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MCS (COMM) TRY 2 > Marketing communication tools > Flashcards

Marketing communication tools Flashcards

(104 cards)

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1
Q

PR (public relations)

A

=help bridge the gap btw brand image (from C perspective) & brand identity (from B perspective)
you have PR as a message & as a communication tool

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2
Q

PR free publicity

A

=don’t pay for the info in the media, but you do invest in the PR tool eg. press conference leads to articles about the B…) but not everything under B’s control then

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3
Q

PR as a message

A

= the projection of the personality of the company (management of reputation) = promote goodwill to the B / Company as a whole
= planned & sustained effort to establish & maintain good relationships, mutual understanding, sympathy & goodwill with stakeholders & the general public

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4
Q

The target audience for PR

A

= The stakeholders & the general public

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5
Q

Objectives of PR

A

To motivate, inform & build corporate identity

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6
Q

Internal PR

A

employees (& their family) should be motivated & trained, trade unions

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7
Q

External PR

A

= planned & sustained effort to establish & maintain good relationships, mutual understanding, sympathy & goodwill with stakeholders & the general public

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8
Q

PR plays an important role in

A

IMC (integrated marketing communication)

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9
Q

PR as a communication tool

A

Paid Media - owned media - earned media

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10
Q

PR as a tool = about earned media

A

= continuous effort to influence a wide range of media in order to generate free publicity

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11
Q

Corporate communication

A

selling the company -PR-message)

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12
Q

Corporate communication objectives

A

: maintain a good reputation & relations, aimed at diff audiences: government, investors, employees… (long term)

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13
Q

Marketing communication

A

selling the P

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14
Q

marketing communication objectives

A

**sales growth, increase profitability aimed at C & distributors (short term) **

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15
Q

Advantages of PR

A

free publicity + media/new = more trustworthy than an ad
BUT effectiveness is hard to measure / lack of control (journalist could say shit / not whole story)

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16
Q

PR tools are such as

A

press release; influencers (not the paid posts!); social listening; crisis communication

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17
Q

Social listening

A

Social-searcher.com

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18
Q

What is Sponsorship?

A

= is the investment in cash / kind in an athlete / any other famous person for access to exploitable commercial potential with purpose of realizing marketing comm. Objectives

Indirect positive message

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19
Q

Ambush marketing

A

a way companies try to benefit from an event without paying for it

(ex; in line for a famous play in the theatre, they are handing out flyers for other pieces)

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20
Q

Sponsorships target

A

Both for corporate use & marketing so both financial institutions, general public, employees, commercial partners & (potential) consumers

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21
Q

Types of sponsorships

A

Broadcast
cause related
ambush marketing

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22
Q

Broadcast

A

Program sponsorship

-billboarding, product-placement, in-script sponsorship (prize sponsorship, programme participation)

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23
Q

cause related

A

MUSH
Municipal, university, social, hospital
sponsorship for good causes

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24
Q

Sponsorship efficiency

A

you can try to measure the brand awareness/exposure before & after the campaign

valuation of the visibility offered by the deal (do you get x secs on tv, compare price of the deal with price of the media market)

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25
Sponsorship risks
**Being associated with events, individuals, that turn out to be bad people (abuse, drugs, or just unfit for the competition…) -negative publicity **
26
Above the line advertising Channels
More mass aimed at large audience used to enhance the brand awareness / brand image in long term sometimes used for action communication ## Footnote Effect= not always easy to measure
27
Below the line advertising channels
Direct marketing ## Footnote (e-mails, sales promotion, social media, experiential marketing)
28
Below the line aimed at
**smaller** audiences, more **targeted** used to** increase sales **in short term (**ACTION COMMUNICATION** big time) ## Footnote Effect= easy to measure → ROI
29
Through the line communication
Optimal mix btween above & below the line comm (for the same campaign you have a tv ad & a telemarketing thing)
30
Native advertising
ad blends perfectly in the media so that it doesn’t look like an ad ex. Advertorial in a magazine
31
POP (point of purchase) ## Footnote Point of sales / in store communication
=any promotional/communicational material placed at the POP = all aspects of the store & store environment that can give info to the C abt the product (quality, novelty, price)
32
what? POP
displays, in-store broadcasts, shelf takers, coupon dispensers, P placement on shelf, in-store atmosphere
33
Why? POP
Up to 76% of the purchase decisions are made in the POS ->55% unplanned 6% substitutes 15% generally planned (you want butter but don’t have a brand in mind)
34
BUT!! POP
traffic in-store is decreasing (more online purchase etc) so we ought to make the MOST out of the C’s journey
35
Objectives of POP?
1. attract attention 2. remind 3. inform 4. persuade 5. create image
36
Reinforcing the communications message
remind consumers of ongoing or previous advertising, PR, a sales promotiono or other campaigns
37
influence decisions & impulse buying
Influence decisions : try a new brand, buy a large stock because of promotions or because it catches your eye impulse buying : its cheaper now, you want to consume it immediately
38
Store atmosphere
visual dimension (color, brightness, size, shapes) aural dimension (volume, pitch) olfactory dimension (scent, freshness) tactile dimension (softness, smoothness, temperature)
39
relation between store environment and consumer behaviour
store characteristics (music, scent) --> emotions (pleasure, arousal, dominance) --> consumer behaviour (time spent in store, willingness to buy)
40
Sales promotions
Door to door distribution (same for everyone) / adress mailing ## Footnote (ex. colruyt sends promotion gift in an envelope customized thanks to buying habits seen through loyalty card)
41
Objective of sales promotions
Extra sales, attracting new Customers ## Footnote below the line comm, short term effect usually
42
How: Promotions are
Limited in space & time offer better value for money attempt to provoke an immediate behavioural response ## Footnote Promotions have to be **substantial** enough to be a trigger
43
Risks of sales promotions
might damage brand image & quality perception
44
A possible alternative is the EDLP-strategy
Every day low pricing strategy
45
when to do and why Sales promotions?
Declining brand loyalty communications clutter, lack of differentiation and ad avoidance distribution channel power measurability short term effect buying decision taken in store
46
Brand objectives of sales promotions
Reward **loyal** customers **make** existing customers loyal **trial** by new customers **reinforce** other communications tools Increase **market size**
47
types of sales promotions
Consumer promotions retail promotions trade promotions sales force promotions
48
Consumer promotions
consumer oriented actions by manufacturers
49
retail promotions
consumer oriented actions by retailer
50
trade promotions
manufacturers actions targeted at the trade channel
51
sales force promotions
manufacturers sales promotion measures
52
A consumer protection tool can be a ..
Monetary incentive (ofcourse promotions can be combined) product promotion (more value for same money) or a Chance to win a prize
53
Monetary incentive
Price cut on shelf coupons loyalty cards cash refunds tied selling ## Footnote (eg.buy a new phone at a cheap price only if you buy subscription as well => combined offer)
54
Product promotion
Extra Volume Premium Self liquidators (gifts in exchange for a nr of receipts) (premium with more effort from the C eg.buy & get stamps, with x nr of stamps you get smth) Sampling (free in mail) (gift in return for a proof of purchase)
55
Chance to win a Prize
Contest lottery (legal restrictions)
56
advantages of Monetary incentives
Basket filling repeat purchase Encourage trial use
57
Benefits of 'chance to win a prize'
easy to organize and cheap building up a database
58
disadvantages of chance to win a prize
consumer: no direct benefit professional players little chance of consumers becoming loyal
59
Price cut on shelf Benefits ## Footnote direct discount on purchcase
consumer: Discount is immediate and unconditional manufacturer: quickly organized & extra turnover retailer: no extra workload
60
cash refunds/cashback benefits ## Footnote Partial refund after receipt of proof of purchase
Encourage trial use or great benefit for more expensive purchase avoids low price perception build up on a database no extra work for retailer
61
Price cut on shelf disadvantages ## Footnote direct discount on purchase
when used too frequently - risk of selling discoutns instead of products - influences expectation: no discount = price increase - expensive: influence on profitability
62
cash refunds/ cashback disadvantages
risk: no new customers difficult to predict success a lot of work for consumers
63
savings cards, loyalty cards
benefits: Extra brand or store loyalty provider: no conditioning for lower price building up a valuable customer database Disadvantages consumer: can take a long time to receive benefit wallet overflowing with discount cards
64
coupons representing a certain monetary value RESULTS
redeption rate - often used for trial
65
coupons representing a certain monetary value benefits vs disadvantages
**benefits**: direct discount precise targeting, additional sales retailer: more work at checkout **disadvantages** subsiding loyal customers retailer: more work at checkout
66
tied selling benefits vs disadvantages ## Footnote combined offer e.g smartphone at a greatly reduced price + telecom operator subscription
benefits: consumer: purchase at a very low price producer: customer loyalty disadvantages: consumer: long term commitment consumer: cost of breaking the contract
67
# Trade promotion Off-invoice allowance
Discount after buying a certain volume
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# Trade promotion advertising/performance allowance
manufacturer pays (part of) the ad campaign of the retailer / pays for publication in retailers leaflet, magazine
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buy back allowances
if my Product in your store isnt successful, ill buy back my Product
70
dealer contest
Make a contest for retailers as well
71
# effects of sales promotions short term
Increase of turnover & market share
72
# effects of sales promotions middle-long term risks
sales get back to normal negative influence on brand image ppl start waiting for promotions competitors react with their own promo
73
Experiential marketing
= enhancing experience of target group and/or C /bring the brands spirit to life ## Footnote brands promise becomes more credible & acceptable strong link with WOM marketing (ppl like to talk abt their experience)
74
Why experiential marketing?
Used to **Increase brand** attention, comprehension, image, purchase & relationships
75
How experiential marketing: different dimensions
Sense feel/relate think act ## Footnote Emotional interaction through brand consumer interaction and consumer consumer interactions
76
Direct marketing | What is it?
In a direct way - trying to generate **immediate** & **measurable response/reaction** ## Footnote Below the line communication
77
Objective of direct marketing
make a change in customer behaviour - informing new customers - attracting prospects - retention - getting customers to buy more frequently - cross and upselling - building customer relationships - launching a new product/brand - to support sales - win back former customers
78
In direct marketing, segmentation & personalisation are very important because...
If you want people to respond, a **personal** approach works best adapt your message to your **segmentation**
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upselling
upgrade to newer better version
80
cross selling
a+b (related)
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# direct marketing SMART but not as an objective
**Selective:** really specific to target **measureable:** how many people buy, click link, search **accountable: ** ROI = return (frofit) - investment(expense) / investment (expense) **relation oriented: ** make action to make the Customer relation better **tailor made:** Customer feel appreciated
82
adressed Direct mail
personally addressed sent by mail Pros: targeting and personalization, very high opening rate and recall (creativity!) Cons: expensive
83
unadressed direct mail
delivered by neighborhood basis Pros: less data base needed / less expensive Cons: higher risk to be thrown away
84
Direct mail Email
Virtual equivalent Pros: delivery speed / very low cost / highly targeted and personable + measurable Cons: lower opening rate / spam filter
85
Mobile marketing Pros
highly targeted / phone always on, with us / relatively low costs
86
Mobile marketing cons
intrusive / permission needed
87
Tele marketing
Marketing done by phone
88
Pros and cons of tele marketing
Pros: interactive and personal Cons: very annoying
89
Direct mass
ad with clear call to action / Direct response print or television etc You can clearly measure the effect vc of the call to action (call now at / use this qr code to)
90
mass marketing
isnt direct but give the op to access direct (QR code, link…)
91
GDPR
general data protection regulation (EU)
92
GDPR, what it does
protection transparency minimise personal data ## Footnote =>strengthening & extending privacy rights =>more responsibilities for commercial companies
93
opt-in
send commercial emailings only to C who gave their explicit consent
94
Inbound marketing
pull marketing (vlogs, personalized emailings, SEA) - attract C by providing relevant & helpful content, adding value at every stage of the buying journey ->the C are reaching out to you
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Outbound marketing
push (Tv, outbound telemarketing) – traditional media -fight for C’s attention -timing & consent isn’t always right
96
Online marketing: what it used to be that the client was
trusting towards marketing, waiting for solutions, passive receiver
97
Online marketing: now the consumer is
suspicious, overwhelmed by marketing messages, looking for added value, powerful
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It means that the buying process changed:
Used to be linear Now it’s unstructured & the C is more informed
99
Social media
(+ : very targeted, remarketing/retargeting, cost effective & cheap, CPC & CPM, advanced analysis tools)
100
Search engine marketing
(=main referrers) (SEO =organic search results – SERPs) (SEA =paid – Adwords on Google)
101
Display advertising
(ad displayed into web page, image/object: static/animated, intended to attract traffic to a website)
102
bannering
key-word banner / random banners (effect depends on size, relevance, website it appears, creation)
103
Native advertising
(= blend into surroundings like “normal”, non-paid content = kinda like the digital version of advertorial)
104
Influencers
(using their reach & impact to promote your P/B, relevance, engagement rate, #AD!)

MCS (COMM) TRY 2 (6 decks)

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