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22 Cards in this Set
- Front
- Back
Speak with a clear communications voice. |
The number of ways to reach prospects continually increases. Make sure your company or client is speaking with a clear voice. |
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Basic Communication |
Communication involves transmitting, receiving, and processing information. See page 4. |
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Senders |
Senders - the advertiser; the company sending the message. |
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Encoding |
Encoding - the verbal and non verbal message; an idea that is transformed into a message and placed in media. |
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Transmission |
Transmission devices - media |
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Decoding |
Decoding - the message reaches the receiver; the receiver decodes or understands the message as it was intended |
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Receiver |
Receivers - the customer or target |
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Feedback - action |
Feedback - receiver's response to the sender |
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Noise |
Noise - anything that distorts or disrupts a message; see Chapter 1 for examples of noise. |
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Clutter |
Clutter - most common form of noise that affects communication |
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Integrated Marketing Communications (IMC) |
Integrated Marketing Communications - coordination and integration of all marketing tools, media and sources into a seamless communication program, designed to maximize the impact on customers and other stakeholders. |
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The 4 p's |
Marketing mix - product, price, place, promotion |
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The Ad Plan |
The Advertising Plan - Situation SWOT analysis Objectives, Strategies, Tactics target market Budget Implementation - creative + media Evaluation of performance |
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Trends in Advertising & Marketing Communication |
Trends in marketing communication - accountability and measured results digital explosion Integrating media platforms shift in channel power increase in global competition increase in brand parity customer engagement |
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Brand parity |
Brand parity - when consumers believe various brands provide the same set of attributes |
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Contact points |
Contact points - marketing efforts include engaging customers with the brand at every contact point; a contact point is where customers interact with or acquire additional information about a firm or product |
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Advertising |
Advertising - Creative + Media Creative messaging Persuasive communication The "big" idea Often, the largest area for communications budget within a company |
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Brand |
Brand - the "essence" of what a product is; its look, its label, its advertising, shelf location, logo, slogan, etc. |
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Brand equity |
Brand equity - the "value" of the brand in the minds of the consumer |
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Brand image |
Brand image - what the consumer thinks about the brand or company also, what the company thinks about itself; how it presents itself. |
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Global standardization |
Global standardization - company features a uniform product and message across countries |
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Got Milk Campaign |
Adaptation - creation of products and messages designed for individual countries |
