week 25 - IMC Flashcards
What is aristotles models of communication
speaker
speech
occasion
audience
effect
what is mass commincation
brands put out message to audience - that represents classical model but in real world dont have lineat isolated comm but other mkting mesages interfere w message we tryna put out
2 step model of communication
mass media
to then
- opinion form
- opinion leader
what is the difference between opinion former and opinion leader
former - expertise knows about digital camera
leader - influencer w/o specific expertise e.g. but still tells you which camera they prefer
interaction model
rise of individual to individual transmissinos
most accurate model
as got mass media and other sources WOM
the linear model of communication
brand idneity - what yuo as a brand try communicate
bbrand image - how consumers perice communciation
comm - there;s okots of noise from diff sources so got to decode and may not decode the rught thing 0 causing poor brand image
we want brand image and brand idenityt to be the same,
aida
attention
interst
desire
action
sum up aida
got consumer jounrey
first thing happen is you need to elan about brand - so mkting comm need to capture attention
then once attention capturee developed intererst *
once interest developed get to desire stage in which you should activley be seeking out product
action stage - conversion - purchasing /subscriving
what is attetntion
firs ttime we learn abuot the brand
what is interest
1st time sstart seriously patying attentiton
what is desrie
the decsion your gonna buy it for sale
what is action
when you buy it and make a purchase decisison
nike has sdtroped new shows and want to tell us audeince about it what do we do at = attention
just learn about it
get athelets wear shoes
billboards
social media
traditional ads work here also as we dont wanna overwhelm conusmwe- we just want it at the front of their minds
nike has sdtroped new shows and want to tell us audeince about it what do we do at - interest
provide extra info
so have ads q call to action - inspirational nike stories
navigate people towrds the website e.g. youtube and SM ads w link to check out prouct
what type of marketing works in interest and why
influencer mkting - if cosumers follow em and got a good relationship of some sort
nike has sdtroped new shows and want to tell us audeince about it what do we do at desire
as we navigated people to website we wanna give them more info
associate w opinion formers here to provide more solid info
use exclusivity w celeb brands
create artifical scarcity as can move consumer desire along as just waiitng for right moment
nike has sdtroped new shows and want to tell us audeince about it what do we do at action
user desin - make it waasy to shop
if still not bought offer discount - exclusive offer
we want to create element of time limitation and push consumer as we create FOMO
LOTS OF PROMO AND DISOCUNT
why is sales promo not efficentn in attention stage
see ad on insta and yt and know nothing about brand dont matter if it is 50% off
what does drip stand for
differentiate
reinforce
inform
persuade
what is differentiate
position a brand so it’s perceived to be different to its competitors
what is reinforce
remind /reassure customer about brandwh
waht is inform
make customers aware of brands existence , relevance or attributes
persuade
encourage customers to behave in a particualr way
what is drip for
tasks of marketing communications
when woiuld we use reeinfoce
in remarketing and retargetting
e.g someone went on website and checkout but didnt buy
may keep seeing ads on diff social media to remind you about product/lots of diff ads about same product
what is inform good for
new product/offering
what does inform specifically target
telling you more about product
what is peruader centtred around
heavy salesy
email ads
sales primi
goal isjust to persuade
how can we link drip to aida - attention
differentiate
how can we link drip to aida - interest
differentiate and reinforce potential information
how can we link drip to aida - desire
reinforce and reinform
hopefully wont need to differntiate as did it in earlier stages
in the final stage customer knows enough about product , already have intetres tso hhow do we capture em
offering diff advantages
push mkting
promo product down mkting channel
give example of push mkting q
personal selling
direct selling
trade hosws
aggressive adv
interruption mkting
paid media
what is pullmkting
promoting product to end customers
give example of pull marketing
consumer centric adv
digitla mkting
promo
discoutns
what is ida of pullmkting
provide enough incentive consumer comes for product instead of us pushing product to consumer
how do viral products such as stanley cup use pullmktingn
get consumer to seek product
works well v viral trend infleuncer mkting
make sure write info anuot when andhow comm chart -
AIDA IMPACT OF PROMO TOLL S ON CONSUMER REPSOSNE - Where foes adv work best and worst and why
awareness/attention -best
action - worst
just want to tell info
AIDA IMPACT OF PROMO TOLL S ON CONSUMER REPSOSNE - personaal sellign where does it work best and wort and why
action - best
awareness/atteniton - worst
if no nothing about product geels aggressive and you would find it annoying and if sales person following you
but if got interest and desire and looking for dpecifi product hten slaes perosn comming after you woudlnt be annoying and personal selling would be important
when we move closer to purchase we want a personalised experience which can be offered through personal selling
when is PR most and least effective - AIDA IMPACT OF PROMO TOLL S ON CONSUMER REPSOSNE -
awareness atteniton - best
interst - worst
RR is just there to le us know things are sappin
when is sales promo most effective - AIDA IMPACT OF PROMO TOLL S ON CONSUMER REPSOSNE - and why
action - most effective
desire - least effective
onlu works in desire to action
and we wanna move consumers here
what are hte 5 major promomtion mix elements within an IMC
advertising
public relatinos
sales promo
Digitla marketing
Direct marketing
personal selling *
what is sales promo
Short term strong incentives to encourage purchase of product
but short lived - not alwayus effective at building long term brand prefrences
what are the forms of sales promo 6
sales
samples
coupons
sales pack (BOGOF)
scarcity promotions
contests/competititons
what are sales promo good for in AIDA
moving consumer from desire to action
what shoudl we never recomoed sales prom for
to generate loyalty
or in post purchase
what are the 4 types of direct marekting
asles force/erpsinal selling
telemarketing
diret mail, catalogue subscrptions
teleshopping , infomercials
+ve of direct mkting
- depends on specific type of marketing
easy to adapt and personalise
affinity
easy to measure
builds relationships
interactino facilaitates feedback - can get it quick
what are the disadvantages of direct marketing
image problems - called callign
cost of database maintenance
large non resposne
difficult to develop brands
no proven effect on emotions
what is the personal selling process
prospecting and qualifying
approach
presentation and demonstration ( free trial)
handling objections
closing
follow up
what is advertising media
vehicle thtrough which adv messages are delivered to their intended audiences
what is traditional media advertising
paid , mdeiated form of communication from identifiable source
traditional media adv designed to
persuade receiver to take some action, now or in the future
adv of traditional media adv
wide reach
great for building wider recongition and awareness
greater message and control
provevn effects on beliefs emotions and attitudes
disadvantages of traditioal media adv
difficult to induce behviour
imapct relatively difficult to measure
tendency to be ignored
expensive
standardised targtting
when should adv be used
not to persuade butin earlier stage of consumer journey/markting funnel
why do trad media adv have a wide reach and greater mesage contol
big billboards and tv ads , buses
conttorl - fully inc ocntol od what we wanna put in ad
why is it hard to induce behaviour from trad media adv
as just raises awareness
why is impacgtof trad media adv rlatley difficult to measure
dont got lsts of info apart form footfalling place
trad media adv is expensive compared to
other types of marketing communication
why is standardised marketing a negative for traditional media advertising
cannot target specific person can only assume but cant do personalidr targettgin
when recoomed tradiotnal media adv waht should you do
rrecoomend a specific media try
whare are the 8 media types
televsiion
newspaper
magazine
outdorr(e..g billboards)
direct marketing mail
radio
digital
social media
advertsiting appeal ither
emotinnoal
ratinal
what is an emotional appeal 3 characteristics/features
feelings based
about emotions
symbolic beenfit s
t or falswe ads are usually on a spectrurm of emotional to rational
t
emotinal ads may not ….
just trying to ..
may not even say anything abot product , ebenfits etc - just trying to build brand connection
what are advertising appeals about
informatino
facts
functional benefits
info, benefits and facts usaully cover
price
practiclity
rational ads appel to whic tyope of cosnumer
rational - asking thign susch as hwat does it cost , what am I gonna get for money
the type of adv depdnds in what two things
purpose and cusotomer
in aida when would we use emotinal as
attention
interest
as we jsut tryna get it to you
e..g w revolut ad they intent wasnt to be like yah im gonna get that car
for aida model when woud we use the logicla rational
desirer
action
how do weevaluate suitable media - 5 thigns
reach
frequency
impact
engagement
for we reach we consider things such as
footfla
for frequency what is ths more about
IMC
WHAT IS HOLYWIID RULE OF 7
consumer sees thisn 7 times before take action
the idea is to - see before you engage
banner bloindness affets both
phsycial and digital mkting
what is banner blindness
devleop ablity to ompeltley ignore ads , brain subconsciousl blocks it
what arg do we use for banner blindness
drawbcks o mkting
digital mkting made of - 6
content mkting
influencer mkting
social media mkting
email mkting
search engine mkting
mobile mkting
when we talking aobt control of the media what 3 things are we tlam bout
paid
owned
earned
give exmaple of paid
tv
raio
magazines
cinema
what is paid
got full control over media as we hav epaid for it
fair enough we got full contol in paid but the contorl can be limtied why is this
if we useing sponsorship or influencer marketing then retain some control
we tel me what we wanna see but they may bring something differentwha
give example of owned media
retail stores
copany wesbitte
mobile apps
companies social media
what is owend media
got full control completley
dont pay for them
we own them
w owed media why do you have full contorl
as we can delete change and add things on our social media
what is earned media
word of mouth
comments
bligs/forums
reccomendatins
what is earned media
0 control , but 0 sponsored interst
independent - e..g someone came across product and liek it enough to put ino
if any simulation on brand side ont earned
developing the optimal IMC program requirese
choosing best set of communication options and strategically managing the relationships between the chosen options
when recommeding markeitng comm what shoudl we recomend
IMC
What is the poitn of IMC
instead of having lots of diff types of adv and comm - makes sure all consistent w the same messagin and we can nnavigate consumer through this one way or another
