What is the Purpose of 
    What is the Purpose of 
     Communication?
     Communication?
               Steps in Developing 
               Steps in Developing 
          Effective Communication
           Effective Communication
         Identify    Determine
         the         the         Choose        Choose
         Target      Response    the           the 
         Audience Sought         Message       Media
                                 Collect       Select
                                 Feedback      the 
                                               Message
                                               Source
        Factors in Setting the 
        Factors in Setting the 
            Promotion Mix
            Promotion Mix
      Type of product/market
      Type of product/market
      Push versus Pull Strategy
      Push versus Pull Strategy
      Buyer Readiness Stage
      Buyer Readiness Stage
     Advertising Objectives
      Advertising Objectives
      Inform
       Inform
      Persuade
       Persuade
      Remind
       Remind
     Creating the Advertising 
      Creating the Advertising 
     Message
      Message
      Message generation
       Message generation
      Message evaluation and selection
       Message evaluation and selection
      Message Execution
       Message Execution