mktng communication
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Marketing Management 1
The following are the steps involved in the development of effective communication
strategies.
Target Audience Identification Identifying the target market and its needs exactly, while
simultaneously striving to serve those needs based on customer expectations will help the firm in
gaining a competitive advantage. The success of a marketing communication program is
dependent on identifying the target customers accurately.
Determine the objectives An objective can be anything aimed to achieve a specific
communication task for a specific target audience during a specified period of time. It should be
defined carefully with precision, as it provides the basic guidelines for any promotional activity.
The objectives should be laid down in clear, precise and measurable terms so that the marketers
can evaluate whether it has been accomplished by the end of the campaign.
Design Communication Various factors that influence the design of the communication
message are content, the structure, and format of the message and the source of the message.
The content specifies what is to be conveyed to the target audience. The message needs to make
use of an appeal in order for it to be effective. The structure of the message determines the
attractiveness of the message to the target audience and the format of the message needs to be
strong and supportive of the type of medium being used. The message source also holds
immense significance. That is why most companies opt for celebrity endorsements ((ICMR),
2004).
Select Channels - There are a plethora of communication channels that are available to
marketers. Personal communication channels comprising of face-to-face interactions, telephone
conversations etc, and non-personal channels that comprise of electronic media, print media are
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Marketing Management 2
the various options to choose from. However, before selecting the appropriate channel, there
needs to be clarity regarding the target audience, their location, the appropriate message which is
to be delivered and the means of communication.
Establish budget It is usually very difficult for firms to develop a marketing communications
budget, as it is not easy to estimate the exact amount of finances required for the purpose of
communication. Companies generally adhere to certain procedures for allocating marketing
communication budgets. They are the objective task method, competitive parity method,
percentage of sales method and the affordable method. The choice of the type of budget is
independent of organizations.
Decide on media mix The message that has to be delivered is very critical for the selection of
the medium. A particular type of message requires a particular type of medium. If a new
product is to be introduced in the market, a feeling of something new and exciting should be
created and that can be effectively done by using the newspaper, the radio and the television. If
the product or service needs a demonstration, then a television advertisement would be more
appropriate that a print advertisement. Hence, the decision on the media-mix is dependent on the
message that is to be communicated.
Measurement of Results The effectiveness of a communication program depends on the stage
of purchasing process buyers are. Marketers need to understand the stage in which customers are
and design the communication program accordingly.
Manage Integrated Marketing Communication - Firms that are vying for maximum response
to their communication strategy should focus on coordination and integration of the marketing
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Marketing Management 3
communication process (Cook, 2007). In this era of technological advancement, there are a
variety of tools available to facilitate better communication.
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Marketing Management 4
Bibliography
(ICMR), I. C. (2004).Marketing Management. Hyderabad: ICMR.
Cook, C. (2007). Communication and Information Technology. Prentice Hall Inc.
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