PPT On Managing Communications
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Communication is about more than promoting the benefits of a particular service to potential and actual customers. Intangibility of services often requires a buyer to have a high level of trust in a service provider , and to be reasonably sure that it will deliver a service as promised. Given the fact that the services cannot be examined before purchase , a large part of service organizations’ communication effort is therefore directed at building a strong organizational image and to provide reassurance that it can be trusted to deliver what it promises , no matter how broad its portfolio of services. Effective communication can be particularly important when a company faces a crisis. We have seen that services are generally much more viable than manufactured goods and occasionally services organizations face major crisis , such as aeroplane crash or an outbreak of food poisoning at a restaurant. Communication is crucial to reassure customers that the company can still be trusted and indeed if handled well , a crisis can even add to a company’s credibility.
2. The promotional role of service outlets From the outside , service outlets can be seen as billboards capable of conveying messages about the services that take place within them. They are therefore powerful tools in appealing to both customers and non customers. The general appearance of an outlet can promote the image of a service organization. A brightly colored and clean exterior can transmit a message that the organization is fast , efficient and well run. Outlets can be used to display advertising posters , which is heavily trafficked locations can result in valuable exposure. Many retailers with town center locations consider that these opportunities are so great that they do not need to undertake more conventional promotion. Service outlets can also provide valuable opportunities to show service production processes to potential customers , something that is much more difficult to achieve through conventional media.
3. Success of communication
Success depends on a number of factors :
The nature of the message itself- does it address the concerns /needs of those to whom it is aimed? Does it use language that is understood
Correct identification of the target audience- in the case of communication aimed at potential customers , target audiences for the communication should derive from segmentation studies and the selection of target markets. Communication of service benefits should therefore target the right members of the decision making unit, at the right time in the buying process.
Channel of communication– most appropriate channel of communication needs to be selected
Message that the company sends out- the message that the company sends out is not necessarily the one that the audience picks up. A whole range of noise factors can result in a different interpretation by the audience , compared to that intended by the sender of the message. The channel of communication may itself influence the way in which a message is perceived.
4. Promotional objectives
After consideration of who says what to whom and with what effect , the next area of concern is how? This entails selecting and blending different channels of communication in order to achieve the promotional objectives of the marketing mix. Specifying the objectives of a communication is important if appropriate messages are to be accurately targeted through the most appropriate channels in the most cost effective manner possible.
5. Sources of Messages Received by Target Audience (channels of communication)
The promotion mix refers to the combination of channels that an organization uses to communicate with its target markets. Communication is received by audiences from two principal sources- sources within an organization and external sources. The choice of a particular combination of communication channels will depend primarily on the characteristics of the target audience, especially its habits in terms of exposure to messages. Other important considerations include the present and potential market size for the service( advertising on television may not be appropriate for a service that has a local niche market,for example), the nature of the service itself( the more personal the service, the more effective the two way communication channel) and of course , the costs of the various channels. A very important consideration is the stage that the service has reached in its life cycle. Advertising and public relations are more likely to form important channels of communication during the introductory stage of the life cycle, where the major objective is often to increase overall audience awareness. Sales promotion can be used to stimulate trial and in some instances , personal selling can be used to acquire distribution coverage. During the service’s growth stage , the use of all communication channels can generally be reduced as demand during this phase tends to produce its own momentum through word of mouth communications. However as the service develops into its maturity stage, there may be a call for an increase in advertising and sales promotion activity. Finally when the service is seen as going to decline , advertising and public relations are often reduced although sales promotion can still be quite usefully applied. Sometimes services in decline are allowed to die quietly with very little promotion. In case of many long life financial services , which a company would like to delete but cannot for contractual reasons , the service may be kept going with no promotional support at all.
6. For more please refer our PPT. Thank You.
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Managing Communications Presentation Transcript:
1. Managing communicationsCommunication is about more than promoting the benefits of a particular service to potential and actual customers. Intangibility of services often requires a buyer to have a high level of trust in a service provider , and to be reasonably sure that it will deliver a service as promised. Given the fact that the services cannot be examined before purchase , a large part of service organizations’ communication effort is therefore directed at building a strong organizational image and to provide reassurance that it can be trusted to deliver what it promises , no matter how broad its portfolio of services. Effective communication can be particularly important when a company faces a crisis. We have seen that services are generally much more viable than manufactured goods and occasionally services organizations face major crisis , such as aeroplane crash or an outbreak of food poisoning at a restaurant. Communication is crucial to reassure customers that the company can still be trusted and indeed if handled well , a crisis can even add to a company’s credibility.
2. The promotional role of service outlets From the outside , service outlets can be seen as billboards capable of conveying messages about the services that take place within them. They are therefore powerful tools in appealing to both customers and non customers. The general appearance of an outlet can promote the image of a service organization. A brightly colored and clean exterior can transmit a message that the organization is fast , efficient and well run. Outlets can be used to display advertising posters , which is heavily trafficked locations can result in valuable exposure. Many retailers with town center locations consider that these opportunities are so great that they do not need to undertake more conventional promotion. Service outlets can also provide valuable opportunities to show service production processes to potential customers , something that is much more difficult to achieve through conventional media.
3. Success of communication
Success depends on a number of factors :
The nature of the message itself- does it address the concerns /needs of those to whom it is aimed? Does it use language that is understood
Correct identification of the target audience- in the case of communication aimed at potential customers , target audiences for the communication should derive from segmentation studies and the selection of target markets. Communication of service benefits should therefore target the right members of the decision making unit, at the right time in the buying process.
Channel of communication– most appropriate channel of communication needs to be selected
Message that the company sends out- the message that the company sends out is not necessarily the one that the audience picks up. A whole range of noise factors can result in a different interpretation by the audience , compared to that intended by the sender of the message. The channel of communication may itself influence the way in which a message is perceived.
4. Promotional objectives
After consideration of who says what to whom and with what effect , the next area of concern is how? This entails selecting and blending different channels of communication in order to achieve the promotional objectives of the marketing mix. Specifying the objectives of a communication is important if appropriate messages are to be accurately targeted through the most appropriate channels in the most cost effective manner possible.
5. Sources of Messages Received by Target Audience (channels of communication)
The promotion mix refers to the combination of channels that an organization uses to communicate with its target markets. Communication is received by audiences from two principal sources- sources within an organization and external sources. The choice of a particular combination of communication channels will depend primarily on the characteristics of the target audience, especially its habits in terms of exposure to messages. Other important considerations include the present and potential market size for the service( advertising on television may not be appropriate for a service that has a local niche market,for example), the nature of the service itself( the more personal the service, the more effective the two way communication channel) and of course , the costs of the various channels. A very important consideration is the stage that the service has reached in its life cycle. Advertising and public relations are more likely to form important channels of communication during the introductory stage of the life cycle, where the major objective is often to increase overall audience awareness. Sales promotion can be used to stimulate trial and in some instances , personal selling can be used to acquire distribution coverage. During the service’s growth stage , the use of all communication channels can generally be reduced as demand during this phase tends to produce its own momentum through word of mouth communications. However as the service develops into its maturity stage, there may be a call for an increase in advertising and sales promotion activity. Finally when the service is seen as going to decline , advertising and public relations are often reduced although sales promotion can still be quite usefully applied. Sometimes services in decline are allowed to die quietly with very little promotion. In case of many long life financial services , which a company would like to delete but cannot for contractual reasons , the service may be kept going with no promotional support at all.
6. For more please refer our PPT. Thank You.
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