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Marketing > Communications, Promotion and Advertising L8 > Flashcards

Communications, Promotion and Advertising L8 Flashcards

1
Q

What is the definition of marketing communications?(Fill 2005)

A

A management process through which an organisation attempts to engage with its various audiences.

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2
Q

What is the value of understanding an audience’s communications environment? (Fill 2005)

A

It enables organisations to develop and present messages for its identified stakeholder groups, before evaluating and acting upon any responses

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3
Q

What is the purpose of conveying messages of significant value?

A

By conveying messages that are of significant value, audiences are encouraged to offer attitudinal and behavioural responses

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4
Q

What is the scope of marketing communications in terms of what the audience experience?

A

Planned marketing communications

Service experienced-based communications

Unplanned marketing communications

Product experience-based communications

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5
Q

What is service experienced based communication?

A

It demonstrates how your experience with the brand shapes your perceptions. Includes follow up and customer service

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6
Q

What is unplanned marketing communication?

A

Consists of reviews, likes and comments

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7
Q

What is planned marketing?

A

General advertising

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8
Q

What is product experience-based communication?

A

Represents how the coffee actually tastes for example, shaping your perception. How the product speaks to you before and after purchase.

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9
Q

What needs to be communicated in the awareness stage?

A

Information: of the brand, the stratus and the action to be taken (general advertising)

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10
Q

What needs to be communicated in the familiarity stage?

A

More detail: tech/specs, relevance and rational (web)

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11
Q

What needs to be communicated in the like-ability stage?

A

Emotion: rapport/dialogue, positivity, share (SM)

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12
Q

What needs to be communicated in the purchase stage?

A

Specifics: credit, delivery, spec (in store)

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13
Q

What needs to be communicated in the after sales stage?

A

Reassurance: update/service, front of mind, retain (direct)

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14
Q

What is the main aim of promotion?

A

To maximise the common frame of reference between the encoder and the decoder. Wanting them to remember, enjoy and share the product/service.

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15
Q

What is the job of the promoter?

A

To communicate your ideas in a way that your customers will understand and be attracted to, the more unique your ad is, the more likely it will stand out and be remembered

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16
Q

What are the three elements of marketing communications?

A

Audiences - which audience do we need to communicate with and what are their needs?

Engagement - what are the audience’s communication needs and is it possible to engage with them on their terms?

Responses - what are the desired outcomes of the communication processes? Are they based on perception, values and beliefs or are changes in behaviour required?

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17
Q

What are the four things that advertising and marketing communications achieve?

A

Differentiate - to position a brand so that it is perceived to be different to competitors

Reinforce - remind/reassure customers about a brand

Inform - make customers aware of a brand’s existence, relevance or attributes

Persuade - encourage customers to behave in particular ways

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18
Q

What is Aristotle’s model of communication?

A

Sender –> Receiver

Sender - message -> receivers

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19
Q

What is experiential media?

A

Events and web based and social media

20
Q

What is the linear model of communication?

A

Message gets encoded, decoded and received. Lots of things can interfere with it and there is a feedback loop that is inevitably given out.

Difference between brand identity (sender) and brand image (receiver)

Complex process as It can be distorted easily and cause misunderstanding

21
Q

What is the AIDA communication model?

A

Attention -> Interest -> Desire -> Action

Developed as a salesman’s guide by St Elmo Lewis in 1989, most widely used

22
Q

How do the promotional tools relate to AIDA?

A

Advertising is most effective during the awareness stage whereas personal selling is the least effective there and most effective in the action stage.

Public relations is effective for awareness but stops at interest.

Sales promotion begins at desire and is most effective at action.

23
Q

What do different models have and not have in common?

A

They all start with the idea of people not having knowledge of the product/service.

Ehrenberg’s ATRN is the odd one out because it has trial.

Awareness –> Trail–> Reinforcement –> Nudging

24
Q

What is Jones (1991) strong theory of advertising?

A

Awareness

Knowledge

Liking

Preference

Conviction

Purchase

25
Q

What is Ehrenberg’s weak theory of advertising?

A

Awareness

Trail

Reinforcement

Nudge

26
Q

What makes a theory of advertising strong/weak?

A

Weak theory is where advertising is used to build awareness through repeating and reinforcement.

Strong theory is about moving along a logical journey to get people to buy at the end.

27
Q

What is the most effective form of advertising?

A

Advertising that you don’t see as we try and resist marketing that is too visible.

28
Q

How do opinion leaders relate to the mass media?

A
  • Mass media is sometimes seen as one way and that all people see it
  • Some models recognise that people don’t always see it. There might be opinion leaders who have seen it and share opinions to others.
  • Some think that many people give opinions rather than the brand owner
  • Other models view that there are many sources of info with opinion leaders being very important and leading to opinion formers. Multi lineal sharing.
29
Q

What is bought media?

A

Advertising that you would see online, anything that is paid for and appears in the web environment. Strangers see this online.

30
Q

What is owned media?

A

Your own corporate website. More of a dialogue. Viewers are more likely to be customers.

31
Q

What is earned media?

A

Stuff that is outside your control, feedback loops. Can be enormously beneficial/destructive. People who have experienced your brand. Trying to convert these people into customers.

32
Q

What makes the 4Ps irrelevant?

A

Brands used to be in the driving seat and now due to user created content they are not.

33
Q

What are the two key types of messages?

A

Information based: factual, rational content, feature a product’s key attributes, used where audience experiences high involvement

Emotional based: sensory, lifestyle and value based content, to provoke an emotional response, used where audience experiences low involvement and spends a lot

34
Q

What promotional tools (marketing communications mix) exist?

A
  • Advertising
  • Direct marketing/CRM
  • Personal selling
  • Sales promotion
  • Public relations
35
Q

What are the 6 classes of media?

A

1) Broadcast
2) Digital
3) Print
4) Outdoor
5) In store
6) Other

36
Q

What is above the line promotion?

A

One way communication, broadly image related

  • Advertising
  • Sponsorship
  • PR
  • Internet
37
Q

What is through the line promotion?

A

Social media

38
Q

What is below the line promotion?

A

More responsive, broadly response related, want specific response

  • Direct mail
  • Direct selling
  • Sales promotion
  • Sampling
39
Q

What are the problems with money off?

A
  • Expense: revenue reduction directly reduces profit
  • Customer base: distorts by attracting money off only buyers
  • Image: damages image by cheapening brand, implies a need to sell
  • Imitation: easily copied by competitors
40
Q

What are the steps in developing effective communication?

A

Determining the objectives: response sought, buyer readiness stage

Define target audience: psychographics, attitudes

Refine message: core thing you want to say

Other considerations: tone of voice, channels, budget, timing, limitations

41
Q

What is the difference between the linear and circular attitude constructs?

A

Linear assumes that attitudes begin at knowledge, lead to feelings and a behaviour whereas circular means it can begin any point

42
Q

What are the problems in sequential models?

A
  • They are not appropriate for repetitive advertising of established brands
  • Not appropriate for repeat purchase and full awareness
43
Q

How does Ehrenberg (1974) suggest customers can be retained?

A
  • Advertising

- Quality

44
Q

What is the leaking bucket approach?

A

Customers do switch brands.

Offensive function of advertising - conversion, useful when have a new product to launch

Defensive function of advertising - reinforcement, about retaining and reinforcing

The understanding that customers are rarely 100%loyal

45
Q

What are the media language definitions?

A

Media planning - decisions involved in delivering messages

Media objectives: intentions of plan

Media strategy: plan to achieve objectives

Medium

Medium vehicle - specific career

Reach - measure of audience exposed in time

Coverage: potential audience of a given media vehicle

Frequency

Marketing (11 decks)

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