CH12: Managing Marketing Communications Flashcards
marketing communications
how firms inform, persuade, and remind consumers about the products and brands they sell
macromodel of marcom
articulates the interaction between the sender (company) and recipient (consumer) of the communication message
micromodel of marcom
concentrates on consumers’ specific responses to communications
the 6 steps of developing a communication program
- setting objectives
- identifying audience
- crafting message
- deciding on media
- developing creative approach
- measuring performance
communications objective
specific task and achievement level to be accomplished with a specific audience in a specific period
what does it mean to create awareness?
fostering the consumer’s ability to recognize or recall the brand in sufficient detail to make a purchase
what does it mean to build preferences?
communicating an offering’s ability to meet a currently relevant consumer need
what does it mean to incite action?
motivating consumers to decide to purchase the brand or take purchase-related action
the 2 types of communications benchmarks
- quantitative
- temporal
objective-and-task budgeting
developing a communication budget by defining specific objectives, identifying the tasks that must be performed to meet those objectives, and estimating their costs
objective-and-task budgeting considerations
- stage in product life cycle
- product differentiation
- market share
- message complexity
- reach
- competitive communication
- available resources
3 considerations when identifying the target audience
- new to category or current user
- loyal to brand, competitor, or no loyalty
- brand usage rate
the 3 things a communications message must do
- resonate with consumers rationally and emotionally
- distinguish the brand from competitors
- be broad and flexible enough to translate into different media, markets, and time periods
the 9 major modes of communication
- advertising
- mobile comms
- events and experiences
- public relations and publicity
- packaging
- personal selling
- online and social media
- direct marketing
- word of mouth
the 4 main considerations for a media plan
- audience quality
- audience attention probability
- editorial quality
- ad placement policies and extra services
total number of exposures formula
- E for exposures
- R for reach
- F for frequency
weighted number of exposures formula
- WE for weighted exposures
- R for reach
- F for frequency
- I for impact
macroscheduling
media timing policy related to seasons and the business cycle
microscheduling
media timing policy for allocating communication expenditures within a short period to obtain maximum impact
buyer turnover
the rate at which new buyers enter the market; the higher this rate, the more continuous the communication should be
purchase frequency
the number of times the average consumer buys the product during the period; the higher the purchase frequency, the more continuous the communication should be
forgetting rate
the rate at which the buyer forgets the brand; the higher the forgetting rate, the more continuous the communication should be
the 4 main strategies for launching a new product
- continuity
- concentration
- flighting
- pulsing
continuity media plan
exposures appear evenly throughout a given period; useful in expanding markets, with frequently purchased items, and in tightly defined buyer categories
concentration media plan
spending all the communication dollars in a single period; for products with one selling season or one related holiday (e.g. Halloween costumes)
flighting media plan
communication during a period, followed by a period with no communication, followed by a second period of communication activity; useful when funding is limited, the purchase cycle is relatively infrequent, or items are seasonal
pulsing media plan
continuous communication at low levels, reinforced periodically by waves of heavier activity; continuity plus flighting
informational message appeal
elaborates on product or service attributes or benefits; one-sided or two-sided
transformational message appeal
elaborates on a non-product related benefit or image; can be positive or negative
the 3 attributes of source credibility
- expertise
- trustworthiness
- likability
principle of congruity
communicators can use their good image to reduce some negative feelings toward a brand but might lose some esteem with the audience
components of the ADPLAN framework for creative briefs
- attention
- distinction
- positioning
- linkage
- amplification
- new equity
the 4 stages of sales impact of advertising
- share of expenditures
- share of voice
- share of mind/heart
- share of market
