Chapter 9: Marketing Communications Flashcards
Explain the concept of marketing communication
Refers to the sharing of information between an organisation and its target audience, and between other members of the distribution channel to influence the attitude and behavior of their target market
Communication can be organisation initiated communication (communication that originates from the firm). Or customer initiated communication (communication with a firm that is initiated by customers).
The marketing mix and marketing communication have three primary objectives/roles namely to:
- Inform and make potential customers aware (create brand awareness).
- Persuade potential and current customers to purchase/repurchase.
- Reinforce customer experiences through reminding messages.
What is the marketing communication mix
Refers to the collection of communication elements that are blended together, in the right proportions, by marketers, to communicate with their target audience
🔎 The marketing communication mix has been described in terms of six elements (media types)
- Advertising
- Sales promotion
- Publicity/PR
- Personal selling
- Direct marketing
- Digital/Internet marketing
Explain advertising
The most well-known and widely used form of communication mix, is a paid for non personal presentation and promotion of ideas, goods and services
What are the benefits/purpose of advertisements
- cost-effective reach: media advertising is still the most cost-effective way to reach a large number of consumers
- large target audience reach: make use of mass media such as television and radio
- create awareness: consumers will not buy products unless they are aware of its availability and benefits, where to find it and how much it costs
- differentiate brand from competitors: customers will not buy a product or brand unless it offers better value compared to those of close competitors, the superior value that differentiates the product should be communicated to potential buyers
- build brand image: the image that customers hold about a brand plays a critical role in their purchase decision, marketers should therefore create a positive brand image
Explain sales promotion
Sales promotions are short-term, tangible incentives given to customers and other channels members to stimulate immediate demand and increase of sales
Name an explain the two categories of sales promotion (pg 272)
- Consumer orientated activities - also referred to as pull strategy, examples would be samples, coupons, bonus packs, and price reductions. The objectives are to increase purchase frequency, get rid of old stock, counter competitive.
- Trade orientated activities - also referred to as push strategy examples are dealer incentives, trade allowances, trade exhibitions and training programs. The objectives are to increase distribution and balanced demand
Explain personal selling
Person to person communication to assist or persuade buyers to make a purchase. Arguably the oldest marketing communication function, it is common in car dealership, insurance and publishers
Pg 276
Explain publicity
Non personal communication about an organisations product, service or idea that is not directly sponsored/paid for by the organisation. There is positive and negative publicity
Explain public relations
PR is designed to influence both public opinion and the opinion of specific stakeholders, their key role is to enhance the reputation of the business and create goodwill
What are the responsibilities of the PR department
- serving as the source of information (official mouthpiece)
- using appropriate media to bring important facts, opinions and interpretations
- collecting and analysing of information on the changing attitude of the public and other stakeholders
- coordinating all communications and PR activities
- protecting the firms reputation and brand image particularly during a period of crisis
What are the public relation activities (pg 280)
- Publicity: programs that support the marketing communication strategy
- Crisis management: general plan to manage how a company responds when disaster strikes
- Corporate communication: focus on managing senior level counselors and programs that focus and corporate identity, reputation management and strategic counseling
- Media relations: activities that distribute information to the media with the expectation that it would create publicity for a firm, such as new product launches
- Employee relations: refers to internal communication programs that keep employees informed and build their morale
- Investor relations: activities related to information programs for the financial community
What are the benefits of public relations activities
- Build a climate of brand acceptance
- Increases credibility of brand
- Breakthrough commercial message (standing out in the midst of numerous advertisements)
- Engaging hard to reach audiences
- Doing all these in a cost-effective way
Explain direct marketing
Is an interactive, database-driven marketing communication process that uses wide range of media such as direct selling, direct mail, telemarketing etc.
