CHAPTER 7: SERVICE MARKETING COMMUNICATIONS Flashcards
(35 cards)
-Most visible and audible
-Must be broader perspective advertising and public relations
Communication
-in one form or another essential to a company success
Marketing Communication
Represent important ways to add value to a product, provide information
Information and consultation
Different target audience (who)
Prospect
User
Employee
-Not usually known in advance
-Potential costumers
Prospects
Existing target audience
Users
Secondary audience
Employees
Specific service communication objectives (what)
Strategic service communication service
Tactical service communication objectives
Include building service brand, companie use marketing communications not only to attract new customer
Strategic service communication objectives
Relate to shaping and managing customer perception, beliefs,attitude
Tactical service communication objectives
Which developed almost a century ago, hold that persuasion accor over time
AIDA ( awareness, interest, desire and action
The most widely used frame work
Use to set up a structured series of advertising message objective
Hierarchy-of-effect model
A model how advertising influencer a consumer decision
Hierarchy-of -effect theory
Crafting effective service communication (how)
Abstractness
Generality
Non-searchability
Mental impalpability
Vivid information, catch the audience attention
Tangible cues
That are tangible in nature to help communicate
Impasize key points of differentiation
Metaphor
Three key source of message
-Message transmitted through traditional marketing
- Message transmitted online
- Message transmitted through service delivery channel
First point of contact, trying more creative
Advertising
Employed for short term objectives,service firm may take various
Sales promotion
Offer ther potential to send personalized message to highly targeted micro segment
Direct Marketing
Firm business to business service maintain the sales team
Personal Selling
Can help a service organization build it’s reputation
Sending out news release, holding press conference
Public relation
Both planned and unintended message
Through medium
Service Outlets
Communication from frontline staff take the form of the core service
Frontline employees
