STEPS IN DEVELOPING EFFECTIVE COMMUNICATIONS
Identify target audience
Determine objectives
Design communications
Select channels
Estimate budget
Decide on media mix
Measure results/ manage IMC
Determine Communication objectives
Category Need
Brand Awareness
Brand Attitude
Brand Purchase Intention
Establishing a new product or service category to remove or satisfy perceived discrepency between CURRENT and DESIRED motivational state
CATEGORY NEED
Fostering the consumers ability to recognize or recall the brand within the category
Helping consumers evaluate the brand's percieved ability to meet current relevant need
BRAND ATTITUDE
Moving customers to decide to purchase the brand or take purchase related action
BRAND PURCHASE INTENTION
DESIGN THE COMMUNICATION
MESSAGE STRATEGY (what to say ?)
CREATIVE STRATEGY (how to say ?)
MESSAGE SOURCE (who would say ?)
UTTERLY BUTTERLY DELICIOUS
MESSAGE STRATEGY
CREATIVE STRATEGY
TRANSLATE SPECIFIC MESSAGE TO COMMUNICATION
MESSAGE SOURCE
SELECT COMMUNICATION CHANNEL
Personal Communication Channel
Non Personal or MASS Communication Channel
FACE to FACE Communication
Personal
SENDER
RECEIVER
FEEDBACK
MESSAGE
Advocate channels
Company's Sales people contacting buyers in the Market
PERSONAL... friends, family, associates ...
Non PERSONAL ...
More than one person, advertising, sales promotion, events, public relations.. MASS COMMUNICATION
NON PERSONAL
How To Decide Budget ?
Affordable method
Percentage-of-Slaes method
Competitive-Parity method
Objective-and-Task method
Some companies set the communication budget at what they think the company can afford.
Completely ignore the immediate impact of promotion on sales volume
Leads to Uncertain budget
Long range planning difficult
AFFORDABLE METHOD
PERCENTAGE-OF-SALES METHOD
Set budget at a specified percentage of
current Or
Anticipated sales Or Of sales price
COMPETITIVE-PARITY METHOD
Set the buget to achieve share-of-voice parity with competitors
OBJECTIVE-AND-TASK METHOD
Define specific objectives and estimate cost of performing them
STEPS IN DEVELOPING EFFECTIVE COMMUNICATIONS
Identify target audience
Determine objectives
Design communications
Select channels
Estimate budget
Decide on media mix
Measure results/ manage IMC
Created by Hardik Wadhwa, IIT BHU,
during an internship by Prof. Sameer Mathur, IIM Lucknow