Appropriate Marketing Campaigns Flashcards
What must marketing campaigns be able to do to remain effective?
Marketing campaigns must adapt to internal and external changes while staying aligned with the business’s goals.
What are responsive marketing campaigns?
Responsive marketing campaigns are flexible and able to adjust to internal or external changes.
What might happen to a marketing campaign in response to change?
Campaigns might need to be delayed, brought forward, or scrapped. Back-up plans and alternatives should be prepared for major changes.
Why are progress checks important during a marketing campaign?
Progress checks ensure the campaign remains relevant and affordable, especially when priorities or budgets change within the business.
How do internal changes affect marketing campaigns?
Internal changes, like shifts in business priorities or budgets, can require campaigns to be adjusted to stay relevant.
How do external changes affect marketing campaigns?
External changes, such as market conditions or competitor activities, may require campaigns to adapt to new circumstances.
Why must marketing campaigns align with organisational goals?
Campaigns should reflect and support the business’s mission statement and goals to maintain relevance and purpose.
What assumptions might marketing campaigns make about the external market?
Marketing campaigns may assume certain market conditions or competitor activities, which could change and require adjustments.
What is brand value?
Brand value is the premium placed on a product or service due to its reputation. It represents the present and future value of cash that the brand generates.
What is the link between marketing activities and brand value?
Marketing activity: Promotes the brand to audiences.
Brand image: How audiences view the brand compared to competitors.
Brand equity: Customers’ preference for the brand over competitors.
Customer behavior: Changes in behavior due to brand preference.
Brand value: Increased cash flow from customer behavior changes.
What is brand image?
Brand image is how audiences view a brand compared to its competitors.
What is brand equity?
Brand equity is customers’ preference for a brand compared to its competitors.
How does customer behavior relate to brand value?
Changes in customer behavior, driven by brand preference, increase cash flow and contribute to brand value.
What is sustainable marketing (or green marketing)?
Sustainable marketing focuses on minimizing the negative impacts of products or services on society or the environment while highlighting their positive attributes.
What is the main goal of sustainable marketing?
The main goal of sustainable marketing is to clearly state how a product or service minimizes negative impacts on society and the environment.
