Communication management Flashcards
Communication Management
Objective
Target the... right audience with the right message via the right medium at the right time at a lowest cost possible
Communication objectives
A. Financial
- Increase sales
- Save costs
B. Psychographic
- Cognitive orientation
- Emotional orientation
- Conative orientation
Psychographic objectives
draw vector
slide 9
- Cognitive: Brand awareness
- Affective: Favourable attitudes and image
- Conative: purchase
What are budgeting methods?
- Heuristic
2. Analytical
What is the budget allocation according to heuristic budgeting method?
Budget allocation based on…
- Previous period’s budget (extra- polation)
- Sales/ profit (percent- age of sales/ profit)
- Available monetary funds (afford- able)
- Competi- tive activities (competi- tive- parity)
- Communication objectives (objectives and task)
What is the budget allocation according to analytical budgeting method?
- Static
2. Dynamic
Designing a persuasive advertisement – Theoretical models
make table
- AIDA model
- Hierarchy of effects model
- Innovation adoption model
- Information processing model
make table slide 26
What is attention?
Attention is the process by which we devote mental activity to a stimulus. It is necessary for information to be processed and activates our senses.
What is selective exposure?
The highly selective nature of consumer exposure is a major concern for marketers, since failure to gain exposure results in lost communication and sales opportunities.
What is voluntary exposure?
Although consumers often avoid commercials and other marketing stimuli, sometimes they actively seek them out for various reasons including purchase goals, entertainment, and information.
What are types of exposure?
- Selective
2. Voluntary
Message appeal – Choice options
- “Appeal to the logical, rational minds of consumers” (e.g. feature, competitive, price, news, popularity, scientific evidence)
- “Appeal to the feelings and emotions of consumers” (e.g. transformational ad)
COMBINATION!
Types of ads
- Comparative ads
- Fear appeals
- Humour appeals
What are characteristics of Comparative ads?
- Especially useful for new brands
- Often used for brands with small market share
- Used often in political
advertisement
What are characteristics of fear appeals?
- May stress physical danger or threats to health
- May identify social threats
- Can backfire if level of threat is too high
What are characteristics of humour appeals?
- Can attract and hold attention
- Often the best remembered
3, Puts consumers in a positive mood
What are advantages of humour appeals?
- Aids attention and awareness
- May aid retention of the message
- Creates positive mood and enhances persuasion
- May serve as a distracter, reducing counter arguing
What are disadvantages of humour appeals?
- Does not aid persuasion in general
- Comprehension and credibility critical
- May wear out faster than non-humorous ads
Positive versus negative message framing
A. ATTRIBUTE FRAMING
Only a single attribute is the focus of the frame. For example, describing beef as either
• 80% fat free (positive frame) or
• 20% fat (negative frame)
B. GOAL FRAMING
Message stresses either positive aspect of performing an act or negative aspects of not performing the act. For example, having a yearly mammogram
1. Benefits of having mammogram emphasized (positive frame)
2. Risks of not having mammogram emphasized (negative frame)
Attribute framing characteristics
Only a single attribute is the focus of the frame. For example, describing beef as either
• 80% fat free (positive frame) or
• 20% fat (negative frame)
Goal framing characteristics
Message stresses either positive aspect of performing an act or negative aspects of not performing the act. For example, having a yearly mammogram
Benefits of having mammogram emphasized (positive frame)
Risks of not having mammogram emphasized (negative frame)
Design of communication measures
- Designing an effective advertisement
2. Choosing the “right” communication measures
Communication measures types
A. above line
- Print, TV, Radio
- PR
B. Below the line
- Sponsoring
- Events
- Product placement
- Celebrity endorser
- Guerilla marketing
- Social media
- Trade fairs
- Public relations
What are above line communication measures?
- Print, TV, Radio
2. PR
What are below the line communication measures?
- Sponsoring
- Events
- Product placement
- Celebrity endorser
- Guerilla marketing
- Social media
- Trade fairs
- Public relations
What are benefits of newspaper advertising?
- Addressing specific target groups via advertisements in certain sections of the newspaper
- Flexibility (short termplanning)
What are benefits and issues of magazines and trade journals advertising?
- Very specific readership (high involved readers)
- Focus more on conveying information and knowledge rather than entertainment (trade journals)
- Less flexibility because of less frequency (i.e. longer-time planning)
What are benefits and issues with TV advertising?
TV
+ High availability and consumption
- Difficulties in addressing specific target groups
- Increasing reactance among consumers
What are benefits and issues with cinema advertising?
+ Highintensityofcontact
- Relatively low reach
- Potential reactance because of forced contact
What is sponsoring?
Sponsoring includes all activities aimed at promoting and supporting individuals or organizations in the area of sports, culture, social services, environmental protection and media.
What are the forms of sponsoring?
- Sports
- Program
- Cultural
- Social and environmental
Goals of sponsoring
- Reaching target group in “non-commercial” environment
2. Image transfer (from sponsored entity to company, brand, product)
Criteria for sponsoring
- Affinity to target group
- Image of sponsored object/activity in line with desired image of company
- High visibility of the company’s own name and brand during the sponsored event
- Integration of sponsoring with other communication mix elements
Characteristics of events communication management
Events marketing refers to the use of specific events and activities in order to promote company-specific or product-specific communication messages in an informal and pleas
Characteristics:
• Interactivity
• Experience oriented (i.e. memorable experience) • Emotionality
• Image transfer
What is product placement?
Product placement refers to the integration of products into the plot
Product placement
of various media programs (e.g. movies, TV s
What are the degrees of product placement?
- Visual placement
2. Verbal placement
What are goals of product placement?
- Increasing awareness of product/brand
2. Image transfer
What are benefits of product placement?
- Increased credibility (i.e. product not perceived within an ad context)
- Reaching more customers (compared to commercial break/zapping)
Guerrilla and viral Marketing benefits
- Low costs
- Creative thinking and way to (directly) interact with consumers
- (Usually) increasing word-of-mouth:
→ Getting people to talk about your campaign - Publicity: unique campaigns often get picked up by the news
Guerrilla and viral Marketing risks
Risks:
- Clarity of understanding: lack of clarity may skew audience interpretation
- Authority intervention such as non-permissioned street graffiti
Risks of celebrity endorsement
Risks:
- Celebrity may overshadow the product being endorsed
- Celebrity may be overexposed, reducing his/her credibility
- Target audience my not be receptive to celebrity endorser
- Celebrity’s behaviour may pose a risk to the company
Measurement of communication impact
- Activation effects
- Cognitive effects
- Emotional effects
- Attitude related effects
- Behavioural effects
Selected measures of communication impact
- Surveys
- Observation
a) eye tracking
b) actuvation measurement
