DEVELOPING EFFECTIVE

MARKETING COMMUNICATION

S

8 STEPS IN DEVELOPING EFFECTIVEMARKETING COMMUNICATION

IMC: Integrated Marketing Communication

IDENTIFY THE TARGET AUDIENCE

COMMUNICATION OBJECTIVES

Objectives

CategoryNeed

BrandAwareness

Brand Attitude

Purchase Intention

DESIGNING THE COMMUNICATION

DesignMessage Strategy

Creative Strategy

Message Source

MESSAGE STRATEGY

CREATIVE STRATEGY

How tosay it?

2 TYPES

• Informational

• Transformational

Informational Appeal

Transformational Appeal

MESSAGE SOURCE

Who should say it????Who should

say it???

SELECTING THECOMMUNICATION

CHANNEL

Communication Channels

Personal Channels:• Advocate • Expert • Social

Non-Personal Channels:• Advertising• Sales Promotion• Events & Experience• Public Relations

Integration of Channels:

Mass Media + Personal Channels

ESTIMATING THE TOTAL

COMMUNICATIONS BUDGET

Methods

• Affordable • Percentage-Of-Sales• Competitive Parity• Objective-And-Task Method

•Affordable Method:Set the Promotion budget at what they think the company can afford.

•Percentage-Of-Sales Method:Set promotion expenditures at a specified percentage of sales (either current or anticipated) or of the sales price.

•Competitive-Parity Method :Set the promotion budget to achieve share-of-voice parity with competitors.

OBJECTIVE-AND-TASK METHOD

Created by Vignaesh Muthukumaar,

IIT Kanpur, during an internship with

Prof. Sameer Mathur, IIM Lucknow,

www.iiminternship.com