exam 3 marketing Flashcards
Marketing communications before the digital world
Start with a clear and compelling brand positioning.
Build and communicate a clear brand identity.
Integrate marketing communications with one central message
marketing communications in a digital world
Start with a clear and compelling brand positioning
Build and communicate a clear brand identity
Integrate marketing communications with one central message
what are the different elements of IMC
advertising, personal selling, public relations, on-line banner ads, social media, sales promotion
Public relations (PR)
Inexpensive” media attention.
Importance of PR has grown as cost of other media has increased.
Consumers becoming more skeptical about marketing, PR becoming more important
Direct marketing
Growing element of IMC.
More popular as database technology improves.
Allows for more personal and customized messages
steps. in planning and executing an ad campaign
Identify target audience
Set advertising objectives
Determine the advertising Budget
Convey the message
Evaluate and select media
Create advertisements
Assess impact
step one: define the target
define and describe to whom the advertising will be directed
Step two: establish objectives
brand/product issues and objectives.
Market/competitive situation
step 3: determining advertising budget- rule of thumb or objective and task method
Considerations:
Role advertising plays in their attempt to meet overall promotional objectives
Expenditures vary over the course of the Product Life Cycle
Nature of the market and the product influence the size of the budget
step 4: develop the message
define the competitive benefit offered by the brand. It is the promise the brand makes to the consumer. It is the “heart” of the creative strategy
select the key benefit
must support the brand and product line positioning
media communication
channels through which news, entertainment, education, data, or promotional messages are disseminated
The AIDA model
-awareness grab attention, use multiple channels
- interest- “I want to learn more”
-desire
-action
step 7: test and track
presenting, tracking, post testing
The laggard effect
Advertising does not always have an immediate impact
Multiple exposures are often necessary
It is difficult to determine which exposure led to purchase
outbound marketing
marketing where a company initiates the conversation and sends its message out to an audience
inbound marketing
marketing in which company attempts to draw visitors and potential companies into a company’s own media
content creation
process of generating topic ideas that appeal to a buyer persona, creating written or visual content around those ideas, and making that information accessible to your audience as a blog, video, infographic, or other format
social media marketing
digital marketing that involves creating and sharing content on social media networks
blogging
Creating content about your product, service or company that will reach your target audience and drive them to your website to begin their journey towards making a purchase. Bloggers write reviews and recommendations that influence your customers
search engine optimization
the process of maximizing the number of visitors to a website by ensuring that the site appears high on the list of results returned by a search engine.
sentiment analysis
allows marketers to analyze data from these sources to collect consumer comments about companies and their products
personal selling and sales management
Describe the value added of personal selling.
Define the steps in the personal selling process.
Describe the key functions involved in managing a sales force.
Describe the ethical and legal issues in personal selling
professional selling as a career
-People love the lifestyle
-There is a lot of flexibility
-There is a lot of variety in the job
-Can be very lucrative
-Very visible to management and good for promotions
