Developing Communication Objectives and Message

Strategies

Chapter 10

Audience Aggregates

• Current users - rewarding message

• New/non users - educational or persuasive message

• Competitive users - promotional message

Communication Objectives

• Category need - convince a new user to try the genre first before a speciific brand

• Awareness - develop brand recognition and recallAttitude - develop, maintain or change

• Purchase intention - stimulate intention to buy tickets

Writing Objectives

Communication will ____ ____%objective measure

of ______ that ______ will do or is ___

usage segment brand name claim within ____ months .

time limit

Written Objective

Communication will convince 40% of theme park visitors that Six Flags is the best park experience within two months .

Action Objectives

• Buy a ticket to a concert• Subscribe to a season• Travel to a destination• Book a reservation to a resort• Visit a park or attraction• Play a game at a casino

Message Development

• Informational or educational

message (new users)

• Persuasive message (light users)

• Reminder message (heavy users)

Managing Communication strategies & tactics

Manage the audienceManage the creativeManage the brandManage the media (ZAGAT, reviewers)Manage the brand

Communicating across borders

Same product / same communication

Same product / different communication

Different product / same communication

Different product / different

communication

Different product/ same communication

Global communication strategies

Promotion

Standard / central

Decentralized / autocratic

Central / locally produced

Cultural Considerations

LanguageCollective or individual perspectiveExpressionSocial norms and cultural valuesGender rolesDifferent productDifferent communicationGlobal brand /local music

Questions for Discussion

• What is the difference between integrated and convergent communication strategies?

• How would you state a communication objective for promoting travel to Mumbai, India to active seniors who like to travel?