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Promoting Awareness and Interest Through Communication

Promoting Awareness and Interest Through Communication. What is effective social marketing communication?. Communication is a two-way street Communication has to be accessible Communication has to be noticeable. What are tools for reaching the target audience?.

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Promoting Awareness and Interest Through Communication

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  1. Promoting Awareness and Interest Through Communication

  2. What is effective social marketing communication? • Communication is a two-way street • Communication has to be accessible • Communication has to be noticeable

  3. What are tools for reaching the target audience? The channels through which you transmit the message Advertisement Information channels Entertainment

  4. What are tools for reaching the target audience? (cont.) • The design of the message itself • Visual elements • Sound elements • The use of spokespersons • The way the message is linked to the target audience

  5. How do you approach common barriers to effective social marketing communication ? Ignorance Selective inattention Selective inexposure Principles

  6. How do you develop effective messages? Set up measurable objectives for your strategy Develop messages that emerge from the target audience Select appropriate channels Develop different communications for different segments

  7. How do you develop effective messages? (cont.) Pretest every message Integrate your communications program internally Integrate your communications program with the marketing mix Evaluate outcomes by your original criteria Start the whole process over again

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