What Are The Major Steps In Developing

Effective Communication?

Major Steps In Developing Effective Communication

• 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.

• Determining Communications Objective 

• Determining Communications Objective 

1. Category Need2. Brand Attitude 3. Brand Awareness 4. Brand Purchase Intention

• Design the Communications

 Formulating the communications to achieve the desired response requires solving three problems:

• Message Strategy : What to Say?• Creative Strategy: How to Say it? •Message Source : Who should Say it?

•Select Communication Channels Communication Channels may be: 1. Personal Channels: Two or more persons communicate face-to-face or person-to-audience through a phone, surface mail or e-mail. 2. Non-Personal(Mass) Channels: Communications directed to more than one person . Advertising, Sales promotion, Events and Experiences, and public relations fall in this category.

• Establish total marketing budget

• Establish total marketing budget

•  Affordable Method•  Percentage of Sales Method•  Competitive Parity Method•  Objective and Task Method

•Deciding the Marketing Communications Mix

•Measuring Communication Results

Knowing the Outcomes and Revenues resulting from communications investment through surveys, questionnaires about brand recognition, attitude and preference and by changes in sales records.

Created ByRahul Kalra, NSIT

During an internship by Prof. Sameer Mathur, IIM Lucknowwww.IIMInternship.com

Based on Kotler KellerChapter16