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22 Cards in this Set
- Front
- Back
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target market process
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needs analysis, segment determination, segment selection, positioning
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Market segments
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Geographic, Pshicograhic, demographic, Behavioral
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Positioning strategies
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Attributes and benefits , costs and quality, use and application, product class, product user, cultural symbols, competitors
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encoding forms
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graphic, verbal, music and animation
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personal communication
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Social media, word of mouth
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5 measures of brand equity
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brand attitude, brand experience, brand awareness , brand attachment and brand association
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IMC planning model
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review marketing plan, situational analysis, communication objective, budget required to meet object, message and media strategy and monitoring and evaluation
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personal communication
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Social media and word of mouth
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5 dimensions of brand personality
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excitement, competency, ruggedness, sophistication and sincerity
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messaging processing
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message sideness, order of presentation, conclusion drawing and visual elements
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3 types of message appeals
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humor, comparison and fear
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decision making process
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identify problem, information search, alternative evaluation, purchase decision, post purchase evaluation
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perception
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*process (process receive select organize and interpret)
I*nternal influences (beliefs, values,experiences, needs, moods and expectations) *External stimuli (the add its self, size, color and context). *Section and interpretation |
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TV strengths
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creativity, coverage, captivity and attention
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TV weakness
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costs and clutter
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value of IMC
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less duplication of of media, consistency of message, More cost effective and increased consumer awareness
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definition of IMC
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A concept of marketing communication planning that recognizes the added value of a comprehensive plan that evaluates the strategic roles on a variety of communication disciplines and combines these disabling to provide maximum communication impact
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public relations advantages
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builds market place excitement before media advertising breaks, ROI through free media coverage, introducing a product with little to non advertising, building brand to customer bonds, defending negative perceptions
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public relations limitations
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No control over media, difficult to integrate advertising messages, difficult to measure, no guarantee over placement
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external PR audiences
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public, government, media and customers
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Direct marketing advantages
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testing, personalization, cost effective,measurable, interactive, segmentation, no wasted reach
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direct marketing limitations
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accuracy, rising costs, junk mail image and privacy
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