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Internal communication: A strategic marketing communication framework

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  1. Abstract
  2. Internal communication
  3. Why is internal marketing communication important?
  4. Marketing communication
  5. Framework for a marketing communication strategy
  6. Analysing the situation: Formative evaluative research (Step 1)
  7. Setting the aim (Step 2)
  8. Setting goals (Step 3)
  9. Setting the objectives (Step 4)
  10. Identifying target groups (Step 5)
  11. Designing the message (Step 6)
  12. Managing the resources (Step 7)
  13. Implementing the strategy (Step 8)
  14. Step 9: Evaluating the strategy: Summative evaluative research
  15. References

Twenty first century leaders in all sectors, private, public and not-profit, are declaring and emphasizing the role of effective and strategic internal communication to the success of the organization. This paper briefly positions internal communication and within its scope, analyses the marketing, advertising and public relations components of marketing communication towards an integrated framework for strategic internal marketing communication. The paper reviews strategy frameworks in marketing, advertising and public relations and chooses a combination of relevant aspects towards the design of a marketing communication strategy. The following are considered in the development of the structure: analyzing the situation (formative evaluative research), setting the aim, goals (process and outcome goals) and objectives (informational and motivational objectives) and identifying the target groups (primary, secondary and tertiary groups), designing the message, managing the resources and implementing and evaluating the strategy (summative evaluative research). The considerations in each step are not exhaustive, but give an indication what may be included in the considerations under each.

[...] Smith (2002:72-73) maintains that objectives should be ?goal-rooted, public focused, impact oriented, linked to research, explicit, measurable, time-definite, singular, challenging, attainable and acceptable.? Figure 5 summarises the marketing communication strategy framework and considerations to Step 4. Step Analysing the situation (formative evaluative research) Step Setting the aim of the marketing communication strategy Step Setting the goals of the communication strategy Step Setting the objectives of the marketing communication strategy Measurable Time bound Specific Target group focused Realistic and achievable Aim and goal rooted Informational or motivational Awareness or action-oriented Impact oriented Attainable Fig Considerations in setting the objectives (Amended from Smith 2005:72-73) In the example, an informational goal could be to inform 100% of staff on the impact of the current situation by December; the motivational goal could be to have eighty percent of staff commits to rectifying the situation by July of the following year. [...]


[...] Internal Marketing Communication. The Advertiser, October 1999 Keller, Kevin Lane (2003). Strategic Brand Management. Building, Measuring, and Managing Brand Equity. 2nd ed. New Jersey: Prentice Hall-Pearson Education Keller, Kevin Lane (1993), ?Conceptualizing, Measuring, and Managing Customer-Based Brand Equity, Journal of Marketing January, 1-22 Kitchen, P. J. (1999). Marketing communications: Principles and Practice. London: International Thomson Business Press Kotler, Philip., Brown, Adam and Armstrong, Gary (2006), Principles of Marketing, 7ed. New Jersey, Prentice-Hall Kotler, Philip (1994). Marketing Management. Analysis, Planning, Implementation and Control. [...]


[...] Above the line Electronic: Television Radio Internet and online Print: Print (newspapers, magazines) Advertising Institutional advertising Commercial advertising Community Service Announcements Point-ofpurchase Out-door posters (stationary & transit) Movie Trailers Below the line Publications Pamphlets & Booklets House publications Industry publications Trade publications Co-operative magazines Newsletters Handbooks Brochures House publications Annual reports Other publications Through the line Internet Other Special events Audio-visual public relations presentations Celebrity appearances Cause related marketing Direct mail Intranet/ extranet Film/Video Sponsored Films Feature Fillers Speeches Corporate videos Others In choosing the media, Fill (1999:9) describes the characteristics of the various aspects of communication as follows: Table Characteristics of various aspects of communication: Source: Fill (1999:9) Advertising Sales promotion Public relations Personal selling Direct marketing Communications Ability to deliver a personal message Ability to reach a large audience Level of interaction Credibility given by target audience Costs Absolute costs Cost per contact Wastage Size of investment Control Ability to target particular audiences Management's ability to adjust the deployment of the tool as circumstances change Low High Low Low High Low High High Medium Medium Low Medium Low Medium Medium Medium Medium Medium High High Low Medium Low High Low Low High Low Low Low High Low High Medium High High Low High Medium Medium High Medium High Medium Medium High Low Medium High High In the preparation for implementation, checklists are drawn to ensure no detail is overlooked. [...]

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