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Arindam Chaudhuri, Editor-in-Chief, 4Ps B&M Editor-in-Chief
Dr. Arindam Chaudhuri
A.Sandeep Editor's Desk
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The DNA of a Successful Marketing Communication
There are Precisely 7 Elements which, If followed Effectively, Can help create a Successful Marketing Communication and Differentiate it from a Me-Too Campagin
Issue Date - 28/07/2011
To develop a system for creating a successful marketing communication, a good starting place is to examine the ideas of great marketing masters, such as David Ogilvy and John Caples. Why? Rather than guessing or expressing opinions, they observed and catalogued what works and what doesn’t during their distinguished careers. The following structure for creating successful marketing communications is based on the collective wisdom of the great marketing masters that appear in such classic books as Ogilvy on Advertising and Tested Advertising Methods.

Headline. On average, five times as many people (83.3%) read the headlines as read the body copy. Therefore the main points, expressed as benefits, should be in the headline. To help insure that the target audience reads the headline and finds out where they can buy the product, the headline should also “hook” or grab the reader so they do not turn the page, click the next link, or switch channels.

Body Text. The Body Text should provide more information and details for those that are interested to find out more about the product and company. Since only 16.7%, on average, get to this point, marketers should not rely on people reading the b

Close. The Close should (1) Solicit a Buying Action (i.e. visit a Web site, 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 the success of the communication can be measured when people respond (unique URL for Web visitors, unique phone extension for callers, and other unique code

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 sh

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, color, fonts, size, shapes, selling psychology, empirical results, and putting the “WOW” into the communication so it will be better remembered and sell more effectively.

Coordinated By : Sugandh Singh


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