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Marketing communication are messages and related media used to communicate with a certain market.

Whether you use Internet advertising, direct mail, newspapers or radio, consider these steps.

Step 1:

As you think about advertising that will make a prospective customer aware of your business, remember AIDA principle for your ad:

  • Attract Attention.
  • Interest.
  • Desire.
  • Action.

Step 2:

The advertising piece should also create an expectation.

Now that you have made others aware of your product, you must tell how they will benefit from buying it. Remember, they will ask, “How will I benefit from this?” Your ad must provide a good answer to that question before customers will move on to the next step.

Step 3:

Encourage a trial purchase. A sales promotion that is included in the advertising gives customers an incentive to buy right now, says Terence Shimp in his book, Advertising Promotion and Other Aspects of Integrated Marketing Communication.

Step 4:

Help the customer form a positive belief and attitude about your company. When they buy from you for the first time, you have this one opportunity to impress.

The initial contact people have with your business, be it a restaurant, a lawn service or a maker of products, will determine whether the they will come back to buy from you again.

Work with your people so they know how to talk with a customer, be it in person or on the telephone.

Step 5:

Reinforce a customer’s positive belief and attitude.

Be sure to keep the promises made in your advertising.

Your marketing strategy should target a specific type of customer and satisfy a particular customer objective. It should accomplish this while staying within a a budget you have allowed for it.

Joe Kern  is Vice President of  Marketing/Customer Service at PagePath Technologies. PagePath was founded in 1983 and is headquartered in Plano, Illinois. PagePath’s MyOrderDesk is an eCommerce solution that combines, Web-to-Print, automated proofing, pricing, reordering and more. It seamlessly integrates into a printing organization’s existing website or can be used as a standalone site. MyOrderDesk is known throughout the printing industry as the leader in Web-to-Print software.