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31 Cards in this Set
- Front
- Back
Marketing Communications |
The means by which firms attempt to inform, persuade, and remind consumers about the products and brands they sell. |
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Marketing communication Mix |
In this new communication enviorment, although advertising is often a central element of a marketing communications program, it is usually not the only one - or even the most important |
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Advertising |
Any paid form of nonpersoanl presentation and promotion of ideas, goods, or services Pervasiveness Dramatizes brands focus on brand aspects |
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Sales promotion |
Short-term incentives to encourage trial or purchase of a product or service including consumer promotions, trade promotions and business promotions. Draws attention incentive invitation |
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Events and experience |
Company-sponsored activities and programs designed to create brand-related interactions with consumers, including sports, arts, entertainment Relevant Engaging Indirect soft sell |
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Public relations and publicity |
Programs directed internally to employees of the company or externally to consumers, other firms , the government and media to promote or protect a company image or individual product communications High credibility Ability to reach hard-to find prospects Ability to tell story of company/brand |
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Online and social media marketing |
Online activités and programs to engage customers or prospect and directly or indirectly raise awareness, improve image or elicit sales Information - or entertainment rich Can be changed or updated Can be prepared and diffused quickly |
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Mobile Marketing |
A special form of online marketing that places commuications on consumers cell phones, smart phones or tablets Time -sensitive Can reach and influence consumers at purchase Are always at consumers fingertips |
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Direct and database marketing |
Use of mail, telephone, fax, email, or internet to communicate directly with or solicit response or dialogue from specific consumers Personalized Used to create attention with a call to action offer information that helps other communicatio |
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Personal Selling |
Face to face interaction with prospective purchasers for the purpose of making presentations , answering questions, and procuring orders. Customized Relationship-oriented Response-oriented |
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Macro model of Communications |
( key factors in effective communications. Two represent the marjor parties - sender and receiver. Two present the major tools -message and media. Four present major communication functions - encoding, decoding, respond and feedback. |
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Micro models of consumer response |
Concentrate on consumers specific response to communications. Summarizes four classic response hierarchy models. The models asssume the buyer passes through |
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Sender - Encoding - Messeage- Decoding - Receiver |
Elements in communication process |
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Identify the Target Audience |
The process must start with a clear target audience in mind: potential buyers of the company's products, current users, deciders or influencers as well as individuals, groups or general public. Cognitive Stage Affective Stage Behavior Stage |
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Establish need for category |
Establishing a product or service category as necessary for removing or satisfying a perceived discrepancy between a current motivational state and a desired motivational state. |
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Build brand awareness |
Fostering the consumers ability to recognize or recall the brand in sufficient detail to make a purchase. Brand recall is important outside the store, whereas brand recognition is important inside the store. |
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Build brand attitude |
Helping consumers evaluate the brand's perceived ability to meet a currently relevant need. Relevant brand needs may be negatively oriented or positively oriented. |
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Influence brand purchase intentions |
Moving consumers to decide to purchase the brand or take purchase - related action. |
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Design the communications |
Formulating the communications to achieve the desired response requires answering three questions: what to say, how to say and who should say it. |
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Message Strategy |
In selecting this, management searches for appeals, themes, or ideas that will tie in to the brand positioning and help establish points- of parity or points-of-difference. |
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Creative Strategy |
Are the way marketers translate their messages into a specific communication. |
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Informational appeal |
elaborated on product or service attributes or benefits. Ex in advertising are problem - solutions ads ect One-sided vs two-sided arguments |
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Transformational appeal |
elaborated on a nonproduct-related benefit or image. It might depict what kind of person uses a brand or what kind of experience results from use. Negative/fear vs positive appeals |
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Message Source |
Creditability is crucial to a messages acceptance. The three most often identified sources of credibility are expertise, trustworthiness and likability. Messages delivered by attractive or popular sources can achieve higher attention and recall. |
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Personal communications channels |
Let two or more persons communicate face to face or person to audience through a phone, surface mail, or e-mail. They derive their effectiveness from individualized presentation and feedback and include direct marketing, personal selling and word of mouth. |
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Non-personal Communication |
Are communications directed to more than one person and include advertising, sales promotions, events and experiences and public relations. |
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Affordable method |
Setting the communications budget at what managers think they can afford. |
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Percentage-of-sales method |
Setting expenditures at a specified percentage of current or anticipated sales or of the sales price. |
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Competitive-parity method |
Setting communications budgets to achieve share-of-voice parity with competitors |
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Objective- and - task method |
Setting the budget my defining specific objectives, identifying the tasks that must be performed to achieve the objectives, and estimating the costs of performing them. |
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Integrated Marketing Communications (IMC) |
A planning process designed toassure that all brand contacts received by a customer or prospect for aproduct, service, or organization are relevant to that person and consistentover time
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