Marketing Communication Process
Following are the steps in developing of Marketing Communications:
1. Identifying the target market
The target market is an important component of the marketing communication programmed because it influences decisions regarding what to say,how to say it,when to say it and where to say it. Thus, it is important to know whom the firm is trying to reach and how the target market feel and think about the product,keeping in mind that customers feeling and thought are influenced by culture.
2. Determining the objectives
Clearly stated objectives serve Two key functions. They provide:
- A useful guide for decisions regarding budgeting,media,and creative.
- Serve as a benchmark against which success or failure can be judged. Good objectives,generally:
a) Have singularity of purpose
b) Are measurable and quantitative
c) Are time bound and are specific and realistic.
Although objectives within different cultures may vary, the need for setting objectives is universal.
3. Establishing a Budget
Deciding on how much to spend is always a difficult task. A budget is a financial or quantitative statement prepare prior to a definite period of time; of the policy to be persuade during that period for the purpose of achieving a given objective promotion budget shows how much amount will be allocated among different media,sales territories,products,selling-activities.etc.
4. Choosing Media
There are two broad types of communication channels- personal and non personal.
- Personal communication channels: In personal communication channels,two or more people communicate directly with each other. They might communicate face-to-face,over the telephone,through the mail,or even through an internet”chat”. Personal communication channels are effective because they allow for personal addressing and feedback. Some personal communication channels are controlled directly by the company.
- Non-personal communication channels: Non-personal communication channels are media that carry messages without personal contact or feedback. They include major media,atmospheres,and events. Major media include print media,broadcast media,display media and online media.
5. Creating the Message
The message must be crafted in a way that is consistent with the objectives of the campaign and it must match the target audience’s needs.
6. Measuring Effectiveness of the marketing communications Effort
One needs to assess effectiveness of the marketing communications effort to avoid costly mistakes, to evaluate alternatives strategies and to determine the effectiveness of the entire programme. The assessment must be relevant to the objectives and must be based on a model of human response to communication.