marketing techniques

Events can create attention

5. Establish the Total Marketing Budget

How much to spend on marketing?

It can be 40-45% in CosmeticsWhile only5-10% inIndustrial equipment industry

Methods

Affordable method – Set budget at what companies think they can afford

Percentage -of-Sales method - Set budget at a specified percentage of current or anticipated sales or of the sales price.

Competitive Parity Method – Set the budget to achieve share-of-voice parity with competitors

Objective and Task Method – Develop budgets by defining specific objectives and estimating the costs of performing them