Communication strategy
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Transcript of Communication strategy
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Marketing Communications
Means to inform, persuade & remind consumers-Directly or Indirectly - about Products & Brands they sell
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Categories of New Categories of New ProductsProducts
AdvertisingAdvertising
Sales promotionSales promotion
Events & ExperiencesEvents & Experiences
Public RelationsPublic Relations
Personal sellingPersonal selling
Direct MarketingDirect Marketing
Marketing Communications
programs
Marketing Communications
programs
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AdvertisingAdvertising Sales Sales PromotionPromotion
Public Public RelationsRelations
Personal Personal SellingSelling
Direct Direct MarketingMarketing
Print and Print and broadcast adsbroadcast ads
Contests, Contests, games, games, sweepstakes, sweepstakes, lotterieslotteries
Press kitsPress kits Sales Sales presentationpresentation
CatalogsCatalogs
Packaging-Packaging-outerouter
Premiums and Premiums and giftsgifts
SpeechesSpeeches Sales Sales meetingsmeetings
MailingsMailings
Packaging Packaging insertsinserts
SamplingSampling SeminarsSeminars Incentive Incentive programsprograms
TelemarketingTelemarketing
Motion Motion picturespictures
Fairs and trade Fairs and trade showsshows
Annual reportsAnnual reports SamplesSamples Electronic Electronic shoppingshopping
Communication Platforms
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Marketing Communications
program
Marketing Communications
programBrand EquityBrand Equity
Brand Awareness
Brand Image
Brand responses
Brand Relationships
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Macro model of the Macro model of the Communication ProcessCommunication Process
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The Communication The Communication ProcessProcess
Target audience may not receive Target audience may not receive the intended message for any of the intended message for any of three reasons:three reasons: Selective attentionSelective attention Selective distortionSelective distortion Selective retentionSelective retention
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Micro model of consumer responseMicro model of consumer response
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Steps in Steps in Developing Developing Effective Effective CommunicationCommunication
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STEP 1
STEP 2
STEP 3
STEP 4
STEP 5
STEP 6
STEP 7
STEP 8
Identify target Audience
potential buyer
Current users
Deciders
Influencers
Groups
General public
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STEP 1
STEP2
STEP3
STEP4
STEP5
STEP6
STEP7
STEP8
Communication Objectives
Category Need
Brand Awareness
Brand Attitude
Brand purchase Intention
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STEP 1
STEP2
STEP3
STEP4
STEP5
STEP6
STEP7
STEP8
Communication Design
Message Strategy
Appeals, Themes, Ideas to establish-
POP & POD
Creative Strategy
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STEP 1
STEP2
STEP3
STEP4
STEP5
STEP6
STEP7
STEP8
Communication Channel
Personal Channels
Nonpersonal Channels
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STEP 1
STEP2
STEP3
STEP4
STEP5
STEP6
STEP7
STEP8
Communication Results
Reach & Frequency
Recall & recognition scores
Persuasion changes
Behavior changes