Question

Describe the communications objectives.

Select at least three online media and describe in detail how these media will appeal to your two targeted market segments.

Develop a message to be delivered through the three online media.

The message should contain the key information you want to communicate to your target markets and might include benefits of the product or service, key features, prices and promotions, and where to buy.

Develop a budget for message development and placement of the message for 12 months in each of the three media.

Identify how you will measure the performance of each media, including revenue and e-marketing performance measures.

Answer 1

Communication is a process in which information is transmitted & understood between two people or groups. It helps in exchanging meanings, facts, ideas, opinions or emotions with other people. Objectives of communications from a business perspective are listed below.

a) Creating awareness & educating: If a brand wants to introduce a new product or service, it needs to inform & educate prospective customers. Creating awareness is the first step in company’s life cycle. Creating awareness through various advertising modes like print, electronic & online media is essential for success in the business. Companies should set a target for degree of awareness they intend to achieve through promotional campaigns.

b) Increasing productivity: With good communication skills & process an individual or organization can make decisions, co-ordinate work flows, develop relationships & promote products & services. This all results in increased productivity in day to day functioning.

c) Persuasion: Persuasion refers to an act to influence the attitudes, feelings, or beliefs of others, or to influence actions based on those attitudes, feelings, or beliefs. Persuading people by convincing to make a favorable decision is an essential goal of communication in marketing.

d) Shaping attitudes: Individual attitudes are made up of individual’s beliefs, feeling & behavioral intention towards an object. Shaping attitudes is generally difficult. Effective communication can help in shaping consumer attitudes through different marketing mix.

g) Effecting a sale: In marketing, effecting a sale is the ultimate goal in order to achieve success. The ability to communicate clearly, concisely & openly is essential for effecting a sale.