There are 7 Elements which, if followed effectively, can help create a successful marketing communication & differentiate it from a me-too
Close. The Close should (1) Solicit a buying action (i.e. visit a website, return a business reply card, come in for a test drive), (2) Tie-in with the headline (repeat the benefits), (3) End the communication, and (4) Contain a Marketing Information System code so that the success of the communication can be measured when people respond (unique URL for Web visitors, unique phone extension for callers, and other unique codes for those who will visit a store or return a business reply card).
Photo and Graphic Elements.These should help to communicate the main unique benefits, be visually compelling, show the product looking as good as possible, sometimes function as a size reference, help to break up the Body Text into bite-sized pieces, and show before and after examples if appropriate.
Format. The Format should make it easy for busy or lazy members of the target audience to pick out and remember the main unique benefits of the communication without forcing them to read, listen to, or watch the entire communication.
Signature. The Signature (which typically includes the name, logo and slogan) should brand the communication and further the relationship between the target audience, the product, and the company so the prospect is more comfortable buying.
Everything Else. Good models have no more than 7 elements, so this section includes the other considerations that may be important to your communication, such as design, colour, fonts, size, shapes, selling psychology, empirical results, and putting the “WOW” into the communication so that it will be better remembered and sell more effectively.
Close. The Close should (1) Solicit a buying action (i.e. visit a website, return a business reply card, come in for a test drive), (2) Tie-in with the headline (repeat the benefits), (3) End the communication, and (4) Contain a Marketing Information System code so that the success of the communication can be measured when people respond (unique URL for Web visitors, unique phone extension for callers, and other unique codes for those who will visit a store or return a business reply card).
Photo and Graphic Elements.These should help to communicate the main unique benefits, be visually compelling, show the product looking as good as possible, sometimes function as a size reference, help to break up the Body Text into bite-sized pieces, and show before and after examples if appropriate.
Format. The Format should make it easy for busy or lazy members of the target audience to pick out and remember the main unique benefits of the communication without forcing them to read, listen to, or watch the entire communication.
Signature. The Signature (which typically includes the name, logo and slogan) should brand the communication and further the relationship between the target audience, the product, and the company so the prospect is more comfortable buying.
Everything Else. Good models have no more than 7 elements, so this section includes the other considerations that may be important to your communication, such as design, colour, fonts, size, shapes, selling psychology, empirical results, and putting the “WOW” into the communication so that it will be better remembered and sell more effectively.
For More IIPM Info, Visit below mentioned IIPM articles.
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Ranked 1st in International Exposure (ahead of all the IIMs)
Ranked 6th Overall
Zee Business Best B-School Survey 2012
Prof. Arindam Chaudhuri’s Session at IMA Indore
IIPM IN FINANCIAL TIMES, UK. FEATURE OF THE WEEK
IIPM strong hold on Placement : 10000 Students Placed in last 5 year
IIPM’s Management Consulting Arm-Planman Consulting
Professor Arindam Chaudhuri – A Man For The Society….
IIPM: Indian Institute of Planning and Management
IIPM makes business education truly global
Management Guru Arindam Chaudhuri
Rajita Chaudhuri-The New Age Woman
IIPM B-School Facebook Page
IIPM Global Exposure
IIPM Best B School India
IIPM B-School Detail
IIPM Links
IIPM : The B-School with a Human Face
IIPM – FLP (Flexi Learning Program)
