Chapter 14: Engaging consumers & communicating customer value: Integrated marketing communication Flashcards
What is the promotion mix (or marketing communication mix)
It is a specific blend of:
- Personal selling
- Advertising
- Public relations
- Sales promotion
- Direct-marketing
tools that the company uses to persuasively communication customer value and build customer relationships.
What do the best promotion tools to use depend on
- The target
- The product
- The stage in the PLC (Product life cycle)
- The marketer’s goals
What is Advertising
It is a paid form of nonpersonal (theres no direct interaction with a specific person) presentation or promotion by an identified brand/sponsor.
What are sales promotions
It is a short term insensitive in order to encourage the purchase or sale of a product
Give examples of sales promotions
- discounts
- coupons
- displays
- demonstrations
What is personal selling
It’s the personal interaction of the sales force with the customer for the purpose of engaging customers, making sales and building customer relationships.
What is ‘sales force’
refers to a group of employees within a company whose job is to directly interact with customers to promote and sell products or services.
What are the benefits of personal selling
- It allows for feedback and adjustments
- effective
What does public relation involve ?
It involves building good relations with the company’s publics by
- obtaining good publicity
- building up good corporate image
- handling & staying away from unfavorable rumors, stories and events
What are some things you can do to build public relations?
- Press releases
- Sponsorships
- Company websites
What direct & digital marketing involve
It involves engaging with targeted consumers (online) and customer communities to both obtain an immediate response & to build long-lasting customer relationships.
Give some examples of Direct & Digital marketing
- Direct mail
- SMS marketing
- E-mail & mobile marketing
- Telemarketing
How has marketing communication evolved due to changes in consumer behavior, technology, and media use
- Consumers are better informed & more empowered : People have easy access to information online, so they make more educated decisions and are harder to persuade with traditional ads
- Marketers are using focused rather than mass promotion
- Advertisement budgets have been shifting away from television in favor of more targeted, cost-effective, more interactive and engaging media
- New technology have changed marketer & consumer communication strategies
- Many marketers now view themselves as content marketing managers -they create and share mktg content: both their own and by consumers & others
What does Integrated Marketing Communications (IMC) involve
IMC involves integrating and coordinating the company’s many communication channels into a clear, consistent and compelling message (ads, social media, email, packaging) about the organization and its products.
What is the goal of IMC
To speak with one voice
What do IMC help avoid
Conflicting messages from different sources which can confused company or brand messages
Why does the company have to recognize all its touchpoints where customer may encounter the company & its products
Every touchpoint affects how customers see, feel, and trust a company.
If all these points deliver a consistent message, the brand builds a strong and clear identity.
Can you describe the communication process
- Sender : Initiates the communication. They want to share an idea/thought/message
- Encoding: turning idea/message into symbols, words, images etc
- Message : The actual info/content the sender wants to communication
- Media: The channel or method used to send the message (speaking, writing, visuals, …)
- Decoding : process where receiver interprets the message
- receiver: person to who the message is directed
- Response : receiver’s reaction after decoding (eg answering question, forming an opinion)
- Feedback : Lets the sender know whether the message was understood correctly. <=> which create a two way communication loop.
- Noise: any distraction or interference that disrupts communication, etc talking to parents, checking phone.
Noise can cause receiver to misinterpret or miss parts of the message.
In the context of the communication process (flowchart), what does ‘field of experience’ refer to
Sender and receiver each have their filed of experience
= includes knowledge, culture, context that influence how they send or interpret the messages
Why is it important that the fields of experience of the sender and the receiver overlap
The more they overlap, the better.
= They need to overlap for effective communication, if they don’t the message may be misunderstood
What is encoding
Putting ideas, thoughts and messages into symbolic form.
What is decoding
= The receiver assigns meaning to the symbols
ps best messages are the ones that consist of words and other symbols that are familiar to the receiver.
What are the steps in developing Effective marketing communication
1- Identify the target audience
2- Determine the communication objectives
3- Design the message
4- Choose the media to send the message
5- Select the media source
6- Collect feedback
In step 1 of developing effective marketing communication, what does identifying the target mkt affect?
- What will be said
- How it will be said
- When it will be said
- Where it will be said
- Who will say it
In step 2 of developing effective marketing communication, why do marketers set objectives at each stage of the buying process
The objectives may be set to guide the buyers through 6 buyer stages, ultimately resulting in purchase.
- Awareness
- Knowledge
- Liking
- Preference (need to prefer it over other brands)
- Conviction : convinced that they need the product & are ready to make a purchase.
- Purchase (sales)
ps 1st 3 steps are mainly for products that don’t have much info about them
In step 3 of developing effective marketing communication, What must the communicator do when putting the message together
Must decide:
- What to say (message content)
- How to say it (message structure and format)
What is the message content (what to say) in Step 3 of developing effective mktg communication >
It is an appeal or theme that will produced the desired response
= the content of the message should be designed to create a specific reaction from the audience. “Appeal” is how the message connects emotionally or rationally, and “theme” is the main idea that drives that connection.
What are two types of appeal a message content can have (step 3 of dev mktg communication)
- Rational appeal : Relates to audience self-interest
- Emotional appeal: Attempt to stir up positive or negative emotions to motivate a purchase (fear, joy, guilt, humor, shame, …)
- Moral appeal: It is directed at the audience’s sense of what is right and wrong
What does the message structure and format (in step 3 of dev of mktg comm) involve?
Color, text, image, headlines, illustration, text, size, position
What are key decisions that are required regarding three message structure issues.
(in step 3 of dev effec mktg comm)
- Should you draw a conclusion or leave it to the audience ?
- Should you present the strongest arguments first or last?
- Should your message be one-sided (strengths only) or two-sided.
What is step 4 in developing effective marketing communication
4- Choosing the media to send the message (Personal communication)
What is personal communication (in step 4 of dev comm)
It is 2 or more people communicating directly with each other (word of mouth is the most used medium)
What are examples of Personal Communication (in step 4 of dev comm)
- face to face
- phone
- mail or e-mail
- texting
- internet chat
Why is personal communication effective? (step 4 of dev comm)
Because it allows personal addressing and feedback.
In step 4 of dev eff mktg comm, what are two types of communication
- Directly : eg word of mouth : people sharing opinions, experiences, or recommendations informally. It is categorized as a direct form of communication because it happens through person-to-person interaction.
- Indirectly: involves third-party sources like independent experts or opinion leaders who influence the target audience’s perceptions.
Who are opinion leaders
People whose opinions are sought by others because of their special skills, knowledge, personality etc
What does buzz marketing involve
It involves cultivating opinion leaders & getting them to spread information about a product or service to other communities
What are non-personal communication channels
Media channels that carry messages without personal contact or feedback
eg
major media: print, broadcasts, outdoor & online media
events: press conferences, grand openings, exhibits
In step 5 of dev. effective mktg communications, “selecting the message source”, how is the source important
The message’s impact on the target audience is affected by how the audience sees view the communicator.
eg of good sources:
celebrities: athletes and entertainers
professionals: doctors
! Credible sources for the target audience are more persuasive
Why is measure 6 of dev mktg comm (Collecting feedback) important? What types of measures could be used? and what do results have impact on?
They’re important to know the effect of the message on the target audience, so we measure the behavior resulting from the methods.
- measures of: recall, attitudes, recognition & actual purchase are studied
- results may suggest changes in the product or the promotion.
What are the 4 methods for setting promotion budget
- Affordable Budget method
- Percentage-of-sales method
- Competitive-parity method
- Objective and task method
What is the affordable budget method (in setting the promotion budget)
- Set promotion budget at a level management thinks they can afford
- this method ignores the positive effect of promotion sales
What is percentage-of sales method (in setting the promotion budget)
- set the promotion budget at a certain % of the current forecasted sales (refers to the projected amount of sales a company expects to make during a certain period)
- easy to use & it helps management think about the relationship between sales & promotion, selling price & profit per unit.
- Wrongly view sales as the cause rather than the result of promotion
What is the competitive-parity method
- Set the promotion budget to match the competitor’s spending
- represents industry standards
- avoids promotion wars
What is objective-and-task method
- sets the promotion based on what the firm what’s to accomplish with this promotion.
What are the steps to do the Objective-and-task method
- Define the promotion objectives
- Identify the tasks needed to achieve these objectives
- Estimate the costs
What is the best approach to set the promotion budget
The Objective-and-Task method
How do you shape the overall Promotion Mix
- We must blend the promotion tools (like advertising, personal selling, public relations, sales promotion, etc.) carefully into a coordinated promotion mix
- this specific mix is determined by the nature of each promotional tool & the selected strategy — some tools might work better for certain goals or customer segments— and by the strategy chosen, such as whether the focus is on building long-term relationships or driving short-term sales.
What’s the nature of Advertising
- Reaches masses of geographically dispersed buyers, often with high frequency
- Low cost per exposure, though total cost is high
- non-personal; one-way communication
- consumers perceive advertised goods as more legitimate
- dramatizes the brand & builds brand image
What’s the nature of Personal selling
- Most effective method in building the buyer’s preferences, convictions, actions, and developing customer relationship
- allows for feedback and adjustments
- buyers are more attentive
- Most expensive method & requires long-term commitment
What’s the nature of Sales promotion
Includes coupons, price-off deals, and premiums that attract customer attention & offer strong incentives to PURCHASE NOW
Can be used to dramatize product offers & boost weak sales
- may be targeted at the trade or final customer
- stimulates quick response
- short-lived & not effective at building long-term brand preference & equity.
What’s the nature of Public relations
- Very believable form of promotion that includes news stories, features, sponsorships, and events
- most underused tool
What’s the nature of direct & digital marketing
- non-public
- immediate
- customized
- interactive promotional tool that includes:
direct mail, telemarketing, online marketing.
Can be highly targeted
What are guidelines are about ensuring that advertising and sales promotions are ethical and truthful.
- communicate openly & honestly with consumer & resellers
- avoid deceptive or false advertising
- avoid bait & switch advertising: a tactic where companies advertise a product at an attractive price, but when customers show interest, the product is suddenly unavailable or replaced with a higher-priced alternative.
What are the guidelines of personal selling
- follow the rules of ‘fair competition’ : not engage in practices that would unfairly harm competitors or manipulate the market.
- do not criticize competitors on their products: should focus on promoting their own product’s strengths rather than belittling or attacking competitors’ products.
What is the push strategy
Marketing to channel members to carry the product and in turn, promote it to final consumers
What is pull strategy
Marketing to final consumers to induce them to request the product and create demand from channel members.
This is achieved by focusing on advertising, promotions, and other marketing efforts aimed directly at consumers, who then “pull” the product through the distribution channels
