Revision slides

Question 1

Marketing clutter

Answer 1

excessive amount of ad messages consumers are exposed to on a daily basis. To cut through the clutter, you must try to find the right time and place to connect with target customers and deliver impacting, creative messages for your small business.

Question 1

Elements of the communication process

Answer 1

(1) The sender: usually an organization who wants to send a message to an audience by drawing from a variety of media (item, image, spokesperson)

(2) Encoding: using a process to translate an idea into a message to be understood by the receiver

(3) Transmission device: the channel through which the message is sent

(4) Decoding: the process by which receiver attribute meaning to the sent symbols

(5) The receiver: target or intended recipient of the message

(6) Feedback: receiver’s response to the message

(7) Noise: anything that can inference with effective communication

Question 2

Trends in marketing communications

Answer 2

Emphasis on accountability & measurable results

Explosion of digital media

Integration of Media Platforms

Changes in Channel Power

Increases in global competition

Increase in brand parity

Emphasis on Customer Engagement

Question 3

Emphasis on accountability & measurable results

Answer 3

• Companies expect ad agencies to produce tangible outcomes.
• Any campaign should yield measurable gains in sales, market share, brand awareness, customer loyalty or other observable results.
• Marketing is not an expense but an investment in which promotional dollars generate sales and profits

Question 4

Explosion of digital media

Answer 4

• Digital marketing techniques seek to create experiences with a brand rather than mere purchases with little or no emotional attachment
• Companies cut traditional media expenditure, moving dollars to digital marketing

Question 5

Integration of Media Platforms

Answer 5

• Consumers integrate platforms

Question 6

Changes in Channel Power

Answer 6

• Retailers
  o Control channel
  o Control shelf space
  o Have purchase data
  o Determine products and brands on shelves
• Consumers
  o Internet shifts power to consumers
  o Multiple methods of making purchases

Question 7

Increases in global competition

Answer 7

• Information technology and communication has changed the marketplace
• Products can be purchased from multiple locations
• Customers want both low prices and high quality

Question 8

Increase in brand parity

Answer 8

• With brand parity, consumers see brands about equal in terms of quality and attributes
• Consumers select from a group of brands
• Quality becomes less of a concern because consumers perceive only minimal differences between brands
• Price more important
• Decline in brand loyalty

Question 9

Emphasis on Customer Engagement

Answer 9

• Marketers seek to engage customers at every contact point
• Digital media now part of IMC
• Two-way communication
• Strive to develop emotional commitment

Question 10

International implications

Answer 10

GIMC –Globally Integrated Marketing Communications
- The goal is to coordinate marketing efforts across all platforms

Standardization (= uniform product and message across countries)
Adaptation (= products and messages adapted to individual countries)

• To reduce costs, marketing efforts need to be coordinated across countries