工商管理英语作业.docVIP

工 商 管 理 英 语 作 业 专业班级：工商管理A1001班 学 号：100104190108 姓 名：许弢 How to Develop an Effective Communication? We will now examine the major steps in developing a total communication and promotion programme . The marketing communicators must (1) identify the target audience (2) Determine the communication objectives (3) Design the message and (4) manage and coordinate the total marketing communication process Identify the Target Audience A marketing Communicator must start with a clear target audience in mind. The audience may be potential buyers of the company’s products, current users, deciders, or influence. The audience may be individuals, groups, particular publics or the general public. The target audience will critically influence the communicators decision on what is to be said. How it is to be said, when it is to be said, where is to be said and who is to say it. The communicators should research the audience’s needs, attitudes, preference and other characteristics as a prelude to setting communication objectives. One of the most important things to establish is the audience’s current image of the object. Image Analysis A major part of audience is to assess the audience’s current image of the company, its product, and its competitors. People’s attitudes and actions towards an object are highly conditioned by their beliefs about the object. Image is the set of beliefs, ideas and impressions that a person holds of an object. The most popular tools for this is the semantic differential. It involves the following steps : · Developing a set of relevant dimensions· Reducing the set of relevant dimensions · Administering the instrument to a sample of respondents· Averaging the results· Checking on the image variance The marketers should now develop a picture of the desired image in contrast to the current image. An organization seeking to change its image must have great patience. Images persistence is exp