TOPIC 8: MARKETING MIX 2 Flashcards
Why do we communicate? (promotion)
Promotion is all to do with communication To change behaviour To get action To ensure understanding To persuade To get and give information
Strategic Communication Planning Process (6)
Measuring & Adapting Defining Situation Analysis Setting Objectives Developing Strategies Building Key Messages Implement Tactics
What are the 3 groups of Channels? (communications)
Paid Media- Traditional Advertising: TV adverts, radio, paid search, display
Owned Media- Corporate website, Facebook page
Earned Media- word of mouth, facebook comments, forums mentions
Media Agency
Advise companies on how and where to advertise, and on how to present a positive picture of themselves to the public
Primary services include advertising, public relations and other forms of media management
Creative Agency
AKA Advertising Agency
Creating, planning, and handling primarily advertising
Above The Line (ATL) advertising:
mass media inc. television and radio advertising, advertising hoardings, print, internet
Targeted at a wider spread of audience, and is not specific to individual consumers
Below the line (BTL) advertising:
More one to one
Distribution of pamphlets, stickers, promotions, brochures placed at point of sale
Could also involve product demos
Good where mass media limited (rural) / where budget limited and brand wishes to connect to consumer
Effectiveness Agency
Advises on effectiveness of promotional activity
Reviews pre/post launch
May be part of Media or Creative Agency
The Creative Brief (includes): (8)
Background Objectives Target Audience Consumer Insight Single most important message Reasons they will believe- proof of points or feautures that will validate the message Channel Considerations Budget & Timing
Marketing is a contest for
people’s attention- Seth Goodin
Every business is in the fashion business (Seth Godin)
What is Content Marketing?
Focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience-and, ultimately, to drive profitable customer action (Content Marketing Institute)
•Can utilise multiple media
•Powerful source of lead generation in B2B
a type of marketing that involves the creation and sharing of online material (such as videos, blogs, and social media posts) that does not explicitly promote a brand but is intended to stimulate interest in its products or services.
What is distribution strategy?
A firm’s overall plan for moving products through intermediaries and on to final customers
What are the alternative distribution channel models?
One channel- producer-> consumer
Multi Channel- producer-> agent/broker-> wholesaler-> retailer-> consumer (don’t need all these people, just some of them, can have all though)
Omni channel-> all connected (circle rather than chain)
Intermediary are the agent/broker, wholesaler, retailer
What are pros and cons of intermediaries?
Advantages: Matching buyers & sellers Provides market information Promotional and sales support Gathering assortments of goods Transport and storing products
Cons:
Loss of control of item, may mark down the price significantly
May copy and make their own cheaper brand of your item
Lose control of customers expierence
Apple use intermediary for older generations of phones.
Hybrids
CGI comanies opted for them to make more money on older products
e.g. apple selling older models of iphones through pc world
How is omni channels different from multi channel?
Omnichannel is a holisitic view. Channels are integrated and orchestrated such that the customer is provided with a seamless shopping experience across all available channels.
E.g. Tesco food shop on phone to pick up later, but if it gets too later and you can’t be bothered/ don’t have enough time to pick up, you can then select it to get delivered the next night.
The process is seamless, not clunky.
