Marketing communication Essay Flashcards
What are the 3Ps of Branding
Promise
Performanse
positioning
what do IMC stand for
IMC stands for Integrated Marketing Communications.
Integrated Marketing Communications (IMC) is a strategy that ensures all marketing messages and channels work together to create a consistent brand experience. Here’s a simplified breakdown:
-Advertising:
TV, radio, print, and online ads.
-Public Relations (PR):
Press releases, media relations
-Sales Promotion:
Discounts, coupons, contests.
-Social Media Marketing:
Social posts, influencer partnerships.
The consumer decision making process
Need recognition
Recognition for something that you need (stimulised by the senses, smell, sight, taste, touch, and hearing
For example: if you you are hungry you recognise you need something to eat, see a sports car you want one
information search
Search for alternetive after recognising needs
internal search: recalls for information in stored memory
(previous experience from products)
Exrernal information search:
seeks information from an outside enviornment
(hear from family or friends or things as rotten tomato)
(Marketers promoting a product)
Evaluation of altarnatives
after information search they evaluate different altarnetives and its positive and negatives
Purchase
purchase order
postpurchase behaviour
ask for feed back, ask how service was and if they enjoyed the product to keep them as future customers
what is a target audience persona
a semi-fictional character that embodies your target audience.
What do promise stand for in the 3p’s
A brand promise is a value or experience a company’s customers can expect to receive every single time they interact with that company.
what do positioning stand for in the 3 ps
positioning refers to the unique value that a brand presents to its customer
This strategy focuses on highlighting specific features or characteristics of the product that set it apart from competitors.
what do performance stand for in the 3ps
Brand performance refers to how well the brand lives up to its promise and the actual experience customers have with the brand’s products or services.
It encompasses the quality, reliability, and overall satisfaction
What are advertising appeals? Describe 5
Factors that affect consumers decisionmaking process
-Lifestyle Appeal:
Connects the product with a particular lifestyle or way of living.
-Sex Appeals
Sex appeals use attractive imagery or suggestive content to grab attention and create a strong, memorable impression.
-Emotional Appeals
Emotional appeals aim to evoke strong feelings from the audience, such as happiness, fear, anger, or nostalgia.
Happiness: Ads featuring joyful moments, celebrations, or humor.
Nostalgia: Ads that evoke fond memories of the past to create a sentimental connection
-Music appeal
use of music to enhance the impact of an advertisement.
-Scarcity Appeals
Scarcity appeals create a sense of urgency by suggesting that a product is in limited supply
What are the 4 main ways to segment a market
-Psychographic Segmentation
-Demographic Segmentation
-Geographic Segmentation
-Behavioral Segmentation
what is psychographic segemntation?
Lifestyle: Consumers’ way of living, interests, and opinions.
Social Class: Economic and social position in society.
Personality: Traits, attitudes, and behaviors of individuals.
what is Behavioral Segmentation?
Occasions: When consumers buy or use a product (e.g., holidays, special events).
Benefits Sought: The specific benefits or values consumers seek from a product (e.g., convenience, quality, price).
User Status: Non-users, potential users, first-time users, regular users, ex-users.
Usage Rate: Light, medium, and heavy users.
**Loyalty Status: **Degree of consumer loyalty to a brand or product.
what is demographic segmentation?
Age: Different age groups have different needs, preferences, and buying behaviors.
Gender: Men and women often have different preferences and buying patterns.
Income: Income levels affect purchasing power and types of products or services bought.
Education: Education level can influence consumer preferences and purchasing decisions.
what is geographic Segmentation
Region: Dividing the market by geographic areas such as countries, states, regions, or cities.
Climate: Different climates can create different needs (e.g., warm clothing for cold climates).
what are the three components in the model of attitudes?
-Affective
-Behavioral
-Cognitive
what is the affective compenent in the model of attitudes?
person’s feelings or emotions about an object, person, or event.
For example, a consumer might have positive feelings about a brand (e.g., “I love Apple products because they make me happy”).
