What arethemajorstepsindevelpoingeffectivecommunications
The major steps in developing effective communications are: 1) Determine the target audience which could include potential buyers, current users, individuals, groups or particular public. 2) Establish objectives for the communications. 3) Design the communications by determining what message to convey, how to convey it through informational or transformational appeals, and who is the most credible spokesperson such as a celebrity. 4) Select communication channels such as personal face-to-face interactions, advocate channels using company salespeople, expert channels using independent experts, or social channels using friends and family. 5) Establish a budget using affordable, percentage-of-sales, competitive parity, or objective-and-task methods
What arethemajorstepsindevelpoingeffectivecommunications
- 3. 1) Main focus should be on usage and loyalty
- 4. Examples of target audience- POTENTIAL BUYERS CURRENT USERS INDIVIDUALS GROUPS PARTICULAR PUBLIC
- 12. Informational Appeal Transformational Appeal
- 13. 3. WHO SHOULD SAY IT
- 14. CELEBRITIES ARE LIKELY TO BE EFFECTIVE WHEN THEY ARE CREDIBLE i.e. TRUSTWORTHINESS, EXPERTISE AND LIKABILITY
- 15. 4) SELECT THE COMMUNICATION CHANNELS
- 17. 1. ADVOCATE CHANNELS COMPANY SALESPEOPLE CONTACTING BUYERS IN TARGET MARKET
- 18. 2. EXPERT CHANNELS INDEPENDENT EXPERTS MAKING STATEMENTS TO TARGET BUYERS
- 19. 3. SOCIAL CHANNELS FRIENDS AND FAMILY TALKING TO TARGET BUYERS
- 22. 1. AFFORDABLE METHOD SET BUDGET AT WHAT COMPANIES THINK THEY CAN AFFORD
- 23. 2. PERCENTAGE-OF-SALES METHOD SET BUDGET AT A SPECIFIED BUDGET OF CURRENT OR ANTICIPATED SALES OR OF SALES PRICE
- 24. 3. COMPETITIVE-PARITY METHOD SET BUDGET TO ACHIEVE SHARE- OF-VOICE PARITY WITH COMPETITORS
- 25. 4. OBJECTIVE-AND-TASK METHOD DEVELOP BUDGETS BY DEFINING SPECIFIC OBJECTIVES AND ESTIMATING THE COSTS OF PERFORMING THEM
- 26. THESE SLIDES WERE CREATED BY AMOD BANSAL, THAPAR UNIVERSITY, DURING A MARKETING INTERNSHIP BY PROF. SAMEER MATHUR, IIM LUCKNOW