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58 Cards in this Set
- Front
- Back
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Key Words |
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Media-Richness-theory |
Some media with higher performance and/or ability oftransporting more complex, resp. more «complete» content(in addition to text/language, pictures and interactive elementsetc.): ► Moment and degree of feedback potential (e.g. instant feedback) ► Transport of various communication dimensions (e. g. verbal andnon-verbal communication) ► Usage of human voice (non technical) ► social presence ot the parteners |
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Usage of communication channels Ideal type of principle: Media Richness Theory |
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Media constellation |
►Initial position: ►Over complication: too much and unnecessary content ►Oversimplification: no feedback, impersonal ►Approach: ►More efficiency through link between degree of complexity (task)to the performance of the media ►Objectives of media and communication to be defined properly |
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Objectives and media of corporate communication |
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The pyramid of communication |
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Application of Marcom: Multiple variations |
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High-involvement decision-making process |
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Low-involvement decision-making process |
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Promotional strategies for different levels of involvement |
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Positioning of Communication /Process of planning within a company |
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Planning process within organisation/company |
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Planning Process within an Organisation |
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Planning process within a company/organisation |
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Communication – MixTools of Marketing Communications |
• Media Advertising (traditional, digital, mobile) • Sales • Sales Promotion • (Product) Public Relations • Direct Marketing • Sponsoring (inkl. Product Placement) • Event Marketing • Fairs & Exhibition • Social Media-Communication, Performance Marketing, AffiliateMarketing, Targeting, Mobile etc. |
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Media Advertising |
«Traditional» Media-Advertising • Print Advertising • Outdoor Advertising • Radio- / TV-Advertising • DM-Advertising (Advertising Part of Direct Marketings) • Digital Advertising (online, mobile) • „Crossmedia» Campaigning“ Alternative Advertising Forms (ambient media) • Wild Posting, Sandwichman, Pissoir etc. |
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Sales Definition |
• Exchange Goods for Money • Personal Sales (Sales Force,Telesales, Fairs etc.) • Unpersonal Sales (self-service stores/shops, vending machines etc.) • Field Sales • Stationary Sales |
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Sales Promotion |
Definition • Mostly temporary and accompanying measures • Additional incentives to boost sales • Mostly at POS (Point of Sale) • Sales Promotion • Merchandising |
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Sales PromotionExamples of activities on the customer-level |
• Shopper stoppers • Second POS • Displays, Rotairs etc. • In-Packs, On-Packs • Multi- or Combipacks • Presentations, Tastings • Special Offers (but not hyperactive special deals), • Competitions?, Sweepstakes • Vouchers, Coupons, Super Points, Patronage Rewards • Supplements, Give-aways, Self-Liquidators |
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(Product) Public Relations Definition |
• Public relations is the managementof relationships between organisationsand their stakeholders • Corporate-PR / Product- or Services-PR: • The importance of cause-related marketing actives havebecome more important. Therefore, the overall goal shouldbe to develop the relationship between the organisation/company and its different audiences. 565/573 |
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(Product) Public Relations Positioning in the Organisation |
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(Product) Public Relations Disciplines of PR |
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Direct Marketing 1/2 Definition |
• Direct marketing refers to all media activitiesthat generate a series of communicationsand responses with an existing or potential customer. This mainlyconcerns the management of customer behavior. • Direct response media are used to complement the otherpromotional activities • One-to-one-Marketing: Focus on individuals (not mass) CF624 |
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Direct Marketing |
The main dialogue media Advertising medias used for DM |
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The main dialogue media
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• Mailings • Telesales (inbound/outbound) • Digital Media: Website, E-Mail, SMS/MMS etc. |
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Advertising medias used for DM
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• Advertisements, Inserts (with response-elements!) • „Bill dispenser“ |
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Direct Marketing – the customer life cycle |
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Sponsorship Definition |
• Commercial activity, whereby one party permitsanother an opportunity to exploit an associationwith a target audience in return to funds, servicesor resources (contrast to patronage, Corporate Giving) • Function-based similarity occurs when the product is used in theevent being sponsored • Consider perspective (Sponsorship or fundraising concept) 600 |
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Sponsorship |
Fields of sponsorship Levels of sponsorship |
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Fields of sponsorship
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• Sports • Arts/Culture • Social • Ecological (Environment) • Program/Channel/Media • Special form: Product Placement |
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Levels of sponsorship |
• Individual • Groups/Team • Organisation • Building (venue) etc. • Program/Channel/Media |
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Event Marketing Definition |
• Self-staging(Contrary to Sponsorship) • Events create company or brand experiences and emotions («faraway from everyday-stress») > interaction-orientation • Positive contribution to increase the image of a company or aproduct • Strengthening of customer relationship • Short-lived and limited to the event(„Only those who are taking part, are taking part“) |
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Event Marketing |
Range of Events • Annual General Meetings (AGM) • Roadshows • Open Days • Media Events • Management training • VIP-Treatment for Key-Accounts • Dealer-Meetings/Incentives• Grill parties • Concerts/Open Air • Etc. etc. |
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Fairs & Exhibitions Definition |
• In the b2b market, exhibtions and tradeshows are very often an integral and importantcompontent in the communications mix (temporary,regularly activity) • Focus: Contact with (potential) customers/dealers whowant to gain an updated market overview Tip: Get part of the framework program or create your own fair/exhibition 687 |
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Fairs & Exhibitions |
Framework • Public Fairs/Exhibitions • Specialized Fairs/Exhibitions • Congresses, Expositions, Seminars and Workshops • Regional Fairs/Exhibitions • National Fairs/Exhibitions •International Fairs/Exhibitions • Individual Stand • Mixed Construction • System Stand |
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Social Media Communication: examples |
• The Internet provides a complementaryfacility to the MC tools and as such shouldbe used with the established means of MC • Online-based Plattform • Communication, cooperation and interconnectedness of org./user • Web 2.0 > «The participation internet» (Web 3.0: semantic web,Web 4.0: mobile web) • Viral Marketing / recommendation marketing (word of mouth) CF 738 |
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Social Media communication: Marcom |
• Banner advertisement (internet, mobile) • SEO and SEA (Search Engine Optimization, Search Engine Advertising) • Pictures and texts in SM-Channels (z. B. FB) • Pictures and esp. videos (z. B. short TV-spots) on Youtube • Second screen (z. B. shazam: app for recognition of music fromTV-spots for further information) |
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Social Media communication Examples: |
• Weblogs e. g. wordpress.com; blogger.com • virtual networks e. g. xing.com; Facebook; LinkedIn • Web forums e. g. Englishforum.ch • Micromedia e. g. twitter.com • Bookmarks e. g. delicious.com • Wikis e. g. migipedia.ch; wikipedia.com • Podcasts e. g. itunes.ch • Media Sharing e. g. youtube.com • Product evaluation forums e. g. yelp.com |
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Market Conditions |
► Growing Complexity ► Saturated Markets ► Growing Market Differentiation ► Over Stimulation |
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Growing Complexity |
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Saturated Markets |
►Definition Saturated Markets: ►Market Potential largely exploited ►Supplier is only able to improve his market share at the expenseof its competitors ►Exchangeable Offers: ►Matures Products ►Poor innovative potential ►Objectives and functional qualities equal Stronger competition (no growing market) |
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Failing of informative advertising |
► Information of quality is only a week orientation point for brandpreference (in saturated markets) ► Danger: exchangeable advertising Inability to find an effective positioningin relation to competitors ►Communication-focus on the «experience profile»(stand-alone positioning/experience) |
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Differentiation in Marketing Communication |
Need Basis Goal |
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Need: |
► Message to be adjusted to target groups
► Use of media, which are «consumed» from targed groups (Attention: Heavy user – e.g. TV – not always the most attractive target group) |
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Basis: |
► Customer Insight (Lifestyle)
► Customer experience ► Knowledge of the use of media from the target group |
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Goal: |
► Hit psychological needs of target groups («king of hearts»)
► Develop target group specific creativity ► Get Customer Insight (e.g. psychological research) |
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Social ConditionsChange of social Values Important social conditions: |
►Advertising Law (in section media advertising) ►Public Opinion / Value Orientation (see reserveslides) |
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Accelerated Communication |
Recipient Esp. young people (teenager) |
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Recipient: |
►People constantly «on air» ►Declining rest phases --«Multitasking» parallel dealing with tasks |
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Esp. young people (teenager): |
►Insufficient reading ability ►Unskillful search strategies ►Extreme reduced patience --Consumer not able to master everthing at the same time |
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Growing Market Differentiation |
►Marketing = Thinking in Target Groups►Market Classification in different segments --Differentiation in supply --Differentiation in Marketing communication |
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Information Overflow |
► Biggest part of communication/advertising not sufficientlyadapted, Consequences: ►Message not received and retained (avoidance) ►Received parts of information not sufficient to understand themessage ► Increasing tendency as advertising still growing ► Information overflow leads to information stress ►Number of TV-programmes ►Choice of holiday trips ►Number of products at Migros/Coop (shopping malls: CH >30’000 products / USA (Walmart): about 100’000 products) ► Increasing number of advice literature: Simplify your Life etc. |
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Information overflow Advice literature: |
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Information overload |
«Benchmark»: ► Measurements of german «STERN»: 83 % ► All media in Germany overall: 98%(source: Brünne, Esch, Ruge, 1987 / Kroeber-Riel, 1987) ► Details Germany (Overload) ►Radio: 99 % ►TV: 97 % ►Magazines: 94 % ►News Papers: 92 % (figures incl. «scatter loss», however: information overload primarilydue to quantity of content!) |
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Information Overload |
► Attention of Adverts (e. g .German magazines): ►Max. up to 40 seconds ►Average: 2 seconds ►Information Overload: 95 % ►Advertising, that actually «reaches» the recipients: 5 % ► Examples of Coop Presses (measurement of consumption) – see:module «Media Advertising» |
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Summary of overload challenge |
Too much communication, too many products and brands Negative consequences • Increasing communication expenditure • Increasing costs of coordination • Redundancies • Inconsistency of messages regarding company/products • Consumer confusion over message/ethos of company/product |
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Solution Approach |
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Integrated communication |
Integrated communication is a strategic and operative processof analyzing, planning, organisation, application and controlling. It isfocused on constructing an entity from different sources of the internaland external communication. Thus providing a consistent experience ofthe company or the object of communication. 93 |
