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Lecture 8

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10 views23 pages

Lecture 8

Uploaded by

samiul haque
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© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Chapter Fourteen

COMMUNICATING CUSTOMER VALUE: INTEGRATED MARKETING


COMMUNICATIONS STRATEGY
Steps in Developing Effective Marketing
Communication

Identify the target audience

Determine the communication objectives

Design the message

Choose the media

Select the message source

Monitor and Evaluate Result


Steps in Developing Effective
Communication
Identifying the Target market

Objective: Define the specific group of people the


communication is aimed at.

Key Considerations:
- Who are the potential or current customers? (Demographics,
psychographics, behaviors, etc.)

- What are their needs, preferences, and pain points?


Steps in Developing Effective
Marketing Communication
Determining the Communication Objectives

► Objective: Establish the goals of the communication


campaign.

Key Considerations:
► What do you want the audience to think, feel, or do after
receiving the message?
► Are the objectives related to building awareness, generating
liking, increasing sales, or improving brand loyalty?
Designing a Message

•Objective: Create a compelling and clear message that


communicates the value of the product or service.

Key Considerations:
•What is the core message? (What makes your offering unique
and valuable?)
•What tone and style are appropriate for the audience? (e.g.,
formal, casual, emotional, humorous)
Steps in Developing Effective
Marketing Communication
Designing a Message

AIDA Model
• Attention: Capture the audience’s
attention.
• Interest: Sustain their interest with
relevant information.
• Desire: Build desire by highlighting
benefits or unique features.
• Action: Encourage a specific action
(e.g., purchase, sign-up).
Have you ever Noticed the food
bloggers’ video content pattern?
AIDA MODEL APPLICATION - Promoting a Smartphone brand

Attention
● Use a bold statement or eye-catching visuals to grab the audience's attention:
○ "Introducing the All-New XYZ Smartphone 15 – Experience Innovation Like Never Before!"
● Include vibrant images or videos showcasing the sleek design, stunning display, and cutting-edge features of the phone.

Interest
● Build curiosity by highlighting key features that set the product apart:
○ "Powered by the fastest processor in its class, XYZ 15 delivers seamless performance. Enjoy an ultra-crisp 6.7-inch
display, 48-hour battery life, and an industry-leading camera system."

Desire
● Create emotional appeal and show benefits that resonate with the audience:
○ "Capture your best moments in pro-grade quality, whether it’s day or night. Stay ahead of the curve with the
smartest technology, perfectly designed to keep up with your lifestyle."
● Include customer testimonials, success stories, or comparisons to competitors to strengthen the desire.

Action
● Provide a clear call-to-action (CTA) to drive purchase or further engagement:
○ "Pre-order now and get 20% off – limited time offer! Visit xyzsmartphones.com or your nearest store today!"
Steps in Developing Effective
Marketing Communication
Designing a Message

Message appeals are strategies used in marketing


to grab the audience’s attention and influence
their emotions, beliefs, or actions.

► Rational appeal
► Emotional appeal
► Moral appeal
► Humor appeal
Steps in Developing Effective
Marketing Communication
Designing a Message

Rational appeal Focuses on


facts, logic, and reason. It
highlights the practical,
functional, or utilitarian
benefits of a product.
Steps in Developing Effective
Marketing Communication
Designing a Message

Emotional appeal: This appeal taps


into the audience’s emotions like
happiness, fear, sadness,
excitement, or anger to create a
connection with the product or
brand.
Steps in Developing Effective
Marketing Communication
Designing a Message

Moral Appeal focuses on


ethical or moral values,
encouraging the audience
to do what is "right" or
socially responsible.
Steps in Developing Effective
Marketing Communication
Designing a Message

Humor appeal
Uses humor to make the audience
laugh or feel entertained, making
the message more memorable.
Choosing Media

•Objective: Choose the right mix of channels to reach the target


audience effectively.

•Key Considerations:
•Where does the audience consume information? (Social media,
email, TV, radio, websites, etc.)
•What channels align with the campaign objectives and budget?
Selecting the Message Source

The message’s impact on the target


audience is affected by how the
audience views the communicator

► Celebrities
► Athletes
► Entertainers
► Professionals
► Health care providers
Opinion leaders are people
within a reference group
who, because of their
special skills, knowledge,
personality, or other
characteristics, exerts
social influence on others
Steps in Developing Effective
Marketing Communication
Monitor and Evaluate Results

Objective: Measure the effectiveness of the marketing communication.

Key Considerations:
• Assess whether the communication objectives were met.
• Compare results against benchmarks or industry standards.
• Collect feedback from the audience or conduct surveys to assess
message impact and reception.
►Some Key concepts
Steps in Developing Effective
Marketing Communication
Choosing Media
Personal Communication

Buzz marketing is a
strategy used to create
excitement and generate
word-of-mouth (WOM)
promotion around a
product, service, or
brand.
Personal selling is the most
effective method at certain
stages of the buying
process, particularly in
building buyers’
preferences, convictions,
actions, and developing
customer relationships.
Sales promotion includes coupons,
contests, cents-off deals, and premiums
that attract consumer attention and offer
strong incentives to purchase, and can be
used to dramatize product offers and to
boost sagging sales
Thanks!
Any questions?

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