Designing and Managing INTEGRAT ED
Aug 17, 2015
1.Identify Target Audience
Particular groups Current
UsersInfluence
rsIndividua
lsGroups
Potential Users
General groups
2. Determine Communications
Objectives
Category Needs
Brand Aware-ness
Brand PurchaseIntention
Brand Attitude
Category Needs
Establishing a new product category, it is necessary to satisfy a perceived discrepancy between a current and desired motivational
state.
1
Brand Awareness
Fostering the consumer’s ability to recognize or recall the brand within the category, in sufficient
detail to make a purchase.
2
Brand Attitude
Helping consumers evaluate the brand’s perceived ability to meet a currently relevant
need.
3
Problem Solution Appetite Appeal
Brand Purchase Intention
Moving Customers to decide the brand or take purchase – related action. Promotional offers
encourage consumers to make a commitment.
4
3. Design theCommunications
Formulating the Communications to achieve the desired response
requires solving three problems:
What to Say?Message Strategy
How to Say?Creative Strategy
Who Should Say?
Message Source
Message Strategy
Company Management searches for appeals, themes or ideas that will tie in to brand positioning. They may be directly related to product(the quality) or to more
extrinsic considerations (popular or traditional).
What
Creative StrategyHow
Communications effective depends on how a message is being expressed, as well as on its content. Creative
Strategies are the way marketers translate their messages into specific communication.
Transformational appealsElaborates on non- product
related benefits.
Informational appealsElaborates on product attributes or benefits.
Message Source
Message delivered by ATTRACTIVE or PROMINENT sources can achieve greater attention and recall.
Celebrities are likely to be effective if they are credible.
Who
4. Select theCommunications
Channels
PersonalCommunication
Channels
Non-personalCommunication
Channels
Personal Communication
1
Personal Communications Channels let two or mare people communicate face-to- face. Companies drive their effectiveness from individualized presentations
and feedbacks.
Non – personal or Mass Communication Channels2
Mass Channels are directed to more than one person and include advertising sales promotions, events
and experiences , and public relations.
Objective and Task Method
2
Develop budgets by defining specific objectives and estimating the task of performing them.