8A Flashcards
Effective communication requires three conditions to be identified. They are
Media Planning
Message Execution
Communication objectives
What is Marketing Communications
“Marketing communications are the means by which firms attempt to inform, persuade and remind consumers -directly or indirectly -about the products, services and brands they sell”
What are the 6 parts of the marketing communication mix
Personal Selling, Direct Marketing, Advertising, Sales promotion, Public Relations, Social Media Marketing
What’s the role of marketing communications - identify 5 points
- To facilitate the exchange process through engaging and exciting people to experience the market offering. - to excite
- To inform and show customers how and why a market offering is used -to demonstrate
- To allow companies to to link brands to other people, places, events, brands, experiences, feelings and things.
- To show who develops and supplies the market offering and hence judge their reputation.
- To contribute to brand equity, drive sales and affect shareholder value.
What is Internal Marketing
Communication with Internal Stakeholders around the world identifying the vision, mission, values ethics, objectives, priorities and procedures through online and offline communication channels.
What is External Marketing
Vision, mission, values, ethics, range of products/services, pricing structures, distribution channels, through online and offline communication to the customer from the brand
What is relationship marketing
A two-way communication channel between the brand and the consumer where it measures how effectively - and appropriately - do staff around the world deal with each of the customers and the stakeholders.
What is the Communication Process
the transition of information between brand and consumer where both the sender and the receiver of information must share an understanding of the symbols used to transmit information
What are the 3 conditions for effective communication
Communication Objectives
Message execution
Media Planning
what are the 4 factors affecting marketing communication
Economic differences
Sociocultural differences
Competitive differences
Legal/Regulatory differences
Language differences
What’s the Hierarchy of communication effects
Exposure
Attention
perception
Learning
Attributes
Action
Post-purchases
Note: the bottom is exposure and goes higher
List all forms of one-way communication in the Marketing communication mix
Sales Promotion
Advertising
Public Relations
List all forms of two-way communication in the marketing communication mix
Social Media Marketing
Personal Selling
Direct Marketing
What are the 6 Major international advertising decisions
Objective Setting
Budgeting Selection
Messaging selection
Media Selection
Agency Selection
Marketing evaluation
what is objective setting
Communication Objectives
Sales objectives
What are the budgeting theories to consider for international advertising decisions
Competition parity approach
affordable/percentage of sales approach
Objective and task Approach
What is Percentage of sales/affordable approach
The firm automatically allocates a fixed percentage of sales to the advertising budget
what is the competitive parity approach
The firm estimates and duplicates the competition amount spent of marketing communications
What is the objective and task approach
Determine the objectives and then ascertaining the tasks needed to attain the objectives
what are the factors which need to be considered when adopting a certain form of media for marketing communication
Based on Mass media or a targeted approach
Reach
frequency
Impact
what are the messaging decisions which need to be considered
USP
Standardising or adapting
What are the types of media which need to be considered for marketing communication decisions.
TV
Radio
Outdoor advertising
newspaper
Magazine
what are the factors which need to be considered when selecting a national or international agency for marketing communication agency
Type of product
Nature of advertising
policy of the company
what are the factors for advertising evaluation for the international consumer decision
Communication impact
Sales impact
pretesting of print/TV ads
Define Sales promotion
Incentives to consumers or the trade that are designed to stimulate purchases
provide examples for sales promotion
Price discounts
coupons
sample gifts
Provide examples of Trade Promotions
Disounts and deals
Trade shows
Promotional products
Incentives
Define PR
Managing and controlling the process of using publicity effectively. It is a planning and sustained effort to establish and maintain good will and understanding between an organisation and it’s target publics
what are the 3 methods of Public Relations
Sponsorship
product placement
celebrity endorsement
what are the 2 forms of Public Relations can take form of
Internal and external
what are the 6 forms publics which can be targeted by PR
Media
Governmental
Public
finance
Employee
Commercial
what are the 3 forms PR can take shape from
Sponsorship
Celebrity endorsement
Product placement
Define Sponsorship
A business relationship between a provide of funds. Resources or services and an individual, event or organisation which offers in return some rights and associations that may be used for commercial advantage
what are the 2 forms of sponsorships
Event
Cause-related
define Celebrity Endorsement
The use of a famous spokespersons or celebrity in marketing communications
what’s the core messaging when using celebrity endorsements
Credibility which can be divided into
Expertise
Trustworthiness
Likeability
define product placement
Product placement is about the inclusion of a branded product in media, usually without explicit reference to the product most commonly branded products are featured in movies, television shows and video games”
define direct marketing
Use of mail, telephones, fax, email or the internet to communicate directly with or solicit a response or dialogue from specific customers and prospects
define Personal Selling
Face-to-Face interaction with one or more prospective purchasers for the purpose of making presentations, answering questions and procuring orders
List all factors in the consumer decision making process
awareness
Need identification
Information evaluation
Choice
Transaction
define social media marketing
Online people-to-people electronic communications that relate to the merits or experiences of purchasing and consuming market offerings
why can social media marketing be useful for an organisation
Helps to build relationships with the consumer and the organisation
What is the extended interactive market communication model and in order what are the 4 models used in the models
- Bowling approach
- one-to-one approach
- viral marketing
- Pinball approach
What is the ‘bowling’ approach to marketing communication
Just the firm communicating out to customers
what is the ‘One-to-one approach’
two-way approach where the customer will interactive with the brand, however, no customers interact with each other.
how does viral marketing look in the extended interactive market communication model
the firm will put information out to customers which makes the other customers talk about it with each other
what is the ‘pinball approach’ to marketing communication
Everyone is communicating with each other now
what are the main 4 challenges for international marketing communications
Inconsistency in the messages conveyed to customers
Different styles of presentation of corporate identity, brand and image which can elicit customer confusion
A lack of coordination of messages. e.g changes in product specification or prices across countries.
Failure to appreciate the differences in the way the message is understood by the sender and the receiver
What are the drivers for standardisation
Organisations desire to improve efficiency
Cost-savings benefits from economies of scales
Consistency in the corporate identity and branding reinforces awareness in stakeholders minds.
what are the drivers for adaption
Overcome problems of messages not travelling.
Localisation due to to fundamental difference in the ways consumers from different cultures respond to different communication approaches.
the global and local marketing challenge is divided into what 2 sections
Creative and implementing
What are the factors for the creative challenge for marketing
Colours
Animals
Metaphors
Humour
Colours
what are the factors for the implementing challenge for marketing
Traditions
Roles and accountabilities
Defined budget
A global creative brief
Clear project management and communication
what are the 2 definition of integrated marketing communication
The coordination and intergration of all marketing communications tools, avenues and sources within a company into a seamless programme that maximises the impact on consumers and other end consumers at minimal cost
The system by which companies coordinate their marketing communication tools to deliver a clear, consistent, credible and competitive message about the organisation and its products.
Define Pull strategies
Service provider or manufacturer communicates directly with the customer and customer will like the product and ask the retailor about the product in which the retailor will ask the distributor.
Define push stratgies
Manufacturer or service provider is trying to push their product through the market to the customer - pushing the distributors to take it and get the retailers to put it on shelves for customers
How Language differences will effect marketing communications
Aspects will need to be adpated and translated when used in other markets e.g.
Slogans
Trade names
define trade promotion
Trade promotion refers to the marketing and promotional activities that are specifically targeted at the distribution channel (or trade) rather than the end consumers
How economic differences will effect marketing communications
Media in homes may differ
Level of literacy may alter the type of communication style i.e written or visual communication
What are the sociocultural differences in marketing communication
Religion
Attitudes
Social Conditions
Education
effect interpretations and perception
what are the legal differences in marketing communications
types of products that can be advertised may be regulated
Affects imagery of media
Local advertising regulations
What are the competitive differences in marketing communications
Number
Size
Type
Promotional strategies used
