What are the major steps in developing effective communication? Based on Kotler Chapter 16

1. What Are The Major Steps In
Developing Effective
Communications?
Kotler Chapter 16
Aayushi Aggarwal
IIT Kanpur

2. Major Steps In Developing Effective
Communication

3. 1. Identify target audience
Process must start
with a clear target
audience in mind.
A specific group of
people within
the target market
at which a product
or the marketing
message of a
product is aimed.
Target audience: Children
Target audience :Youngsters

4. Possible
Objectives
Category
Need
Brand
attitude
Brand
Awaren
ess
2. Determine The Communications Objectives
Brand
purchase
intension
What should be the main
purpose behind company’s need
to connect with the customers?

5. Category Need
Establishing a
new product
category, it is
necessary to
remove or satisfy
a perceived
discrepancy
between a
current and
desired
motivational
state. Electric cars: “New to the world”
A Need to reduce Green house Gas
Emissions

6. Create Brand Awareness
Fostering the
consumer’s
ability to
recognize or
recall the brand
within the
category, in
sufficient detail
to make a
purchase.
Brand recall : Generate and retrieve the
brand in their memory
Brand recognition :Correctly differentiate the
brand they previously have been exposed to

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

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

9. 3. Design the Communications
• What to say?-
Message strategy
• How to say it?-
Creative strategy
• Who should say?-
Message source

10. Message Strategy
What to say ?In determining
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

11. Rewards from a product:
Rational, Sensory, Social or Ego
Satisfaction
Sensory
Ego Satisfaction
Rational

12. Creative strategy
Creative Strategies are the way marketers translate
their messages into specific communication.
Informational
Appeals
Transformational
appeals
Products attributes and
benefits
Logic and reason triggered
Non-product-related
benefits
Stir up emotions
How to say?

13. Informational Transformational

14. Message source
Message
delivered by
attractive or
prominent
sources can
achieve higher
attention and
recall.
In India
adverting is
owned by
Bollywood
celebrities and
Cricketers.
- Who will say?

15. Message source
In addition to
promoting the
brand, a
credible
message
source also
help
companies tide
over crisis
situations that
it faces. Amitabh Bachchan’s personality and
credibility helped Cadbury salve its reputation

16. 4. Select the communication
channels
Select an
efficient
means to
carry the
message.
It may be
Personal or
Non-
personal.

17. 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.

18. Non personal (Mass) Communication
ChannelsMass Channels are
directed to more
than one person and
include advertising,
sales promotions,
events and
experiences, and
public relations.
Guerilla Marketing
techniques
Events can create
attention

19. 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

20. Methods
Affordable method –
Set budget at what companies think they can afford
Percentage -of-
Sales method -
Set budget at a
specified
percentage of
current or
anticipated
sales or of the
sales price.
Competitive Parity Method –
Set the budget to achieve share-of-
voice parity with competitors
Objective and
Task Method –
Develop budgets
by defining
specific
objectives and
estimating the
costs of
performing them