Lecture 2 Flashcards
What is the Shannon-Weaver model of communication.
A model of communication that consists of these key elements:
- sender
- Encoder
- channel
- decoder
- receiver
Receiver gives feedback to the sender. Notion of noise can change the message of the way you understand it.
what is the SMCR model?
Source
message
channel
receiver
The major difference is that Berlo considers that the sender and receiver are not on the same level. Doesn’t include the noise of feedback loop.
What are the key players in advertising?
Advertisers (brand companies that need to deliver messages)
Advertising and promotion agencies (plans and implements the advertising campaign, in some cases companies have an in house advertising department and outsourcing is not needed for this activity. Controls the image and message of the brand and product)
External Facilitators (the vendors, professional suppliers and consultants, assists advertisers in copyright, copywriting, graphic artists, photographers etc)
Media Organizations (tv, press, radio)
Target audience (purchaser, consumer. Different ads for different groups is sometimes needed)
What are some current advertising issues?
- Interactive advertising
Generate instant feedback from the receiver (the audience). Therefore we generate an immediate response from them, such as leaving an email address, limited edition offers, coupons. Promotional techniques include an element of feedback from the target audience.
- Integrated marketing communication
- Globalization
How do we communicate to another target audience that has a different culture?
- Niche marketing
Companies that pursue market segments of a smaller size to be profitable. Usually because of limited company resources, knowledge of the market, more effective and efficient. Allows you to have a foot in the door.
The disadvantages are that it might be unimportant to larger competitors/small companies are overlooked. Or larger competitors may decide to enter that market.
Antagene (dna tests for pets), sticks for clarinets
- Consumer power, relationship marketing and customization
Consumers can destroy a reputation.
What is the marketing plan?
Blueprint of planned marketing activity that strives to create competitive advantage for an individual product, product line or idea. Consists of different stages:
- Research stage, analyze marketing environment (PESTLE analysis first and then SWAT)
- Strategic stage, develop objectives and strategies (segmentation, targeting, positioning STP)
- Tactical stage, specific tools are selected (price, product, promotion, people, process, physical evidence… 8 ps??)
- Implementation stage
- Evaluation stage
The Four Main Types of Markets
Institutional (public or local administrations)
business to business (industrial)
reseller (distributors)
consumer (B2C)
Marketing communication tools are different depending on the type of market.
What is undifferentiated marketing?
Develop one marketing strategy that will appeal to as many people as possible (gasoline, white bread). This is called mass marketing. focuses on common needs rather than unique and different ones.
Market segmentation approach
Differentiated marketing
Targets several different market segments and designs separate offers for each. Goal is to achieve higher sales and a stronger position. For example the toothpaste industry, different ages need different products. More expensive because of higher investments with each product line that you have to promote.
What is Market cannibalization?
Provide a new product that’s “premium” that will be more successful than the original. Example coca-cola and coca-cola zero/light. Coca-cola light for women and zero for men in the marketing. Cola zero cannibalized the cola light.
What is product differentiation?
Competitive marketing strategy designed to create product differences in the eyes of the consumer. Tangible (color, size, shape) and intangible differences (status, enjoyment, feminine/masculine)
What is the marketing concept?
Suggests that marketing should focus first on the needs and wants of the customer rather than the opposite. In other words the opposite of the old way of mass marketing. when you develop a long time relationship with the customer you care more about their wants and needs.
determine what the customer needs and wants
develop manufacture market and service the goods and services that fill those particular needs and wants
However it’s not always easy to express and what they want, they need a little help and encourage.
What three concepts are within the marketing concept?
Integrated marketing
emerged as the strategic approach with the greatest potential to implement the marketing concept
Relationship marketing
identifies high-value customer and prospects and bonds them to the brand through personal attention
Advertising
most relevant/efficient type to use to communicate to different customers and consumers. Plays an important role in maintaining relationships.
How may the marketer communicate with target markets?
advertising
personal selling
sales promotion
public relations
direct marketing
packaging
point-of-sale
What is important to include in product branding?
Brand
Brand name
Brand mark (logo)
Trademark
Brand equity
How do Ad agencies add perceived value to product of client?
Communicating basics (information)
creating image of product
giving product personality (celebrities for ex, influencers)
setting product apart from competition (creative jobs, copywriters ex.)
What is a persona?
In communication we design actions as if we were only speaking to one persona to focus on details and understanding preferences, needs etc.
Determine demographic (male/Female middle aged, well educated)
Character (famous, sociable, friendly, warm)
Appearance (handsome, doesn’t get old, dressed plainly)
