MARKETING COMMUNICATION PLANNING PROCESS

1.
3.
Determine 2. Set 5. Propose a
Determine 4. Develop a
target communication detailed
Customer Big idea
audiences objectives action plan
insight
(TAs)

Execution time: From week 2 to week 4

Group presentation: From Week 5
 STEP 1. DETERMINE TARGET AUDIENCES (TAs)
1. Definition
- “Receiver” is the person who receives the communication message
(Linear model of communications)
- Target audiences (TA) are individuals or groups that the business’s communication
activities are targeted at and want to exert influence on.

2. How to determine Target audiences:

- For businesses that have already conducted market research: screen the target
audience according to the available data provided in market research
- For businesses that have not conducted market research: based on information on
target customers (defined by business managers) => Communication tasks: clarify
the persona of target audiences
 STEP 1. DETERMINE TARGET AUDIENCES (TAs)
3. Types of Target audiences:

Target audiences

Current Customers of
customers competitors
Potential Influencer
customers group

Approach:
(1) Clarify the profile of potential customers (with their shared demographic, behavioral and psychological characteristics)
(2) Who is their influencer group, how much influence do they receive?
(3) Do current customers influence the decisions of potential customers?
(4) Do customers of competitors (negatively) influence the decisions of potential customers?
 Target
Customers of a udie nc
competitors es
Current
g e customers Co
s s a Experts nve
y
me me
nd ssa
Se Influencer group ge

Sender Potential customers

Send message
 CUSTOMER PROFILE/PERSONA
FOR TARGET CUSTOMERS

INFORMATION TO COLLECT:
1. Demographic characteristics: age, gender, income, place of residence, occupation,
education, country, nationality, etc.
2. Psychological characteristics: expectations, frustrations, etc.
3. Behavioural characteristics: how they receive information/message (from which
channel, purpose of use, time of use, etc.)
4. Buying behaviour characteristics: buying selection criteria, where and when to buy,
influencers & to what extent are they influenced by such influencers, etc.
PRESENTATION FORM
Profile (Customer Persona) for customers
The profile of the customer should have a picture of the customer and a hypothetical
name suitable to the stated demographic characteristics
 STEP 1. DETERMINE TARGET AUDIENCES (TAs)
4. Requirements:
- For potential customers: A customer persona (with information in Slide 7)
- For influencer group:
+ Who are they (experts, current customers and/or customers of competitors)
+ Demographic / Psychographic / Behavioural characteristics
+ Channels used to receive messages
+ Behaviours to receive messages
+ Channels used to convey messages
+ Behaviours to convey messages
- A summary slide of Target audiences (who are they/ channels used to receive
messages/ Behaviours to receive messages)