chapter 9 Flashcards
(34 cards)
Marketing communications
all means used to informe the target audience and stakeholders as well as to influence customers in such a way that they develop a positive image about the company and accept its ideas ir buy its products and services
The P of Promotion
How will you sell the product or service?
Communication plays an important role in this- good communication improves your brand awareness and image
Promotion- tools which you use to promote a product among your target group
Communication mix
Advertising paid message in a mass
medium
* Publicity ‘free attention’, free
publicity, PR
* Sponsorship Granting (financial)
support to a person or organisation
that performs a sporting, artistic or
other interesting feat in the hope of
commercial publicity (raising brand
awareness, acquiring goodwill)
* Sales promotion Short-term sales
promotions. Such as savings actions,
competitions, sampling or discount
actions
Integrated marketing
using several communication tools
- Stealth Marketing
Definition: Marketing that promotes products subtly or covertly, without the audience knowing they are being marketed to.
Tactics: Involves brand placement in movies, TV shows, social media, or influencer posts where the product use appears natural rather than part of an ad.
Example: A character in a popular show using a particular phone or brand of clothing, subtly influencing viewers without overt promotion.
Goal: Build brand familiarity and trust by blending into the viewer’s daily media consumption without triggering ad skepticism. - Guerrilla Marketing
Definition: Low-cost, highly creative marketing tactic aimed at generating surprise, intrigue, or awe in a public setting.
Tactics: Unconventional setups in public spaces (like flash mobs, street art, or pop-up events), often designed to disrupt and engage.
Example: An unexpected art installation in a city square promoting a brand, or a flash mob in a busy area with dancers wearing brand colors.
Goal: Generate buzz and social sharing by creating memorable, unique experiences in a cost-effective way. - Buzz Marketing
Definition: Focused on creating word-of-mouth excitement to generate consumer interest.
Tactics: Teasing product releases, limited-time offers, or controversial campaigns that encourage people to talk about the brand.
Example: Launching a teaser campaign for a new product with cryptic messages or symbols, prompting consumers to speculate and discuss.
Goal: Cultivate curiosity and conversation around a brand or product, often before the product even launches. - Viral Marketing
Definition: Marketing strategy that relies on creating content so engaging that it encourages rapid sharing on social media and other platforms.
Tactics: Often humorous or emotionally resonant content, like videos, memes, or challenges, designed to appeal widely and encourage organic sharing.
Example: A brand creating a humorous or touching video that goes viral on YouTube or TikTok, reaching millions through user shares.
Goal: Maximize exposure and engagement by leveraging the power of social sharing, often with little paid promotion involved.
Each of these methods taps into different aspects of audience psychology and aims to use less traditional, more engaging approaches than standard advertising, often with significant impact if executed well.
The receivers decode the digns and symbols in the message. Feedback should indicate whether the message )despite any noise) has been correctly interpreted and has led to the intended response
The ultimate objective of marketing communication is to inform and remind buyers in the target market of a product or a service to persuade them or to influence their opinions in order to achieve the desired response
Encoding
converting ideas into symbolic forms, like words or illustrations. Processing and interpreting a message by attributing a certain significance to symbols and illustrations is known as decoding.
Decoding
is the processing and interpreting of a message by attributing a certain significance to symbols and illustrations.
Mass communication is communication that uses mass media. Although it is true that anyone can be exposed to this communication, there will still be a specific target group in mind.
noise
noise refers to any interference or barrier that distorts or disrupts the clarity of the message being communicated. It can occur at any stage of communication—during encoding, transmission, reception, or decoding—and can lead to misunderstandings or a complete failure to convey the intended message.
STEPS IN DEVELOPING COMMUNICATION STRATEGY
Identify the target audience
Set communication objectives
Establish the communication budget
Determine the communication mix
develop the message
select media
measure results and adjust the strategy
Two different communication strategies
Push and pull strategies
Push Strategy: Focuses on “pushing” products to customers via retailers or distributors. The brand promotes products to retailers, who then encourage customers to buy. Common tactics include trade promotions, in-store displays, and discounts. Ideal for new products needing distribution and visibility.
Pull Strategy: Aims to “pull” consumers in by creating demand directly at the consumer level. Uses advertising, social media, and content to attract consumers, who then seek out the product in stores. Best for established brands or highly differentiated products that rely on consumer demand.
One- step flow model
organisation or sender directly adresses the consumer as the receiver of the message. Strong and direct effect on the audience
The one-step flow model posits that information flows directly from the source (such as a marketer or media outlet) to the audience without any intermediaries. The audience receives and interprets the information as it is presented.
example- A television commercial directly broadcasts a product advertisement to viewers, who receive the message without any third-party influence.
Two-step flow model
The two-step flow model suggests that information flows from a source to opinion leaders, who then interpret and relay the information to a wider audience. This model recognizes the influence of social networks and interpersonal communication.
example- A popular influencer or expert reviews a product and shares their thoughts with their followers. The followers, influenced by the opinion leader, are then more likely to purchase the product.
(shortly- a marketer should try to reach the opinion leaders or influencers- they in turn pass the information to the wider public and through word-of-mouth, influence the purchase decisions of other consumers more than the mass media ever could
When a brand communicates through influencers this is known as a “two- step flow”
But because the influencer’s followers then use social media to communication about the brand, this kind of situation is referred to a a “multi-step flow”
AIDA MODEL
A classic marketing model
allows you to make an advertising plan based on 4 steps
These are the steps a person goes through before making a purchase
Model explanation
A- ATTENTION (get noticed)
I-INTEREST (Raise curiosity)
D- DESIRE (Stimulate a craving for the product)
A- ACTION (Make consumers buy)
A (WARENESS)
The target group is exposed to a
message
* The target group notices the
message
* The message should arouse the
attention of the target audience; it
should arouse curiosity.
* Via:
- Commercial
- Online display
- Leaflets
- Etc.
I(nterest)
The interest of the target audience
is generated.
* The target audience must realise
that the message is relevant to
them.
* The content of the message must
do its job here
- Appealing and convincing
- Mention unique USPs of the
product.
D (esire)
The interest must be put to desire
for product or service.
* The target group must really need it
* In what way does the product solve
the customer’s problem?
* Interest and desire must match well
A (ction)
Target group called to perform an
action.
* If they actually perform the action,
the goal is achieved
Similar models
Starch model- customers goes through the following stages in a fixed order: notice, observe, believe, remember, action
Rogers model- studied the purchase of innovative products and mentions awareness, interest, evaluation, experimentation and decision making
