Lecture 9 - Marketing communication Flashcards
What is marketing communication (marcoms)?
Marketing communication is the means by which firms inform, persuade, and remind consumers about the products and brands they sell.
What are the elements of the communication process?
Idea
Sender
Encode: Message.
Medium: channel
Decode: interpret the message
Feedback
Noise (harder to interpret the message: misunderstanding etc.).
What are the main types of communication channels?
Personal communication channels: Face-to-face, telephone, email, or online chat.
Non-personal communication channels: Print, online, display media, or events.
What is the Marcoms Mix?
The Marcoms Mix consists of the promotional tools used to communicate customer value and build relationships, including advertising, sales promotion, personal selling, and public relations.
What are the properties of good advertising?
Uniqueness (stands out).
Repetition (helps learning).
Relevance (direct appeal to consumer needs).
What are common advertising formats?
Demonstration advertising.
Testimonials (use everyday people to say how good the product is).
Expert endorsements.
Celebrity endorsements.
Slice-of-life advertising (simulated real situations).
Comparative advertising.
What tactics are used in sales promotion?
Discounts (e.g., coupons).
Bonus offers (e.g., buy one, get one free).
Combined offers (free comb with shampoo)
Loyalty schemes (e.g., stamp cards).
When is personal selling most effective?
When introducing new products.
For products requiring explanation or demonstration.
When building long-term relationships is crucial.
What is public relations (PR)?
Public relations is about managing a company’s reputation through actions, communication, and what others say about the brand.
What is Integrated Marketing Communication (IMC)?
Combines various marketing channels to create a consistent brand message
What are examples of IMC campaigns?
Campaigns like Coca-Cola Zero, which use multiple channels (TV, social media, events) to deliver a unified brand message.
Capturing attention in advertising
Humor, erotica, shock tactics (think about the message)
