What are the major steps in developing effective communications?

Created By
Rahul Kalra, NSIT

During an internship by
Prof. Sameer Mathur, IIM Lucknow
www.IIMInternship.com

1. What Are The Major Steps In Developing Effective Communication?

2. Major Steps In Developing Effective Communication

3. Identify target audience #  Process must start with a clear target audience in mind. A specific group of people within the target market at which a product or the marketing message of a product is aimed.

4. Determining Communications Objective  

5. Determining Communications Objective   1. Category Need 2. Brand Attitude 3. Brand Awareness 4. Brand Purchase Intention

6. Design the Communications   Formulating the communications to achieve the desired response requires solving three problems : Message Strategy : What to Say ? Creative Strategy: How to Say it? Message Source : Who should Say it ?

7. Select Communication Channels  Communication Channels may be: 1. Personal Channels: Two or more persons communicate face-to-face or person-to-audience through a phone, surface mail or e-mail. 2. Non-Personal(Mass) Channels: Communications directed to more than one person . Advertising , Sales promotion, Events and Experiences, and public relations fall in this category.

8. Establish total marketing budget

9. Establish total marketing budget Affordable Method Percentage of Sales Method Competitive Parity Method Objective and Task Method

10. Deciding the Marketing Communications Mix

11. Measuring Communication Results Knowing the Outcomes and Revenues resulting from communications investment through surveys, questionnaires about brand recognition, attitude and preference and by changes in sales records.

12. Created By Rahul Kalra, NSIT During an internship by Prof. Sameer Mathur , IIM Lucknow www.IIMInternship.com Based on Kotler Keller Chapter16