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61 Cards in this Set
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Marketing Communication
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coordination of all seller-initiated efforts to set up channels of info and persuasion to sell goods & services or promote an idea
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3 Roles/Main Objectives of Mar Com:
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1 Inform- what, where, how; esp. for new products
2 Persuade- why, create selective demand 3 Remind- buy, rebuy, positive word of mouth; esp. for old products |
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Stakeholders
(def & Ex) |
anyone who has a stake in the success of a co or its products
employees, retailers, distributors, suppliers, local community, media, govt. regulators, customers, competitors |
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brand equity
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amount of share holds compared to other brands; value of the brand; how popular; how many pple know of it; what customers think about it
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Tools of Communication
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1 Advertising
2 Direct Marketing 3 Internet/Interactive Marketing 4 Sales Promotion 5 Personal Selling 6 Publicity 7 Public Relations 8 Planned/unplanned messages |
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Advertising
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any paid form of non-personal communication about an organization, product, service, or idea by identified sponsor
to build a brand by inform, remind, persuade mass communication: -broadcast (TV, radio, cinema) -Print(mag, newspapers) -Electronic (internet) |
definition and examples
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direct marketing
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communicate directly w/target customers to generate response and/or transaction
direct mail, direct selling, telemarketing, direct response adv. internet marketing |
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Internet/Interactive marketing
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allows for back and forth flow of info whereby users can participate in and modify form & content of info they receive in real time
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sales promotion
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includes competitions, price promos, premiums, coupons, etc.
consumer or trade oriented |
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personal selling
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person to person communication always face-to-face
seller attempts to assist and/or persuade prospective buyers to purchase co product/service or to act on an idea |
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publicity
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non-personal communications regarding an organization, product, service, or idea not directly paid for or run under identified sponsorship
unpaid advertising |
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Integrated Marketing Communications (IMC)
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practice of unifying all marketing com tools (from adv to packaging) to send target audience a consistent, persuasive message that promotes co goals
marketer must uphold consistent advertising all around world (i.e. Nivea) similar colors, styles, adv campaigns BMW: test drives ARE IMC, price cuts ARE NOT IMC impt b/c when brand messages are integrated they reinforce each other and create a synergy-like effect (2+2=5) |
definition, examples, why important
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Aims/Benefits of IMC
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-for greater efficiency & impact
-reduce declining customer loyalty: customers skeptical, builds a rlnshp -international markets demand images that transmit globally -synergy *benefit is breaking through the clutter (600,000 messages per year) |
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Product & Communication Issues
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Product Features: cmct unique benefits & features
Packaging Branding: portrays image, includes brand names and logos Intangibles: emphasis on personal selling Tangibles: emphasis on adv & sales promo |
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Mar Com Communication Organization Chart:
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VP/Director of Marketing ->
Marketing Manager-> (Brand Manager)-> 1) External Agencies 2)Freelancers 3)Internal/In house Agency Factors: size of org response time nature of market/product size of mar com staff service priority needeed |
3 options for brand manager & factors driving their choice
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External Communication Agencies
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1 Full Service Adv Agency:
2 Creative boutiques: copy writing & art direction 3 Media Buying Agencies 4 Media Suppliers 5 Sales Promotion Orgs 6 PR Agencies 7 Direct Market Co's: infomercials, brochures 8 Event Organizers 9 Packaging & Design Firms *full service & rest are limited service agencies |
9 types
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Services of Full service Adv Agency
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acct mgmt, creative services/copy writer, media buying/planning, researchers/acct planners, traffic mgrs for large agencies
*provide total IMC |
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Freelancers (who are they)
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1 Copywriters
2 Art Directors 3 Computer Graphics Experts 4 Photographers 5 Cartoonists/Illustratos 6 Broadcast Producers 7 Casting Directors 8 Commercial Directors 9 Researchers |
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Internal/In-house Agencies
(departments) |
-Advertising Dept/Manager
-In-house Agency -Sales/Promotions of PR Dept -Product Design and Packaging |
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Functions of In-house Agency
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-contain own profit center
-company is a client; external client -retailers use in-house: Calvin Klein, Avon, Revlon |
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Purchase Involvement
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level of concern for, or interest in purchase process or product
low/high involvement |
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low involvement purchase
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eggs, milk
internal memory; no search for additional info; one-stop shopping |
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high involvement purchase
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jeans, TV, shoes, car
considerable efforts in making decision; many alternatives considered; substantial information search |
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5 Steps to Consumer Decision Process:
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*high-involvement products*
1) Recognizing needs 2)Information Search 3) Evaluating Alternatives 4) Purchase & Store Choice 5) Post Purchase Process |
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Recognizing Needs
(Consum. Dec. Process) |
Actual State vs. Desired State
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Information Search
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internal & external search of information
friends, store, internet, consumer reports |
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Eval of alternatives & purchases
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why pple shop
compare brands, stores, prices, features, etc. |
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Purchase & store Choice
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chose brand, make purchase
eval criteria for store choice decision |
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Post-purchase behavior
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post-purchase dissonance
consumption satisfaction/dissatisfaction |
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post-purchase dissonance
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directly after purchase & before consumption
why did I make that choice?; anxiety about decision made |
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4 psychological/internal factors influencing decision making process of consumers
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1 Perception
2 Motivation 3 Learning 4 Attitude |
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Perception
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subconscious associations made with a particular product; job of marketer is to keep perceptions universal
sports car: red=flashy add noise to sports car=powerful vacuum=noisy to "be sure" it's working shampoo, window cleaner: blue=clean prices end in $0.99 |
definition & examples
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Motivation
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driving force w/in individuals that compels them to action; to achieve goals in external enviro.
manifest motives & latent motives Bud DD Adver: Objective: encourage DD Motivation: sex, celebrity, DD can be "cool" & "get women" |
def, 2 types & ex
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manifest motives
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known motives, freely admitted
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latent motives
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unknown motives, consumers are reluctant to admit
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Learning
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process by which individuals acquire purchase & consumption knowledge & experience and then apply that to future related behavior
classical conditioning & Operant/Instrumental conditioning |
def & 2 theories
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classical conditioning
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response learned as result of pairing of 2 stimuli
Spain Adv: "GREEN" = good music attached w/product Lebron James' Bubblicious (kids) |
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Operant/Instrumental Conditioning
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learning after using/trying product
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Attitude & its 3 components
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the way we think, feel and act towards some aspects of our enviro.
i.e. store, TV program, product 1 Cognitive 2 Affective 3 Behavioral (Conative) |
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Cognitive Attitude
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knowledge & beliefs, based on past consumption; opinion of someone else
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Affective Attitude
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likes & dislikes, based on emotions; see someone you like smoking a cigar
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Behavioral Attitude
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habits & tendencies
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Attitude Change Strategies
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attitude change can be achieved through us of persuasive mar com
need to change ONLY ONE component of attitude then overall attitude will change |
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Change Cognitive Component
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*only need to change one of these steps
1 change beliefs about poorly evaluated attribute of brand 2 shift relative importance away from poorly eval attributes to positively eval attributes 3 add new beliefs about overall brand 4 change belief about overall brand 5 change beliefs about competing brands: comparative adv. |
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Change Affective Attitude Component
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two steps:
1 Classical Conditioning- 2 stimuli coming together (music/prod) 2 use celebrity/credible sources, humor, fear & emotional appeals (Yao Ming promotes Visa Check card) |
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Change behavioral Component
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Use Operant Conditioning theory: ask customers to learn by trying a product; samples, coupons, etc.
product trial may alter previous negative perception held by consumers |
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Socio-cultural environment
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4 external/enviro influences on consumers' decision making and behavior: external factors influence the way consumers choose products & services and make overall decision
1 Culture/Subculture 2 Lifestyle 3 Social Class 4 Group influence |
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Culture
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sum total of learned beliefs, values & customs that serve to regulate consumer behaviors of members of a particular soc.
guide for acceptable behavior ex. cell phone ad w/naked man: could not show in US |
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subculture
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discernible sub group w/in culture that behave differently
distinguishing pattern of behavior |
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Lifestyle
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unique pattern of living with influences & is reflected by buying behavior
-spending $, leisure activities must figure out lifestyle for target market men/women products |
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Marketing implications for lifestyle influences
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-identify market segments; go beyond simple demographic segments
-position products; accurate match between product & consumers lifestyle -develop com & media guidelines |
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Social Class
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ranking of pple in society by other members into higher & lower positions to produce hierarchy or respect & prestige
concrete & perceptual dimensions: edu level, occupation, lifestyle, possessions Used in MarCom: 1 makes consumer want to move up in society (symbolic consumption) 2 make product desireable (Benz- even manaquines want it) |
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Reference Groups
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any group whose values, norms, attitudes & beliefs are used as guide for behavior by individual
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Importance of Reference Groups
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-indiv. define & eval self against these groups
-provide standards of conduct that directly affect purchasing behavior -reference group changes -belong to many groups @ one time |
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Types of Reference Groups
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1 Membership
2 Aspiration 3 Negative |
3
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Membership Group
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-to which indiv belongs
-member of local club, team, family, etc. -AKA contacual group: formal/informal |
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Aspiration Group
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-indiv does not presently belong
-symbolic membership |
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Negative Group
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-indiv disapproves group values
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Types of Group Influences
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1 Informational: considers info from RG as useful & credible; use credible source (parents, Dr's)
2 Normative: conform to group expectations to win reward/avoid penalty; no credible source of info *Axe fragrance-wear it, will get ladies 3 Value Expressive: AKA "identification"; promote self-image; use celebrities/successful pple *latent motive for inner-city kids buying Air Jordans |
3
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Opinion Leaders
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most knowledgeable in area/expert in product
product-specific knowledge sought by less knowledgeable customers among 1st to buy product generally w-o-m communication OL perceived as: highly credible; objective source of info Salespeople, CIT, product engineers |
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major force in Family decision making
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family decisions are most important in buying process
kids are MAJOR force in these decisions |
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