What are the major steps in developing effective communications?
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Transcript of What are the major steps in developing effective communications?
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What Are The Major Steps In Developing
Effective Communication?
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Major Steps In Developing Effective Communication
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• 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.
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• Determining Communications Objective
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• Determining Communications Objective
1. Category Need2. Brand Attitude 3. Brand Awareness 4. Brand Purchase Intention
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• 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?
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•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.
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• Establish total marketing budget
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• Establish total marketing budget
• Affordable Method• Percentage of Sales Method• Competitive Parity Method• Objective and Task Method
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•Deciding the Marketing Communications Mix
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•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.
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Created ByRahul Kalra, NSIT
During an internship by Prof. Sameer Mathur, IIM Lucknowwww.IIMInternship.com
Based on Kotler KellerChapter16