Communications Mix Configuration Flashcards
What is the difference between tools and media in the marketing communications mix
Tools are methods while the latter is the medium messages are conveyed
Are facebook ads owned payed or erned
Payed
Set out the criteria that should be usdd to chose the right communications mix
Control over message, its credibility, its cost, dispersion of the audience and what is to be achieved
How has the marketing communication landscape changes
With the internet girms lose more control over ehat is sed about them and people avoid ads more
Name the five marketing communication tools
Advertising, sales promotion, pr, direct marketing and personal selling
Name the six classes of media
broadcast, print, outdoor, in-store, digital and other (cinema and ambient)
Explain media fragmentation
How the amount and kinds of media has rapidly expanded recently
What is audience fragmentation in the context of marketing communications
How different audiences choose an expanding array of different types of media. They are no longer restricted to a few.
Nowadays a single type of media generally commands a wider audience
False, especially considering adblocks
Explain direct response media
Media designed to provoke a direct response like checking out your website
what is advertisement
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
What is sales promotion
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”
Explain PR
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
What is direct marketing
Creating messages custom generated to a particular person often including a call to action designed to provoke a change in behavior
What is the main difference between advertising and direct marketing
Communication wastage, advertising reaches more than those interested while direct marketing often only reaches those that have signed up for it
Explain personal sales
When a real person convinces people to buy
What communications tools are signified by a low level of control by marketers
PR; ads and personal selling is medium and sales promotions and direct marketing is often designed by the marketers
Which marketing communications tools are the most expensive
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.
Which type of communications are the least and most trusted by the public (credibility)
PR is most trusted and ads are the least, the rest are medium
What marketing communications tool have the least dispersed consumer audience.
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
What marketing communications tool have the least dispersed b2b audience.
Advertising and direct marketing is medium, the reest have a high level of dispersion
What are the four main messages of marketing communications messages
Informative messages, emotional messages, user generated content and branded content.
What characterises ugc
It is amaturish, creative and free to access
What is branded content
Content made by brands without them trying to sell something in particular.
Name some broadcast media
TV, Radio
Name some print media
Newspapers and magazines
Name some out of home media
Bill-boards and street furniture
Name some instances of ambient media
Litter bins, petrol pumps and washrooms, unconventional OOH (out of home)
What is the guerilla medium
Fly posting and other types of invasive ad littering
What is POEM
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.
What is attitudal response in marketing communications
Making messages not only to sell specific products but to develop attitudes
What is DRTV
Direct response tv, useful becouse it shows how effective the add is by the number that diial in.
What are carelines
The complaints department
Which media are the best for brand building
Those with a wide reach such as broadcast OOH and digital
What is the most effective ratio of marketing media budget
60% wide reaching for brand awareness and 40% for direct marketing
What is viral marketing
Word to mouth on the internet
What is IMC
Interstellar manufacturing coorporation, nah integrated marketing communications. The way different marketing messages should synergize
What are advertising led campaigns
Creating a certain aesthetic for companies messages using people, logos and so oo
What is brand led orchestration campaign
Tightly define a target audience and associate the messages to them
What is Participation led integration campaign
Use digital marketing to and try to integrate int the audiences life
Is it important to have a single message across the IMC
Yes
Explain the linear model of communication
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
What is the difference between opinion leaders and formers
Leaders can inly influence while formers have authority
E plain the DRIP acronym
Differentiate reinforce inform and persuade are all things that marketing communication can do
Explain the AIDS model of communication to purchase
Cognitive Attention leads to Interest which leads to emotional Desire that which culminates in behavioral action
