Creating Marketing Communications
IN THIS CHAPTER
Defining your marketing objectives
Generating marketing communications that get results
Figuring out which media channel(s) to tap into
Balancing the reach, frequency, and timing of your ads
Monitoring your ads’ effectiveness
Creative. The very word turns confident people queasy and rational people giddy. It prompts marketers to say such outrageous things as, “Let’s dress up like chickens,” or such well-intended but pointless things as, “Let’s cut through the noise” or “Let’s think outside the box.” Far less often will you hear the conversation turn strategic, with statements like, “Let’s talk in terms that matter to our customers” or “Let’s define what we’re trying to accomplish.”
This chapter helps you set communication objectives and steer past the mistakes that shoot too many ad efforts into the great abyss, where wasted dollars languish.
Note: The first three sections of this chapter help all marketers, whether you present your marketing communications in person, online, with print or broadcast ads, or through direct mail. If you place ads in traditional mass media outlets such as newspapers, magazines, and broadcast stations, stick with this chapter to the end for information on scheduling and evaluating your ads. Then turn to Book 5, Chapters 2 and 3 as you make media selections and produce your ads.
Starting with Good Objectives
Copywriters and designers are talented and creative, but they’re rarely telepathic. They ...