Theme 4 - Communication tools Flashcards
What are above the line communications?
Mass media which involves buying media time.
eg: TV, broadcast, cinema, press, outdoor, radio.
What flows of communication can a product follow?
PUSH TECHNIQUES - High involvement, specialised, technical
eg: computers, technology, niche products.
PULL TECHNIQUES
Mass goods serving as identity markers.
eg: clothes, cars, beauty products, shoes.
What are the 4 ways advertisers get us and keep us?
- Celebrity effect
- Join the club (FOMO)
- Creating aspiration through archetypes
- Play on human natural anxieties
What is advertising?
Mass communications that are transmitted through TV, radio, newspapers, etc in a bid to promote products and services.
- Not personal however some creative techniques can make them appear so.
Crux of the advertising argument?
Advertising is advertising advertising itself, therefore markets, consumer culture and capitalism.
How can ATL communications target niche audiences?
Fragmentation of media can refine niche audiences
eg: Food Network
Mass media, targeting is limited to refinement in audience - it is harder to find advertising for the masses.
eg: X Factor, Strictly, Superbowl.
What is the gross rating point?
Reach x Frequency
If you want to reach many people in the TMG use many media to access as many customers as possible but balance according to the product
What are the pros of TV communications?
Creative scope Demonstration Adds credibility High reach High frequency Viewed serially/socially TV has more ways to watch
What are the cons of TV communications?
High absolute cost High commercial clutter Fleeting exposure Long production ad times Wastage due to high reach Passive audience TV is moving online
What are the styles of TV adverts?
Slice of life Demonstration Spokesperson Storyline Celebrity endorsement Viginettes Musical Abstract
What are the pros of cinema communications?
Similar to TV Captive audience 3D, surround sound Elusive audience Entertainment - Audiences more receptive as in a positive mood
What are the cons of cinema communications?
Expensive
Long production
Little scope to define audiences
- Growth in cinema attendance
- 1.1% of advertising spend £202 million
What are the pros of BROADCASTING communications?
High geographic and demographic selectivity Low cost (absolute and per 1000) Transortable medium Immediacy High frequency
What are the cons of BROADCASTING communications?
Audio only Fleeting exposure Demonstration difficulty On in the background Context means memory is required, cannot act on the ad.
What are the pros of PUBLISHED MEDIA communications?
Can target certain audience
Visual
Gives readers time to articulate message
What are the cons of PUBLISHED MEDIA communications?
Can be wasted
High cost
Print in decline
What are some examples of newspapers and magazines that could be used to communicate to consumers?
Newspapers:
National, regional, local, free
Magazines:
General and lifestyle, specialist, professional, trade, customer
What are the pros of OUTDOOR communications?
Resilient to technological change Demanded when other traditional media is recognised Impact, frequency, familiarity Potential for moving image Not in exchange for content
What are the cons of OUTDOOR communications?
Limited message
High wastage
Limited geographic reach
Name an example where OUTDOOR communications should be utilised?
VELOUTSON AND O’DONNELL, 2005
Taxi advertising as a support medium to other communication channels
What is brand placement?
Not above or below the line - media with brands bundled into the content.
What are the advantages of BRAND PLACEMENT?
Control over the message Can control if it is at the centre of the story Cannot be avoided (ad blockers) Increase reach More subtle, less overt More authentic Encourages brand recall Shapes brand attitude
What are the disadvantages of BRAND PLACEMENT?
Long production time
If too obvious, can deter
Disempowering narrative
Disruptive to experience
Can be received negatively if context fails to sell
Can appear sneaky
Makes people aware of their role as a consumer
Name some examples of brand placement
James Bond with Aston Martin and Citizen
Reese’s Pieces used to tempt ET
FedEx in Castaway
Lego and Barbie Movie
What are below the line communications?
Non advertising promotions
eg: sales promotion, PR, direct marketing and sponsorship
What is the explicit intent of the below the line communications?
As consumer skepticism is on the rise, marketing now governs such rational behaviour explicitly and attempts transparency to appear to us as rational consumers.
What is the implicit intent of below the line communications?
About the company, not individual products.
Below the line communications form a brand attitude which is then applied to the whole product range.
Name an example of below the line communication and how it is used to implicitly and explicitly shape consumer perspectives of a brand.
Mark Zuckerberg - A Letter To Our Daughter
Press release style (explicit)
Appeal to all stakeholders and what the organisation is about in its values (implicit)
What is the function of a PR department?
“The planned and sustained effort to establish and maintain goodwill and mutual understanding between an organisation and its publics” CIPR
“Management of communication between an organisation and its publics” (GRUNIG AND HUNT, 1984)
What are the 4 models that show how PR works?
PRESS AGENTRY
- Propaganda
PUBLIC INFO MODEL
- One way
TWO WAY ASSYMETRIC
- Two way flow but power imbalance means feedback is disregarded
TWO WAY SYMMETRIC
- Most acceptable and rewarding, both the organisation and public are prepared to adjust position in light of the information flow.
What issues and jobs do PR departments undertake?
Opinion forming Liaison with public officials Advice on communication policies Community relations In house activities Placing of product in publicity Maintaining media relations Managing business sponsorship Crisis management
What are the publication PR tools?
Magazines Annual reports Videos Books Brochures
What are the press relations PR tools?
Press releases
Press conferences
Press briefings
Press receptions
- Rarely attract attention
What are the events PR tools?
Publicity stunt
Corporate events
Community events
CSR events
What are the sponsorship PR tools?
Corporate hospitality
Event promotion
Visibility
How should PR departments handle a crisis?
Maintain close media context
One individual assigned as point of contact
Suppress speculation and defer answering questions until all the facts are available
Name an example where a PR team has had to handle a crisis
Tesco and the horsemeat scandal - social media management was key, Morrisons able to promote better
KitKat and Greenpeace
- Campaigning for Nestle not to use palm oil in production, bad handling backfired.
What are the pros of PR as a communications tool?
Media relations: low direct cost
Messages have higher credibility than advertising
What are the cons of PR as a communications tool?
No control over timing and delivery of message
Lose control over how the message is portrayed
What is sponsorship?
Permits one party an opportunity to exploit an association with a target audience of another organisation, in return for funds, services and resources (FILL AND TURNBULL, 2016)
What are the benefits of sponsorship?
Increase brand visibility (Arsenal & Emirates)
Build brands
Increase product sales (Iceland & I’m A Celeb)
Change/Reinforce image (Rimmel London & MIC)
Access to hospitality packages (Chelsea and Samsung)
Increase brand loyalty
Aid recruitment
Defend against competition
Creates goodwill, affiliation with audience and transfer of values
(Coutts and National Portrait Gallery, Mastercard and the Olivier Awards)
Less noise and clutter opposed to advertising
How many types of sponsorship are there?
POON, 2010
4 types however organisations should aim to MATCH with their sponsor through high functional and image congruence - sponsorship suggests an association between the two, implicates this association may be of interest or value.
What are the drawbacks of sponsorship?
Expensive
Can be ignored
What are the 3 sponsorship areas?
Sport (Arsenal and Emirates)
Broadcast (Schwazkorf Live Colour and Big Brother)
The Arts (Mastercard and Olivier Awards - philantropic exercise: Thorncroft, 1996)
What are some other new examples of sponsorship?
Hunter and Glastonbury welly exchange (McCormack, 2015)
Mulberry loves craft at the Wilderness festival
Coca Cola and the London Eye
Emirates and the London cable car
Orange Wednesdays/Meerkat Mondays
Kia sponsoring ashes content on talk sport
What is ambush marketing?
Organisations seek association with an event without paying fees to capitalise on free publicity without any official connection.
What is sales promotion?
Direct inducement or incentive to encourage audiences to buy a product or service sooner.
- Drive short term shift in sales.
What is the cognitive perspective of sales promotion?
Sales promotion works as consumers internally process relevant information regarding the promotion and make a reasoned decision in the light of goals and objectives the individual sets for themselves.
What is the behaviourist perspective of sales promotion?
When the actions in a sales promotion activity are aggregated, a new desired pattern of behaviour emerges.
What techniques add value?
Sampling Coupons Premium Contests Sweepstake
- Shift from traditional instruments to digital to reflect consumer preferences
What is experiential marketing?
A new trend looking to emotionally and physically engage consumers.
What is field marketing?
Provides sales force with data collection and research facilities to market products.
Why use sales promotion?
Reach to competitors Inertia (what we have always done) Meet sales objectives Increase customer retention Reward behaviour Add value Reach new customers Reduce distributor risk
Name an example of a successful case of sales promotion.
Lucozade Sport, World Cup 2014
World cup provided a platform for Lucozade to promote their message in the Lucozade Conditions Zone to imitate Brazil at Canary Wharf
4,000 visitors attended
Ripple effect of promotion as it was televised on BBC Breakfast, Good Morning Britain and ITV News.
80% of consumers believed Lucozade improved their sports performance.
What are some examples of value orientated sales promotion?
Packaging Novelty items Free gifts Competitions Price reductions Catalogues Samples Exhibitions and demonstrations Coupon offers On pack offers
What are point of sale materials?
Posters Showcards Dumpbins Shopping bags Crowners
- Retailers build in discounts into price with the intention of reduction
What is direct marketing?
“An interactive system of marketing which uses one or more media to affect a measured response and/or transaction at any location”
DIRECT MARKETING ASSOCIATION
What are some direct marketing tools?
Direct mail Telemarketing Inserts Print Door to door TV & radio
What are the manifestations of direct marketing?
Complementary (one of many communications)
Primary differentiation (Avon Lady)
Sales Channel
Brand Vehicles (everything centered around direct marketing eg direct line)
What are the unique characteristics of direct marketing?
Direct to one person, calls for a direct response
Results can be measured
Interactive
What are the problems of direct marketing
DM has flooded the market
Social media sees less call for DM
Environmental concerns regarding wasted direct mail
Can opt out
What is internet advertising?
“Convergence of traditional advertising and direct response”
ZEFF AND AVONSON, 1999: 12
What is the aim of interactive media?
Create brand awareness and provoke behaviour
What are the accepted forms of online communications?
Those that seem integrated with content
Websites
Games
Social media
Blogs
What are the rejected forms of online communications?
Communications that appear disruptive in nature
Advertising via email
Site sponsorship
Banners
Interstitials
What is the difference between online and traditional PR?
Online is more focused and willing to seek information from a range of sources.
- Hard to relay consistent values if you do not have full control over your company communications
- Information may flow from any agent, not just official sources.
Online PR includes:
Conversing with customers
eg TripAdvisor
Directing consumers to the best bits of user generated content or providing suitable space for user generated content
eg: Wahaca encouraging users to post positive media content, growing chilli seeds
What are the pros of email marketing?
Potential for rich content Personalised Forwardable (viral) Produce replies (interactive) Controllable Cheap Immediate Direct you to other marketing techniques
What are the cons of email marketing?
Easily ignored
Already appears outdated
Lack of control (viral)
Need for list management
What is search engine optimisation (SEO)?
Works to drive traffic to websites. Ranking on search results pages are achieved in two fundamentally different ways. SEO searches are based on content.
SEO more effective than PPC in terms of driving traffic to website and brand recall (JANSEN AND MOLINA, 2006)
Brands are failing to exploit the potential offered by SEM (Kimberley, 2010) but this may have changed in recent years.
What is pay per click (PPC)?
Pricing via auction (more specific words cost more)
Specificity of keywords and associated pricing.
Guarantees consumers do not find your ads annoying.
Issues:
Turning clicks to paying customers
Fraud
Google has extreme control over your traffic
What are the drawbacks of using banners for communications?
Can be rejected/blocked
Banner blindness
What are the benefits of using banners for communications?
Easily controlled for targeting and evaluation
Potential for branding and rich media means a method of entertainment built in
Cookie tracking can see click through
High control over target group eg coke advert before lunch
Reap better results if combined with promotional offers
What type of banner is seen as less intrusive?
SLIDERS > OVERLAYS/FLOATING
What are the new methods that are being used by consumers that define the popularity of products?
TASTEMAKERS eg: Jimmy Kimmel and rainbow video
PARTICIPATION eg: YouTube
UNEXPECTEDNESS eg: only so many videos cause disruptions
What is a viral communication?
A clip that spreads to the masses via digital word of mouth communications without significant change
What are memes?
Concepts or a piece of media spreading virally and entails extensive user engagement.
What is in-game advertising?
‘The placement of brands in games (usually in the form of billboards, posters, or sponsor signage in sports and racing games)’ - Yang, 2006
What are the benefits of in game advertising?
Can involve cognitive experience with static nature of traditional product placements which TV cannot do.
Owned by the player, more commitment
Shocking so is effective (eg Obama in racing game)
Long engagement times
What issues can arise from in-game advertising?
Congruency between brand and game.
What are advergames and how are they used for communications?
‘The game is specially made to promote the brand’ - CAUBERGHE & DE PERSMACHER, 2010.
Few rules, simple design, easy to play.
Integrate the advertising closely into the game - Chang, 2010.
What are the advantages of advergames?
Builds a database of information
Prolonged engagement (eg: Doritos 626 hotel)
What are the disadvantages of advergames?
Congruence between advertising and the game is key - Lewis and Porter, 2010.
Players engaging multiple times will see annoyance increase and as such negative brand attitude.
How are apps used to communicate to consumers?
Enable users to be connected as they move around.
Strengthens brand awareness as offers opportunity for frequent interaction and sustain consumer engagement.
What is ambient marketing?
Unusual placement of advertising messages, so unusual the message and context are merged or blurred to create humour and surprise
What are the benefits of ambient marketing?
More effective than outdoor as it is interactive
Good way to go viral and share content
What are the drawbacks of ambient marketing?
Wastage can still occur
What is Guerrilla marketing?
Similar to ambient marketing but refers to publicity stunts
Involves the reaction of the audience
eg: #CallBrussells campaign after terrorist attacks
eg: T-Mobile flash mob to connect people, do not be unable to capture the moment.
What is behavioural targeting?
Use cookies to capture a user’s history of online behaviour to display relevant ads to them
- Issues regarding privacy
- Regulations enforced due to consumer concerns
