COMMUNICATIONS CONTEXT, OBJECTIVES AND STRATEGY
Just as you do a marketing audit when putting together a marketing
strategy and plans, so you should look at the context in which
marketing communication occurs.
They are both vital steps in the
planning process. Context analysis attempts to identify the key market
and communication drivers that are influencing the organisation and
will affect its ability to achieve its objectives. The main elements of the
context analysis are:
• The customer context – Segment characteristics, customer
perception and attitudes towards the organisation, levels of
involvement and perceived risk, the characteristics of the decisionmaking
process, media usage.
• The business context – Corporate and marketing strategy, brand
and competitive organisation analysis.
• The internal context – Corporate identity, organisational culture,
resources, strengths and weaknesses.
• The external context – The nature and power of key stakeholders,
PEST (or PESTELE) considerations, opportunities and threats, the
degree of competitive rivalry.
The context analysis will inform communications objectives, positioning
and strategy that leads to the selection of the creative message and
the appropriate media to convey that message.
Business, marketing and communications objectives
Marketing communications objectives cascade down from
marketing objectives, which in turn cascade down from
organisational objectives, which in turn stem from the organisation’s
McKay (1972) says there are three basic marketing objectives:
- Enlarge the market.
- Increase share of the existing market.
- Improve profitability with existing market share.
objectives are concerned with :
• Changing customer perceptions.
• Creating/building awareness among the target group.
• Positioning (or re-positioning) a product/service.
• Influencing the target audience.
• Generating sales (volumes and/or revenues).
• Improving customer retention.
• Improving customer satisfaction.
• Supporting the launch of a new product.
Setting the right objectives is vital, as they will determine the
communication strategy as well as the campaign mix of media and the