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Marketing > Communications Mix Configuration > Flashcards

Communications Mix Configuration Flashcards

1
Q

What is the difference between tools and media in the marketing communications mix

A

Tools are methods while the latter is the medium messages are conveyed

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2
Q

Are facebook ads owned payed or erned

A

Payed

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3
Q

Set out the criteria that should be usdd to chose the right communications mix

A

Control over message, its credibility, its cost, dispersion of the audience and what is to be achieved

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4
Q

How has the marketing communication landscape changes

A

With the internet girms lose more control over ehat is sed about them and people avoid ads more

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5
Q

Name the five marketing communication tools

A

Advertising, sales promotion, pr, direct marketing and personal selling

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6
Q

Name the six classes of media

A

broadcast, print, outdoor, in-store, digital and other (cinema and ambient)

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7
Q

Explain media fragmentation

A

How the amount and kinds of media has rapidly expanded recently

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8
Q

What is audience fragmentation in the context of marketing communications

A

How different audiences choose an expanding array of different types of media. They are no longer restricted to a few.

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9
Q

Nowadays a single type of media generally commands a wider audience

A

False, especially considering adblocks

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10
Q

Explain direct response media

A

Media designed to provoke a direct response like checking out your website

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11
Q

what is advertisement

A

generally renting media time to display persuasive messages, however lingual drift as made it fuzzy. Now it no longer has to be payed or have a particular action to direct to be considered an ad

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12
Q

What is sales promotion

A

Providing some incentive or statement to bring forth a sale, examples or “key forms of sales promotions are sampling, coupons, deals, premiums, contests, sweepstakes and allowances”

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13
Q

Explain PR

A

Plain and supposedly trustworthy messages to stakeholders such as press releases, conferences and events (media releases) as well as sponsorships, crisis communications, lobbying, investor relations and corporate advertising

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14
Q

What is direct marketing

A

Creating messages custom generated to a particular person often including a call to action designed to provoke a change in behavior

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15
Q

What is the main difference between advertising and direct marketing

A

Communication wastage, advertising reaches more than those interested while direct marketing often only reaches those that have signed up for it

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16
Q

Explain personal sales

A

When a real person convinces people to buy

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17
Q

What communications tools are signified by a low level of control by marketers

A

PR; ads and personal selling is medium and sales promotions and direct marketing is often designed by the marketers

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18
Q

Which marketing communications tools are the most expensive

A

Advertising and personal selling; direct marketing and sales promotions are medium (price tags and email newsletter are fairly cheap) and PR is generally a very cheap document.

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19
Q

Which type of communications are the least and most trusted by the public (credibility)

A

PR is most trusted and ads are the least, the rest are medium

20
Q

What marketing communications tool have the least dispersed consumer audience.

A

Advertisement (they just send it to everyone), sales promotion and personal selling is more targeted and direct marketing and PR have a berry dispersed audience where each segment needs to be targeted spearately

21
Q

What marketing communications tool have the least dispersed b2b audience.

A

Advertising and direct marketing is medium, the reest have a high level of dispersion

22
Q

What are the four main messages of marketing communications messages

A

Informative messages, emotional messages, user generated content and branded content.

23
Q

What characterises ugc

A

It is amaturish, creative and free to access

24
Q

What is branded content

A

Content made by brands without them trying to sell something in particular.

25
Q

Name some broadcast media

A

TV, Radio

26
Q

Name some print media

A

Newspapers and magazines

27
Q

Name some out of home media

A

Bill-boards and street furniture

28
Q

Name some instances of ambient media

A

Litter bins, petrol pumps and washrooms, unconventional OOH (out of home)

29
Q

What is the guerilla medium

A

Fly posting and other types of invasive ad littering

30
Q

What is POEM

A

A media classification acronym that differentiates if them medium is payed for, owned, ore earned media. It reflect the developing notion that media is no longer only payed for.

31
Q

What is attitudal response in marketing communications

A

Making messages not only to sell specific products but to develop attitudes

32
Q

What is DRTV

A

Direct response tv, useful becouse it shows how effective the add is by the number that diial in.

33
Q

What are carelines

A

The complaints department

34
Q

Which media are the best for brand building

A

Those with a wide reach such as broadcast OOH and digital

35
Q

What is the most effective ratio of marketing media budget

A

60% wide reaching for brand awareness and 40% for direct marketing

36
Q

What is viral marketing

A

Word to mouth on the internet

37
Q

What is IMC

A

Interstellar manufacturing coorporation, nah integrated marketing communications. The way different marketing messages should synergize

38
Q

What are advertising led campaigns

A

Creating a certain aesthetic for companies messages using people, logos and so oo

39
Q

What is brand led orchestration campaign

A

Tightly define a target audience and associate the messages to them

40
Q

What is Participation led integration campaign

A

Use digital marketing to and try to integrate int the audiences life

41
Q

Is it important to have a single message across the IMC

A

Yes

42
Q

Explain the linear model of communication

A

That an information source encodes a message that is altered by noise and then decoded by a receiver which leads to similar but different understanding, it can be more similar using feedback

43
Q

What is the difference between opinion leaders and formers

A

Leaders can inly influence while formers have authority

44
Q

E plain the DRIP acronym

A

Differentiate reinforce inform and persuade are all things that marketing communication can do

45
Q

Explain the AIDS model of communication to purchase

A

Cognitive Attention leads to Interest which leads to emotional Desire that which culminates in behavioral action

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