Chapter 11 - Configuring the Marketing Communications mix Flashcards
What does the marketing communications mix consist of?
Communication tools:
- Advertising
- Public Relations
- Sales promotion
- Direct marketing
- Personal selling
Types of media:
- Broadcast
- Outdoor
- Digital
- In-store
- Other
Core types of messages:
- Informational messages
- Emotional messages
- Branded content
- User-generated content
What is Advertising?
Renting media time or space to place product or brand messages to engage and influence audiences.
What is Sales promotion?
Offer an incentive to encourage customers to buy an offering. We offer customers additional value to induce immediate sale. The sales could have taken place without the inducement, but it brings the time of sale forward.
What is Public Relations?
Used to influence the way in which an organization is perceived by various groups of stakeholders. Low cost and are perceived to be credible. The main approach of PR is referred to as “media relations” and can be press releases, conferences and events.
What is direct marketing?
Sending personalized and customized messages designed to provoke a change in the audience’s behavior, requests a call for action.
What is Personal selling?
Interpersonal communication where information is provided, positive feelings are developed and behavior stimulated. Messages can be adapted.
What are informational messages?
Emphasis of message in on information content, such as key attributes and associated benefits. Informational messages are more common for products that fulfill functional needs and should be used when audiences experience high involvement.
What are emotional messages?
Messages attempt to gain an emotional response. Use of fear, humor, animation, storytelling, celebrity endorsement and word-of-mouth can be used to engage audiences (low involvement).
What is user-generated content?
Three characterizing main elements are:
- The content is freely accessible to the public; open website or on social networking site to a selected group of people.
- The material demonstrates creativity
- The material should be amateur in nature; it has not been created by agency or professional organization.
What is branded content?
Use of entertainment material that features a single company or brand. Can enable conversations (social media), and raises a brand’s profile and credibility, gets more common because of “owned” media. Provides audiences with valuable information to enhance understanding.
What is broadcast media?
Television and radio, can reach mass audiences at a relatively low cost per target reached. Allows for visual/sound dimensions.
What is Print media?
Newspapers and magazines are the two main types. Effective at delivering messages to target audiences since it allows for explanations that are not possible in other media, such as pictures demonstrating how an offering should be used or detailed advantages
What is Out-of-home media?
Outdoor media.
- street furniture, such as bus shelters
- billboards, consists primarily of 96-, 48, and 6-sheet poster sites
- transit, such as buses, taxis and subway.
Normally used to support messages transmitted through primary media.
What is digital media?
Enable two-way communication. Interactions are conducted at a high speed and low cost, and usually with great clarity.
What is in-store media?
The two main forms are point-of-purchase (POP, controlled by retailers) displays and packaging (controlled by manufacturers). Primary objective is to get the shoppers’ attention and stimulate them to make a purchase.
