Ch16 developing effective marketing communications
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Transcript of Ch16 developing effective marketing communications
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DEVELOPING EFFECTIVE
MARKETING COMMUNICATION
S
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8 STEPS IN DEVELOPING EFFECTIVEMARKETING COMMUNICATION
IMC: Integrated Marketing Communication
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IDENTIFY THE TARGET AUDIENCE
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COMMUNICATION OBJECTIVES
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Objectives
CategoryNeed
BrandAwareness
Brand Attitude
Purchase Intention
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DESIGNING THE COMMUNICATION
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DesignMessage Strategy
Creative Strategy
Message Source
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MESSAGE STRATEGY
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CREATIVE STRATEGY
How tosay it?
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2 TYPES
• Informational
• Transformational
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Informational Appeal
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Transformational Appeal
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MESSAGE SOURCE
Who should say it????Who should
say it???
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SELECTING THECOMMUNICATION
CHANNEL
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Communication Channels
Personal Channels:• Advocate • Expert • Social
Non-Personal Channels:• Advertising• Sales Promotion• Events & Experience• Public Relations
Integration of Channels:
Mass Media + Personal Channels
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ESTIMATING THE TOTAL
COMMUNICATIONS BUDGET
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Methods
• Affordable • Percentage-Of-Sales• Competitive Parity• Objective-And-Task Method
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•Affordable Method:Set the Promotion budget at what they think the company can afford.
•Percentage-Of-Sales Method:Set promotion expenditures at a specified percentage of sales (either current or anticipated) or of the sales price.
•Competitive-Parity Method :Set the promotion budget to achieve share-of-voice parity with competitors.
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OBJECTIVE-AND-TASK METHOD
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Created by Vignaesh Muthukumaar,
IIT Kanpur, during an internship with
Prof. Sameer Mathur, IIM Lucknow,
www.iiminternship.com