Major Steps in Developing Effective Communication
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Developing
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Transcript of Major Steps in Developing Effective Communication
Developing
Major Steps
START with aclear TARGET audience
Determine
Of Communication
Category NeedBrand AttitudeBrand AwarenessBrand Purchase Intention
Formulating,
How to Say
What to Say
Who should say
Design
Creative
Strategy
Informational
Appeals
Transformation
al AppealsMessage
Strategy
Creative StrategyHOW Ads can be EFFECTIVE
Transformational AppealInformational Appeal
Informative1 or 2 sided messages
Uses Positive/Negative Appeals(Fear, Guilt, Humor, Love)
Creative StrategyHOW Ads can be EFFECTIVE
Message Strategy
Search Appeal, Theme which reflectsPOPs & PODs
( 4 Rewards of Product ) Χ ( 3 Experience ) = ( 12 Messages)RationalSensorySocialEgo Satisfaction
Result of Use ExperienceProduct in Use ExperienceIncidental to Use Experience
Message Strategy
Select an Efficient MeansTo Carry Message
Integrated
Affordable
Objective & Task
% of Sales
Competitive Parity
Company’s Affordability
Budget = % of Profit
According to Company’s Objective
Competition with Others
Deciding On
Type of Product Market
Buyer – Readiness Stage
Product Life Cycle Stage
Coordinating Media
Implementing IMC
