Chapter 10 - Principles of Marketing Communications Flashcards
What are the three main aspects of marketing communications?
- Engagement. What are the communication needs of the audience and is it possible to engage with them or their terms, using one-way, two-way or dialogic communications?
- Audiences. Which specific audience(s) do we need to communicate with and what are their various behavior and information-processing needs?
- Responses. What are the desired outcomes of the communication process?
What are the three elements of marketing communications?
- A set of tools. Five common tools are advertising, sales promotion, personal selling, direct marketing and public relations (PR).
- Media. Television, radio, press and internet are used to convey different messages to target audiences.
- Messages.
What are the three main models of how communication works?
- The linear model of communication
- The two-step model of communication
- The interaction model of communication
What is the linear model of communication?
The basic model of mass communications. The source identifies a problems that requires transmission of a message. The source encodes the message with appropriate words and symbols to represent the message, and puts it into a form capable of transmission. The receiver decode the message and respond.
What is the two-step model of communication?
Reflects on the influence that other people can have on the communication process. Audiences turn to influential people for information and guidance.
What is the interaction model of communications?
Parties interact and communication flows among all members in the communication network. Various channels can be used. Interaction leads to mutual understanding and trust is built.
What are the two main types of personal influencers?
- Opinion leaders. Receive information at reprocess it to influence others. Belong to the same peer group as the people they influence.
- Opinion formers. Not part of the same peer group as the people they influence. Exert influence because of their profession, authority, education or status. Provide information and advice as part of the formal expertise they are perceived to hold.
What is the AIDA model?
Model for how marketing communications and advertising works.
- create AWARENESS
- generate INTEREST
- drive DESIRE
- that results in ACTION (sale)
What are the stages of the Hierarchy of effects model?
- Awareness
- Knowledge
- Liking
- Preference
- Conviction
- Purchase
What is the strong theory of advertising?
Advertising has a strong effect because it can persuade people to buy an offering that they have not previously purchased, and can generate long-run purchase behaviors. This corresponds to HoE since persuasion moves buyers though a series of steps, prompted by timely and suitable promotional messages. For advertising to work, involvement is likely to be high, so here the strong theory is most applicable.
What is the weak theory of advertising?
A consumer’s brand choices are driven by purchasing habits rather than by exposure to promotional messages. Advertising has little impact on persuading consumers to buy offerings, but it can reinforce decisions and help customers repeat patterns.
What are the three parts of the attitude construct?
- Knowledge. Inform and educate the target audience to make them aware, demonstrate how it works.
- Feelings. Make audience develop positive attitude towards the brand. Associate it with values that are of interest, reinforce in other communication.
- Behavior. Call for action/behavioral change. Motivate people to purchase or find out more.
What are the two principal goals that marketing communication can be used to achieve?
- Development of brand values (positive associations)
2. Call for action, make us behave in particular way
What are the four main tasks that marketing communication can use to engage audiences = DRIP model?
- Differentiate brands and organizations
- Reinforce brand memories and expectations
- Inform = make aware or educate
- Persuade to do or behave
