Creativity in MarCom Flashcards
What are the advantages of creative marketing?
It is more memorable
Lasts longer
Works with less cost
Builds fan following faster
What is consumer oriented messages? (market oriented)
Communication that focuses on the need of the consumer
What are the strategic approaches used in creative marketing??
Originality: Rare and surprising
Flexibility: Links the product to a range of different uses
Elaboration: unexpected details/ extend simple ideas
Synthesis: blending unrelated ideas
Artistic Value: aesthetic appealing verbal visual and sound elements
What are the goals of consumer oriented messages?
To meet your customer’s need for a fair price
What are the effects of consumer oriented messages?
Happy customers who keep buying from you will result in more profits
What is the impact of staff in consumer orientation?
Staff play a vital role as the quality of a consumer’s experience could depend on one member of staff
What are product oriented messages?
Communications that keep focus on the quality of the product
What are the assumptions of a product oriented company?
Focus all efforts on improving quality of products
Products sell themselves
Can sell any product if its of good quality
Can make profit if enough sales is made
Customers will buy if price is fair
What is integration?
Mix of two types of messaging in a campaign for best results
Why do we need to integrate?
Your target market could be a combination of two groups of customers
What is testing?
Running a trial on messaging and evaluate the effectiveness before running the message broadly
How can we successfully compete in engaging with our target audience?
By applying the fundamental principles of:
THINK
FEEL
DO
What is meant by THINK?
Utilize data and analytics to build deep, meaningful insights.
What is meant by FEEL?
Understand your consumers basic drives to drive engagement and influence brand perception.
Engage and inspire your target audience by satisfying all 3 elements of brand purpose:
- Functional benefits
- Emotional
- Societal benefits
What is meant by DO?
Design a total experience for your customers across multiple channels and touchpoints
