Designing and Managing

INTEGRATED

What are the major steps in

DEVELOPING Effective

Communications ?

Steps in Developing Effective

Communications

1.Identify Target Audience

Particular groups Current

UsersInfluence

rsIndividua

lsGroups

Potential Users

General groups

2. Determine Communications

Objectives

Category Needs

Brand Aware-ness

Brand PurchaseIntention

Brand Attitude

Category Needs

Establishing a new product category, it is necessary to satisfy a perceived discrepancy between a current and desired motivational

state.

1

Brand Awareness

Fostering the consumer’s ability to recognize or recall the brand within the category, in sufficient

detail to make a purchase.

2

Brand Attitude

Helping consumers evaluate the brand’s perceived ability to meet a currently relevant

need.

3

Problem Solution Appetite Appeal

Brand Purchase Intention

Moving Customers to decide the brand or take purchase – related action. Promotional offers

encourage consumers to make a commitment.

4

3. Design theCommunications

Formulating the Communications to achieve the desired response

requires solving three problems:

What to Say?Message Strategy

How to Say?Creative Strategy

Who Should Say?

Message Source

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

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.

Transformational appealsElaborates on non- product

related benefits.

Informational appealsElaborates on product attributes or benefits.

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

4. Select theCommunications

Channels

PersonalCommunication

Channels

Non-personalCommunication

Channels

Personal Communication

1

Personal Communications Channels let two or mare people communicate face-to- face. Companies drive their effectiveness from individualized presentations

and feedbacks.

Non – personal or Mass Communication Channels2

Mass Channels are directed to more than one person and include advertising sales promotions, events

and experiences , and public relations.

5. Establish theTotal Marketing Budget

Affordable Method1

Set Budget at what company thinks it can afford.

Objective and Task Method

2

Develop budgets by defining specific objectives and estimating the task of performing them.

Competitive Parity Method

3

Set the budget to achieve share- of –voice parity with competitors.

Percentage of Sales Method

4

Set Budget at what company thinks it can afford.

6. Decide On Media mix

SUMMARY

-Dishi Arora

Created By Dishi Arora, IIT

Guwahati, during an internship by

Prof. Sameer Mathur, IIM

Lucknow, www.IIMInternship.com