mktng communication

8/2/2019 Mktng Communication

1/4

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


2/4


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


3/4


communication process (Cook, 2007). In this era of technological advancement, there are a

variety of tools available to facilitate better communication.


4/4


Bibliography

(ICMR), I. C. (2004).Marketing Management. Hyderabad: ICMR.

Cook, C. (2007). Communication and Information Technology. Prentice Hall Inc.

mktng communication

Documents