Lecture 4: THE COMMUNICATION PLAN Flashcards
Steps of the communication plan
1- Situation Analysis
2- Target groups
3- Objectives
4- Budgets
5-Message and Creative Strategy
6- Tools and Touchpoints
7- Evaluation
8- Control
1- Situation Analysis
-Our products and brands to be communicated- internal
What are their unique strengths and weaknesses, what is the unique selling (emotional) proposition to be advanced?
-Markets and opportunities- external
What is the market evolution, consumer desires and seek benefits? Special trends to be seized?
-Competitors
Who are our competitors? What are their strengths and weaknesses? How are they communicating
2- Target
segmentation: process of dividing consumers into homogeneous groups, i.e. groups that share needs or react in a comparable way to marketing and communications efforts.
- Once a company has defined segment profiles, it has to decide which segments to focus upon (target = chosen market segment)
- Target can be described as a buyer persona
- Think of possible customers- identify common characteristics
Target-> Buyer Persona
- Market segments can be described according to their dimension, sociodemographic characteristics, interest and purchase behavior
- Our targeted segment can be described considering:
- WHO -> age, gender, location, job title, responsibility, education
- WHAT -> interests, passion/hobby, media channels, brand touch points
- WHY -> why they buy (should buy) company’s products (which benefits, goal, why are they coherent with our value proposition)
Where can we find them? -> TOUCHPOINTS ; so that u can produce some communication alternatives
- Communication Goals
Branding Oriented vs Performance Oriented
- Communication Goals- Branding Oriented
These goals focus on shaping and enhancing how consumers perceive the brand. They are about building the brand’s identity, awareness, and the attitudes consumers have toward it. Here’s a breakdown of each component: AABC ATTITUDE: AWARENESS,BRAND KNOWLEDGE/ COMPREHENSION, CATEGORY NEED, ATTITUDE
- Category need
- Brand awareness
- Brand knowledge/comprehension
- Brand attitude
- Communication Goals- Performance Oriented
its not about how you perceive the brand (The intention; how much the customers want the brand, sales). These goals are focused on consumer actions and behaviors that drive sales and business results. They are less about perception and more about tangible outcomes. PPPSL: PURCHASE INTENTION&FACILITATION SATISFACTION, LOYALTY)
- Brand purchase intention
- Purchase facilitation
- Purchase
- Satisfaction
- Brand loyalty
Branding Oriented- Category Need
- Sometimes ppl don’t notice that there is a solution for the problem
- create communication- understanding when u have that kind of a problem there is this solution
- important to talk about the category and the solution (eg. Redbull created a category, they needed to communicate if you are tired there is this solution)
Branding Oriented- Brand awareness
Represents how much the brand is known but also an association to the logo to some characteristics
Branding Oriented- Brand knowledge
the target understands the essential brand charachteristics, features and benefits. Explore more about the brand; the characteristics of the brand. When deciding between iPhone 16 or Samsung, consumers rely on their knowledge of the brands’ unique characteristics (e.g., camera quality, operating system, design).
Branding Oriented- Brand attitude
the results of the brand evaluation from consumers = perceived value («how much is our brand perceived performant compared to the competitors? -> often leads to REBRANDING.
* It reflects the perceived value of the brand, based on consumer evaluation.
* Measures how the brand performs compared to competitors in the eyes of the consumer.
* If consumers feel a competitor is offering better value, this could prompt rebranding efforts to improve perception.
Performance Oriented- Purchase Intention
is helpful for high involvement products (e.g., cars, goods, jewels) -> personal selling or ad hoc advertising
- Refers to the consumer’s readiness or willingness to buy a product, particularly for high-involvement products (e.g., cars, luxury goods, or jewelry).
Performance Oriented- Purchase Facilitation
means reassuring consumers that there are not barriers – related to the 4 P- that prevent the puchase (price, place, product, promotion)
- Simplifies the buying process and removes obstacles to encourage purchases.
Performance Oriented- Purchase
- The moment a customer decides to buy a product.
- Temporary Price Cuts: Offering discounts to create urgency and drive sales (e.g., “Up to 50% off” clearance sales).
- Influencer Promotions: Using influencers with promotional codes to reach targeted audiences.
- Online Campaigns: Leveraging digital marketing (e.g., social media ads) to attract buyers.
- Search Engine Marketing (SEM): Ensuring visibility during the purchase decision phase.
Performance Oriented- Satisfaction&Brand Loyalty
reassure consumer choice and increase the value of the company- consumer relationship; how you can control positively or negatively about the brand, want to know if ur satisfied
