Q.
a) Explain the steps in developing an effective marketing communication. (10 marks)
b) Explain the major decisions involved in the development of an advertising programme. (10 marks)
(20 marks, 2012 Q7)
A.
a) Marketing communications - Steps
"... are the means by which firms attempt to inform, persuade, and remind consumers, directly or indirectly, about the products and brands they sell."
Definition from Kotler & Keller, 2009. Marketing Management, Pearson Education, Inc. Publishing as Prentice Hall.
Steps in developing effective communication, based on Abdul Hamid page 348 is as follows:
Step 1. identifying the target audience (executive graduate)
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Step 2. determining the response sought (exclusiveness, class)
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Step 3. choosing the message ("Stylish Living")
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Step 4. choosing the media (Advertisement in TV)
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Step 5. selecting the source attributes (credibility - celebrity)
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Step 6. collecting feedback (Questionnaire)
b)
Major decision involved in developing a advertising programme.
Kotler (1986) has developed the 5 decision making steps in advertising programme.
1. Setting the advertising objectives (Usually to increase sales, take up rate)
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2. Deciding on the advertising budget (How big to spend)
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3. Deciding the advertising theme (Affordable Price)
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4. Selecting the advertising media (Print media, TV, Magazine)
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5. Evaluating advertising receptiveness (Retention by customer, Right timing)
Ref:
Abdul Hamid Mar Iman, 2002. An introduction to property marketing. Rangkaian Pelangi Sdn Bhd. Page 221-228, 347-354.