chapter 6

chapter 6

1. The 5 Ws Framework

   • Who (target audience)
     • Prospects: Potential customers reached through traditional media.
     • Current Users: Reached through delivery channels (apps, employees).
     • Employees: A secondary audience used to motivate the team.
   • What (Objectives)
     • Strategic: Build brand equity and positioning.
     • Tactical: Managing the "Communications Funnel" (Prepurchase, Encounter, and Post-encounter stages).
   • How (message & challenges)
     • The Problem: Intangibility (Services are not physical objects).
     • The Solutions: Use tangible cues (awards, facilities), testimonials, and metaphors.
   • Where (communications mix)
     • Traditional Channels: Advertising, PR, and personal selling.
     • Service Delivery Channels: Frontline employees and service outlets.
     • Outside Sources: Word-of-mouth (WOM) and social media reviews.
   • When (timing)
     • Communications must be spread out because services often have limited capacity.

2. Overcoming Intangibility (The Challenges)

   • Abstractness: Solved by showing "consumption episodes" (real people using the service)
   • Non-searchability: Solved by using testimonials or documentation.
   • Mental Impalpability: Solved by explaining the step-by-step process.

3. communication mix

   • Traditional: TV, Radio, Print, and Personal Selling.
   • Digital: Websites, Search Engine Optimization (SEO), and Social Media.
   • Corporate Design: Ensuring a unified look (logos, uniforms, and decor) for a consistent brand identity.