What is Communication?
are messages and related media used to communicate with a market.
Outline the communication process
Define Verbal & non verbal communication
Verbal: the use of sounds and words to express yourself, especially in contrast to using gestures or mannerisms
non verbal: communication without words
Define Personal & non personal communication
Personal: may include private letters, memos, some electronic communications (like e-mails), personal interviews, and telephone conversations.
non personal: carries messages without personal contact or feedback, including the media, radio, TV, etc
what is the medium of communication?
are messages and related media used to communicate with a market. Marketing communications is the “promotion” part of the “marketing mix” or the “four Ps”: price, place, promotion, and product.
What is the Media?
attention-getting advertisements designed for various media (television, radio, magazines), and others.
What is Mass Communication?
the study of how people and entities relay information through mass media to large segments of the population at the same time.
what is feedback?
information about reactions to a product, a person’s performance of a task, etc., used as a basis for improvement.
what are the goals of promotion?
Define Product Promotion & Institutional promotion
Product Promotion: An action taken by a company’s marketing staff with the intention of encouraging the sale of a good or service to their target market.
Institutional Promotion: A marketing approach that demonstrates the goodwill of an organization or individual in order to boost its public relations appeal.
what is B2b promotion?
business to business marketing, which involves the sale of one company’s product or service to another company.
What is B2c promotion?
Business-to-customer marketing refers to the tactics and best practices used to promote products and services among consumers.
What are the 4 elements of promotion?
Define Personal Selling
where businesses use people (the “sales force”) to sell the product after meeting face-to-face with the customer.
the activity or profession of producing advertisements for commercial products or services.
Define Sales Promotion
marketing activities undertaken to boost sales of the product or service
the professional maintenance of a favorable public image by a company or other organization or a famous person.
What are the elements of promotion?
A marketing plan is focused on the target market and made up of four key elements. These four elements are also knows as the 4 Ps. One P is called the promotional mix and it contains advertising, public relations, personal selling and sales promotion.
What are integrated marketing communications?
the application of consistent brand messaging across both traditional and non-traditional marketing channels and using different promotional methods to reinforce each other.
what is the basic promotional strategy?
Dividing the marketing into distinct groups
Deciding which of these groups to communicate with, and how to talk to them
How the product or brand should be perceived by the target groups
Delivering a specific message in order to influence the target groups
What is Promotional Pull strategy?
one that requires high spending on advertising and consumer promotion to build up consumer demand for a product.
What is Positioning?
An effort to influence consumer perception of a brand or product relative to the perception of competing brands or products. Its objective is to occupy a clear, unique, and advantageous position in the consumer’s mind.
What is buzz marketing?
the interaction of consumers and users of a product or service which amplifies or alters the original marketing message. This emotion, energy, excitement, or anticipation about a product or service can be positive or negative.
What is sponsorship?
financial support received from a sponsor.
What is customer relationship management?
practices, strategies and technologies that companies use to manage and analyze customer interactions and data throughout the customer lifecycle, with the goal of improving business relationships with customers, assisting in customer retention and driving sales growth.
what are the 3 types of promotional campaigns?
Direct Response Campaign
Define Image Building
improving the brand image or public image of something or someone by good public relations, advertising, etc
Define Product Differentiation
the process of distinguishing a product or service from others, to make it more attractive to a particular target market.
Define Direct Response Campaign
online advertising campaign whereby the advertiser want a direct and immediate response from exposed consumers.
What are the 5 Advertising Medias?
produce (books, newspapers, magazines, etc.), especially in large quantities, by a mechanical process involving the transfer of text, images, or designs to paper
transmit (a program or some information) by radio or television.
a pursuit, area of study, or skill to which someone has devoted much time and effort and in which they are expert.
controlled by or connected to another computer or to a network
of or relating to society or its organization.
What are the 5 parts of a print ad?
Call to Action
What is an advertising plan?
a written strategy for how you plan to advertise your business.
What is an advertising agency?
a service based business dedicated to creating, planning, and handling advertising (and sometimes other forms of promotion) for its clients.
What are the factors to consider when choosing an advertising medium/media?
The cost of the media.
The extent of the media circulation.
Nature and type of the product/service intended for advertising.
The target market the advertisement media is intended.