Marketing Management Ch 14

Front 1

Marketing Communications

Back 1

The means by which firms attempt to inform, persuade, and remind consumers about the products and brands they sell.

Front 2

Marketing communication Mix

Back 2

In this new communication enviorment, although advertising is often a central element of a marketing communications program, it is usually not the only one - or even the most important

Front 3

Advertising

Back 3

Any paid form of nonpersoanl presentation and promotion of ideas, goods, or services

Pervasiveness

Dramatizes brands

focus on brand aspects

Front 4

Sales promotion

Back 4

Short-term incentives to encourage trial or purchase of a product or service including consumer promotions, trade promotions and business promotions.

Draws attention

incentive

invitation

Front 5

Events and experience

Back 5

Company-sponsored activities and programs designed to create brand-related interactions with consumers, including sports, arts, entertainment

Relevant

Engaging

Indirect soft sell

Front 6

Public relations and publicity

Back 6

Programs directed internally to employees of the company or externally to consumers, other firms , the government and media to promote or protect a company image or individual product communications

High credibility

Ability to reach hard-to find prospects

Ability to tell story of company/brand

Front 7

Online and social media marketing

Back 7

Online activités and programs to engage customers or prospect and directly or indirectly raise awareness, improve image or elicit sales

Information - or entertainment rich

Can be changed or updated

Can be prepared and diffused quickly

Front 8

Mobile Marketing

Back 8

A special form of online marketing that places commuications on consumers cell phones, smart phones or tablets

Time -sensitive

Can reach and influence consumers at purchase

Are always at consumers fingertips

Front 9

Direct and database marketing

Back 9

Use of mail, telephone, fax, email, or internet to communicate directly with or solicit response or dialogue from specific consumers

Personalized

Used to create attention with a call to action

offer information that helps other communicatio

Front 10

Personal Selling

Back 10

Face to face interaction with prospective purchasers for the purpose of making presentations , answering questions, and procuring orders.

Customized

Relationship-oriented

Response-oriented

Front 11

Macro model of Communications

Back 11

( key factors in effective communications. Two represent the marjor parties - sender and receiver. Two present the major tools -message and media. Four present major communication functions - encoding, decoding, respond and feedback.

Front 12

Micro models of consumer response

Back 12

Concentrate on consumers specific response to communications. Summarizes four classic response hierarchy models. The models asssume the buyer passes through

Front 13

Sender - Encoding - Messeage- Decoding - Receiver

Back 13

Elements in communication process

Front 14

Identify the Target Audience

Back 14

The process must start with a clear target audience in mind: potential buyers of the company's products, current users, deciders or influencers as well as individuals, groups or general public.

Cognitive Stage

Affective Stage

Behavior Stage

Front 15

Establish need for category

Back 15

Establishing a product or service category as necessary for removing or satisfying a perceived discrepancy between a current motivational state and a desired motivational state.

Front 16

Build brand awareness

Back 16

Fostering the consumers ability to recognize or recall the brand in sufficient detail to make a purchase. Brand recall is important outside the store, whereas brand recognition is important inside the store.

Front 17

Build brand attitude

Back 17

Helping consumers evaluate the brand's perceived ability to meet a currently relevant need. Relevant brand needs may be negatively oriented or positively oriented.

Front 18

Influence brand purchase intentions

Back 18

Moving consumers to decide to purchase the brand or take purchase - related action.

Front 19

Design the communications

Back 19

Formulating the communications to achieve the desired response requires answering three questions: what to say, how to say and who should say it.

Front 20

Message Strategy

Back 20

In selecting this, management searches for appeals, themes, or ideas that will tie in to the brand positioning and help establish points- of parity or points-of-difference.

Front 21

Creative Strategy

Back 21

Are the way marketers translate their messages into a specific communication.

Front 22

Informational appeal

Back 22

elaborated on product or service attributes or benefits.

Ex in advertising are problem - solutions ads ect

One-sided vs two-sided arguments

Front 23

Transformational appeal

Back 23

elaborated on a nonproduct-related benefit or image. It might depict what kind of person uses a brand or what kind of experience results from use.

Negative/fear vs positive appeals

Front 24

Message Source

Back 24

Creditability is crucial to a messages acceptance. The three most often identified sources of credibility are expertise, trustworthiness and likability.

Messages delivered by attractive or popular sources can achieve higher attention and recall.

Front 25

Personal communications channels

Back 25

Let two or more persons communicate face to face or person to audience through a phone, surface mail, or e-mail. They derive their effectiveness from individualized presentation and feedback and include direct marketing, personal selling and word of mouth.

Front 26

Non-personal Communication

Back 26

Are communications directed to more than one person and include advertising, sales promotions, events and experiences and public relations.

Front 27

Affordable method

Back 27

Setting the communications budget at what managers think they can afford.

Front 28

Percentage-of-sales method

Back 28

Setting expenditures at a specified percentage of current or anticipated sales or of the sales price.

Front 29

Competitive-parity method

Back 29

Setting communications budgets to achieve share-of-voice parity with competitors

Front 30

Objective- and - task method

Back 30

Setting the budget my defining specific objectives, identifying the tasks that must be performed to achieve the objectives, and estimating the costs of performing them.

Front 31

Integrated Marketing Communications (IMC)

Back 31

A planning process designed toassure that all brand contacts received by a customer or prospect for aproduct, service, or organization are relevant to that person and consistentover time