Jankennethobar.assignment2
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The document outlines the 8 steps in developing effective communication and the 8 elements of the communication process. The 8 steps are: identify target audience, determine objectives, design communication, select channels, establish budget, decide on media mix, measure results, and manage integrated marketing communication. The 8 elements are: media, message, decoding, receiver, sender, encoding, noise, and feedback. An example is provided of how Philip Morris uses consumer events to communicate an ongoing raffle promotion directed at intended receivers, which increases sales volume and provides feedback.
Jankennethobar.assignment2
- 1. TOP 2Learning Concepts Ch 17: Designing and ManagingIntegrated Marketing CommunicationJan Kenneth ObarApril 1, 2011http://jankenneth-obar.blogspot.com
- 2. Outline:8 Steps in Developing Effective Communication8 Elements of the Communication Process2http://jankenneth-obar.blogspot.com
- 3. Concept 1: 8 Steps in Developing Effective Communication3 IdentifyTarget Audience Determine Objectives Design CommunicationSelect ChannelsEstablish BudgetDecide on MediaMixMeasure ResultsManage Integrated Marketing CommunicationFrom Philip Kotler’s, Marketing Management 13th editionhttp://jankenneth-obar.blogspot.com
- 4. Concept 1: Start with a clear target audience in mind.4- Potential Buyers of the Product Current Users
- 5. Deciders
- 6. Influencers
- 7. Groups
- 8. General Public IdentifyTarget Audiencehttp://jankenneth-obar.blogspot.com
- 9. Concept 1: The most effective communications often can achieve multiple objectives54 Possible Objectives- Category Need Brand Awareness
- 10. Brand Attitude
- 11. Brand Purchase Intention IdentifyTarget Audience Determine Objectiveshttp://jankenneth-obar.blogspot.com
- 12. Concept 1: Formulating the communications to achieve the desired response.63 Problems to solve- What to Say? How to say it?
- 13. Who should say it? IdentifyTarget Audience Determine Objectives Design Communicationhttp://jankenneth-obar.blogspot.com
- 14. Concept 1: Selecting efficient means to carry the message becomes more difficult as channels of communication become more fragmented.7 IdentifyTarget Audience Determine Objectives Design CommunicationSelect Channelshttp://jankenneth-obar.blogspot.com
- 15. Concept 1: One of the most difficult decisions is determining how much to spend on marketing communication and promotion.8 IdentifyTarget Audience Determine Objectives Design CommunicationSelect ChannelsEstablish Budgethttp://jankenneth-obar.blogspot.com
- 16. Concept 1: Each communication tool has its own uniqe characteristic and costs.9 IdentifyTarget Audience Determine Objectives Design CommunicationSelect ChannelsEstablish BudgetDecide on MediaMixhttp://jankenneth-obar.blogspot.com
- 17. Concept 1: Senior managers wants to know the outcomes and revenues resulting from their communication investments.10 IdentifyTarget Audience Determine Objectives Design CommunicationSelect ChannelsEstablish BudgetDecide on MediaMixMeasure Resultshttp://jankenneth-obar.blogspot.com
- 18. Concept 1: Evaluates the strategic roles of a variety of communication disciplines.11 IdentifyTarget Audience Determine Objectives Design CommunicationSelect ChannelsEstablish BudgetDecide on MediaMixMeasure ResultsManage Integrated Marketing Communicationhttp://jankenneth-obar.blogspot.com
- 19. Concept 2: 8 Elements of the Communication Process12MediaMessageDecodingReceiverSender Encoding NoiseResponseFeedbackFrom Philip Kotler’s, Marketing Management 13th editionhttp://jankenneth-obar.blogspot.com
- 20. Concept 2: Companies needs to communicate with customers13MediaMessageDecodingReceiverSender Encoding NoiseResponseFeedbackFrom Philip Kotler’s, Marketing Management 13th editionhttp://jankenneth-obar.blogspot.com
- 21. Concept 2: Companies needs the right media and message14MediaMessageDecodingReceiverSender Encoding NoiseResponseFeedbackFrom Philip Kotler’s, Marketing Management 13th editionhttp://jankenneth-obar.blogspot.com
- 22. Concept 2: Competitive clutter is the noise that interferes with your message15MediaMessageDecodingReceiverSender Encoding NoiseResponseFeedbackFrom Philip Kotler’s, Marketing Management 13th editionhttp://jankenneth-obar.blogspot.com
- 23. Concept 2: If customers believe your message they buy your product or service16MediaMessageDecodingReceiverSender Encoding NoiseResponseFeedbackFrom Philip Kotler’s, Marketing Management 13th editionhttp://jankenneth-obar.blogspot.com
- 24. Concept 2: Customer Satisfaction or delight can be measured informally of formally17MediaMessageDecodingReceiverSender Encoding NoiseResponseFeedbackFrom Philip Kotler’s, Marketing Management 13th editionhttp://jankenneth-obar.blogspot.com
- 25. Concept 2: Example: The Company Philip Morris18MediaDecodingMessageReceiverSender Encoding NoiseResponseFeedbackFrom Philip Kotler’s, Marketing Management 13th editionhttp://jankenneth-obar.blogspot.com
- 26. Concept 2: Example: Communicates on going raffle promo through consumer events.19MediaDecodingMessageReceiverSender Encoding NoiseResponseFeedbackFrom Philip Kotler’s, Marketing Management 13th editionhttp://jankenneth-obar.blogspot.com
- 27. Concept 2: Example:Directed at intended receivers20MediaDecodingMessageReceiverSender Encoding NoiseResponseFeedbackFrom Philip Kotler’s, Marketing Management 13th editionhttp://jankenneth-obar.blogspot.com
- 28. Concept 2: Example:As a result sales volume increases due to increase in consumer off take21MediaDecodingMessageReceiverSender Encoding NoiseResponseFeedbackFrom Philip Kotler’s, Marketing Management 13th editionhttp://jankenneth-obar.blogspot.com
- 29. Concept 2: Example:Feedback through survey forms, customer verbal feedback and number of raffle entries22MediaDecodingMessageReceiverSender Encoding NoiseResponseFeedbackFrom Philip Kotler’s, Marketing Management 13th editionhttp://jankenneth-obar.blogspot.com
- 30. Summary238 Steps in Developing Effective Communication8 Elements of the Communication Processhttp://jankenneth-obar.blogspot.com