Communicative Planning: A New Planning Paradigm - Essay Example

Running Head: COMMUNICATION PLANNING Communication Planning of the of the Communication Planning Introduction In contemporary world most of the planners’ strategy is to communicate and interact with individuals; they influence behaviours of general population with the help of communicative practice. Experts of urban planning admit that communicative planning needs a most modern perception of information and the way it influences behaviours, for example a notion of communicative wisdom, supplementing influential wisdom. Due to the part of information in strategy processes, three most crucial points in this regard include: 1. Knowledge in communicative practice is affected due to all sorts of understandings and practical, not for being used as a proof. 2. The procedure by which the knowledge is drawn and agreed on is fundamental and must take in significant debate amongst key players and a community process to give a collective meaning to some given information. 3. Information derived from a number of sources matter and not just the objective information. Hence researchers of planning and mentors should emphasize more on this most modern perception of information in practice, that gives a warning to practitioners that to be theoretically correct is never sufficient to influence action. These days Communicative Planning is the most modern way of contacting the target audiences by utilizing various channels of marketing communication like publicity, public relations, or direct posting and emailing. It involves coming to a decision when, how and whom should be contacted with what sort of memorandum. Communicative Planning serves as an innovative way of getting in-touched with people as a part of sponsorship workout, all through the duration of a particular project. It serves as a living document that needs to be updated on regular basis to give variety to the audience. (Huxley, 2000, 371) It involves transmission of the accurate message, in the most appropriate manner, from correct communicator, to right addressees at the exact moment in time. Without a product or service there is nothing to market. Products define opportunities; a product must be developed in line with overall objectives and the specific market company wishes to serve (Evans, 2006, 295). For a new product, most important thing is to get feedback from the consumers that will help the organization to identify what they are doing right or wrong and what needs adjustment in long run, as a result they can set objectives and marketing campaigns to suit the targeted market. (Nakata & Siva Kumar, 2006, 48) In doing so, several calculations and estimates are carried out through research to successfully carry out communication and planning for publicity of a particular product. (Fainstein, 2003, 178) It is a process for shaping the most cost-effective basis to attain a set of objectives. The key is to balance message impact and cost. Marketing is a paid non-personal support or sponsorship of a specific item; a number of services are used through mass medium in order to reach audience. Distributors take advertising as an important aspect of a general strategy for promotion. (Lee, 2004, 195) The mass medium may include TV, broadcasting, daily newspapers or magazines, outside displays or boards etc. Developing Strategies and Tactics A strategy is a long-term plan of action designed to achieve a particular goal (Kodama, 2005, 902). Tactics are detailed conducts or actions, which are employed in order to accomplish a particular target. These are the conducts by which various targets and, in the end; the strategic goal is achieved (Kotler, & Trias de Bes, 2003). The strategic expansions of marketing communication plans are carried out in two phases. The foremost phase is the determination of Marketing Communication functions and selection of a particular form of media to be used. The following phase is the little bit more challenging in terms of creativity that involves various ideas that are collected to find out how a Marketing Communication function and its medium should be employed. Last Phase is to sell the ingenious ideas to the administration (Duncan 2005,184). As regards communication and planning, the target audience is very important. (Duncan, 2005, 195) An effective Publicity can break through the clutter of other commercial messages when information is delivered in a creative way, like an event that features a personal appearance by a celebrity and influential people. In an endeavor to effectively reach the target market and promote the company itself. Public relations is one amongst amateur types of communication which can effect the approach, thoughts and estimation of consumers, stockholders, distributors, workers and political bodies with regards to an organization. (Kodama, M., 2005, 901) A highly admired form is advertising that is a non-paid type of public communication. Every trade name messages struggle to catch attention in a cluttered marketable message atmosphere. (Evans. J, Alan Tread gold & Felix T. Mavondo, 2006, 298) Media Mix Advertising is usually done through various forms. In other wards media mix is the combination of media types used together to meet the objectives of a media plan (Bohlin, Frotschnig & Pestel, 2007, 25). Combining media using TV, radio, and magazines is a media mix. Certain factors should be taken into consideration when choosing the media mix for a particular advertising campaign. These factors are the characteristics of the target audience, the level exposure of the target audience to the communication, the impact which advertising will have on the target audience, the extent to which the effects of a particular advertising message ‘wear out’ over time and the cost of advertising through a particular medium (Evans, Tread gold & Mavondo, 2006, 295). Broadcast There are important considerations to lookout for while developing a plan; use of promotional tools like free give-away are not very appropriate for present and potential market size for the products that have a local niche market; because it is expensive and not equitable financially (Cowell, 2005). Print With regards to print media, the local newspapers that are distributed in most of the areas can be used as an advertising channel. Supplement inserts are preprinted by advertiser and enclosed within the newspapers. These inserts are usually 100% advertising (Nakata, 2006, 45). Internet According to a research, more than 57% of students and general population all over the world use the internet on daily basis, statistics revealed that the 20.9 million students and 77 million of population visit the internet a day. (Cowell, 2005) Such heavy Internet activity makes it substantial for companies to identify the most visited websites and place links, pictures and brief descriptions of their product at popular websites. Marketers consider publicity as an important part of a strategy for advertising. A number of communication planning strategies are described in this discussion. By using such communication planning one can ensure a competent, valuable and victorious marketing campaign for a particular product. (Lee & Mansfield, 2004, 194) The most straightforward and easy to understand planning is considered as the most effective communication plan. (Healey, 1999, 115) An effective communication plan involves an effective evaluation of the intended audience, the most important messages that needs to be expressed, the most appropriate time to deliver a particular message to the audience, pre-determined desired results, the most suitable source of communication to deliver messages and eligible senders to deliver a particular information or message regarding a product. References Bohlin, E., Frotschnig, A. & Pestel, R., (2007). Information Society and Sustainability, IPTS Report, pp. 10-56, Cowell, D., (2005). The Marketing of Services, Heinemann, London Duncan, T. (2005), Principles of Advertising and IMC, 2nd Ed McGraw-Hill Irwin, 180-195. Evans. J, Alan Tread gold & Felix T. Mavondo. (2006). Psychic Distance And The Performance of International Retailers. A suggested theoretical framework International Marketing Review, p290-299. Healey, P. (1999) Institutional analysis, communicative planning and shaping places, Journal of Planning Education and Research, 19, pp.111-121. Huxley, M. (2000) the limits to communicative planning, Journal of Planning Education and Research, 19, pp.369-377. Fainstein, S.S. (2003) New directions in planning theory, in: Campbell, S. and Fainstein, S.S. (eds) Readings in Planning Theory 2nd edition (Chp. 9, esp. pp. 175-181). Kodama, M. (2005). New Business through Strategic Community Management: Case study of Multimedia Business Field. International Journal of Human Resource Management, 900-4. Lee, J.Y. & Mansfield, E. (2004) Intellectual Property Protection and US foreign direct investment. Review of Economics and Statistics, 190-7. Nakata, C. & Siva Kumar, K. (2006). National Culture and New Product Development: an Integrative Review. Journal of Marketing, 40-52. Read More