Session 6 Flashcards
What should brands use new media for?
- Communicating a clear promise to the customer
- Deliver in that promise to build trust
- Keep improving on your promise
- Innovate beyond the familiar
What are the strategies of social media brand building
- Stick to your brand promise and let it guide your decisions
- SM should be mostly used for gaining insight into customer needs and preferences
- SM messages should be authentic and relevant first – funny second
- Companies must comply with the unwritten SM rules
How do successful companies operate in the new media age
By exploiting opportunities generated by social media while keeping an eye on their brand promise.
Why should companies focus on apps, not adds
Over 80% of time on phones is spent on apps, ads are ineffective
How do brands succeed in conquering that limited space
- Add convenience:
- Offer unique value
- Provide social value
- Offer incentives
- Entertain
How can apps add convenience and what are the constraints?
By providing customers with access to information/services more quickly than through browser. Constraints:
1. Ineffective customer acquisition
2. More viable for larger brands
3. Increasing difficulty to differentiate
How do apps provide social value?
They can provide features that improve connections between friends.
How can neuroscience aid marketing?
- Identifying mechanisms
- Measuring implicit processes
- Dissociating between psychological processes
- Understanding individual differences
- Improving predictions of behavior
Challenges of neuroscience
- Only informs about understanding of brain patterns and not about consumer behavior
- Mostly uses backward inference to identify psychological processes
- Small sample sizes makes studies less reliable
What is backward-inference
Scientists reason backward from brain activation to what caused parts of the brain to activate.
What are the common goals of promotion?
- Make offering attractive
- Create product awareness
What are the three layers of promotion?
- Commercials
- Advertising
- Marketing communications
What is a creative brief?
Document including background info on brand, prduct, category, segment etc.
What is the process of creating a marketing campaign?
- Manufacturer creates positioning statement
- Creative brief is created by account manager of ad agency
- Creative team proposes campaign
What are the key elements of effective market communication?
- Time horizon (planning period)
- Target (who to reach)
- Communication task (message)
- Effect wanted (desired change)
What is the marketing communication mix?
- Advertising: ads, billboards, packaging, product placement etc.
- Consumer promotions: samples, gifts, couons, games
- Events And experiences
- Public relations (image and associations with brand)
Describe the customer purchase funnel/journey?
- Awareness of product/need
- consideration
- preference
- purchase
- loyalty
- advocate
What are common advertising objectives?
- Increase awareness of product/need
- Consideration phase through comparison and differentiation. More competition means more important
- Remind (repeat) for mature product to keep associations alive
What are common marketing communication goals?
- Transmit information
- Achieve image goal (improve and create associations)
- Influence consumer behavior
What is product placement?
Ad is placed in other form of entertainment/communication
What is native advertising?
This type of advertising seems to come from an objective source, but this source is often being paid to advertise
Why does self=reports have limitations about reporting on metal states and processes
- Inability to identify mental states and processes
- People don’t want to report mental states
- People can’t predict own future behavior
- Mental state questions themselves influence behavior
What are the limitations of behavioral observations?
- Behavior could arise from different mental processes
- Different behaviors may arise from similar processes
Neuroscience gives insight into those mental processes
What is the consumer neuroscience?
Study of consumer behavior via neuroscientific methods
