Term
| What is the Model of Social Model of Customer Communication |
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Definition
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Term
| What points are important when establishing Communication Goals |
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Definition
- Generating awareness
- Providing information and creating positive emotional connections
- Building preference
- Stimulating action
- Reminding past customers of deals |
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Term
| What does the AIDA Model of Persuasiveness Communication |
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Definition
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Term
| What points are important when defining Customer Messages |
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Definition
| - After establishing communication goals, the marketer's next step is to DEFINE THE CORE MESSAGE. This is the single most important idea the company hopes to convey to the target audience about a product. - Statement summarizes the product and highlights a unique and important customer benefit. - After a message is released into the wild, so to speak, bloggers, reporters, industry analysts, and other parties will begin to repeat it, enhance it, change it, and even refute it. Starting with a clear and compelling core message increases the chances that the it will reach its target audience intact. |
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Term
| What points are important when assembling The Communication Mix |
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Definition
- The next step is to share that message using a communication mix, also known as a media mix or promotional mix, personal selling, sales promotion, social media, and public relations.
- Crafting the optimal mix is one of the toughest decisions marketing managers face and requires constant monitoring as markets and media choices evolve.
- Have to consider a range of product, market, and distribution channel factors.
- Product factors include the type of product, its price range, and its stage in the product life cycle
- However, companies obviously can't control all the messages their target audiences receive. The customer is also integrating all the incoming messages he or she is receiving. |
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Term
| What does Push promotional strategy mean? |
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Definition
| A producer focuses on intermediaries, trying to persuade wholesalers or retailers to carry its products and promote those products to their customers. |
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Term
| What does Pull promotional strategy mean? |
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Definition
| The producer appeals directly to end customers. |
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Term
| What is Integrated marketing communications (IMC)? |
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Definition
| Is a strategy of coordinating and integrating all communication and promotional efforts to ensure clarity, consistency, and maximum communications impact. |
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Term
| What are the Communication Laws and Ethics |
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Definition
- Marketing and sales messages must be truth l and non-deceptive
- You must back up your claims with evidence
- "Bait-and-switch" advertising is illegal. (Trying to attract buyers by advertising a product that you don't intend to sell-and then trying to sell them another (and usually more expensive) product).
- Marketing messages and websites aimed at children are subject to special rules.
- Marketing and sales messages are considered binding contracts in many states
- In most cases, you can't use a person's name, photograph, or other identity without permission. |
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Term
| What are the two of the latest ethical concerns that could produce new legislation: |
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Definition
Behavioral targeting,: which tracks the online behavior of website visitors and serves up ads based on what they appear to be interested in.
Remarketing: in which behaviorally targeted ads follow users even as they move on to other websites. |
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Term
| What does Product advertising mean? |
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Definition
| Promotes the features and benefits of specific products |
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Term
| What does Comparative advertising mean? |
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Definition
Applied to ads that specifically highlight how one product is better than its competitors.
- Competitors are likely to sue if they believe their products have been portrayed unfairly
- Some times attack ads can decrease sales for an entire product category (including the products of the advertiser) by emphasizing the negative aspects of the products in question. |
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Term
| What is Institutional advertising? |
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Definition
| Designed to create goodwill and build a desired image for a company rather than to promote specific products. For example, a firm might promote its commitment to sustainable business practices or workforce diversity. |
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Term
| What are the Three types of Sponsor Advertising? |
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Definition
National advertising - Is sponsored by companies that sell products on a nation wide basis.
Local advertising - Is sponsored by a local merchant; grocery store ads are a good example.
Cooperative advertising - Involves a financial arrangement in which companies with products sold nationally share the costs of local advertising with local marketing intermediaries. |
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Term
| What are the Seven Advertising Appeals: |
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Definition
1. Logic (The basic approach with a logical appeal is to make a claim based on a rational argument supported by solid evidence)
2. Emotion (An emotional appeal calls on audience feelings and sympathies rather than on facts, figures, and rational arguments)
3. Humor
4. Celebrity (people will be more inclined to use products endorsed by a celebrity because they will identify with and want to be like this person)
5. Sex
6. Music (With its ability to create emotional bonds and "embed" itself in listeners' memories)
7. Scarcity (If a product is in limited supply or available only for a limited time) |
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Term
| Which are the Major types of advertising media? |
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Definition
| Newspapers, television, radio, magazines, billboards, fixed web (from computers), and mobile web |
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Term
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Definition
- The combination of print, broadcast, online, and other media to be used in the cam paign.
- To create the media mix, advertising experts factor in the characteristics of the target audience, the types of media that will reach the largest audience in the most cost-effective way, and the strengths and weaknesses of the various media as they relate to the product and its marketing message. |
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Term
| What are Three trends are likely to shape advertising media in the coming years: |
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Definition
| 1. the media landscape will continue to fragment as new online and mobile formats emerge and conventional print and broadcast media fought to hang on to their share of advertisers' budgets. Figuring out how to reach consumers who spread their attention across a variety of media and delivery platforms is one of the biggest challenges facing marketers today. 2. The lines between advertising, entertainment, and value-added content. e.g. 'Product placement' 3. Technical innovations will continue to create new advertising tools and techniques, including the behavioral targeting methods and more sophisticated tracking and pricing models that tie advertising costs to measurable results |
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Term
| What is Direct marketing? |
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Definition
Direct communication with potential customers other than personal sales contacts, can differ from advertising in three important ways.
- First, direct marketing often uses personally address able media such as letters and email messages to deliver targeted messages
- Second, except for infomercials, direct marketing doesn't involve the purchase of time or space in other media.
- Third, direct marketing has a direct response aspect that often isn't present in advertising.
- Primary emphasis is generating sales now. |
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Term
| What are the six main types of Direct Marketing Media? |
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Definition
Mail. Direct mail
Email.
Search engine marketing.
Direct response online.
Telephone.
Direct response television. |
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Term
| What is Personal Selling? |
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Definition
one-on-one interaction between a salesperson and a prospective buyer.
Provides companies with the ability to build relationships and solve problems in ways that impersonal media is unable to do. Complex products e.g. e-ray machines are well suited to personal selling, rather than simplistic consumer goods
such as toothpaste.
The personal selling process can vary greatly between companies, in particular with the amount of time required to
turn a prospect into a sale. |
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Term
| What is Consultative Selling? |
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Definition
| An approach in which a salesperson acts as a consultant and advisor to help customers find the best solutions to their personal or business needs. |
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Term
| What are the 7 steps to the personal selling process? |
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Definition
1.Prospecting - finding and qualifying potential customers; usually involves generating sales, identifying prospects, and qualifying prospects.
2. Preparing - getting ready for the sales call; researching the customer in more depth, establishing objectives, and preparing a presentation.
3. Approaching - taking steps to make a good first impression; crafting the right appearance, maintaining professional behaviour, and preparing an engaging introduction.
4. Aligning with customer needs - listening to the prospect describe what is needed and proposing a solution to meet those needs.
5. Handling Objections - Addressing any concerns the prospect might raise: exploring the deeper reasons that might be behind the expressed objections.
6. Closing - Asking the prospect to choose the solution being offered.
7. Following up - checking in with the customer after the sale to make sure the solution is working out as expected and to keep building a long-term relationship |
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Term
| What does Sales Promotion consist of? |
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Definition
| Sales promotion consists of short-term incentives to build the reputation of a brand, encourage the purchase of a product, or simply enhance relationships with the current and potential customers. Sales promotion consists of two basic categories: consumer promotion and trade promotion. |
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Term
| What are the 7 types of consumer promotions? |
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Definition
-contests and other audience involvement tactics
-coupons
-rebates
-point-of-purchase (POP)
-samples and trial-use versions
-special-event sponsorship
-other promotions |
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Term
| What is a Trade Promotion? |
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Definition
sales-promotion efforts aimed at including distributors or retailers to push a producers products.
trade promotions aimed at including wholesalers or retailers to sell a company's products.
Most popular trade promotions are trade allowances, which involve discounts on product prices, free merchandise, or other payments. |
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Term
| Social Media and Public Relations |
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Definition
| these require others to forward or create messages for a company. In this sense a company can lose some control of the overall content of a message. |
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Term
| What are Public relations? |
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Definition
| public relations is nonsales communication with various audiences (communities, suppliers, government, etc.) that often involve the news media (newspapers, radio, TV, online journalists). There are two major tools (1) news release and (2) news conference. |
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Term
| How is social media important for advertising? |
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Definition
social media is a form of electronic media that transforms passive audience into active audiences in the communication process by allowing them to share content through:
-word of mouth (viral marketing)
-conversation marketing (facilitated networked conversations by companies)
-brand communities - particular interest in a product/service |
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Term
| What are some Communication Strategies for Social Media? |
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Definition
-remember that its a conversation, not a lecture or a sales pitch...one of the great appeals to social media is the feeling of conversation, of people talking with one another instead of one person talking at everyone else.
-facilitate community building... make sure customers and other audiences can connect with the company and with each other. If appropriate, encourage user-generated content, in which customers and enthusiasts share videos and other material.
-Initiate and respond to conversations within the community...marketers can start or join conversations by providing useful information to current and potential customers.
-identify and support champions... in marketing, champions are enthusiastic fans of a company and its products - so enthusiastic that they help spread the company's message, defend it against detractors, and help other customers use its products.
-restrict conventional promotional efforts to the right time and right place...persuasive communication efforts are still valid for specific communication tasks, such as regular advertising and the product information pages on a website, but efforts to inject "sales speak" into social media conversations will be rejected by the audience |
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Term
| Two standard tools for communicating with the media are.. |
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Definition
-THE PRESS RELEASE is a short message sent to the media covering topics that are of potential news interest: a video news release is a brief video-clip sent to television stations.
Companies use news releases in the hopes of getting favourable news coverage about themselves and their products.
-PRESS CONFERENCE is an in person or online gathering of media representatives at which companies announce new information; also called a news conference. |
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