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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