MAJOR STEPS IN DEVELOPING

EFFECTIVE COMMUNICATIONS

1) Main focus should be on usage and loyalty

Examples of target audience-

POTENTIAL BUYERSCURRENT USERS

INDIVIDUALS GROUPS

PARTICULAR PUBLIC

2) Determine Objectives

3) Design Communications

1.WHAT TO

SAY

2.HOW TO SAY

IT

Informational Appeal Transformational Appeal

3. WHO SHOULD SAY IT

CELEBRITIES ARE LIKELY TO BE EFFECTIVE WHEN THEY ARE CREDIBLEi.e. TRUSTWORTHINESS, EXPERTISE AND LIKABILITY

4) SELECT THE COMMUNICATION CHANNELS

PERSONAL- FACE TO FACE

1. ADVOCATE CHANNELS

COMPANY SALESPEOPLE CONTACTING BUYERS IN TARGET MARKET

2. EXPERT CHANNELS

INDEPENDENT EXPERTS MAKING STATEMENTS TO TARGET BUYERS

3. SOCIAL CHANNELS

FRIENDS AND FAMILY TALKING TO TARGET BUYERS

5) ESTABLISH BUDGET

1. AFFORDABLE METHOD

SET BUDGET AT WHAT COMPANIES THINK THEY CAN AFFORD

2. PERCENTAGE-OF-SALES METHOD

SET BUDGET AT A SPECIFIED BUDGET OF CURRENT OR

ANTICIPATED SALES OR OF SALES PRICE

3. COMPETITIVE-PARITY METHOD

SET BUDGET TO ACHIEVE SHARE-OF-VOICE PARITY WITH

COMPETITORS

4. OBJECTIVE-AND-TASK METHOD

DEVELOP BUDGETS BY DEFINING SPECIFIC OBJECTIVES AND

ESTIMATING THE COSTS OF PERFORMING THEM

THESE SLIDES WERE CREATED BY AMOD BANSAL,

THAPAR UNIVERSITY,DURING A MARKETING

INTERNSHIP BY PROF. SAMEER MATHUR,

IIM LUCKNOW