Marketing, Branding, Advertising Flashcards Preview

Integrated Business Communication > Marketing, Branding, Advertising > Flashcards

Flashcards in Marketing, Branding, Advertising Deck (12)
Loading flashcards...
1
Q

What is integrated marketing Communication?

A

IBC rooted in integrated marketing communication: ”a new way of looking at the whole where once were only parts such as advertising, public relations, sales promotion, publicity, employee communication, and so forth.”

2
Q

Explain the term: Marketing

A

• “A function that researches and develops strategies to answer the needs, wants and desires of the consuming public & uses these findings to design, package, promote, distribute and sell a product or service”
• 4Ps = product, price, placement, promotions
• Direct marketing (print & phone = can opt out,
Internet = growing)

3
Q

Explain the term: Branding

A

• Creating a product that resonates with customers
• Brand = a registered trademark of goods or services
+ product advertising, packaging, customer service, price, performance, social causes, emotional experiences a customer may have with a product
+ trust: brand attitudes, ethical standards represented by the brand
+ messaging of emotional needs

4
Q

What is Public Relation?

A

• 4 primary functions:
– To anticipate social change (that may affect the company/organization)
– To monitor institutional policy (making sure that the company/organization does what it says will do)
– To evaluate organizational performance (by monitoring public perception of the company/organization)
– To act as the primary communication agent (by communicating information to the publics, employees, media and other interest groups)I

5
Q

What are some communication functions with special publics?

A
  • Media relations: press release = uncontrolled tool, can be edited and changed , fact sheets, photo ops, news advisories, Q&A
  • (Social media)
  • Investor relations: build and maintain relationships with shareholders & the financial community;
  • Donor relations: “the comprehensive effort of any nonprofit that seeks philanthropic support to ensure that donors experience high- quality interactions with the organization that foster long-term engagement and investment”
  • Employee relations: = employee (US) or internal (elsewhere) communication, employee engagement
  • Public affairs: liaison, lobbying, advocacy with governments; “efforts related to public policy and corporate citizenship”
  • Public diplomacy: a political and/or communication instrument by state and non-state actors “to understand cultures, attitudes, and behavior; build and manage relationships; and influence opinions and actions to advance their interests and values”
  • Community/NGO/Civil Society relations: under public affairs or separate; community forums, town-hall meetings, interviews with community leaders and citizens
6
Q

Explain the term: Advertising

A

• Information from an identified entity that pays for the media time, space and sponsorship
• Most common persuasive communication tool
• Controlled by the company (when and where
it runs, controls the message = unchanged)
– Advertorials: controlled editorials used by PR professionals to achieve PR objectives

7
Q

Explain the term Persuasion and its levels.

A

• Common to all communication fields
• Aristotle:
– how to use ethical persuasive tactics to ensure that a message is received and interpreted the way it was intended
Raise awareness -> Increase Knowledge -> Ensure acceptance -> Change attitudes -> change behaviour

8
Q

What does framing mean?

A

• ”Selecting and highlighting some facets of events or issues, and making connections among them so as to promote a particular interpretation, evaluation and/or solution”
• How a message is shaped
• Also determines how it will be interpreted or
evaluated by others

9
Q

What is a stakeholder and examples?

A
• Stake = an interest or concern
• Stakeholder = “any group or individual who can affect or is affected by the achievement of the organization’s objectives.” 
• Stakeholders = Primary publics
• Secondary publics = those affected but not
immediately concerned
• Internal
 - Employees
• External 
 - Media
 - Customer
 - Investors
 - Donors
 - Governments
10
Q

What is internal communication?

A
  • “the exchange of information and ideas within an organization”
  • = integrated internal communications, i.e. all formal and informal communication taking place internally at all levels of an organization
  • communication (Sg.) = the social process during a personal interaction vs. communications (Pl.) = to indicate the channels and the technological means by which this process may be facilitated
  • Knowledge sharing = “the formal and informal exchanges through ongoing social interaction, which mobilize knowledge that is dispersed around the organization”
11
Q

What are internal communication channels?

A

• Depending on purpose
– Formal vs. Informal
– High-tech vs. Face-to-face
• Other examples: intranet, skills training, knowledge sharing activities, etc.

12
Q

Why does IC matter?

A

• Help people work harder and better (knowledge sharing)
• Retain good people (HR)
• Help people say the right thing about your
company/organization (IC + EC = good C)
• Support major change (change management)