8.5 : 有效的营销沟通

Effective marketing communication lays the foundation for executing an integrated marketing communication plan.

The IMC plan has seven steps.

The first step is identifying the target audience. It influences the choice of message, timing, location, and spokesperson, enabling businesses to allocate resources effectively.

The second step is setting communication objectives such as boosting sales, enhancing brand recognition, improving brand image, or reinforcing customer loyalty.

The third step is designing a message, which includes content creation to capture attention, generate interest, create desire, and prompt action.

The fourth step is choosing communication media based on the marketing objectives and target audience. It includes traditional and digital media.

The fifth step is setting the IMC budget to ensure the effective allocation of resources to meet the intended objectives.

The sixth step is choosing a combination of various promotional tools to communicate with the target customers.

Finally, collecting feedback involves querying the audience about their recall, reaction, and attitudes toward the message and measuring behaviors like product purchases or store visits.

A well-executed IMC plan is crucial for achieving marketing success.