Choosing the ideal communication mode and platform:
There are various modes that could be used to build-up the marketing plan, such as advertising, sales promotion, and events, etc. It is important for the marketer to pick a mode that conveys the message properly. As for Apple, a technological equipment firm that is establishing new products, it would be best to choose event/experience modes. It will allow target audience to interact with the firm through activities the help them to understand, visualize, and relate the product with their needs.
Choosing the ideal communication platform:
As for the platform, it is a stage where it helps the performer to provide the audience better viewing and listening to message. For example, when apple wants to establish a new product such as MacBook, they would host an event for target audience to explain the characteristics of the product and introduce it to them.
Choosing the ideal communication format:
This phase also has many forms (e.g., dynamic visual imagery, music, speaking) that firms can pick to help present their message. These formats are tools that facilitates to capture and maintain audiences’ attention and senses through visual and auditory reception.
For instance, Apple can choose both dynamic visual imagery and music to present their message. The dynamic visual imagery helps with the storytelling of the product and how it could be serving the audience needs. Music is the primary form of auditory communication that induces a specific emotional state, such as enthusiasm and excitement. Apple can use this format when it is finally the time to introduce the image of the new product or when catching the audiences’ senses through presenting fascinating features. However, the formatting music should not be the only format used to present the message because it cannot deliver specification and identification of the product.
Choosing the ideal communication element:
This phase tends to enhance and influence the delivery of the message to the audience. it further helps the performer to lure the audience’s attention through framing, lighting, spacing, and line … etc. In apple case, when framing the performer on the middle of the stage and the room is partially dark, audience will be less likely to get distracted somewhere else. Also, the timing for the performer to dive into the presentation of the product is critical because audience might get frustrated if the performer doesn’t align with the timeline. In addition, texts help delivering specific emotions to the audience by using the right punctuation marks and font size.
Conclusion:
Marketing communication is the method of communication between sender and receiver. Therefore, the sender must build an effective strategy when constructing and sending the message to facilitate the process of receiving and understanding for the receiver. Dividing the construction method of the message into four phases, which are mode, platform, format, and element, will help make the message easy to reach to the target customer as well as easy to interpret. A takeaway quote by Brian Halligan, “It’s not what you sell that matters as much as how you sell it”.