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25 Cards in this Set
- Front
- Back
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Explain what it means with information overload.
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• We are exposed to approximately 3000 advertising messages every day.
• Advertisers constantly look for new places to reach us. • Selective Exposure |
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Explain developing effective marketing communication.
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Identifying the target audience
Determining the communication objectives After having defined the desired audience response, it’s time to design a message and its content, structure and format Choosing communication channel Selecting the message source: credible sources are more persuasive Collecting feedback by researching the effect of the communication effort on the target audience |
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What is the promotion mix?
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”The marketer’s bag of promotion tools that the company uses to persuasively communicate customer value and build customer relationships”
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Name two communication channels.
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- Personal communication channels: two or more people communicate directly with each other; face to face, on the phone, through e-mail or over the internet, may be controlled by the selling company, e.g. by cultivating opinions to generate buzz marketing, or word-of-mouth not controlled by the company
- Non-personal communication channels: print media, display media, online media, events etc. Communication flows from television, magazines and other mass media to opinion leaders and then to others |
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List the steps in the consumer buying process.
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1. Problem recognition
2. Information search 3. Alternative evaluation 4. Purchase decision 5. Post-purchase evaluation |
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Name two promotion strategies.
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Push and pull
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What is the advantages and limitations with television?
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Advantages:
- Good mass-marketing coverage - Low cost per exposure - Combines sight, sound and motion - Appealing to the senses Limitations: - High absolute costs - High clutter - Fleeting exposure - Less audience selectivity |
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What is the advantages and limitations with the internet?
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Advantages:
- High selectivity - Low cost - Immediacy - Interactive capabilities Limitations: - Relatively low impact - The audience controls exposure |
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What is the advantages and limitations with newspapers?
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Advantages:
- Flexibility - Timeliness - Good local market coverage - Broad acceptability - HIgh believability Limitations: - Short life - Poor reproduction quality - Small pass-along audience |
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What is the advantages and limitations with direct mail?
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Advantages:
- HIgh audience selectivity - Flexibility - No as competition within the same medium - Allows personalization Limitations: - Relatively low cost per exposure - Junk-mail image |
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What is the advantages and limitations with magazines?
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Advantages:
- High geographic and demographic selectivity - Credibility and prestige - High-quality reproduction - Long life and good pass-along readership Limitations: - Long ad purchase lead time - High cost - No guarantee of position |
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What is the advantages and limitations with radio?
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Advantages:
- Good local acceptance - High geographic and demographic selectivity - Low cost Limitations: - Audio only - Fleeting exposure - Low attention - Fragmented audiences |
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What is the advantages and limitations with outdoor?
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Advantages:
- Flexibility - High repeat exposure - Low cost - Low message competition - Good positional selectivity Limitations: - Little audience selectivity - Creative limitations |
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Explain "new media".
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Combining digital media with traditional media can be an effective way to spread your message. Cost and content wise.
Examples of digital media: Email communities, blogs, pod-broadcast, internet-TV, viral marketing, SMS, Social media, Ipad-magazines etc. By optimizing the potential in each media you can reach awareness as well as interest consumer purchase. |
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Describe advantages with digital media.
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- Increase the contact surface in time and space thus the likelyhood your message comes through
- Possibility to collect information about your customers - Reaching a more narrow and specific target group which enables you to tailor messages. E.g. teen age girls interested in fashion and design. - Enables “word-of-mouse” or viral marketing – the quick spreading of messages. - Enables reaching many to a comparably low cost |
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Describe advertising.
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Advertising: any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor
• High reach, but also high initial costs • Creatively flexible but limited life time • Good to get attention, less good for creating short-term sales • Often used early in a product life cycle |
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List the main advertising decisions.
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1. Objective setting
2. Budget decisions 3. Message/media decisions 4. Advertising evaluation |
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Explain public relations.
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Public relations: building good relations with the company’s various publics by obtaining favourable publicity, building up a good corporate image, and handling or heading off unfavourable rumours, stories and events
Public relations may include: Press relations Product publicity Public affairs: maintaining community relations Lobbying Investor relations Development to get financial or volunteer support |
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Explain personal selling.
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The interpersonal, interactive arm of the promotion mix
Takes many forms: museums, universities and fine arts organisations contacting donors to raise money The role of the sales force: Linking the company with its customers Co-ordinating marketing and sales Recruiting and selecting salespeople |
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Explain sales promotion.
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The most short-term of the promotion mix tools, which says to consumers “buy now”
Takes many forms: Samples, coupons, price packs, premiums, point-of-purchase promotions, contests |
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What is direct marketing?
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• One-to-one marketing
• Databases and registers • CRM system • Post, email, SMS, telemarketing • Integrityissuesmakesitincreasinglydifficult:2/3inUSAare registered in the ”Do not call” register • Creating relevance is crucial |
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Explain integrated marketing communications (IMC).
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Carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organisation and its products.
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What can be integrated in the IMC?
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Employees, technology, agencies, promotional tools, messages, brands, structures, relationships
- Desing, colours, forms, slogans... - Types of tools (Advertising + PR + DM) - Marketing mix (Price, Place, Product, Promotion) - Internal activites ”live the brand” - Technology (CRM systems, social media platforms, intranet...) |
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List five advantages with IMC.
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• Decrease costs
• Synergyeffects • More clear positioning • Engage and motivate employees • Fewer agencies |
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List five potential disadvantages with IMC.
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• Encouragecentralizationandformalprocesses
• Increase the decision making time • Difficultifdistinctevlydifferenttargetgroups • Can reduce creativity • Globalbrandscanfinditdifficulttoadjusttolocalmarket needs. |
