Chapter 13 Flashcards
Define Marketing communications tools
Advertising, public relations, sales promotions, direct response marketing, event marketing and sponsorship, product placement, and branded entertainment, personal selling, online marketing, social media marketing, and mobile marketing
Define the promotional mix
The selection of promotional tools used to communicate with a target market
Define advertising
Paid form of media used for non-personal communication to consumers about an organization, good, service, or idea.
–> Advertising space is normally purchased, with the exception of some public service announcements
–> Non personal - advertising involves mass media which are non personal and do not have an immediate feedback loop available as does direct marketing or personal selling
–> advertising can be expensive
An advertising message usually focuses on what
on the key benefits of the product that are important to a prospective buyer in making trial and adoption decisions - the message depends on the general form or appeal used in the ad and the actual words included in the ad
Most advertising messages are made up of what two elements
- informational elements
- persuasive elements
–> these two elements are intertwined and go hand in hand
Information and persuasive content can be combined in the form of
an appeal - to provide a basic reason for the consumer to act
- ex. fear, sex, and humour
Fear appeals
These suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a product
ex. car safety ads that depict an accident of injury, political candidate endorsements that warn against the rise of other unpopular ideologies, or social cause ads warning of the serious consequences of drug and alcohol use
When using fear appeals advertisers must be careful to do what
they have to be sure that the appeal is strong enough tg et the audience’s attention ad concern but not so strong that it will lead them to tune out the message
ex. research suggests that overly threatening messages have a negative affect on the intention to adopt behavior. In fact, research on anti smoking ads indicates that stressing the severity of long term health risks may actually enhance smoking’s allure among youth
What does sex appeal suggest to the audience
That the product will increase the attractiveness of the user. Sex appeals can be found in almost any product category, from automobiles to toothpaste. –Although consumers are redefining what is acceptable use of sex appeals.
How does sex appeal compare to other appeals
- sex appeal generates a greater response than other appeals, and they increase attention by helping advertising stand out in today’s cluttered media environment
- unfortunately, sexual content does not always lead to changes in recall, recognition, or purchase intent
When is sexual content the most effective
when there is a strong fit between the use of sex appeal in the ad and the image and positioning of the brand
ex. Calvin Klein makes sense to use sec appeal since sex is inherently a major part of the brand
Describe humorous appeals
Imply either directly or subtly that the product is more fun or exciting than competitors offerings.
- The use of humor is widespread in advertising and can be found in many product categories
- advertisers believe that humor improves the effectiveness of their ads, although some studies suggest that humor wears out quickly, losing the interest of consumers
Media choice is an important decision for a marketer to make. Where is the majority of advertising spending currently focused
- Digital
- TV
- Audio
- Outdoor
- Newspapers
- Magazines
What has digital technology done for television
It now allows TV viewing to be flexible, whether this means watching it on the go on a smartphone or tablet, time shifting to watch it in a different time zone, or using a digital recording device to watch a program at a more convenient time
What is the current outlook on newspapers
- There has been significant change over the last few decades - decline in circulation rates and a concerted move to digital formats. Newspapers are also challenged with lower advertising revenues in this digital age where the news is accessible through multiple avenues
- newspapers are still important advertising mediums that are well recognized in the market for providing reliable information
What are the 3 types of newspapers
- daily paid circulation newspapers
- free daily newspapers
- free community newspapers
Define Search engine marketing (SEM)
Refers to a paid form of advertising that emerges after a search engine query
Define Search engine optimization (SEO)
Ensuring that websites are written, indexed, and coded so that they are highly rated and ranked by the search engines
Define pay per click advertising (PPC)
Ads that appear in response to keyword triggers on search engines, as well as on some websites, blogs, and social media sites, where the advertiser pays only when the ad is clicked
–> often referred to as search advertising because it primarily appears on search engines in the form of mini-text ads that are served during keyword searches on either the top or right hand side of the search page
Describe online display advertising
- online display advertising refers to the rectangular banners seen at the top, sides, and bottom of a web page
- these banners are either static or dynamic
- this technology allows advertising to be seen by the right user at the right time - at the right price
How is social media advertising delivered
The content is delivered using algorithms to the correct target market - thus increasing the efficiency of the advertising by ensuring people of interest are the ones that see the message.
Describe email marketing
- mix of direct and digital marketing
- issue: some consumers view it as spam and simply delete or unsubscribe from email lists
Describe magazines
- provide advertisers with a high quality media environment and provide an excellent opportunity for advertiser’s to match magazines to their target market profile
- magazines have adopted well to the online environment by providing added online content such as searchable databases, blogs, contests, and polls, as well as mobile versions that can be accessed on tablets and other mobile devices.
- as a result, almost half of all magazine readers are reading on a digital platform
Describe radio
- radio revenues have been declining
- even so, radio is still a highly sought advertising medium as consumers are usually captive audiences
- main characteristics of radio are that it is local and has a relatively low production cost making it affordable for both small and large advertisers
Define Out of Home (OOH) advertising
Casually referred to as outdoor reaches consumers outside the home in outdoor locations, in transit, or in commercial or business locations
- this media has experienced slight increases due to its particpation in IMC programs and the realization that this media cannot be turned off
ex. billboards, posters, bus shelter ads, transit ds, washroom ads, etc.
Describe mobile advertising
Refers to any advertising that is viewed on a mobile device such as a smartphone or a tablet
- mobile ads are most effective in increasing brand awareness and purchase consideration
What are three factors that must be considered when scheduling advertising
- Buyer turnover - how often new buyers enter the market to buy the product. The higher the buyer turnover, the greater the amount of advertising required
- Purchase frequency - the more frequently the product is purchased, the less repetition is required.
- Forgetting Rate - the speed with which buyers forget the brand if advertising is not seen
Most companies tend to follow one of what three basic approaches to setting schedules
- Continuous (steady) schedule - when seasonal facto are unimportant, advertising is run at a continuous or steady schedule throughout the year
- Flighting (intermittent) schedule - periods of advertising are scheduled between period of no advertising to reflect seasonal demand
- Pulse (burst) schedule - a flighting schedule is combined with a continuous schedule because of increases in demand, heavy periods of promotion, or introduction of a new product
A product like cereal would use what scheduling method for advertising
cereal as a stable demand throughout the year, therefore would probably use a continuous schedule of advertising
Products like snow skis and suntan lotions would use what scheduling method for advertising
these have seasonal demands and would receive flighting schedule advertising during the seasonal demand period
Products like toys or automobiles are likely to use what schedule method for advertising
These require pulse scheduling advertising to facilitate sales throughout the year and during special periods of increased demand (such as holidays or new car introductions)
Evidence has suggested which scheduling advertising is superior to others
puling schedules
- Also research indicates the effectiveness of a particular ad wears out quickly, therefore many alternative forms of commercial may be more effective
Define product placement
The inclusion of a product in a movie or TV program in return for payment
- Ikea paying to have its furniture featured in a scene of Deadpool
Define branded entertainment
The creation of an entertainment program, such as a TV episode, that is highly focused on a brand in exchange for payment
- the lego movie and super mario bros are examples of branded entertainment
Define sales promotion
A communications tool that provides short term incentives to generate interest in a product or cause and encourages purchase or support
What are the two basic kinds of sales promotions
- Consumer promotions
- Trade promotions
Define consumer proportions
Short term marketing tools used to encourage immediate consumer purchase.
- includes incentives such as coupons, premiums, contests, sweepstakes, samples, loyalty programs, rebates, bonus packs, and point of purchase material.
What has been one of Canada’s most successful consumer promotions for over 35 years
The McDonald’s Monopoly game
For mobiles sales promotional tools, what approaches can be used
- mobile messaging
- matrix 2D barcodes
- Proximity marketing approaches
Define mobile messaging comes in what 4 main forms
- Common short codes (CSC)
- Short messaging services (SMS)
- Multimedia messaging services (MMS)
- Email messaging,
Describe Common Short codes (CSC)
Dedicated short messaging codes of typically five to six digits that are used to trigger subscriptions, donations, alerts, or downloads, or to access promotional content
ex. BMO offering mobile alerts for any abnormal transactions on your bank account
ex. Charitable foundations using CSC programs to raise funds - person can text the word SUPPORT to a number and donate $10 - this amount is then added to their mobile phone bill
What guidelines must all CSC programs in Canada abide by
The Canadian Wireless Telecommunications Association guidelines
Define Short messaging services (SMS) and multimedia messaging services (MMS)
- SMS = Standard text messaging that uses protocols of 160 characters per message
- MMS = Standard text messaging services that include audio, video, or images
–> These approaches allow marketers to send text messages or multimedia messages that contain graphics, video, or audio to an opted in customers mobile device
–> customers must opt in to these programs to recieve ongoing communication that might include text messages, alerts, etc.
Define mobile email
Email sent and or received using a mobile device
- Email marketing communications can be deployed by using email service providers that provide analytics on open rates, forward rates, bounce rates, and click
Define Matrix 2D barcodes
Two dimensional response code that, when scanned by a mobile barcode reader or app, provides additional information, launches websites, prompts downloads, sends text messages, or deploys messages
ex. QR code
Define proximity marketing
The local distribution of marketing content to mobile devices that have opted in at a specific geolocation
ex. a shopping mall may use proximity marketing to provide mobile coupons to shoppers who are using its free wi-fi network
ex. A local coffee shop may use Bluetooth tech. to invite people in the immediate vicinity to come in and try a new coffee
Proximity marketing can be implemented using what technologies
- Bluetooth
- Near field communications (NFC)
- Geofencing
- Wi-fi
–> also mobile check in services and mobile discovery apps
Define Near field communications (NFC)
two way radio communications between smartphones and smartphone type devices that can transfer images and documents, or handle monetary transaction when the two devices touch or are within a few inches of each other
- you cannot send push notifications with NFC and it has a short range
- ex. android pay on the phone
- these are used at events and conferences where NFC enabled mobile devices can tap a centrally located hotspot to download complementary white papers, research studies, or speaker information
Describe geofencing
Uses global positioning system (gps) to trigger an event to happen when a device enters a certain geographic area
Describe wifi hotspots
Can be set up with free internet access, and once customers log in to use the free wi-fi, they can be sent location specific content
Define Mobile check in services
When consumers check into locations using apps to post their whereabouts and to receive offers from local merchants on their mobile device
ex. using foursquare or yelp to post their whereabouts and then receive offers from local merchants on their mobile devices
Define mobile discovery
The use of mobile apps to help find local businesses, services, and attractions
ex. Using google maps to find local services that are rated in the area
Define trade promotions
These are short term promotional tools used to generate support with wholesalers, distributors, or retailers
- common approaches include trade shows, trade allowances and discounts, and co operative advertising
What are some consumer trade promotional tools
- Trade shows: participation in industry events that showcase new products and initiatives
- off invoice allowances: A price reduction taken off the invoice of a purchase that is made within a specific time frame
- Merchandising allowances: A price reduction taken off a purchase in return for displaying the product
- Co-op advertising: The contribution of funds for inclusion in a wholesaler, distributor, or retailer advertising program such as a flyer
Define personal selling
The two way flow of communication between a buyer and seller, often face to face or facilitated through communication devices, to influence an individual and group purchase decision
- unlike advertising, personal selling is usually face to face communication, although telephone and electronic communication is also used
The personal selling process consists of what six stages
- Prospecting
- Pre-approaching
- Approach
- Presentation
- Close
- Follow up
Describe the first stage of the personal selling process
- Prospecting
Objective = search for and qualify prospects
Comments = start of the selling process; prospects generated through advertising, referrals, and cold canvassing
Describe the second stage of the personal selling process
- Pre-approach
Objective = Gather information and decide how to approach the prospect
Comments = Information sources include personal observation, other customers, and company salespeople
Describe the third stage of the personal selling process
- Approach
Objective = Gain prospects attention, simulate interest, and make transition to the presentation
Comment = First impression is critical; gain attention and interest through references to common acquaintances, a referral, or product demonstration
Describe the fourth stage in the personal selling process
- Presentation
Objective = Begin converting a prospect into a customer by creating a desire for the product or service
Comment = Different presentation formats are possible; involving the customer is critical; responding to objections is key; a professional ethical approach is needed
Describe the fifth stage of the personal selling process
- Close
Objective = Obtain a purchase commitment from the prospect and secure a customer
Comment = Salesperson asks for the order; different approaches include the trial close and assumptive close; trial close can be used at any stage
Describe the sixth stage of the personal selling process
- Follow up
Objective = Ensure that the customer is satisfied with the product or service
Comment = Resolve any problems faced by the customer to ensure customer satisfaction and future sales possibilities
Define public relations
A communications tool that seeks to influence the opinions and attitudes of target groups through the use of unpaid media exposure; target the media in an attempt to generate positive publicity for a company, product, or individual
- can also take the form of crisis management and image management
What is the value of public relations to marketers
- increasingly used by marketers to deliver messages to consumers
- advertising may be viewed with suspicion, messages that come through third party like media are often seen as more reliable and credible
- public relations efforts can be more affordable way to communicate with a wide audience for those with a limited budget as well
Public relations professionals do what
They build relationships with the media and stakeholder and use tools such as press releases, social media releases, press kits, news conferences, and events to spread the word
When a crisis occurs within an organization what must be done
- response must be rapid with the CEO leading the charge
- organization needs to take responsibility and acknowledge any wrongdoing with transparency
- organization must present an action plan of next steps to confirm its commitment to rectifying the situation
Define publicity
A non personal form of communication that appears in the media and is not paid for directly by the organization
What is the catch with public relations
- efforts can yield positive results, but ultimately the media decides if, what, and when it may spread a message about a company, brand, or individual
- the publicity is not controlled by the company itself, and the company has no control over what is discussed
Public relations activities need to be _____ and _______
Ethical and integrated into marketing communications efforts
What tools are available for public relations marketers
- press releases
- press conferences
- special events
- company reports
- social media releases and initiatives
Define press releases
- An announcement written by an organization and sent to the media
–> one of the most frequently used public relations tool
Define press conferences
A planned event where representatives of the media are invited to an informational meeting with the company.
–> often used during crisis management situations
Define special events in relation to public relations
Involves the creation, support, or sponsorship of special events such as company sponsored seminars, conferences, and sporting or entertainment events
- goal is to create a forum to disseminate company information and to create positive brand associations for participants or viewers
Describe company reports in relation to public relations
A planned event where representatives of the media are invited to an informational meeting with the company.
Define social media release
A multimedia, online press-release platform that includes video, text, and images, as well as social media buttons for sharing on social networks and comment areas where viewers can leave comments
- A multimedia, online press-release platform that includes video, text, and images, as well as social media buttons for sharing on social networks and comment areas where viewers can leave comments
Define direct responses marketing
A tool designed to communicate with consumers in a targeted and personalized way using either traditional or online approaches.
- unique to direct response marketing is the inclusion of a call to action for consumers
- in many instances a direct response marketing program is multifaced and designed with short term communication blasts to build long term relationships with the company and brand loyalty
What does direct response marketing use to evaluate success
- uses metrics like business leads, traffic generation, and direct orders
define lead generation
The requests for additional information that result from direct response marketing. (the resultant request for additional information from direct response marketing)
Define traffic generation
The visits to a location or website that result from direct response marketing.
Define email marketing
The use of email to market products. - opt in email lists where consumers register and give permission to receive online communications
Define permission based email
When a recipient chooses to receive email from a marketer.
- vs spam which is unsolicited email that clutters the internet
Define event marketing
The creation or involvement of a brand in an experience or occasion that will heighten its awareness, create positive associations, and generate a desired response.
Define sponsorship
When an advertiser pays a fee in exchange for inclusion in an event, involvement in its advertising opportunities, or exposure within the event itself.
What is the importance of digital marketing communication tools
- most rapidly evolving area in marketing
- one of the first touch points that a brand has with a consumer is through its website
- consumers connect with each other and with brands using social media
What are some online marketing tools used on the internet
- websites
- microsites
- search engine marketing
- influencer marketing
- word of mouth marketing
- social media marketing
- mobile marketing
Define transactional websites
Electronic storefronts focused on converting an online browser into an online buyer.
Define promotional websites
Focus on showcasing products and services.
Define microsites
Promotional websites created for short-term promotional purposes, often allowing consumers to enter contests and access promotional information.
Define corporate websites
Websites that provide company and brand information to consumers and the media.
define influencer marketing
The practice of focusing on the identification and recruitment of influencers to advocate for a company’s products, services, and brands rather than focusing exclusively on prospective buyers.
- the number of followers of influencers is often attributed to an influencers percieved credibility, knowledge, authenticity, and reliability in providing relevant content to his or her audience
According to marketing hub what is an influencer
Someone who has:
- the power to affect the purchasing decisions of other because of their authority, knowledge, position, or relationship with their audience
- a following in a distinct niche, with whom they actively engages, the size of which depends on the size of their topic of the niche
Define word of mouth marketing
The spread of positive messages about a product by listening to consumers, identifying influential individuals that can spread the word, and making it easier for them to do so.
Business firms refer to social media as
Consumer generated media
What is a social network
A single social media site with millions of users interacting with each other, like facebook, X, linkedn
Describe Web 2.0 and Web 3.0
- both describe technological functionalities that make possible today’s high degree of interactivity among users
- Web 2.0 includes functionalities that permit people to collaborate and share information online
- Web 3.0 includes additional functionalities that allow personalization and customization to each individual based on location, interests, and needs
Describe User generate content (UGC)
Original online content that has been created by users in the form of blogs, posts, images, audio, or video - publicly available and created by consumers or end users
To qualify as user generated content what 3 basic criteria must be met
- published either on a publicly accessible website or on a social media site, so it is not simply an email
- It shows significant degree of original or creative effort, so it is more than simply posting a newspaper article on a personal blog without editing or comments
- it is consumer generated by an individual outside of a professional or commercial organization
The classification system for marketers for classifying social media platforms is base on what two factors
- Media richness (degree of acoustic, visual, and personal contact between two communication partners - the higher the media richness and quality of presentation, the greater the social influence that communication partners have on each other behavior)
- Self disclosure (In any interaction individuals want to make a positive impression to achieve favorable image with others, this favorable image is affected by the degree of self disclosure about a persons thoughts, feeling, likes and dislikes - where greater self disclosure is likely to increase ones influence on those reached)
Define content marketing
is when brands or companies reach out by creating and sharing expertise and brand information that is designed to inform and engage with tools such as research papers, infographics, ebooks, how to videos, blogs, webinars, enewsletters, case studies, and events. This information can be readily found by search engine s
Describe a blog
A website in the form of an online diary that is used by organizations and individuals to post updates that include personal opinions, activities, and experiences, with readers able to subscribe and post comments.
What are the differences between the more traditional forms of media and social media
- social media is flexible and can be changed even after it is published’
- social media is available immediately
- Social media creates a conversation, so marketers do not have full control over the messaging
- Social media does not always provide reliable demographic data about its audiences
- social media can be produced inexpensively
- social media needs dedicated attention
Describe social media marketing
when brands reach out to consumers online through social networks where people connect with friends and contacts to share comments, articles, opinions, videos, and images as a form of self expression
Social media marketing requires knowledge of
The social networks that can be used to drive engagement as well as an understanding of the tools that exist to help manage and measure these programs
What is the most used social networking site with marketers
Facebook is a social network with what three tracks
- Personal track - users creating personal profiles, adding friends. etc.
- group track - allows members to create private or public groups where they focus on an interest
- Page track - commercial, allows artists etc. to create pages that people can like and follow to receive notification and updates in their news feeds
–> page insights can provide metrics
How do facebook ads work
- you can select what demographic you want targeted
- paid for by cost per click (CPC) or on a cost per thousand impressions (CPM) basis and using a bidding system - have the opportunity to budget spending per day
On facebook what tips can marketers use to maximize their consumer engagement
- post when engagement is the highest (not when most users are logged in)
- learn about your customers and share content that your customers want to see, not just what you want them to see
- learn from the past which content perform strongest and create more
- use photos and videos which are still the most posted and shared content
- engage by replying to comments
- create share worthy content with a headline that will grab attention
- include a call to action in your post by asking for a share, comment, or like
- keep posts short between 0-50 words
Marketers can target ads on youtube in the form of banner ads which are
Online ads that can stretch across the top of a web page or be formatted in various sizes, such as leaderboards, rectangles, big boxes, and skyscrapers.
Marketers can build a more engaged instagram following by observing what tips
- include a call to action
- leverage hashtags that are already relevant to your audience
- share your instagram posts on X, facebook, and snapchat
- post at the right time. post when your audience can engage with your content. The use on instagram tends to peak during off work hours
What tips can marketers use to increase engagement on their company linkedin pages
- make the headline stand out
- post videos
- use sponsored updates to extend reach
- leverage company page analytics to understand trends
- include logo and an impactful banner image on company page
Define social media analytics
The real-time measurement, interaction, and analysis of social media to assess social media campaign performance, message resonation and amplification, consumer sentiment, and common themes.
define social media monitoring
The monitoring of brand mentions, consumer sentiment, buzz, and engagement on the Internet.
Define engagement metrics
Measures how much and how often consumers interact with social media content.
Define optimization metrics
Data that can point to adjustments or changes that should be made to your social media program.
For optimization metrics, they look at cost per thousand (CPM), cost per acquisition (CPA), cost per click (CPC) - what are these
- cost per thousand = the cost of reaching 1000 people
- cost per acquisition = the cost of acquiring a new follower or sale
- cost per click = the cost of getting someone to click on a link, image, or ad
define mobile marketing
a set of practices that enables organization to communicate and engage with their audiences in an interactive and relevant manner through any mobile device or network
Define showrooming
The practice of using mobile devices in store to check competitive online product reviews and prices and to then purchase the cheaper product online - mobile devices are taking the store out of the store and making shipping accessible on the go, all hours of the day, and every day of the week
define mobile web
A website designed for the smaller screens of mobile devices.
Companies use what approaches with the mobile web
- can optimize desktop website for the mobile web by using responsive design platforms that offer flexible layouts, flexible images, and flexible file options so that websites automatically adust and resize to render on mobile devices.
- design seperate mobile websites with streeamlined content and finger and thumb friendly navigation
- combination of these both
–> some companies might create 3 different interfaces, one for the desktop site, which is information rich; one for tablets, which has heavy image based content and one for smartphones which has less content and fewer images
Define native apps
Apps downloaded from app stores that are specifically created to be hosted and run on a mobile device - these can be expensive
Define mobile web apps
Websites designed to simulate an app experience by adding a shortcut that runs off a browser on a mobile device. - these can be cheaper to develop
Describe hybrid apps
Apps that combine the functionality of native apps with the flexibility of web apps.
Describe the wireless code
In mobile marketing The CRT regulates the wireless code, a mandatory code of conduct for all wireless service providers. It ensures that wireless contracts are easy to understand and that contracts can be cancelled after two years
