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Steps in Developing Effective Communication

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Marvin Friaz

on 27 August 2013

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Transcript of Steps in Developing Effective Communication

Steps in Developing Effective Communication
1.Identify the target audience
2.Determine the communication objectives
3.Design the message
4.Choose the media
5.Select the message source
6.Collecting feedback
1. Identifying the Target Audience
Marketing communications begins with a clear target audience to answer these questions:
•What will be said
•How it will be said
•When it will be said
•Where it will be said
•Who will say it

2. Determining the Communications Objectives
Marketers seek a purchase response that results from a consumer decision-making process that includes the stages of buyer readiness
3.Designing a Message
3.Designing a Message
AIDA framework guides
message design

AIDA Model
Message content
-Emotional appeals
-Moral appeals

Message structure

Message format

- Novelty, contrast, and more
4.Choosing Media
Personal vs. non personal communication channels
Personal communication channels
-Includes face-to-face, phone, mail, and
Internet chat communications
-Word-of-mouth influence is often critical
-Buzz marketing cultivates opinion leaders

Nonpersonal communication channels
-Includes media, atmosphere, and event
5. Selecting the Message Source
- Highly credible sources are more persuasive
- A poor choice of spokesperson can tarnish a brand
- May suggest changes in product/promotion
- Involves the communicator understanding the effect on the target audience by measuring behavior resulting from the behavior

6. Collecting Feedback
Setting The Promotional Budget and Mix
•Affordable budget method
•Percentage-of-sales method
•Competitive-parity method
•Objective-and-task method

- budget is set at a level that a company can afford
Affordability Method
Percentage-of-sales method
- sets the budget at a certain percentage of current or forecasted sales or unit sales price
Competitive-parity method
-sets the budget to match competitor outlays
•Represents industry standards
•Avoids promotion wars

Objective-and-Task Method
- sets the budget based on what the firm wants to accomplish with promotion and includes:
•Defining promotion objectives
•Determining tasks to achieve the objectives
•Estimating costs

Setting the Overall Promotion Mix

- determined by the nature of each promotional tool and the selected promotion mix strategy
Nature of Each Promotional Tool
•Personal selling
•Sales promotion
•Public relations
•Direct marketing

- is impersonal, cannot be directly persuasive as personal selling, and can be expensive
Personal Selling
- is the most effective method at certain stages of the buying process, particularly in building buyers’ preferences, convictions, and actions and developing customer relationships
Sales Promotion
- promotion includes coupons, contests, cents-off deals, and premiums that attract consumer attention and offer strong incentives to purchase.
Public Relations
- relations is a very believable form of promotion that includes new stories, features, sponsorships, and events
Direct Marketing
- is a non-public, immediate, customized, and interactive promotional tool that includes direct mail, catalogs, telemarketing, and online marketing

Push vs.
Pull Promotion Strategy

Pull strategy
- is when the producer directs its marketing activities toward the final consumers to induce them to buy the product and create demand from channel members
Push Strategy
- involves pushing the product to the consumers by inducing channel members to carry the product and promote it to final consumers

-Draw a conclusion?
-One-sided or two-sided?
-Strongest arguments presented first or last?
Full transcript