Lecture 5 : marketing communications Flashcards Preview

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Flashcards in Lecture 5 : marketing communications Deck (21):
1

communications tools (5)

1) advertising = paid communication, inform, persuade, remind to buy pdt
2) sales promotion = limited time incentives, short term change in behaviour
3) PR = earn public understanding, stressing practice and policies of the organisation
4) direct marketing = email, online marketing
5) personal selling= sales techniques, direct interaction

2

Pros and Cons of advertising

+ = many types, control over what when where, stimulates short term sales, help build brand image

- = very expensive, may be ignored, difficult to evaluate

3

Pros and Cons of sales promotions

+ = variety of formats (coupons, contests, discount ...), attract attention, strong purchase incentives, boot sagging sales, stimulates quick response

- = short lived, not effective at building long term preferences

4

Pros of direct marketing

interactive, wells suited to highly targeted marketing efforts, results easily measurable, can provide large amounts of info and multiple offers within one single appeal

5

Pros and Cons of personal selling

+ = allow feedback and adjustment
relationship orientated
buyers more attentive
good for complex products

- = cost of training and maintaining sales is high

6

pros of PR

- variety ( news stories, press release, sponsorship, donations ...)
- higher credibility
- generate publicity for free
- dramatises organisations and products
- good relationship with adv public
- aids in crisis management

7

integrated marketing communications definition

blending the many diverse elements in the communications mix so that client's message touches the customer in the same way regardless of where this interaction occurs. Speak in one unified voice. Marketing mix needs to be integrated as well

8

setting communication objectives are

to motivate target audience to think, feel or do

9

DAGMAR

Defining advertising goals for measured advertising results

10

AIDA

attention, interest, desire, action

11

A communication objectives must relate to one of these outcomes (4)

awareness, comprehension, conviction, action

12

planning an IMC campaign stages (3)

- pre-launch activities
- launch activities
- Post launch activities

13

rational appeal in communication and the 4 keys to present it

info about functional and utilitarian aspect of pdt
1) factual
2) slice of life
3) demonstration
4) comparative advertising

14

emotional appeals in communication

create a response based on feelings. Work best compare to rational appeal

15

database marketing defintioin

an interactive approach to ;marketing that uses individually addressable marketing media and channels
- provide info to target audience
- stimulate demand
- stay close to customers by recording and storing database of customers

16

key characteristics of database marketing

allow direct comm
customer respond in a way company can take actions
trace response back to customers

17

main applications for database marketing

direct mail
telemarketing
distributor management system
loyalty marketing
target marketing

18

customer relationship managemet

targeting customers
enquiry management
welcoming
getting to know
customer dvp
managing problems
win - back

19

administered vertical marketing system

manufacturer command wholesalers and retailers

20

contractual vertical marketing system

franchise agreement

21

franchising can happen at 4 levels

manufacturer and retailer
manufacturer and wholesaler
wholesalers and retailer
retailer and retailer