the communication process
TRANSCRIPT
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THE COMMUNICATION PROCESS
Steps in developing effective communication
Prepared for: Pn. Damaisari binti Mohd
Rawi
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GROUP MEMBER:AMIRAH NURJEHA BINTI AZWAN
06DPR10F2011NOORITA BINTI MUSTAFA
06DPR10F2032MINOR MADINA BINTI JAMALUDDIN
06DPR10F2034JURIYATI BINTI ASMARA
06DPR10F2040NORHAFIZAH BINTI RA’ABEAN
06DPR10F2045
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MANAGE THEIMC PROCESS
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The first step- the target audience
the existing customer or the potential new customers
essential for further development and overall success of the communication program
identified the next part is assessing the present company or brand perception within the target audience
bases on the audience analysis the message should address the requirements
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The second step- set specific objectives
enhance existing image, convey attribute, or encourage a consumer to act
the objective can have a cognitive, affective or behavioural response
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The third step- design of the message
follows the objective of the message. has to address the following four points :
content of message message structure message format message source
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The fourth step- selection of the
communication channel must be appropriate to carry the message to the
target audience for pharmaceutical companies, their sales people
are the most effective channel in reaching the target audience, instead of placing billboards
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The fifth step- establish the budget
need to decide budget of sales promotional and other activities
the common methods followed are an affordable method, percentage of sales method, competitive parity method, and objective-task methods
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The sixth step- Select the marketing
communications mix need balance expenditure among advertising,
sales promotion, public relation, sales force and direct marketing
the relevant choice of the communication mix is highly dependable on the industry the company is operating
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The seventh- step measuring results
very important for companies to keenly follow the outcomes of the communication process
the results could be increased in sales, change in attitude or image of the brand
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The eight step- manage the integrated
marketing process companies cannot afford to continue one medium
approach to achieve desired communication effect companies must integrate all the available tools as
to reach a wider audience and effectively communicate about brand and products
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Provides stronger message consistency and greater sales impact
Improves firms’ ability to reach right customers at right time with right message
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EXAMPLETHE FIVE MS OF ADVERTISING
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MissionMoneyMessageMediaMeasurement
• Objectives can be classified by aim:–Inform–Persuade–Remind
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MissionMoneyMessageMediaMeasurement
Factors considered when budget-setting:Stage of product
life cycleMarket share and
consumer baseCompetition and
clutterAdvertising
frequencyProduct
substitutability
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MissionMoneyMessageMediaMeasurement
Factors considered when choosing the advertising message:Message
generationMessage evaluation
and selectionMessage executionSocial
responsibility review
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MissionMoneyMessageMediaMeasurement
Developing media strategy involves:Deciding on
reach, frequency, and impact
Selecting media and vehicles
Determining media timing
Deciding on geographical media allocation
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MissionMoneyMessageMediaMeasurement
Evaluating advertising effectivenessCommunication-effect research
Sales-effect research