MarComms Flashcards
Define IMC
- Integrated Marketing Communications
- The integration of all marketing activities associated with planning, developing, implementing and evaluating brand communication programs
- Makes use of a combination of marketing communication tools
Stages in the marketing communications funnel
- Awareness
- Consideration
- Conversion
- Loyalty
- Advocacy
MarComms tactics for different stages of the funnel
- Awareness
- Online ads - Consideration
- SMIs, content marketing - Conversion
- Sales promotion - Loyalty
- Targeted EDMs - Advocacy
- Brand activism
4 general segmentation types
- Demographics
- Geodemographic
- Psychographics
- Behaviourgraphics
Segmentation types by ease of measurement and predictability of customer choice behaviour
- Demographics
- Easy to measure, low predictability - Geodemographics
- Slightly easy to measure, slightly low predictability - Psychographics
- Slightly difficult to measure, slightly high predictability - Behaviourgraphics
- Difficult to measure, high predictability
Define a market segment
A group of customers who share a similar set of needs and wants
- Allows for effective delivery of the marketing message
- Based on similar needs and wants but also consumption behaviours
Key steps in segmentation
- Segments share demographics, values / lifestyles, behavioural characteristics
- Measureable, accessible, profitable and actionable charactertistics
3.
a) Separate customers into similar product-related needs
b) Identify consumers with similar needs and wants
c) Group customers according to segmentation variables
d) Select groups large enough to support customised marketing strategies
Behavioural segmentation
- segmenting based on buying and consumption behaviour
- Traditionally used after product launch
- e.g product use, level of use, occasion, benefits saught
Online behavioural targeting
- Tracking visitors’ online site-selection creates a date profile of the visitor that can be used to place them in segment
- can include pages visited, length of time spent on page, links clicked, searches performed
Behavioural segmentation: 3 ways to find target market
- Geotargeting: IP-based
- Dayparting: restricting display ads to potential customers
- Domain management: Data and online presence protection
Demographic segmentation trends
- Changing age structure
- Population growth and geographical dispersion
- Changing household composition
- Ethnic groupings
Geodemographic segmentation
- Conjunction of geography and demography
- Premise is that people living in the same area share similarities
Psychographic segmentation
- Based on psychological traits and how they influence consumption
- 3 underlying bases
1. Personality
2. Lifestyle
3. AIO (Activities, Interests, Opinions)
Psychographic segmentation: personality and lifestyle
Big 5 = traits a person possesses that indicate an enduring way of thinking, feeling and acting
1. Agreeableness
2. Emotional stability (Neuroticism)
3. Openness to experience
4. Extraversion
5. Conscientiousness
Lifestyle
- How a person chooses to live their life (e.g student, work, athletic)
Psychographic segmentation: AIO components
Activities
- Work
- Hobbies
- Social events
Interests
- Family
- Home
- Job
Opinions
- About themselves
- Social issues
- Politics
Define diversity marketing
- Process of considering and presenting individually varying identities into the brand’s marketing decisions and activities
- Aim of absolving marketplace discrimination
Trend away from demographics
Has led to stereotyping and marketplace discrimination
Components of diversity marketing (promotion most important)
Product: Offerings inclusive of broader audiences
Place: Equal access
Promotion: portray in a variety of social roles and contexts
Price: No unfair taxes etc.
Key components / takeaways of diversity marketing communications
- Audience connectedness is a means of success and shows target audience resonance
- Three key aspects at play
1. Effective marketers approach to diversity
2. Perceived diversity
3. Belief congruence - Positivity in all 3 domains:
– Positive ad and brand attitudes, societal outcomes
Approaches to diversity model
Axis: order of entry (late / early), depth of diversity integration (surface or deeper)
Passive
- Early entry, surface level
- Mid-level commitment
Performative
- Late entry, surface level
- follower and market driven
- Low commitment
Transformative
- Early entry, deeper level
- Integration across multiple marketing mix elements
- High commitment
Adaptive
- Late entry, deeper level
- Mid-level commitment
Five functions of advertising
- Informing
- new brands, educate features / new uses for existing brands, increase demand for existing brands - Persuading
- Influences primary demand (product category
- builds secondary demand (the brand) - Reminding
- Keeps brand fresh in mind, can encourage brand switching - Adding value
- Advertising adds value by influencing perceptions
- products: product innovation, improving product quality, altering consumers’ perceptions - Assisting other company efforts
- e.g lend credibility to salespeople’s claims
Setting marketing communication objectives
- An expression of marketing management consensus
- Guide the budgeting, message and media aspects of a brands’ advertising strategy
- Provide standards against which results can be measured
Setting achievable advertising objectives
- Include precise statement of who, what and when
- Be quantitative and measurable
- Specify the amount of change
- Be realistic
- Be internally consistent
- Be clear and put it in writing
Some key communication objectives
- awareness and salience
- create imagery and personality
- build trust
- instill loyalty
- connect people
Brand loyalty and advocacy + generating consumer loyalty
- Highest tier of marketing communications funnel
- Create preference + reduce consumer’s brand switching tendency
- Refer more business to you from friends and family: advocate is one of the biggest indicators for success
Generating consumer loyalty requires:
- providing a brand that satisfies consumers’ needs
- continuous advertising to reinforce consumers’ brand-related beliefs and attitudes
The funnel trends
- Loyalty is a sequential process
- Need marketing activities that support particular or multiple stages of the funnel
- Loyalty and advocacy are not everything (Top 20% of customers generate 50% of sales; other 50% is elsewhere = light users)
Creative strategy types / orientation
Disruption v tangible focused
- Functional orientation
- tangible focused, low disruption - Experiential orientation
- low tangible focus, low disruption - Dominance orientation
- high tangible focus, high disruption - Transformational orientation
- low tangible focus, high disruption
Functional orientation creative strategy
- tangible focused, low disruption
- Focused on product attributes and benefit to customer
- low differentiation from competitors
- e.g Head and Shoulders
Experiential orientation creative strategy
- Low disruption, less tangibly focused
- Social and emotional benefits / experiences
- Low differentiation from competitors
-E.g Herbal Essences
Dominance orientation creative strategy
- tangible focus, high disruption
- Focused on product attributes and benefit to customer
- added superiority through technology or expertise
Transformational orientation creative strategy
- High disruption, less tangible focus
- focused on social and emotional benefits and experiences
- superiority through innovative idea original to competitors
Brand codes
- include logo, font, sound, characters, colour, shape
Creative tactics - visual
- Brand logo
(brand name and logo should be early on) - Colour
(e.g red = love, green = life; increase attention, recall) - Imagery
- Text
(includes font - serif, sans-serif, display)
Creative tactics - non visual
- Message appeal
- Music and sound
(attract attention, positive mood, more receptive to message arguments) - Slogans and taglines
(short phrase to establish image, identity, memorable, shorthand association, provide info) - Brand name
Message appeals
- Approach to attract attention or influence feelings
- Hedonic needs and informational needs satisfied with either messages that make them feel good or supply facts
Appeal types - Fear
- Humour (hedonic)
- Guilt
- Sex
- Rational (informational)
- Scarcity
Rational appeal
Informational, use logic, facts and data to convince
- e.g for medications
- Focus on functional need and utlitity of product
Adv / dis
- Enhance trust
- Demonstrate benefit
- Easy to comprehend
- No advantage over non-humour
- Less attention
- Fact check
- Dull
Scarcity appeal
- FOMO (fear of missing out)
- Sales, limited editions
Adv / dis
- CTA
- Urgency
- Attention
- Can make brand seem illegitimate (if overused esp)
- May not be long term
Emotional appeals (umbrella term)
- Persuade through emotions
- Not about brand info
- Humour, happiness, nostalgia, morality are common
Morality appeal
- Good for social movements e.g diversity, equal rights
- Raise awareness for higher purpose, leverage brand associations
Adv / dis
- Awareness to bigger cause
- Higher attitudes
- Influence society
- Improve ethics of brand
- Can be seen as inauthentic or woke washing
- May blur product message
Humour appeal
- Incongruity resolution
- Once humour is detected, favourable attituds
Adv / dis
- Create awareness + attract attention
- Increase attitudes
- Does not necessarily harm comprehension
- Does not offer advantage over non-humour for persuasion
- Does not enhance credibility
- More successful with established brands
- Dependent upon product type (serious products shouldn’t use etc.)
Fear appeal
- Fear of not using product (can include social fear)
- Fear of a behaviour (e.g drugs)
- Often used with logic to increase involvement
- Have the appropriate intensity (greater topic relevance = lower threat intensity to activate response) - Might mean unknown topics need more intensity
Guilt appeal
- Trigger negative emotions to take responsible action
- Focus on future and past transgressions
- E.g starving children
Negative advertising appeals (Fear, guilt) adv, dis
- Attention
- Memorable
- Good to deter behaviour
- Can make audience switch off
- Not effective for all brands
- Can create negative brand image
- Ethically questionable at times
- Can effect when and where ad is delivered (age ratings etc. subject matter)
Sex appeal
- Captures attention
- Ethically questionable and less common
- Can increase specific emotions
- Can affect behaviour due to social desirability
- Can create a negative brand image
- Better suited to some target audiences than others
- Bad publicity
- Restricted deliverance of the Marcomms
Media channel vs media vehicle
Channel = format
- General communication methids that carry advertising messages in mass media
- e.g television, radio, magazine
Vehicle = specific broadcast programs or print choices that ads are placed
- e.g Masterchef, The Economist
Media objectives (use these in other topics!!! Including supp media)
- Reach
(% of target audience receive message) - Frequency
(Frequency target audience exposed to message) - Scheduling
(Continuous, flighting or pulsing schedules) - Recency planning
(When exposure occurs) - Weight
(How much to advertise, how many people see and how many times) - Attention
(e.g attentionTRACE by Amplified Intelligence)
Reach and its determinants
- % of target audience exposed to message
- Difficult to measure
- Not effective on its own
- More media categories = more reach
- Diversity within single media channel or vehicle = more reach
- Time of day
Effective reach: reach people who want product
Frequency / how many exposures are needed
- Higher frequency can be achieved through repetition of ad = impact on choice to buy
3 or more exposures = recall
7 or more = conversion
10+ = too much
Recency planning: however, initial exposure most important and those after are diminishing
Attention!
Define: Concentrated awareness towards a particular stimuli in environment while ignoring other stimuli
- Growing in importance over some other objectives
- Why? Reach, frequency and weight could have inaccuracies with views
- Can measure through tech e.g attention race
- Some media work better than others: cinema, TV,
TikTok, Facebook, Instagram??
(Say Cinema has more attention than Instagram)
3 Types of attention
- Active attention
- eyes on screen and ad - Passive attention
- In room but not looking / not looking at ad on mobile - Non attention
- TV on but person is not in room
- Looking away (mobile)
Hierarchy of attention
- Platform
- Format
- Context (placement)
- Target market
- Creative
Media diversity and neutrality
Diversity = more media
Neutrality = No bias toward media investment -> can be used to test and adjust media spend
- Increasing trend of both as attention is spread across vehicles
Television advertising overview and facts
- 21.8% spent on TV vs 53.2% on digital
- TV remains king in many senses
- 92% of Aus population tunes into free to air tv
- More expensive than other forms of media though personal and demonstrative
TV programming and ways to buy slots
Daytime: news and children’s
Fringe time: reruns, movies
Prime time: Most popular
- Network advertising (e.g through channel 7)
- Spot advertising (e.g at dinner)
- Syndicated advertising (e.g in the program)
- Subscriptions (on paid platforms)
TV advertising strengths and weaknesses
Strengths
- Demonstration ability
- Intrusion value
- Ability to generate excitement
- One to one reach
- Ability to use humour and other appeals
- Effective with sales for trade
- Ability to achieve impact, touted as better in achieving reach and attention
Weaknesses
- Escalating costs
- Audience fractionalisation (reduced audiences for single medias and reduced times)
- Zipping and zapping (fast forward or avoiding ad)
- Clutter
- Heavy regulation
- Certain demographics more heavy
Types of TV ads
- Infomercials
- Brand or product placement
(larger audiences and exposure but less control) - Product use
- Demonstration
Types of product placement
- Brand mentioned in script
- Product seen in shot
- Product seen being used
- Product used and mentioned
- Negative placement
Television audience measurement
- OzTAM People Meter
(records what programs being watched, how many households watching, which family members in attendance)
– based on panels
Streaming and advertising (OTT)
- Represent new wave of advertising
- Cord-cutting = cable subs cancelled
- Threat to traditional: Time-poor, convenience and greedy driven customers
- Pay TV more common in young people
Types
- Subscription video on demand (memorise this)
- Transactional video on demand
- Ad-based video on demand
- Premium video on demand
Advertising in OTT
- Streaming service has an advertising platform / marketplace but many partner with agencies to gain spots
- Aside from AVOD (ads), most needs a native approach
(e.g product placement, in storylines, sponsored content) - Blur line between content and advertising
OTT strengths and weaknesses
Strengths
- Better precision and relevance for target market
- Potentially better attention and sometimes reach
- Impressive data metrics and data driven tactics
- Currently inclusive for smaller brands
- Overcomes media fractionalisation
- Zipping can be prevented
- Blurs line between content and advertising
- Better relevance for audience
Limitations
- Escalating costs
- Audience fractionalisation (many streaming services)
- Ad pay walls
- Contradictory and intrusive (ethical concerns)
- Clutter is increasing
- Frequency may be an issue
- Technical suitability for different platforms (phone vs TV)
What is supplementary / support media?
- Non-mass media channels and vehicles that support primary media through enhancing value and utility
- Print, OOH, sales promotion, personal selling, PR. sponsorship, direct marketing
Newspapers
- Popular
- declining
- mass media
- clutter
Magazines
- Target interests
- decline
- Long life
- Clutter
- May be read multiple times in waiting rooms so hard to measure
Advertorials
- Match content and platform
e.g paid review - more attention and purchases
- ethical issues
OOH support media
- Billboards are the major segments
- Other include bus shelters, transit vehicles, shopping centre displays
- seen outside of home
Measurement
- Impression and foot traffic
- surveys
- digital integration
Billboards OOH
- create brand name recognition
- areas with vehicle or pedestrian traffic
- recency planning
- needs colour, letter visibility at a distance
- digital billboards animated
Transit vehicles OOH
- for audiences in transit
- buses, trams, phone booths, toilets
- exterior or interior of vehicles
OOH strengths and weaknesses
Strengths
- Broad reach and high frequency levels
- Geographic flexibility
- Low cost per thousand
- Prominent brand identification
- Opportune purchase reminder - window of opportunity
Limitations
- Non-selectivity
- Short exposure time
- Difficult to measure audience size
- Environment problems
- COVID
- Ethical concerns
Marketing Public Relations (MPR)
- Focus on customers and products
- Greater role because of increased cynicism
- Credible and cost-effective way for market success
- desire for authentic information
- seen as more credible than advertisements
- not publicity
4 Step PR plan
- Preplanning
- determine problem
- evaluate public attitudes - Develop a PR plan
- determine relevant audiences
- Establish PR objectives - Develop and executive
- Identify optimal PR tools and strategies
- Executive program activities - Evaluate
- Look at key metrics
How to measure PR
- social listening
- sentiment analysis
- impressions
- customer feedback
2 types of MPR
- Proactive
- Reactive
Crisis management
- response to crisis management situation is reactive MPR
- when unanticipated negative response
- reactive MPR to repair company’s reputation and regain sales
When to use - product tampering
- commercial rumours
- scandal
Crisis management corporate response do and don’ts
DO
1. Be open and honest
2. Keep everyone informed
3. Pause marketing until resolved
4. Respond promptly
DON’T
1. Avoid
2. Blame
3. Distract
MPR and digital disruption
- internet speeds up negative WOM
- cancel culture and holding brands accountable
- negative more impactful
- brands approach social issues more
MPR adv, dis
Adv
- Wide spread
- Trusted
- WOM
- Attention, reach
- Influential
- Viral marketing
Dis
- Can spread too much
- Can’t control cancel culture
- Publicity not guaranteed
- Inaccuracy and distortion
Point-of-purchase (POP) advertising
- Any communications at exact moment of purchase
- Consumers’ shopping behaviour e.g in search of new experience, offers opportunity to influence their decisions
POP categories - Permanent POP displays
- Semi-perminent
- temportary
- digital platform
- packaging
Key factors of POP
Timing: when and for how long
Location: where
Size: How big e.g banner or pop-up
Medium: text, visuals, sound
Functions performed by POP
Informing
Reminding
Encouraging
Merchandising
Vital result of POP: increased in store decision making
Specifically planned
- intent to buy product and brand
Generally planned
- intent to buy product but not brand
Substituted purchases
- intended brand was swapped
Unplanned purchases
- no prior intent
Digital disruption of POP
- POP can be online
- Suggest similar items
- Suggest adding other stuff to order
- Works with location based messaging
POP advantages and disadvantages
Advantages
- Window of opportunity
- Influences unplanned purchases
- Relatively inexpensive
- Relatively easy to produce
- Can support other Marcomms
- Your sales person in store
Disadvantages
- Restricted coverage and reach
- Retailer controlled
- Limited creative flexibilitu
- Environmental concerns
Digital disruption of personal selling and sales promotion
- AI chatbots
- Less time and money spent travelling
- Easier to monitor performance
- Honey coupons
- Pop-ups for discounts
Word of mouth marketing
- Organic form of marketing
- Consumers promote brands within their own dialogues
- can be positive or negative
- two options for brands
1. Formulate marketing actions and communications that facilitate WOM
2. Incentivise WOM (e.g referral marketing, tagging friends) - both an outcome and objective
Theory behind WOM
- social identity theory
(sense of belonging) - theory of planned behaviour
(attitudes, norms and behaviour will influence WOM) - bandwagon theory
(people follow actions of others aspirational and belonging rather than making independent decisions)
WOM strategies
- influencer marketing
- referral
- sales promotion
- content marketing
- brand equity
- prosocial advertising
- PR
WOM adv/dis
- most impactful form of Marcomms
- lowers costs
-trusted - hard to control
- not guaranteed
- can be difficulty to measure
- virality
POE model
Media is
- paid (ads, influencer)
- owned (website, blog, email)
- earned (mentions, shares, reviews, UGC)
Adjusting media along the funnel (probably wont be on exam)
Awareness
- attract prospects
- SEM
- display ads
- social media ads about brand
Consideration
- educate prospects
- video content
- website
- reviews
- social media ads about brand
Conversion
- encourage purchase
- retargeting
- social media ads about product
Loyalty
- post purchase
- email offers
- inspiring and informative social content
- subscription services
Advocacy
- brand ambassadors
- email and website referral programs
- social UGC
Broad advantages and disadvantages of social media
more inclusive for smaller brands, better targeting, co-create with audience, all brands need a digital presence
hard to predict, actually does take a lot of effort, attention issues, regulations are increasing
Types of media channels
- Search engine marketing
- Social media marketing
- Email marketing
- Display advertising
- Online PR
- Affiliate marketing
Sponsorship
Involves a brand (sponsor) investing in an activity, person or event (sponsee / sponsored entity), for access to the commercial potential associated with them
- The sponsored entity receives a fee
- The sponsor obtains the right to associate itself with sponsored entity and marketing that association
Reasons for growth of sponsorship
- Avoids clutter
- Helps companies respond to changing media habits
- Gain approval from shareholders
- Brand equity through association
- Targeting comms to specific geographic or demographic or lifestyle groups
Theory behind sponsorship / how it works
- Congruence theory
- Ideas consumers hold about sponsor and sponsee and degree of similarity between the two
- Needs to make sense: values, image, category etc. - Transfer of associations
- Thoughts about one party will associate with the other
- Increase brand equity
- Shift brand image
- Increase market access
- e.g El Paso, Danny Trejo benefited both
Celebrity sponsorship / endorsement
- Credibility is important
- Celebrity is source to deliver message
- TAAR / TEAR
1. Trustworthy
2. An expert
3. Attractive (looks, personality, lifestyle)
4. Respected
How to select sponsors
- Congruence: event similar to brand image
- Target audience fit
- Sponsorship misidentification: previous sponsors etc.
- Clutter: how many sponsors
- Complementary: complement existing brand sponsorships
- Economic viability
Social media influencers
- SMI is a content generator, with expertise in an area, with followers who are of marketing value to brand
- PR, social media, content and sponsorship
- Influenced into purchasing
SMI characteristics
- Expertise
- Authenticity (different to celeb)
- Attractiveness
- Similarity (different to celeb)
Why are influencers a popular marketing tool
- Parasocial interaction: interact as if in reciprocal relationship
- SMIs create two-way dialogue with followers on their social media
platforms -> brand messages perceived as more credible - Outcomes: Influences actions and opinions, builds trust in branded posts: brand awareness and purchase intentions
SMI trends and concerns
Ethics
- manipulate images
- purchase followers
- blackfishing
- blur line between ad and content
- undisclosed sponsors
- falsify brand-influencer relationships
Disclosure laws = explicit info of influencer brand relationship
- Use hashtag
- Write in caption
- Say it
- Use platform capabilities
Evolution of Marcomms (ethical and digital disruption)
- Brands that do not act with ethics in mind, or reflect these in activities are left behind
- Brands have impact on society
- Cause related marketing more common
- Brands must also understand digital and its place in marketing but proceed with caution
Define diversity marketing
Diversity in marketing communications is the process
of considering and presenting individually varying
identities into the brand’s marketing decisions and
activities
How do consumers feel about diversity and is it just external actions?
- Consumers feel positive towards diversity and expect brand to reflect this
- Brand should understand audience and reflect their values
- Diversity starts internally
- Employees are dual actors
- Organisational structure and internal diversity translate externally
How to define success in marketing communications
- Measure results of campaign relative to what it was trying to achieve using metrics
- Metrics relate to objectives
What measures to use to evaluate performance
- Don’t use generic or shallow measures (impressions over attention)
- Objectives align with stage of funnel
- Depends on media / format
Common KPIs
Awareness: Reach, recall, impressions
Consideration: Frequency, attention, engagement, searches
Conversion: retail sales, profit, change in behaviour
Loyalty: repeat purchases, long-term stuff
Advocacy: UGC, sharing, ratings
ROI
Evaluations and the process to conduct them
Understand objectives then see achievement in stage of funnel
Process
1. What activities should be measured: message, channel, budget
2. What time should evaluation happen (pre-test, post-test)
3. Where should IMC be evaluated (in field (homes), simulated situations)
4. How should evaluation be conducted
When to conduct evaluations
Pre-testing
- How likely we are to achieve objectives
- Before launch
- Evaluate concepts (e.g with focus groups)
- Rough art, copy info
- Reduce ineffectiveness within campaign prior to release
Post-testing
- How well we have achieved objectives
- After launch
- Continuous testing and monitoring
- Continuous to see if on track and if need changes
- minimise wastage and mitigate issues
Ways to evaluate
- Surveys
- Social media metrics
- sales
- amplification
- community
- traffic data (e.g number of visitors)
- bounce rate
