Midterm Flashcards
Goal , strategy , tactic
G - increase followers
S - use Instagram
T - post pic of new employee
Content marketing
Strategic approach to distribute content to attract and retain audience and profitable consumer action
Functional needs
Brands benefits are capable of solving consumers consumption related problems
Symbolic needs
Brand ownership with a desired group role or image
Experimental needs
Extraordinary value or rich potential for cognitive stimulation
VALS types
Innovation
Thinkers
Achievers
Believers
Customer buying journey
Awareness Consideration Preference Decision purchase Post purchase decision
ISC objective
Target audience
Measurable criteria
Timeline
Desired outcome
Ethical codes
AMA
DMA
PRSA
Ethic issues in advertising
Stereotypes
Children advertising
Offensive and poor taste
False advertising
Corporate Social Responsibility
Company’s sense of responsibility towards community and environment
Conscious capitalism
Business that serve the interest of all major stakeholders
Social media planning process steps
Establish goals Target audience Outline strategy Content calendar - FB, IG Build content Share content Measure and adjust
Cause marketing
Cooperative effort of a profit business paired with a non profit
Benefits of cause marketing
Awareness of product Increase sales New audience Increased brand image Competitive advantage
Transactional marketing
Opening the company
Digital marketing
Online
Licensing marketing
Aspect of non profit to be used by company
Message focused marketing
Corporations resources are used to create message
Event marketing
Creating an event, walk, run, etc.
Public relations
Helps organizations and publics adapt mutually to each other
Public relations …
Build credibility
Protect reps
Supports business strategy
4 Step PR process
Research
Planning
Action and communication
Evaluation
Influencers
Serve as gatekeepers by interrupting, channeling or filtering an organization message and its audience
Media, bloggers, social media
Audience
Those who an org seeks to reach bc they have a stake in the company
Consumers, employees, suppliers
Median role in PR is to establish credibility
.
Publicity
Broadcast of news/info that hasn’t been purchased
Planned publicity
Orchestrated and managed publicity
Spontaneous publicity
Develop response plans to be ready for when this happens
Media values
Impact and timeliness
Proximity
Unusual and unique
Prominence celebrity
