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