What Are The Major Steps In

Developing Effective
Communications?

Kotler Chapter 16
Aayushi Aggarwal
IIT Kanpur
Major Steps In Developing Effective
Communication
 1. Identify target audience
Process must start
with a clear target
audience in mind.
A specific group of
people within Target audience: Children
the target market
at which a product
or the marketing
message of a
product is aimed.
Target audience :Youngsters
2. Determine The Communications Objectives
What should be the main Brand
purpose behind company’s need attitude
to connect with the customers?

Possible
Objectives

Category
Need Brand
Awaren
ess
Brand
purchase
intension
 Category Need

Establishing a
new product
category, it is
necessary to
remove or satisfy
a perceived
discrepancy
between a
current and
desired
motivational
Electric cars: “New to the world”
state. A Need to reduce Green house Gas
Emissions
 Create Brand Awareness
Fostering the
consumer’s
ability to
recognize or
recall the brand Brand recall : Generate and retrieve the
within the brand in their memory
category, in
sufficient detail
to make a
purchase.
Brand recognition :Correctly differentiate the
brand they previously have been exposed to
 Brand attitude

Helping
customers
evaluate the
brand’s
Ads show how stains are removed (Problem removal)
perceived
ability to
meet a
currently
relevant need
Sensory oriented ads for food products
 Brand purchase intension

Moving
customers to
decide to
purchase the
brand or take
purchase
related Promotional offers like coupons or
action. deals encourage consumers to
make a mental commitment to buy.
 3. Design the Communications

• What to say?-
Message strategy

• How to say it?-

Creative strategy

• Who should say?-

Message source
 Message Strategy
In determining What to say ?
message strategy,
companies
searches for
appeals, themes,
or ideas that will
tie in to the brand
positioning and
help establish
Points of parity
and Points of
difference
 Rewards from a product:
Rational, Sensory, Social or Ego
Satisfaction

Sensory

Ego Satisfaction

Rational
 Creative strategy
How to say?
Creative Strategies are the way marketers translate
their messages into specific communication.

Informational Transformational
Appeals appeals

Products attributes and Non-product-related

benefits benefits
Logic and reason triggered Stir up emotions
Informational Transformational
 Message source - Who will say?
Message
delivered by
attractive or
prominent
sources can
achieve higher
attention and
recall.
In India
adverting is
owned by
Bollywood
celebrities and
Cricketers.
 Message source
In addition to
promoting the
brand, a
credible
message
source also
help
companies tide
over crisis
situations that
Amitabh Bachchan’s personality and
it faces. credibility helped Cadbury salve its reputation
 4. Select the communication
channels
Select an
efficient
means to
carry the
message.
It may be
Personal or
Non-
personal.
Personal communication channels
Personal selling
Two or more persons communicate
face-to-face or person-to-audience.
Companies drive their
effectiveness from individualized
presentation and feedback.
 Non personal (Mass) Communication
Mass Channels are
Channels
directed to more
than one person and
include advertising,
sales promotions,
events and
experiences, and Events can create
public relations. attention

Guerilla Marketing
techniques
 5. Establish the Total Marketing
Budget

How much to spend

on marketing?

It can be
40-45% in Cosmetics
While only
5-10% in
Industrial
equipment industry
 Affordable method –
Set budget at what companies think they can afford

Percentage -of- Objective and

Sales method - Task Method –
Set budget at a Develop budgets
specified Methods by defining
percentage of specific
current or objectives and
anticipated estimating the
sales or of the costs of
sales price. performing them

Competitive Parity Method –

Set the budget to achieve share-of-
voice parity with competitors