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COMM 352 - MS > Module 9 > Flashcards

Module 9 Flashcards

Communicate the Value and Communicates Strategy Development

1
Q

True of False:

Packaging is just as important as the quality of the product itself?

A

True, it plays a crucial role in atrracting customers, conveying brand messages, and influencing purchasing decisions.

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2
Q

Why is packaging essential in the marketing of consumer products? (10)

A
  1. First Impression
  2. Brand Identity
  3. Differentiation
  4. Information & Communication
  5. Protection & Preservation
  6. Emotional Appeal
  7. Convenience & functionality
  8. Retailer Acceptance
  9. Online Sales Impact
  10. Sustainability
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3
Q

What stages of product development should marketers be included in?

A

All stages.

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4
Q

Why is packaging essential in the marketing of B2B products? (10)

A
  1. Product Protection
  2. Branding & Professionalism
  3. Information & Instructions
  4. Differentiation & Recogition
  5. Storage & Inventory Management
  6. Shipping & Logistics
  7. Value Preception
  8. Environment Concerns
  9. User Experience
  10. Marketing and Sales
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5
Q

What is often the first encounter potential customers have with your brand?

A

Marcomm

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6
Q

Marcomm

A

Marketing messages and media you deploy to communicate with the market.

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7
Q

How does consistency enforce trust?

A

Inconsistent or confusing messages can damage your brand’s credibility.

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8
Q

IMC

A

Integrated marketing communications

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9
Q

What does IMC do?

A

IMC is all about aligning all your communication channels.

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10
Q

What is the point of marketing communications?

A

Persuasion

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11
Q

What are the 3 key strategies of marketing communications?

A
  1. Creating a vision
  2. Emotional appeal
  3. Demonstrating value
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12
Q

The 11 Challenges to Effective Communications

A
  1. Fragmentation
  2. Audience Segmentation
  3. Information Overload
  4. Real-Time Responsiveness
  5. Maintaining Consistency
  6. Integration of Channels
  7. Data Privacy and Security
  8. Technological Complexity
  9. Measuring Effectiveness
  10. Cultural and Language Barriers
  11. Regulatory Compliance
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13
Q

Fragmentation Communication Challenge

A

Messages can become fragmented and inconsistent, maintaining a unified brand message across all these channels can be challenging, leading to confusion among the target audience.

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14
Q

Audience Segmentation Communication Challenge

A

Tailoring messages to cater to diverse audience segments requires careful planning and execution to ensure the right message reaches the right people through the appropriate channels.

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15
Q

Information Overload Communication Challenge

A

The abundance of information in the digital age can overwhelm recipients, making it difficult for important messages to stand out.
Real-Time Responsiveness: Social media and instant messaging platforms demand quick responses.

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16
Q

Maintaining Consistency Communication Challenge

A

Consistency in branding, tone, and messaging is essential for building a strong brand identity.

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17
Q

Integration of Channels Communication Challenge

A

Coordinating communication efforts across various channels requires proper planning and integration.

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18
Q

Data Privacy and Security Communication Challenge

A

Collecting and using customer data to personalize communications can be beneficial.

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19
Q

Technology Complexity Communication Challenge

A

Adopting and managing multiple communication tools and platforms can be technically challenging, requiring constant updates and expertise in utilizing these technologies effectively.

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20
Q

Measuring Effectiveness Communication Challenge

A

Assessing the impact and ROI of communications across various channels is difficult due to the complexity of data collection and attribution.

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21
Q

Cultural and Language Barriers Communication Challenge

A

In global markets, communicating effectively across different cultures and languages requires a deep understanding of cultural nuances and linguistic variations.

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22
Q

Regulatory Compliance Communication Challenge

A

Different channels and regions may have specific regulations governing communication practices, making it essential to ensure compliance to avoid legal issues.

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23
Q

PLC

A

Product Life Cycle

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24
Q

CAC

A

Customer Activity Cycle

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25
Q

Product Adoption Curve and Communications Considerations

A
  • A product launch strategy
  • Targeting and segmentation
  • Product improvements and extensions
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26
Q

Stages of the Customer Activity Cycle

A
  • Awareness: customers become aware of the product’s existence through various channels such as advertising, word-of-mouth, or online research.
  • Consideration: customers evaluate the product’s features, benefits, and value proposition. They may compare it with alternative solutions.
  • Purchase: the customer makes the decision to purchase the product. Clear and persuasive communication is crucial at this stage to address any last-minute doubts or objections.
  • Post-purchase: after buying the product, customers assess its performance and overall satisfaction. Communication efforts should focus on providing excellent customer service, obtaining feedback, and encouraging reviews and referrals.
  • Repurchase or Advocacy: satisfied customers may repurchase the product and become brand advocates, promoting it through positive word-of-mouth and online reviews.
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27
Q

The 4 Aims of Promotions

A
  1. Increase Awareness
  2. Boost Sales
  3. Build Brand Loyalty
  4. Beat Competition
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28
Q

What is contained in the promotion toolbox?

A
  1. Discounts and coupons
  2. Sales and clearance events
  3. Contests and giveaways
  4. Loyalty programs
  5. Bundling and cross-selling
  6. Referral programs
  7. Digital marketing
  8. Seasonal promotions
  9. Free trials and samples
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29
Q

What is the role of public relations in marketing?

A

Engagement

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30
Q

What is the role of marketing in PR activities?

A
  • Integrated communication
  • Brand storytelling
  • Product launches and campaigns
  • Reputation and crisis management
  • Media outreach and publicity
  • Event management
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31
Q

Integrated Communication

A

Consistent messaging across all communication channels.

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32
Q

Brand Storytelling

A

Creating an emotional connection with the audience.

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33
Q

Product Launches and Campaigns

A

Generate media coverage and create buzz around the offerings.

34
Q

Reputation and Crisis Management

A

Coordinated efforts to protect the company’s reputation.

35
Q

Media Outreach and Publicity

A

Providing valuable content, press materials, and insights that journalists find relevant and engaging.

36
Q

Event Management

A

Organizing and promoting events.

37
Q

Outbound Marketing

A

The business initiates conversation or interaction with customers to attract them to the brand.

38
Q

Inbound Marketing

A

Attracting loyal customers to the business by aligning with the target audience’s needs.

39
Q

Greenwashing

A

When a company attempts to trick customers who are looking to live a greener lifestyle into thinking their products are environmentally friendly when they are not.

40
Q

Facets of Greenwashing

A
  • Misleading Eco Images
  • Bait and Switch
  • Irrelevant Claims
  • Clickbait
  • Zero-Proof/No Receipts
  • Red Herring
  • Vagueness
41
Q

Misleading Eco Images

A

When product labelsor ad campaigns use nature, animals, leaves, or the colour green on their products or services.

42
Q

Bait and Switch

A

Offering a limited initial eco-friendly product to attract green customers, and once they are “hooked” presenting their usual products which are not eco-friendly.

43
Q

Irrelevant Claims

A

Using eco-friendly sounding claims to seem earth-friendly, when the claim they are using is totally irrelevant.

44
Q

Clickbait

A

Something tempts customers to click on the link only to find out what they get is not all that they were promised.

45
Q

Zero-Proof/No Receipts

A

Companies put claims on their labels or in ad campaigns that they can’t prove.

46
Q

Red Herring

A

Making only a small aspect of their product eco-friendly and advertising this endlessly.

47
Q

Vagueness

A

Tricking customers to think a product is better for the planet than it is by using eco terminology in a vague context.

48
Q

Objective of Communications Plan

A

Define the purpose of the communication plan.

49
Q

Communications Plan Target Audience

A

Identify the specific groups to communicate with.

50
Q

Communications Plan Key Messages

A

Craft the main points to convey.

51
Q

Communications Plan Channels

A

Select the appropriate channels for communication.

52
Q

Communications Plan Timeline

A

Sets a schedule for the communication activities.

53
Q

Communications Plan Responsibilities

A

Assign tasks to team members.

54
Q

Communications Plan Evaluation/Metrics

A

Determine how to measure the effectiveness of the communication.

55
Q

Marketing Plan Executive Summary

A

Summarizes the main goals and strategies.

56
Q

Marketing Plan Market Analysis

A

Analyze market trends, competition, and target customers.

57
Q

Marketing Plan Target Market

A

Define the specific segment of the market to target.

58
Q

Marketing Plan Marketing Mix (4Ps)

A

Outline the product, price, place and promotion strategies.

59
Q

Marketing Plan Budget

A

Allocate financial resouces for marketing activities.

60
Q

Marketing Plan Marketing Strategies

A

Detail the approaches to acheive marketing objectives.

61
Q

Marketing Plan Action Plan

A

Outline the steps to implement the marketing strategies.

62
Q

Marketing Plan Evaluation and Control

A

Set metrics to asses the success of the marketing plan.

63
Q

Successful Multichannel Marketing

A
  • Brand Reach
  • Message
  • Consistency
  • Engagement
  • Experience
64
Q

Brand Reach

A

The advantage of multichannel marketing is to increase brand awareness by expanding reach.

65
Q

Message

A

Effectiveness of multichannel marketing is based on how well your message resonates with your target buyer.

66
Q

Consistency

A

Stay consistent across all channels

67
Q

Engagement

A

Social media platforms require a level of engagement in order to sustain a long-term success.

68
Q

Experience

A

The consumers interacting across multiple channels, know the channels well, you must too.

69
Q

How to launch a successful multichannel marketing strategy.

A
  1. Identify your buyer persona
  2. Choose the channels you want to target
  3. Create singular messaging for that Persona
  4. Play by the rules of each channel
  5. Figure out how you’ll integrate the experience across channels
  6. Implement marketing automation
  7. Your website is also a channel
  8. Plan how you’ll measure attribution
  9. Invest in retargeting
70
Q

Identify your buyer persona

A

Helps to decide which channels and what messaging.

71
Q

Choose the channels you want to target

A

Depending on your buyer persona and unique goals.

72
Q

Create singular messaging for the persona

A

Cohesive experience across all channels to avoid audience confusion.

73
Q

Play by the rules of each channel

A

Post content and adjust based on the platform (don’t do TikTok dances on LinkedIn).

74
Q

Figure out how you’ll integrate the experience across channels

A

All channels must work together.

75
Q

Implement marketing automation

A

Helps with decision making and taking personalized action towards your buyers’ unique paths.

76
Q

Your website is also a channel

A

You need a responsive website consistent with your brand across your other channels.

77
Q

Plan how you’ll measure attribution

A
  • Linear Attribution Model
  • Time Decay Model
  • Position-Based Model
78
Q

Linear Attribution Model

A

Providing attribution to all touch points equally per sale, and not taking influence into account.

79
Q

Time Decay Model

A

Providing more attention to the most recent touch points.

80
Q

Position-Based Model

A

Providing more attention to touch points along certain stages of the lifecycle of the consumer.

81
Q

Invest in retargeting

A

Anyone who “bounces” away will see retargeting ads on other platforms, ones that you may also have a presence on.

COMM 352 - MS (14 decks)

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