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STEPS IN DEVELOPING
EFEECTIVE COMMUNICATION
Group No: 09
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Steps in Developing Effective Communication
Effective Communication
1. Identify the target audience
2. Determine the communication objectives
3. Design a message
4. Choose media
5. Select the message source
6. Collect feedback
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IDENTIFYING THE TARGET AUDIENCE
COMMUNICATOR
ACTUAL POTENTIAL
IDENTIFY
AFFECTAFFECT
DECISION
WHAT TO SAY
HOW TO SAY
WHEN TO
SAY
WHERE TO SAY
WHO WILL SAY
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Steps in Developing Effective Communication
Determining the Communications Objectives
• Marketers seek a purchase response that result from a consumer decision-making process that includes the stages of buyer readiness.
Liking
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Steps in Developing Effective CommunicationDesigning a Message
• AIDA Model: Get Attention - Hold Interest - Arouse Desire - Obtain Action
• Designing includes the message content, structure and format.
– Message content—what to say
– Message structure—how to say it
– Message format—through what way to express
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Steps in Developing Effective CommunicationDesigning a Message• Message content is an appeal or theme that will produce the
desired response.
– Rational appeal relates to the audience’s self-interest.
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– Emotional appeal is an attempt to stir up positive or negative emotions to motivate a purchase. Love, pride, joy, humor, fear, guilt, shame
– Moral appeal is directed at the audience’s sense of right and proper.
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Example of humor appeal
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Steps in Developing Effective Communication
Choosing Media
• Personal communication
• Non-personal communication
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Steps in Developing Effective CommunicationPersonal Communication
• Personal communication involves two or more people communicating directly with each other.
• Face-to-face, Phone, Mail, E-mail, Internet chat
• Personal communication is effective because it allows personal addressing and feedback.
• Control of personal communication
• Company - salespeople
• Independent experts - Buying guides
• Word of mouth – Friends, Neighbors,
Family
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Steps in Developing Effective Communication
Personal Communication
• Opinion leaders are people within a reference group who,
because of special skills, knowledge, personality, or other
characteristics, exerts social influence on others.
• Buzz marketing involves cultivating opinion leaders and
getting them to spread information about a product or service
to others in their communities.
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Steps in Developing Effective Communication
Non-Personal Communication Channels
• Non-personal communication is media that
carry messages without personal contact or
feedback— including major media,
atmospheres, and events—that affect the buyer.
– Major media include print, broadcastand
display.
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Atmospheres are designed environments that create or reinforce the buyer’s leanings toward buying a product.
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– Events are staged occurrences that communicate messages to target audiences - Press conferences, Grand openings, Exhibits, Public tours
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Selecting the Message
• The message’s impact on the target audience is affected by how the audience views the communicator.
• Celebrities, e.g. athletes, entertainers
• Professionals, e.g. health care providers
Indian Dental Association
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Steps in Developing Effective CommunicationCollecting Feedback
• Involves the communicator understanding the effect
on the target audience by measuring behavior
resulting from the behavior.
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Thank You
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