Managing
communications
Goals Strategy Message Media
MEDIA BUDGET
TARGET AUDIENCE
Product- and service-
FOCUS Goal-driven: estimate of the resources required
related messages: to achieve the company’s strategic goal
Three core goals: characteristics of the
Target audience Ap
company’s products and Percentage-of-sales : percentage of the
might not co
Raise awareness services company’s sales revenues
necessarily coincide co
with its target Competitive-parity: set proportionally to the
Strengthen buyer desired share of total media expenditures
customers
preferences
Brand-related Legacy: prior year expenditures (less accurate)
In addition to aiming messages: identity and
Incite an action such the meaning
at the offering’s Affordability: based on resources available for
as purchasing promotional activities (less accurate)
target customers,
the communication
campaign might MEDIA TYPE
focus on entities Price-related messages Advertising: nonpersonal marketing communications
BENCHMARK in which the company develops the message and
influencing the absorbs most or all of the media
decision process Public relationships and social media:
Measurable criteria communications by third parties that are not directly
for succes controlled by the company
communications
Goals Strategy Message Media
MEDIA BUDGET
TARGET AUDIENCE
Product- and service-
FOCUS Goal-driven: estimate of the resources required
related messages: to achieve the company’s strategic goal
Three core goals: characteristics of the
Target audience Ap
company’s products and Percentage-of-sales : percentage of the
might not co
Raise awareness services company’s sales revenues
necessarily coincide co
with its target Competitive-parity: set proportionally to the
Strengthen buyer desired share of total media expenditures
customers
preferences
Brand-related Legacy: prior year expenditures (less accurate)
In addition to aiming messages: identity and
Incite an action such the meaning
at the offering’s Affordability: based on resources available for
as purchasing promotional activities (less accurate)
target customers,
the communication
campaign might MEDIA TYPE
focus on entities Price-related messages Advertising: nonpersonal marketing communications
BENCHMARK in which the company develops the message and
influencing the absorbs most or all of the media
decision process Public relationships and social media:
Measurable criteria communications by third parties that are not directly
for succes controlled by the company
