What are the major steps in developing effective communications?
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The document outlines key steps for developing effective communications, starting with audience identification and understanding their needs related to brand awareness, attitude, and purchase intention. It emphasizes the importance of message strategy, creative strategies, and selecting appropriate communication channels while discussing budget-setting methods for promotional activities. Overall, the document serves as a framework for marketers to foster consumer engagement and achieve desired responses.
What are the major steps in developing effective communications?
- 2. What are the major steps in DEVELOPING
- 3. Steps in Developing Effective Communications
- 4. 1.Identify Audience Particular groups Current Users Influencers Individuals Groups Potential Users General groups
- 5. 2. Determine Communications Category Needs Brand Aware- ness Brand Purchase Intention Brand Attitude
- 6. Category Needs Establishing a new product category, it is necessary to satisfy a perceived discrepancy between a current and desired motivational state. 1
- 7. Brand Awareness Fostering the consumer’s ability to recognize or recall the brand within the category, in sufficient detail to make a purchase. 2
- 8. Brand Attitude Helping consumers evaluate the brand’s perceived ability to meet a currently relevant need. 3 Problem Solution Appetite Appeal
- 9. Brand Purchase Intention Moving Customers to decide the brand or take purchase – related action. Promotional offers encourage consumers to make a commitment. 4
- 10. 3. Design the Formulating the Communications to achieve the desired response requires solving three problems: to Say? to Say? Should Say?
- 11. Message Strategy Company Management searches for appeals, themes or ideas that will tie in to brand positioning. They may be directly related to product(the quality) or to more extrinsic considerations (popular or traditional). What
- 12. Creative StrategyHow Communications effective depends on how a message is being expressed, as well as on its content. Creative Strategies are the way marketers translate their messages into specific communication.
- 13. Transformational appeals Elaborates on non- product related benefits. Informational appeals Elaborates on product attributes or benefits.
- 14. Message Source Message delivered by ATTRACTIVE or PROMINENT sources can achieve greater attention and recall. Celebrities are likely to be effective if they are credible. Who
- 15. 4. Select the
- 16. Personal Communication1 Personal Communications Channels let two or mare people communicate face-to- face. Companies drive their effectiveness from individualized presentations and feedbacks.
- 17. Non – personal or Mass Communication Channels 2 Mass Channels are directed to more than one person and include advertising sales promotions, events and experiences , and public relations.
- 19. Affordable Method1 Set Budget at what company thinks it can afford.
- 20. Objective and Task Method2 Develop budgets by defining specific objectives and estimating the task of performing them.
- 21. Competitive Parity Method3 Set the budget to achieve share- of –voice parity with competitors.
- 22. Percentage of Sales Method4 Set Budget at what company thinks it can afford.
- 24. SUMMARY
- 26. Created By Dishi Arora, IIT Guwahati, during an internship by Prof. Sameer Mathur, IIM Lucknow, www.IIMInternship.com