Once companies decide market segment to target, marketers start to think of value proposition. First they have to make a strategy how to differentiate their market offer from others (competitors) and then position their products and/or services in the minds of the customers. In the positioning strategy, companies must choose how many difference to promote and how to promote to gain competitive advantage over customers.
Once unique value is created, it has to be properly and efficiently communicated to the target customer to create customer awareness and convince them to buy company’s goods/services over its competitor’s in crowded market. Companies have to be able to persuade their customer to choose their brands. Communication has to be clear, consistent and carefully coordinated. Effective marketing communication consists of six steps: Identify the target audience, determine the communication objectives, design a message, choose the media through which to send the message, select the message source, and collect feedback.
First step in developing effective marketing communication is to identify the target audience. Target audience could be classified based on following criteria such current user, potential buyer, groups, individual, general public, etc. Once the target audience selected, marketers must determine the objective of communication and desired response. In order to be successful in this step, communicator must be able to identify which stage of buyer-readiness stage target customers are and where they want to move customers. There are six buyer-readiness stages as followings Awareness, Knowledge, Liking, Preference, Conviction, Purchase. 
Third step in effective marketing communication is to develop effective message. It has to be bear in mind that not all the messages successfully manage to take consumer awareness to purchase stage. To design message successfully, marketers first have to decide what to say and then how say it. There is AIDA model that suggests us how this process to be realized and what qualities desirable message should have. According to the AIDA framework, ideally designed “messages should get attention, hold interest, arouse desire and obtain action.” Once message designed, marketers have to select appropriate channels of communication to deliver the message. Broad communication channels divided into two parts such as personal and non personal. Personal communication is greatly influence by the word-of-mouth. One of the famous personal communication methods is called buzz marketing. Personal communication involves personal contact and feedbacks. Non personal communication is carried out through the media and there is no personal contact. Next step is selection of the source of message source. Without dependency of personal or non personal communication, face /source that chosen to deliver the message has to be credible and persuasive. The last step in the process is to get feedback. It is very important to get the feedback of customer on the promotion materials. Based on customer feedbacks companies may make changes to their promotion strategies and even they may change the features of the product offered.
Turan Suleymanov (Turan Suleymanoglu)
Professor of Management
The International School of Economics
 Kotler & Armstrong, Principles of Marketing 2011, p. 416