Chapter 8 Flashcards
1
Q
Example: P&G
A
Success Derives from a Mass-to-Micro Marketing Shift
- Tide detergent is best selling laundry detergent
- 14 finely differentiated products each appeal to different segment
- spends 10% of sales on advertising
- targets very small segments such as Latino, environmentally conscious or Punjabi
2
Q
How has Marketing Communications changed?
A
- Target (customers > multiple audiences)
- Customer Needs (passive > active)
- Needs (fit in > stand out, customization)
- Media Choice (TV, magazine > unlimited)
- Ads (broad > targeted)
- Brands (big-mass market > niche)
- Communication (fragmented > integrated)
- Objectives (short-term promotions > long-term sustainable)
- Metrics (none > sophisticated - brand equity)
3
Q
How to communicate?
A
- Message You Intend to Communicate
- Encode Message
- Select Right Message Channel
- Get Feedback
4
Q
Example: FedEx
A
Stories Used to get message across
- told story about dedicated employee ensuring delivery to communicate reliability to consumers
- shows them superior customer service rather than telling them
5
Q
How to design winning marketing communications strategies?
A
- Conduct Market Research
- Make Strategic Decisions
- Integrated marketing communications
- Measure Impact
- Make Adjustments
6
Q
Market Research
A
- competitor research (what noise is out there?)
- best channel?
- encoding mechanism for target?
- brand research (what does target already know/think?)
7
Q
Integrated Marketing Communications Principles
A
- Many Tools
- Each tools has its uses
- Customers move through process to become progressively involved with your brand
- Different communication tools should be used at each step
- End result should be a set of communication tools that support + enhance brand message
8
Q
Marketing Communications Tool Box
A
- advertising
- public relations
- promotions
- marketing collateral material
- sales force
- interactive tools
- direct marketing
- event marketing/sponsorship
- trade shows
- social media
9
Q
Stages of Brand Involvement
+ best communication tools
A
- Brand unawareness
- brand awareness
> ads, PR, trade shows, direct marketing - Brand Knowledge
- Brand Liking
- brand preference
- brand conviction
> sales force, interactive, direct, event/spons, collateral - brand choice
> sales force, promotion - brand usage and evaluation
- customer retention
> social media, direct - brand awareness
10
Q
Advertising Metrics
A
- Content Evaluation
- Advertising Awareness
- Recall tests
- Business Results
11
Q
Example: Project Apollo
A
New Metrics for Old Media
- portable people meter pings when target is exposed to encoded radio/TV ads
- aims to link exposure with product purchases
- can make ad campaigns 40% cheaper
12
Q
Example: AFLAC
A
Make Adjustments and Evolve
- used AFLAC duck to communicate services (13% to 90% awareness)
- changes duck temperament depending on geographical location (US = attitude, Japan = friendly)
13
Q
Example: Dove
A
Create Brand Loyalty by Creating a brand Community
- real beauty campaign
- created a platform for discussion
- not centred around one product, but whole brand (more exposure)
14
Q
Arbol Measures Impact of Marketing
A
- a lot of money on trade shows (but no metrics to measure success) NEW APPROACH - use events as sales tools - measure effects of all events - monitor staff follow up - use case studies as promotion - emphasize # of deals closed
15
Q
In 1985, one ad would reach __% of ur audience?
A
80%
