Developing Effective Communications

Developing Effective Communications:-


The eight steps in developing effective communications. We begin with the basics: identifying the target audience, determining the objectives, designing the communications, selecting the channels, and establishing the budget. Identify the Target Audience The process must start with a clear target audience in mind: potential buyers of the company’s products, current users, deciders, or influencers, and individuals, groups, particular publics, or the general public. The target audience is a critical influence on the communicator’s decisions about what to say, how, when, where, and to whom. Though we can profile the target audience in terms of any of the market segments identified  it’s often useful to do so in terms of usage and loyalty. Is the target new to the category or a current user? Is the target loyal to the brand, loyal to a competitor, or someone who switches between brands? If a brand user, is he or she a heavy or light user? Communication strategy will differ depending on the answers. We can also conduct image analysis by profiling the target audience in terms of brand knowledge. Determine the Communications Objectives As we showed with Pottsville College, marketers can set communications objectives at any level of the hierarchy-of-effects model. John R. Rossiter and Larry Percy identify four possible objectives, as follows:Category Need—Establishing a product or service category as necessary to remove or satisfy a perceived discrepancy between a current motivational state and a desired motivational state. A new-to-the-world product such as electric cars will always begin with a communications objective of establishing category need. 2. Brand Awareness—Fostering the consumer’s ability to recognize or recall the brand within the category, in sufficient detail to make a purchase. Recognition is easier to achieve than recall—consumers asked to think of a brand of frozen entrées are more likely to recognize Stouffer’s distinctive orange packages than to recall the brand. Brand recall is important outside the store; brand recognition is important inside the store. Brand awareness provides a foundation for brand equity. Manage integrated marketing communications Measure results Decide on media mix Establish budget Select channels Design communications Determine objectives Identify target audience 

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