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  • Manging Communications in Business Environment (Public Relations) Manging Communications in Business Environment (Public Relations)

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    Еmil Kostov
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    Managing communication involves six key steps: setting goals, developing messages, selecting media, creating solutions, implementing campaigns, and evaluating results. The goal identifies criteria to be achieved within a time frame, such as creating awareness, strengthening preferences, or inciting action. The message communicates information to target customers about products, services, brands, prices, incentives, or distribution. Media selection involves budgeting, choosing types like advertising or public relations, and scheduling reach and frequency. Evaluation measures exposure, comprehension, recall, persuasion, intent, and behavior to determine if a campaign achieved its goals.

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    Managing communication involves six key steps: setting goals, developing messages, selecting media, creating solutions, implementing campaigns, and evaluating results. The goal identifies criteria to be achieved within a time frame, such as creating awareness, strengthening preferences, or inciting action. The message communicates information to target customers about products, services, brands, prices, incentives, or distribution. Media selection involves budgeting, choosing types like advertising or public relations, and scheduling reach and frequency. Evaluation measures exposure, comprehension, recall, persuasion, intent, and behavior to determine if a campaign achieved its goals.

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    7 views2 pages

    Manging Communications in Business Environment (Public Relations) Manging Communications in Business Environment (Public Relations)

    Uploaded by

    Еmil Kostov
    Managing communication involves six key steps: setting goals, developing messages, selecting media, creating solutions, implementing campaigns, and evaluating results. The goal identifies criteria to be achieved within a time frame, such as creating awareness, strengthening preferences, or inciting action. The message communicates information to target customers about products, services, brands, prices, incentives, or distribution. Media selection involves budgeting, choosing types like advertising or public relations, and scheduling reach and frequency. Evaluation measures exposure, comprehension, recall, persuasion, intent, and behavior to determine if a campaign achieved its goals.

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    © All Rights Reserved
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    lOMoARcPSD|5908433

    Manging Communications in business environment (public


    relations)
    Marketing Management for IBA (Tilburg University)

    StuDocu is not sponsored or endorsed by any college or university


    Downloaded by ?mil Kostov (kostovjournalism@gmail.com)
    lOMoARcPSD|5908433

    Managing communication involves strategic decisions—a function of the offering’s


    target market defined by its customers, company, collaborators, competition, and
    context—and tactical decisions, which are a function of the other marketing mix
    variables: product, service, brand, price, incentives, and distribution.
    Managing communication involves six key steps: setting the goal, developing the
    message, selecting the media, developing the creative solution, implementing the
    communication campaign, and evaluating the campaign results.
    The goal identifies a set of criteria to be achieved by the communication campaign
    within a given time frame. The three most common communication goals are to
    create awareness, strengthen preferences, and incite action.
    The message identifies the information communicated to target customers. The
    message can focus on one or several of the six value-design marketing mix
    variables: product, service, brand, price, incentives, and distribution.
    The media are the means used by the company to convey its message. The media
    decision involves three aspects: setting the media budget, deciding on the media type
    (advertising, public relations and social media, personal selling, product samples,
    event sponsorship, and product placement), and outlining the media scheduling
    (pattern, reach, and frequency).
    The creative solution involves the execution of the company’s message in a given

    media. Among the key aspects of the creative solution are appeal type (information-
    based or emotion-based) and execution style (text, format, and layout).

    The implementation aspect of marketing communication identifies the timeline and


    the logistics of executing the message, media, and creative decisions.
    The control aspect of marketing communication involves evaluating the success of

    the communication campaign with respect to achieving its goals. The most
    commonly used criteria involve measuring the following six factors: exposure,
    comprehension, recall, persuasion, intent, and behavior. The decision about which
    metric to use is a function of three key considerations: the goal of the campaign, the
    message being communicated, and the selected media format.

    Downloaded by ?mil Kostov (kostovjournalism@gmail.com)

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