Term
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Definition
| The coordination of marketing communication efforts to influence attitudes or behavior |
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Term
| Marketing communications purpose: choose one of these four |
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Definition
Inform : providing consumers info about a product (birth control commercials)
Remind : want to keep them engaged with our brand, used for a well est. product (honey baked ham- holidays)
Persuade: try to get consumer to choose our brand.(snuggie commercial)
Build relationships: trying to encourage brand loyalty.(subaru) |
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Term
| Integrated marketing communication (IMC): |
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Definition
Process that marketers use to plan, develop, execute, and evaluate brand communication programs over time to targeted audiences
~does have a targeted audience, so this takes into account the audience
IMC program should be:
Coordinated
Measurable
Persuasive
**Consumers should see all of the companies messages as a whole.(per brand basis) |
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Term
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Definition
Successful sources:
Must be credible & attractive
Marketers often choose celebrity endorsers as sources to make their messages more believable or their products more attractive to the buyers
Q Scores(Quality scores) can be helpful in selecting the right endorser |
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Term
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Definition
| Sometimes things are explicitly stated, but sometimes they are implicit |
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Term
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Definition
Important that you and consumer are on the same page.
For effective decoding to occur, the source and the receiver must share a mutual frame of reference. |
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Term
| Mass Communication: Advertising |
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Definition
Nonpersonal communication from an identified sponsor using mass media
Advantages
Provides a marketer with total control. Determines what's said, who says it, and when & where its said
Can help your brand image
Thru creating or reinforcing it
Provides factual information
Disadvantages
The cost of advertising
Lacks credibility |
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Term
| Mass Communication: Sales Promotion |
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Definition
Contests, coupons, and other incentives designed to build interest or encourage product purchase
Provides short-term incentives
Goal- encourage consumers to act quickly
Advantages
Can build excitement
Can encourage retailers to support your brand
Reaches price-sensitive customers
Encourages immediate purchase or trial
Disadvantages
Does not encourage brand loyalty
Promotional clutter- there is so much sales promotion out there, it is hard to get yours noticed |
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Term
| Mass Communication: Public Relations |
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Definition
Communication activities that create or maintain a positive image of a firm and its products
Focusing on a + brand image (either build or maintain)
Advantages
Relatively low-cost
Highly credible
Disadvantages
Lack of control (no guarantee message will reach target)
Difficult to track the benefits |
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Term
| Personal Communication: Personal Selling |
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Definition
Direct interaction between a company representative and a customer
Advantages
Very flexible
Provides immediate feedback
Disadvantages
High Cost per contact (most expensive per contact)****
B/c sales rep has to meet w/ mult. customer multiple times to make a sale |
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Term
| Personal Communication: Direct Marketing |
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Definition
Efforts to gain a direct response from individual consumers
Advantages
Easy to target your customers, measure the results
Disadvantages
Many people dislike direct marketing ex. Telemarketers, junk mail |
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Term
| Many-to-Many: Groundswell |
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Definition
A social trend in which people use technology to get the things they need from each other rather from traditional institutions.
In past focused on info from company, now focus on each other
Internet has made this much easier (blogs, fb)
The many-to-many communication model relies on consumers talking to one another |
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Term
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Definition
Buzz:
Word-of-mouth communication that customers view as authentic
Highly Credible
We believe what our friends tell us
This can be positive or negative
Technology has magnified the importance of buzz
Ex. Negatvie word of mouth
Kevin Smith- on a SW flight & was removed from plane b/c he was too fat & SW had to do damage control |
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Term
| Ethical Problems in Buzz Marketing |
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Definition
Activities that are designed to deceive consumers
Ex. Someone who works 4 the company spreading word of mouth as an average consumer
Buzz marketing targeted at Children
Children do not understand the persuasive intent behind promotion & easier to deceive
Buzz marketing that damages property
In an attempt to get attention, have put graffiti on sides of buildings
Stealth Marketing that deliberately lies |
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Term
| Buzz marketing: Viral Marketing |
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Definition
Marketing activities that aim to increase brand awareness or sales by consumers passing a message along to other consumers
Here they create a message that is meant to be passed on.
Often message is funny or unique so it encourages others to tell ppl about it. |
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Term
| Buzz marketing: Brand ambassadors & evangelists |
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Definition
Loyal customers of a brand recruited to communicate and be salespeople with other consumers with other consumers about a brand that they care about
Very loyal, use the product frequently, and want the company to be successful. Very passionate about the brand
Ex. Apple |
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Term
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Definition
Internet-based platforms that allow users to create their own content and share it with others who access these sites
Gives opportunity to easily spread info
Can allow a brand to connect w/ ambassadors
Allows negative info to be spread more quickly
Social networking sites connect people with similar people based on profiles
Useful in building brand communities
Groups of people who organize around a lifestyle or ideas that represent a brand
Ex. H.O.G. (Harley Davidson owners group) |
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Term
| Social Media: Virtual Worlds |
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Definition
Online, highly engaging digital environments where avatars live and interact in real time.
Companies are creating companies in virtual worlds
In addition to helping to create/maintain relationships, virtual worlds can actually be a source of revenue |
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Term
| Social Media: Product Review Sites |
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Definition
Social media sites that enable people to post stories about their experiences with products and services
Ex. Angie’s List
Both Positive and negative info can be shared on the sited |
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Term
Social Media:
Mobile Apps and Geospatial Platforms |
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Definition
Digital applications that integrate sophisticated GPS technology to enable users to alert friends of their exact whereabouts.
Marketers are now providing promotions to ppl who check in at their business |
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Term
| Total Promotion Budget Techniques(5) |
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Definition
Top-down budgeting techniques
Top management sets the budget, then its divided among the promotion mix
Percentage of sales
Set the budget at a percentage of current or forecasted sales
Competitive parity
Set the budget to match what competitors are spending
Bottom-up budgeting techniques
Identify promotion goals, then allocate money to achieve them
Objective-task method
Determine specific objectives, and the tasks necessary to achieve those objectives, and then estimate the cost of each of the |
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Term
| Determine and Allocate the marketing communication budget (push/pull strategy) |
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Definition
Push strategy: move products thru the channel by convincing channel members to offer them
Used through personal selling
Pull strategy: move products through channel by building desire among consumers, they then convince retailers to respond to demand
Consumer is pulling product through supply
Sometimes both are used ex. Pharmaceutical drug
Allocate spending to specific promotion activities |
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Term
| Least and Most effective strategy to promotional budgeting |
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Definition
Most effective: objective-task method
Least effective: competitive parity (b/c it doesn't consider other factors) |
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Term
| Step 4: Design the promotion mix |
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Definition
Involves determining the:
specific tools to be used (elements of promotion mix)
what our message is (go back to objective)
have to determine our communication channel |
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Term
| Message communication goals |
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Definition
AIDA Model- we can have a model that aims at:
Attention, Interest, Desire, or Action |
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Term
| Step 5: Evaluate the effectiveness of the Communication program |
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Definition
If the communication objectives are translated into adequate communication that is reaching our target market
Some elements of promotion are easier to evaluate than others. |
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Term
| Multichannel promotional strategies: |
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Definition
Combine traditional mass media with online buzz building activities
Offer important benefits:
Strengthen a brand
Increase effectiveness of ad |
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Term
| Three Models of Marketing Communication |
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Definition
1.One-to-Many: This is the traditional advertising. Such as TV commercials, coupons, publicity
ex.Advertising, Sales Promotion, Public Relations
2.One-to-One: Thingslike personal selling, direct marketing, and database marketing, focusing on each individuals
ex.Database Marketing, Direct Marketing, Personal Selling
3.Many-to-Many: Newest model, extremely important, word of mouth, viral marketing, one of the most important modes of communication.
ex.Buzz Building, Social Media
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Term
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Definition
Source: the company/person sending the message-includes act company/brand as well as the spokesperson
Encoding: when we transmit an idea into a form of communication- focus on the meaning you want to convey
Message: the actual communication
Medium: the communication vehicle
Decoding: process where the receiver assigns meaning to the message. This is where the receiver decides what the message means to them
Receiver: the target of the communication. Can be consumer or a business customers
Noise: anything that interferes with successful communication. Can happen at any level
Feedback: Receiver’s reaction to the message. Note: reaction can be direct or indirect
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Term
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Definition
Promotion Mix: Can be broken into MASS and PERSONAL
Mass: 1 to many Personal : 1 to 1
Major Communication elements that the marketer controls
Note: the level of control varies and the credibility varies as well.
Ex. Advertising: marketer has the control, but little credibility, Word of Mouth: marketer has no control but has a lot of credibility. Often control by using multiple forms of communication
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Term
| Steps to Develops the Promotional Plan |
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Definition
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