Transcript Developing Communication Objectives and Message Strategies

Developing Communication
Objectives and Message
Strategies
Chapter 10
Audience Aggregates
• Current users - rewarding message
• New/non users - educational or
persuasive message
• Competitive users - promotional
message
Communication Objectives
• Category need - convince a new user to
try the genre first before a speciific brand
• Awareness - develop brand recognition
and recall
Attitude - develop, maintain or change
• Purchase intention - stimulate intention to
buy tickets
Writing Objectives
Communication will ____
objective
____%
measure
of ______ that ______ will do or is ___
usage segment
brand name
within ____ months .
time limit
claim
Written Objective
Communication will convince 40% of
theme park visitors that Six Flags is
the best park experience within two
months .
Action Objectives
• Buy a ticket to a concert
• Subscribe to a season
• Travel to a destination
• Book a reservation to a resort
• Visit a park or attraction
• Play a game at a casino
Message Development
•
Informational or educational
message (new users)
•
Persuasive message (light users)
•
Reminder message (heavy users)
Managing Communication
strategies & tactics
Manage the audience
Manage the creative
Manage the brand
Manage the media (ZAGAT,
reviewers)
Manage the brand
Communicating across
borders
Same product / same communication
Same product / different communication
Different product / same communication
Different product / different
communication
Different product/ same communication
Global communication
strategies
Promotion
Standard / central
Decentralized / autocratic
Central / locally produced
Cultural Considerations
Language
Collective or individual perspective
Expression
Social norms and cultural values
Gender roles
Different product
Different communication
Global brand /local music
Questions for Discussion
• What is the difference between integrated
and convergent communication strategies?
• How would you state a communication
objective for promoting travel to Mumbai,
India to active seniors who like to travel?