Chapter 5 Flashcards
What are Marketing Communications?
Communication to reach commercial objectives.
What is the Corporate Communications Department?
Department that ensures the stakeholders/policymakers/etc. rate the organization high by influencing them.
What is Public Relations?
Department that ensures the stakeholders/policymakers/etc. rate the organization high by influencing them.
What is the Marketing Communications Plan?
identifying the target audiences
determining the communications objectives
selecting the communications tools and channels
executing the communications plan
evaluating and revising + planning and budgeting
What is the difference between Target Market and Target Audience?
Target Market refers to the large groups of people, the target audience is the small segment of the market.
What three ways do we use to find and approach the target audience?
Target by data
Target by context
Target by choice
What is finding Target By Data?
Using data on characteristics or behavior, like google ads, facebook or Instagram.
What is finding Target By Content?
Searching for contextual signals. Posting ads on websites in the same sector.
What is finding Target By Choice?
Based on individual reactions to brand expressions, engaging with people who show interest in the brand.
What are Contextual Messages?
Searching for contextual signals. Posting ads on websites in the same sector. The messages they post are contextual messages.
What is Conversion?
The process of transforming visitors into buyers.
What are Digital Brand Communications?
Digital communications for the brand in questions. This is what the marketer makes objectives for.
What are SMART goals?
Goals that are Specific, Measurable, Assignable (achievable), Realistic (relevant) and Time-bound.
What are Attention Signals?
Signals that can check if the people have given their attention to the brand expression.
What are Interest Signals?
Signals that show an individual is truly interested in the brand.
What is Zero Moment of Truth?
When something passes your threshold. First time you see/notice it.
What is Content?
Posts. The moments of contact between seller and buyer.
What is Hero Content?
Information that makes your brand stand out.
What is Hub Content?
Content that matches the interests of the target audience.
What is Help Content?
Informative content that helps answer any questions the viewers may have.
What is Hygiene Content?
Informative content that helps answer any questions the viewers may have.
What is Public Relations and Information?
Regular encouragement of mutual understanding between organizations and the public. Sending out press reports and setting up a corporate website.
What is Sponsorship?
What is Sponsorship?
Making a financial contribution to an event or sports team in exchange for brand visibility.
What are Promotions?
Special offers to increase sales temporarily.