Developing Effective Communication and Deciding the Communications mix (Marketing video 86)
3.4 هزار بار بازدید -
4 سال پیش
-
View all our courses and
View all our courses and get certified on https://academy.marketing91.com
Effective Communication refers to the communication between two or more parties in such a way that the intended message is satisfactorily conveyed, acknowledged, and understood.
Developing Effective Communication means that all the parties in the communication process have deciphered the same meaning of the message
Steps in Developing Effective Communication
1. Identify the Target Audience
Keep the target audience in mind as it will have a direct impact on what, when, where, how, whom and about what the communicator wants to speak. It can be an individual, group, general public, or someone special.
Example – Nike’s “Find Your Greatness” campaign 2012
2. Set the Communication Objectives
Think about the objective that you are looking for. Is it establishing a service/product category, improving the consumer’s recall abilities about a product, boosting brand image or encouraging customers to purchase?
Example – Features of Apple Siri explained by Dwayne Johnson
3. Design the Communication
The communicator must design a message that will hold interest, boost desire, and achieve results from the receiver
- When selecting a Message Strategy look for ideas, themes, and appeals.
- Use Creative Strategy to express the marketing message
- Be sure about the credibility of the Message Source
4. Select Channels
The communicator is responsible for choosing Personal Communication channels like telephone, emails, or Non- Personal Communication channels like newspapers, posters, etc.
Example – One plus 6T Unboxing Event
5. Establish Budget
Finalize the expenses to establish a proper budget for the process
Example - United States Biggest Advertising Spenders
6. Decide Communication Mix
An organization needs to balance its marketing communication budget with modes of communication.
Example – “Rebuild the World” campaign from LEGO
7. Measure Results
Think about the revenue and outcomes from the communication investment to measure results effectively
8. Manage IMC
The goal of the marketer while managing IMC should be on creating the best communication program. Important criteria are coverage, commonality, contribution, complementary, conformability, and cost.
Example –Coca Cola’s Campaign – “Taste the Feeling”
This video is on Steps in Developing Effective Communication and it has the following sub-topics.
Time Stamps
0:00 Introduction to Effective Communication
00:41 Identify the Target Audience
01:31 Set the Communication Objectives
02:22 Design the Communication
02:31 Message Strategy
03:04 Creative Strategy
03:44 Message Source
04:29 Select Channels
05:24 Establish Budget
06:22 Example United States Biggest Advertising Spenders
06:54 Decide Communication Mix
07:33 Measure Results
08:41 Manage IMC
Effective Communication refers to the communication between two or more parties in such a way that the intended message is satisfactorily conveyed, acknowledged, and understood.
Developing Effective Communication means that all the parties in the communication process have deciphered the same meaning of the message
Steps in Developing Effective Communication
1. Identify the Target Audience
Keep the target audience in mind as it will have a direct impact on what, when, where, how, whom and about what the communicator wants to speak. It can be an individual, group, general public, or someone special.
Example – Nike’s “Find Your Greatness” campaign 2012
2. Set the Communication Objectives
Think about the objective that you are looking for. Is it establishing a service/product category, improving the consumer’s recall abilities about a product, boosting brand image or encouraging customers to purchase?
Example – Features of Apple Siri explained by Dwayne Johnson
3. Design the Communication
The communicator must design a message that will hold interest, boost desire, and achieve results from the receiver
- When selecting a Message Strategy look for ideas, themes, and appeals.
- Use Creative Strategy to express the marketing message
- Be sure about the credibility of the Message Source
4. Select Channels
The communicator is responsible for choosing Personal Communication channels like telephone, emails, or Non- Personal Communication channels like newspapers, posters, etc.
Example – One plus 6T Unboxing Event
5. Establish Budget
Finalize the expenses to establish a proper budget for the process
Example - United States Biggest Advertising Spenders
6. Decide Communication Mix
An organization needs to balance its marketing communication budget with modes of communication.
Example – “Rebuild the World” campaign from LEGO
7. Measure Results
Think about the revenue and outcomes from the communication investment to measure results effectively
8. Manage IMC
The goal of the marketer while managing IMC should be on creating the best communication program. Important criteria are coverage, commonality, contribution, complementary, conformability, and cost.
Example –Coca Cola’s Campaign – “Taste the Feeling”
This video is on Steps in Developing Effective Communication and it has the following sub-topics.
Time Stamps
0:00 Introduction to Effective Communication
00:41 Identify the Target Audience
01:31 Set the Communication Objectives
02:22 Design the Communication
02:31 Message Strategy
03:04 Creative Strategy
03:44 Message Source
04:29 Select Channels
05:24 Establish Budget
06:22 Example United States Biggest Advertising Spenders
06:54 Decide Communication Mix
07:33 Measure Results
08:41 Manage IMC
4 سال پیش
در تاریخ 1399/09/28 منتشر شده
است.
3,444
بـار بازدید شده