Marketing Communications Flashcards
What is marketing communications?
A management process through which an organisation attempts to engage with its various audiences. By understanding an audiences communications environment, organisations seek to develop and present messages for its identified stakeholder groups before evaluating and acting upon the responses.
What is marketing communications?
A management process through which an organisation attempts to engage with its various audiences. By understanding an audiences communications environment, organisations seek to develop and present messages for its identified stakeholder groups before evaluating and acting upon the responses.
What are the three main elements of marketing communications?
What questions do we need to ask regarding to this?
- Audiences
(who are our audience and what are their various behaviour and information processing needs) - Engagement
( What does the audience need and how do we engage with them) - Responses
(What are the desired outcomes of this process)
Who are the three main audiences for marketing communications?
- Customers
- intermediaries
- All stakeholders
What is the role of marketing communications?
Creating brand values and provoking behaviour which then leads to audience engagement
What are the four tasks of marketing communications?
DRIP
Differentiating Reinforcing Informing Perusing (DRIP) (Audiences)
Describe ‘Differentiate’ in the drip model
to position a brand so that it is perceived to be different to its competitors
Describe ‘Reinforce’ in the drip model
To remind of reassure customers about a brand
Describe ‘Inform’ in the drip model
To make customers aware of a brands existence or attributes
Describe ‘Persuade’ in the drip model
To encourage customers to be have in particular ways
What are the three main parts of the marketing communications mix?
Core type of message
Communication tools
Types of media
What are the constituent tools of themarketing mix?
- Advertising
- Sales Promotion
- Public relations
- Direct Marketing
- Personal selling
What are the constituent classes of media in the mix?
- Broadcast
- Outdoor
- Digital
- In - Store
- Other
What are the constituent classes of Content in the mix?
- Informational
- Emotional
- Branded messages
- UCG
What are the two content strategies?
Rational appeals
Emotional appeals
