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Effective Market Communication Strategies for Targeted Advertising and Brand Awareness

In today’s dynamic market, effective communication is essential for achieving multiple objectives like awareness, preference, and action. Utilizing both traditional and alternative media, businesses can establish product superiority and guide customers on where to buy. Strategies such as direct marketing, public relations, and in-store merchandising all play crucial roles in engaging with end users, intermediaries, and other stakeholders. By leveraging technology and innovative advertising techniques, companies can ensure consistent messaging that resonates with targeted audiences, ultimately reinforcing purchase decisions and driving sales.

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Effective Market Communication Strategies for Targeted Advertising and Brand Awareness

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  1. PROMOTIONMarket Communication

  2. Market Communication • Goal : effective messages • Multiple objectives : • Awareness, preference, action • End users, intermediaries, “others” • Multiple attacks : • Mass vs. targeted • Alternative media

  3. Market CommunicationAlternative Objectives • Create awareness • Establish product superiority • Indicate where to buy • Reinforce purchase decision • Suggest follow-ons

  4. Market CommunicationAlternative Media • Advertising • Public Relations • In-store merchandising • Direct Marketing

  5. Market CommunicationDirect Marketing • Extreme segmentation • Small groups & 1-on-1 • Leveraged technology • “800” phone service • Massive databases • Service-oriented • Fast order to delivery • Satisfaction guaranteed

  6. Market CommunicationDirect Marketing - Issues • Service requirements • People + infrastructure • Partnership dependent • Highly sensitive supply chain • Surprisingly easy entry • Uneven performance & ethics Trend : Test marketing & self-funding ads

  7. Market CommunicationIn-Store Merchandising • Goal : “moment of truth” message • Multiple related formats • Packaging • Displays • Signage • Very difficult logistics • Multi-site consistency • Maintenance Clear advantage to direct suppliers

  8. Market CommunicationPublic Relations • Goal : “free” exposure “in context” • Requires some newsworthiness • Hurdle suprisingly low • Frequent use of celebrities • High visibility • Easy placement • “Halo” effect • Risky business

  9. Market CommunicationPublic Relations - KFS • Clear objectives & targets • Intense proactivity • Turnkey packages • Measured performance • Aggressive remediation

  10. Market CommunicationsAdvertising • How much ? • What message ? • Which media ? • When ?

  11. Market CommunicationsAdvertising - How much ? • Affordability ($$$ or % sales) • Sustained trend (tradition) • Competitive reference (“Share of Voice”) • Task and method • Bottoms up approach • Reach & frequency (GRP)

  12. Market CommunicationsAdvertising - Share of Voice

  13. Market CommunicationsAdvertising - Where ? • Media • Electronic (TV. radio) • Print (Magazines, newspapers) • “Alternative” (Context placements) • Buying Options • National / network • Local / spot • Up-front / “remnant” Trend : targeting … Tendency : ego

  14. Market CommunicationsAdvertising - When ? • Sustained, on-going • “Flighting” • Seasonal “pulsing” Opinion : discontinuity breeds forgetfulness, fast !

  15. Market CommunicationsAdvertising - KFS • Don’t underspend • Critical thresholds, continuity • Rule of 3X • Tailor message to audience • Consumer perceptions ! • Match media to objectives • Caution : ego-driven business • Look for market inefficiencies • New media & “value” buys

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