Chapter 10: Marketing Communications, Social Media, and Customer Response Flashcards
brand image communications
– Establish an emotional connection
- Impact- Attitude
Brand- Information Communications
– Interest arousing
– Motivate target to retain and acquire more information
- Impact- Cognitive
Brand-Action Communications
– Seeking customer action (Buy or Try
the product)
* Impact- Behavioural
what are the three overall social media marketing objectives and outcomes
- brand building
- information exchange
- problem solving
describe brand building
- deepen customer relationships
- engage in community conversations
describe information exchange
- share experiences
- encourage word-of-mouth
- understand product usage and benefits
describe problem solving
- gather & provide customer feedback
- resolve customer complaints
describe relationship between advertising awareness and message frequency
diminishing growth –> 60% was already attained after 3 days
what are the 3 components of effective communications?
- Build awareness
- Creating comprehension among T.M.
- Creating an intent to purchase among a good portion of the target
formula for customer response index
CRI= % exposed x % aware x % comprehend x % intention to buy x % purchased
what are the 5 causes of low levels of customer response
- Poor media selection and/or limited exposure frequency
– Low ad exposure (TM does not see it) - Ineffective ad content and/or Insufficient ad frequency
– Low ad comprehension - Insufficient ad frequency and/or ineffective ad content
– Low ad recall - Weak value proposition and or Insufficient ad frequency
– Low intentions to take action - Insufficient ad frequency and or action not clearly specified
– Low levels of desired action (Steps clearly indicated)
what are the 3 components of building customer awareness and comprehension to target market
- Media Selection
- Message Frequency
- Ad Copy
Media selection
– Reach- % of TM that will be exposed to the
message at least once in a given period
– Which one fits? Golf Market
Message frequency
– Too many = irritation
– Too few = low awareness & comprehension
– Concentrated vs Distributed
Ad copy
– Based on customer (TM) needs
– Familiar situations
– Integrated with “benefits”
describe brand-image communications in terms of objective, customer response, and performance metrics
- Objective: Build the brand.
- Customer Response: Affective – creates a feeling or emotion tied to the brand.
- Performance Metrics: High ad and brand recall, and positive attitude toward the brand.
Nike, Lexus, Estée Lauder, Calvin Klein, and Victoria’s Secret
describe brand-information communications in terms of objective, customer response, and performance metrics
- Objective: Communicate brand uniqueness and differentiation.
- Customer Response: Cognitive – creates interest in the information being presented.
- Performance Metrics: High recall of key content and positive brand attitude.
describe brand-action communications in terms of objective, customer response, and performance metrics
- Objective: Brand engagement and motivation
to buy. - Customer Response: Behavioral – creates a sense of urgency and call to action.
- Performance Metric: High rate of purchase or response to requested action.
“Deal of the Month” ad
- promotional giveaways
- promotional gifts
- minimum purchase
The paradigm has fundamentally shifted from a _______-to-many to a _______-to-many marketing environment.
one-to-many to a many-to-many
Customer use of social media can also pose a problem, as marketers no longer have ______________.
complete control over their brands
. One way for companies to reduce possible brand damage is to
identify issues early and address them proactively
This potential problem also presents an opportunity: marketers can gain insights into improv- ing operations, customer service, and product offerings by being attentive to the online conversations.
e comments that existing and potential customers post can also help marketers improve ________________________
search engine optimization and determine the best keywords for paid search term
In television advertising, the combined impact of message frequency and reach produces an index called gross rating points (GRPs)
What is the formual
Gross Rating Points = Reach * Frequency
describe pulsing
One cost-effective approach to message reinforcement that maintains awareness and reduces copy wear-out is called pulsing. Pulsing involves the use of alternating exposure periods
An example of pulsing is a television advertisement that achieves 150 GRPs over a 4-week exposure period and is run in alternating 4-week periods.
benefits of pulsing
- If a business can maintain a desired level of awareness with pulsing, it can reduce the cost of advertising because it incurs no advertising costs in the alternating 4-week periods of no exposure.
- A secondary benefit of pulsing is that it reduces copy wear-out due to overex- posure to the same messaging. Because the marketing message is not seen on a continual basis, the ad copy’s novelty and appeal wear out at a slower rate.
- Pulsing also reduces the potential for overexposure, which can cause customer irritation and reduce ad effectiveness.
describe heavy-up message reinforcement
the business elects to maintain a certain level of base awareness throughout most of the year and to heavy-up its message frequency just before and during the prime buying period for its product.
(The business could also com- bine a heavy-up strategy for its primary promotion period with a pulsing strategy for the rest of the year)
pull communications objectives
Build End-Customer:
- Awareness
- Interest
- Purchase
- Loyalty
pull communications examples
- Media Advertising
- Social Media
- Sales Promotions
- Direct Marketing
pull communications target audience
Customers and Potential Customers
push communications objective
Build Channel:
- Interest
- Purchase
- Inventory
- Marketing Efforts
push communications examples
- Sales Incentives
- Channel Financing
- Co-op Advertising
- Channel Marketing
push communications target audience
channel intermediaries
(Channel Customers and Influencers)
advertising elasticity formula
Advertising Elasticity = % change in sales / % change in ad expenses
what do we call the long-term effect of advertising?
carry-over effect
