Developing effective marketing communications follows a six-stage process, as follows:
Communication is always expensive: It is therefore worthwhile spending time and effort in ensuring that the message is comprehensible by the target audience. Communications often follow the AIDA approach:
This implies that marketers must first get the customer's attention. Clearly, if the receiver is not ‘switched on’ the message will not get through. Secondly, the marketer must make the message interesting, or the receiver will not pay attention to it. This should, if the message is good, lead to a desire for the product on the part of the receiver, who will then take action. Although this is a simplistic model in some ways, it is a useful guide to promotional planning; however, it is very difficult to get all four of these elements into one communication. For this reason, marketers usually use a mixture of approaches for different elements called the promotional mix.
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