Chapter 7 Flashcards
in one form or another, is essential to a company’s
success.
Marketing communications,
is the most visible or audible form of marketing activities.
must be viewed with a broader perspective than just as media
advertising, public relations, social media and professional salespeople.
Communication
not usually known in advance.
It is a potential customer
qualified to fit certain criteria outlined by a company based on its business
offerings.
Prospects
existing target audience
Reach by cross-or up-selling efforts by frontline employees,
point-of-sale promotions, other information distributed during service
encounters, and location-based mobile apps.
Users
secondary audience
A well-designed communications campaign through public media targeted at customers can also be motivating for employees.
Employees
“AIDA”-stands for ___ which was developed almost a century ago, and holds that persuasion to buy a product occurs over time, and explains how customers move from cognitive (awareness), to affective (interest and desire) to behavioral (action) responses.
Awareness, Interest, Desire, and Action,
(the most widely used framework) is used to
set up a structured series of advertising message objectives for a particular product, to build upon each successive objective until a sale is
ultimately made.
*Hierarchy-of-effects model
is a model of how advertising influences a consumer’s decision to purchase or not purchase a product or service
*The hierarchy-of-effects theory
financial security or investment-related matters do not have one-to-one correspondence with physical objects
Abstractness
items that comprise a class of objects, persons, or events are
general and not specific enough
Generality
many of the service attributes cannot be searched
or inspected physically before they are purchased
Non-searchability
many services are sufficiently complex, multi-dimensional,
or novel; it is difficult to understand the experience of using them
Mental impalpability
“vivid information” that catches the audience’s attention. It will
produce a strong and clear feeling about the service offered.
Tangible Cues
________that are tangible in nature to help communicate the benefits of their service offerings and to emphasize key points of differentiation.
Metaphors
Two Answers
represents
how complex importing can be
represents how easy
it would be using DHL’s express
service
Heavily knotted and Straight string
symbol for the wealth manager’s business philosophy, suggests both a bullish market and a strong commitment to the financial performance of its
clients
Merrill Lynch bull
The first point of contact between service marketers and their customers.
Advertising
Employed for short-term objectives e.g., to accelerate the purchasing decision or in motivating customers to use a specific service sooner.
Sales Promotion
Offer the potential to send personalized messages to highly targeted micro-segments.
Direct Marketing
Firms in business-to-business services maintain a sales team or employ agents and distributors to undertake _______ efforts on
their behalf.
Personal Selling
_____ tools can help a service organization build its reputation and
credibility, form strong relationships with its employees, customers and
the community.
Public Relations
Positive _______ is important as services tend to have a high proportion of experience and credence attributes, and are therefore, associated
with high perceived risk by potential buyers
Referral reward programs work well for close friends & family
Word-of-Mouth (WOM)
known as build up method ( the most logical method)
objective-and-task method
can be used alone or in combination with the objective-and-task method
Empirical research method
ties together and reinforces all communications in order to deliver a powerful brand identity.
Integrated Marketing Communications
