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71 Cards in this Set
- Front
- Back
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Was the RedBull freefall jump a promotional message? How is this different from a traditional TV ad?
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Yes it is a story created by RedBull. Customers played a very important role in spreading the message
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Decoding Problem
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Source and receiver may not have a mutual frame of reference
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What are the customer relationship stages?
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Awareness, Exploration, Commitment
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What is Individual Adoption Process?
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Awareness > Interest> Evaluation> Trial> Adoption> Confirmation
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How should you plan your marketing mix (4p's)?
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According to Customer Relationship Stages
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How to have viral marketing?
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in addition to being persuasive, it needs to be conversation worthy
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Promotion
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A Coordination of a marketer's communication efforts to influence attitudes or behaviours
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Integrated marketing communication (IMC)
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strategic business process that marketers use to plan, develop, execute, and evaluate coordinated measurable, persuasive brand communication programs over time to targeted audiences
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How to have successful Integrated Marketing Communications( STP)
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All touchpoints with the targeted customer are reinforcing one another so ensure consistency in position strategy.
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Multichannel promotional strategy
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Marketing communication strategy where they combine traditional advertising, sales promotion, and public relations activities with online buzz-building activities
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One-to-Many traditional communication model
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Single marketer develops and sends messages to many consumers at once
- uses mass media(tv, radio, magazines), out of home (billboards) and Internet advertising, sales promotions, public relations |
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Updated Communications model (many to many)
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Many-to-Many
- recognizes the impact of word-of-mouth communications eg. social media, buzz building |
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One-to One Selling Model
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One marketer sells to one consumer
Database Marketing, Direct marketing, Personal Selling |
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Word of Mouth commication
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When consumers provide information about products to other consumers
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Communication Model process
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Source > [[encodes]]> Message > Medium >[[decode]]> Reciever }}feedback
noise = competing messages |
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Encoding
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Process of translating an idea into a form of communication that has meaning
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Source
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An organization or individual that sends a message
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Message
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the communication in physical form that goes from sender to a receiver
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Medium
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Communication vehicle though which a message is transmitted to a target audience
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Receiver
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Organization or individual that gets and interprets the message
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Decoding
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Process where the receiver assigns meaning to the message
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Noise
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Anything the interferes with effective communication
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Feedback
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Receiver's reaction to the message
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Promotion Mix and what are the 5 elements of it
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Major elements of marketer controlled communication includes [Advertising],[ Sales Promotion], [Public Relations], [Personal Selling], and [direct Marketing]
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Mass Communication
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Relating to television, Radio, Magazines, Newspapers
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Groundswell
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Social trend where people use technology to get things they needs from each other instead of from traditional institutions like coportations
aka. PPL get their info for the best running shoes from each other instead of from companies |
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Buzz
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word-of-mouth communications that customers view as authentic
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Ethical Problems in Buzz Marketing
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Activities designed to deceive consumers
Directing buzz marketing at children or teens Buzz marketing acitvities that damage property Stealth marketing activities deliberately deceive or lie on behalf of clients(fake representation of clients) |
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Viral Marketing
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Marketing activities that aim to increase brand awareness or sales by consumers passing a message along to other consumers
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Brand Ambassadors or Brand evangelists
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Loyal customers of a brand recruited to communicate and be salespeople with other consumers for a brand they care a great deal about. Often work for free.
eg. Product Reviewers who love 1 product |
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Social Media
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Internet-baseds platforms that allow user to create their own content and share it with others who access these sites (helps buzz building)
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Social Networks
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Sites used to connect people with other similar people
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Facebook
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Most popular social networking site.
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Twitter
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free microblogging service letting users post short text messages with a maximum of 140 characters
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Virtual Worlds
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Online, highly engaging digital environments where avatar lives and interact with other avatars in real time
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Avatars
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Graphic represenations of users in a virtual world
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Virtual Goods
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Digital products bought and sold in virtual worlds that don't exist in the real world
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Product review sites
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social media sites that let people post stories about their experiences with products and services.
- creates connections between brand and consumer |
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geospatial platforms
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digital applications that integrate sophisticated gps technology to enable users to alert friends of their exact whereabouts via their mobile phones
eg. Foursquare |
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Steps in Developing an Integrated Communications Plan (7 steps)
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1. Environmental Analysis, Customer Analysis, Competitor Analysis
2. Segmentation, Targeting, Positioning 3. Identify the Target Audience 4. Establish Communication Objectives 5. Determine and Allocate Budget 6. Design the Communication Mix 7. Evaluate the Effectiveness |
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Hierarchy of Effects
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A series of step that prospective customers move through, from initial awareness of a product to brand loyalty in relation to communication objectives
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What are a Marketer's communication Objectives (The Hierarchy of affects steps)
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1. Awareness - Make target market awareness eg. create internet teaser
2. Knowledge - provide users with information about benefits of the product 3. Desire - Create favourable feelings towards product eg. celebrity endorsement 4. Purchase - Convince people to try it. eg. encourage trial in magaines 5. Loyalty - convince people to stay needing ongoing communication |
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Top-Down Budgeting
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Top Management estblishes the overall amount for the promotional activities
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Percentage of Sales method - implications
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promotional budget is based on last year's sales or estimates for present year sales
pro: ties marketing with sales and profits con: implies sales causes promotional spending instead of the outcome |
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Competitive Paritiy - implications
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Match whatever competitors spend on promotion.
maintain same market share year after year, con: assumes Dollars spend yields same results |
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bottom-up budgeting technique
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Identify promotional goals and allocate money to meet them
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Objective-task budgeting
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Organization first defines specific communication goals and tries to calculate what kind of promotion efforts it takes to meet these goals
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Push strategy
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Products move by getting channel members to offer them to customers. Customer select those items.
eg. Browsing movies at the POS |
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pull strategy
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Build desire for products among consumers and thus convincing retailers to respond to the demand by stocking them
eg. Going to the Movie Theatre |
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Sales Promotion [pros + cons]
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Programs designed to build interest or to build interest or encourage purcahse of a product during a specific time period
[Pros: incentives to retailers to support products, build excitement, encourages immediate purchase and trial, price-oriented promotions cater to price-sensitive consumers] [Con: Short-tern emphassis on immediate sales, competiting promotions may make it hard, too many price relation sales lower the perception of fair price] |
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Direct Marketing [pros + cons]
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Non-personal communication between a company and a customer (owned media)
[P: Target specific group on potential customers, easily measure results, provide extensive product information, provide way for company to collect feedback in internal database] [Con: Consumers may have negative opinion, cost more per contact than mass appeal] |
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Personal Selling [pros + cons]
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Personal Direct communication between a company representative and a customer
[Pro: Direct contact with customer gives flexibility to meet customer needs, gets immediate feedback from customer] [Cons: High cost per contact, difficult to ensure consistency, credibility of salespeople depend on company's image] |
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Public Relations[pros + cons]
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Communications to build good relationship with an organization's publics. (Earned Media)
[Pro: low cost, highly credible] [Con: Lack of control over message, difficult to measure effectiveness] |
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Advertising[pros + cons]
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Nonpersonal Communication from identified sponsor using mass media/paid media
[Pro: marketer has control over message, when and who is to see it] [Con: hig cost to product and distribute, sometimes ignored or low credibility] |
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How do understand an Ad Campign (6 steps)
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1. Understand Target Audience
2. Establish Message and Budget Objective 3. Create the Ads 4. Pretest what the ads will say 5. Choose the media type and media schedule 6. Evaluate the advertising |
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Is there a limit to creativity when ads?
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Yes! Needs to be ethical and legal (NOT MLM)
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Basic Principle of Ads
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Target customers need to understand your message.
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What's wrong with the TimmyHo's ad that looks like starbucks?
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Doesn't support Tim horton's STP
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What are the top 4 paid media ads in Canada in 2012?
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Tv, Internet, Dalies, Radio
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What are the top 4 paid media ads in Canada in 2003?
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TV, Dailies, Radio, Internet
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What is the trend interruption based advertising with TV?
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People are paying less attention to it, even when they are watching becauase they are using internet
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3 ways to do Product Placement in TV
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1. Product is used by the cast
2. Product is integrated into the plot 3. Product is associated with the character (traits of character likes to use in the show) |
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Why are marketers shifting towards Internet/online Advertising?
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High degree of trackability and customization
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What kind of information did Pantene learn from their online ads through trackability? What were their measures?
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Measured: click through rate, and purchas intention
Lesson: Different sites had different responsiveness |
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Facebook and Trackability
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When you become engaged they use it to customize the ads so that it's more relevant to you which is different for men and women thus becoming more relevant
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Media Schedule
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the plan including decisions on where, when, and how much advertising to do
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How to make buzz?
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Encourage customer sharing
Integrate ADs PR and Sales Promotion Monitor Social Media Space |
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How to evaluate effectiveness of ads? (3)
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Unaided recall - What ad did we see?
Aided Recall - which of the following ads did we see? Attitudinal Measures - How much do you like Molson Canadian? |
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Nokia Lumina OIS
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Their CM advertised stable and that they used their phone but they didn't actually use it!
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Who is the target audience of Apple?
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Apple fans are getting older. But marketing to older people means making it less cool for Young adults/teens
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"Make new things familiar, make familiar things new"
How did Shreddies do this? |
Made Shreddies (a popular breakfast cereal) into Diamond Shreddies (a NEW breakfast cereal)
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