Tenta Communication and social media marketing egen

What are some critics to the DAGMAR model?

"sales objectives is the only relevant measure for advertisement effect" - doesnt take consideration that brand awareness and other thing also are relevent measures for advertisement effects "Limiting the cretivity"

Media decisions --> Media and Media Vehicle

- Media categories: refers to the decisions of different categories where you can share your ads. There are two main categories, traditional (like newspaper, radio and tv) or digital media (websites or social media). - Media vehicle: Once you decide on a category (like traditional media newspaper), the media vehicle is the specific place where your ad will appear. It's like picking the exact newspaper or TV channel. EXAMPLE: If you chose newspapers as your category, a media vehicle could be a particular newspaper, like The New York Times.

Objectives traditional classification:

1. BEHAVIORAL (sales): Influencing people to do something specific. - Difficult task: Selling involves convincing customers to make a purchase, which is a difficult task. - Other factors affect them: Sales performance can be influenced by various external factors such as economic conditions, market trends, competition, and customer preferences. - Carryover effect: The carryover effect in sales refers to the idea that the results of one period may influence coming periods. - Risks of short-term perspective: sales risks to have short-term perspective rather than long-term 2. COMMUNICATION: Making the message itself better, clearer or more impactful. A communication objective would be to improve the message so that more people understand and get excited about the gadget.

Name some rules for video ads

1. Story: Involving a narrative into a video ad will help people to remember it better. Stories also evoke emotions which makes the content more impactful and memorable. 2. The first 5 seconds of the video ad are crucial to capture attention. 3. Emotional roller coaster: Creating highs and lows in the emotional tone of a video ad can enhance engagement. It helps maintain viewer interest and keeps them invested in the narrative. 4. Influencer (seeding): this can influence your target group and make them pay attention. 5. Surprise and not shock: this is the final part of the video which reveals something unexpected. However, do not shock them. 6. 48 h window: an important timeframe, since the first 48 hours after uploading the video ad are the most successful. 7. Share vs views: While views indicate the number of times a video has been watched, shares are often considered more valuable. Shares indicate that viewers found the content compelling enough to share with their own network.

All steps of Online Campaign planning

1. The first one is social media audit: means that you have to review what's working or not. 2. Define top performing contents: identify the most engaging topics and messaging styles, optimal posting times etc. 3. Set campaign objectives: clearly define the goals of your online campaign, make sure they're measurable, achievable, relevant etc. 4. Identify target audience: create detailed buyer personas to understand target audience, who they are, what are they doing. 5. Choose social media platforms: select the social media platforms and online channels that align with your target audience and campaign objectives 6. Create compelling content: develop creative and engaging content based on your top-performing content analysis. 7. Content calendar and schedule: develop a content calendar outlining the timing and frequency of your posts, schedule content in advance to maintain a consistent online presence 8. Incorporate paid advertising: consider using paid ads to boost the reach and visibility of your campaign 9. Monitor and analyze: track the performance of your campaign by monitoring key metrics and adjust your strategy based on the data 10. Optimize: continuously optimize your campaign based on performance data, experiment with different content types, posting times and messaging, iterate and refine your strategy for ongoing improvement

How to make your website more effective

1. Visibility: Make sure that it's easy to find your website for the consumers 2. Usability: How you can navigate inside your website. Is there a menu and how is the overall design of the website? 3. Brand image: The website should have the same color as the brand. Important to include corporate information, history of the company on the website. 4. Commercial information: related to the description of the products, brand, prices. Anything that can help your company to sell. 5. Contents quality: Use easy language that suits your target group. Images and pictures are a part of it to make the content better quality. 6. Online sales: The website should support tracking of order, shipping. 7. Entertainment: make the website enjoyable and more memorable for visitors.

listicle

A listicle is a content presentation that takes the form of a list. The term "listicle" is a combination of "list" and "article." Listicles are a popular format in online content, because they are easy to read, scannable, and often provide information in a concise manner. Characteristics: 1. Numbered or bulleted points 2. Short and digestible items 3. Engaging headlines 4. Mix of content types 5. Easy to share EX: "3 Quick Tips for a Healthy Morning Routine" 1. Drink a Glass of Water: 2. Stretch for 5 Minutes: 3. Choose a Nutrient-Rich Breakfast:

Rossiter-percey grid

An alternative model to FCB which classifies buying decisions into four categories, based on the consumer's motivation for the purchase, it's either transformational or informational. · Transformational buying motives: motivations related to seeking pleasure satisfaction. You buy a car since you want to have the newest one and it gives you pleasure. · Informational buying motives: motivations related to the need to solve a problem or fulfill practical needs. You buy a new car since the old one is broken SQUARE 1 (blue): the motivation is informational and the consumer is not involved. Could be productions that are habitual purchases where consumers seek to fulfill basic needs such as hunger. SQUARE 2 (red): the motivation is transformational and the consumer is not involved. They seek to bring pleasure, so this could be products like snacks that are purchases to bring joy without any specific consideration. SQUARE 3 (yellow): the motivation is informational and the consumer is highly involved. The purchase is motived by the need to solve a problem, could be products like baby diapers where you look for different alternatives that doesn't leak. SQUARE 4 (green): the motivation is transformational and the consumer is highly involved. The purchase is motived by seeking pleasure, could be products like perfume where you try to smell different options to find the one that makes you feel the best.

the Foote-Cone-Belding model

A model that categorizes consumer responses. The question here is: Is this decision based on a cognitive or affective basis? In other words, are decisions made based on thinking or feeling, high or low involvement. · For instance, when deciding to buy soap the consumer may think about if they have enough soap to last for the next weeks, which means that the decision-making process involves thought à Cognitive · Products such as buying ice cream or perfume have more feelings involved in the decision-making process. They might consider what flavor of ice cream do I enjoy the most or how does this smell of the perfume make me feel? The decisions involve emotions à Affective Involvement: is related to the risk, price and how the consumer care about the product. - Low involvement - you don't care about the product, or put much thought into it such as toilet paper High involvement: the consumer is more engaged, and the level of involvement increased with higher risk and price. TRIANGLE 1: Purchase decisions have high involvement and the consumer think, feel and then do. EXAMPLE: when deciding whether to purchase a car, the consumer think about factors like fuel efficiency and pricing. Then the consumer start to emotionally connect with features like the excitement of owning a new car or the sense of security. Then they make the purchase. TRIANGLE 2: Purchase decisions have high involvement, but the consumer feel, think and do. EXAMPLE: when considering jewelry, consumers might be drawn to the emotional aspects such as how a piece of jewelry makes them feel, Then the consumer might seek some information about size and materials, since it's not as important as the emotional connection. Then they make the purchase. TRIANGLE 3: Purchase decisions have low involvement and the consumers do, think and feel. EXAMPLE:

whats the steps of the AIDA model?

AIDA is a framework that describes the stages a consumer goes through in the process of making a purchasing decision. It is structured into think-feel-do phases, although it should be noted that most customer journeys do not go in a straight line - it could change. Attention (COGNITIVE STAGE): This stage is initiated when a customer becomes aware of a products existence. For instance, when you want to buy a new pair of shoes and you browse through all the brands and models. Interest (FIRST AFFECTIVE STAGE): This stage is initiated when the consumer has narrowed down their choices to the products, they can see themselves buying since they are interested in them. Desire (SECOND AFFECTIVE STAGE): This stage is initiated when a customer has identified the product they want to buy and there is a desire to buy it. However, the customer journey cannot come to a close until the customer actually has paid, which can be a delayed process since there can be doubts or financial matter. Action (BEHAVIOR STAGE): This stage is initiated when a customer has decided to buy something and is willing to complete the process.

above the line vs below the line communication

Above the line - image or theme communication: Above the line refers to traditional mass media advertising that is aimed at a wider audience.It's focused on building brand awareness and creating a positive image for a brand. The media channels for Above the line include television, radio, newspapers and billboards. Above the line campaign has a wide range and a big budget. They are designed to appeal to a mass audience and are less targeted compared to below-the-line activities. Below the line - action communication: Below the Line are more targeted and personalized compared to Above the line. They have direct interactions with the target audience and are designed to encourage actions such as making a purchase, signing up for a newsletter, or participating in a promotion. The media channels for Below the line include direct mail and social media. BTL campaigns are often more cost-effective and provide a more direct way to engage with consumers compared to the broader reach of ATL campaigns.

Whats the 4 steps of the communication plan?

Analysis - strategy - tactics - control

What route is HIGH-ELM connected to?

Central route In the high-ELM processing, individuals engage in deep cognitive processing and carefully evaluate information before making decisions. This occurs when individuals are motivated and have the ability to think critically about the information presented. The strength and quality of the arguments or information presented are crucial since individuals are more likely to weigh pros and cons and make decisions based on a thorough evaluation of the information. EXAMPLE: Choosing a smartphone after researching and comparing its features and customer reviews.

What is communication

Communication is the process of exchanging information, ideas or thoughts between individuals.

What are some of the challanges of digital media?

Complexity: Digital media is complex because it changes every single day. Responding to competitors and changes: Competitors in the digital space can quickly adapt and implement new trends and strategies Cost: Popular platforms can become expensive Attention: hard to capture people's attention since there's a lot of information everywhere.

What are the two important principles to consider when integrating communication tools?

Consistency: Refers to making sure that the brand's message is the same across different communication tools to create a recognizable brand. The communication tools have to be combined in such a way that the company's offers are consistently marketed, which means that the tools have to work in the same direction and not conflict with each other. EXAMPLE: Nikon has the message "I am" in every ad. Their message is consistent since they repeated the message more than once, so the audience might remember the message and the brand another time. When they later send an email with the discount as well as post ads on Instagram, they will have the same message "I am" to be consistent. Synergy - the tools should complement each other in a good way. Because when they work together it enhances the effects of each other and they will create a more powerful and effective communication. The tools are stronger together than alone. EXAMPLE: - Advertising and Direct emailing You decide to do an advertising campaign to create awareness about the brand, including posts on social media. At the same time, you email the potential customers. The synergy come into play when advertising and email work together. The impact of advertising is reinforced (förstärkt) by the email, since they might remember the ad and are more likely to purchase the product. Compared to if they only got the email and deleted it directly.

what three layers does the P of product consist of?

Core product: the unique benefits of the products. It represents the primary reason why a customer would choose the product. Tangible product: It's about translating the core benefits into something tangible and attractive to the customers. It involves the features, quality, design, and packaging that make the product stand out. Augmented product: augmented product gives the tangible product more value and more customer appeal. Augmented product can be defined as "service layer" on top of the tangible product, which is delivery, installation service. EXAMPLE: Smartphone: - Core Product: Communication (the fundamental reason for buying a smartphone) - Tangible Product: High-resolution camera, sleek design, advanced features. - Augmented Product: Customer support, free software updates, efficient delivery service.

Whats corporate communication?

Corporate communication is directed towards all stakeholders of the company, such as employees, customers, and investors. Corporate communication aims to creating a link between the corporate identity and the corporate image. This means ensuring that how the company intends to present themselves (corporate identity) aligns with how the company is perceived externally. - Corporate image: refers to how the stakeholders perceive the organization, it's the external view of the company. Corporate identity: represents how a company chooses to present itself. This includes logos, values

What is DAGMAR?

DAGMAR model, which stands for Defining Advertising Goals for Measured Advertising Results, is a framework designed to guide the development of goals (objectives) in advertising. Benchmark measurements should be developed before implementing a campaign, and the objectives should be SMART. - Specific: clearly define the goal. Instead of saying "increase brand awareness" do it like "increase brand awareness with 20%". - Measurable: establish criteria for measuring. - Action-oriented: the goals need to inspire specific actions - Realistic: Make sure that the goal is realistic. Don't have a goal to double website traffic overnight. - Time-bound: set a deadline for achieving the goal

What are the steps of a content marketing plan?

Define objectives audience research keywords research brainstorm content ideas - list all the ideas - evaluate them determine content channels group content into funnel stages organize your content strategy in an editorial calendar write content

what two parts can email marketing be divided into?

Direct email marketing (DEM) - Means that you send promotional emails directly to the customers. The email will consist of advertisement content with encouragement to take action since the primary goal is to drive sales. DEM emails are usually sent by external service providers that are sending it to you, since they are good at creating these kinds of emails. Newsletter - Focuses on providing informational and valuable content. The primary objective of newsletters is to inform the audience.Newsletters are typically sent from the company's own database of subscribers.

whats an email flow?

Email flow involves developing a series of messages that respond to the behavior of your audience, for example: if they don't open the email, what will we do? You have to decide this flow before sending out emails. 1. Initial Purchase --> Thank you email with discount After a customer purchased your product, you can send an email like "thank you for your purchase, here you have a discount for next time". 2. How did they react to the first email? Follow-up email If they opened the first email and used the coupon, you can send an email that encourages additional purchases or rewards their engagement in another way. If they opened the first email but didn't use the coupon, you can send another type of email like a friendly reminder about the discount and highlight the benefits of using it.

what should the tone of voice be if a company wants to convey a sense of playfulness, cheerful and humorousness?

Funny - this involves using jokes and entertaining the audience.

What is integrated marketing and communication? (IMC)

It's an approach where you integrate various communication tools. This means that instead of using advertising, public relations and sales promotion independently of each other, these tools are combined. The goal is to maximize the communication by taking advantage of the strength of each tool.

whats the difference between globalization and localization in IMC? Name the pros as well

Globalization (standardization): A campaign that is occurring in different countries, using the same concept, appeal and message across the cultures. PROS OF GLOBALIZATION: - Cost reduction: If you standardize marketing across the world, you will reduce cost because you do the same without any adjustments. - Co-ordination control: it becomes easier to control the decisions since there are less decisions to make. - Quality: the quality of the communication will improve, since there is only one message to control the quality of. Localization (adaption): The campaigns are locally adapted to the local preferences. PROS OF LOCALIZATION: - Brand appealing increase: Localization increases brand appeal by making the brand more relatable and appealing to local consumers. - More Adherence (efterlevnad) to consumption behavior: Adapting campaigns to local preferences ensures that the brand understands how consumers in a specific region interact with products or services.

whats geographical borders?

Highlights the diversity in cultures and is very important when communicating in foreign markets. EXAMPLE: Storks are not related to newborn babies in Japan, but it is other countries. This means that different symbols have different meanings around the world, which is important to know in marketing.

On-Page SEO

How well website content is presented to search engines and consumers (keywords)

Describe marginal value and how that budget setting model works. what are the critics for that model?

If the firm decides to spend an extra 1 euro to advertising, it expects to generate more than 1 euro in additional revenue as a direct result of that extra spending. A firm would keep investing in advertising as long as the profit you get from each extra euro spent on ads is more than the cost of that extra euro. Profits= gross margin - advertising expenditures Critics - Sales are mot only determined by ads, it treats sales as a direct measure of ads. it doesn't take to account other elements that affects sales

what else do you analyze in the situational analysis?

In a situation analysis you analyze both external (publishers, intermediaries) and internal (internal audit) factors that can impact a company's marketing efforts. These three are part of the situational analysis and will help you understand the company's current situation and its ability to reach marketing objectives. Analyzing Publisher: the goal is to identify potential publishers, especially websites, that can help in reaching the target audience effectively. Analyzing Intermediaries: the goal is to understand the role of intermediaries in the customer journey, such as marketplaces like Amazon. Internal Audit: the goal is to take a close look at your own company's processes and evaluate what's working well and what needs improvement, especially related to your product.

Inbound vs. Outbound Marketing

Inbound and outbound marketing are two approaches and tactics about how to attract with your audience. Inbound marketing: Focuses on attracting customers by creating valuable content. The goal is to lead people to your brand by providing helpful and relevant information, more like earning their interest instead rather than interrupting them. Some of the tactics to attract customers, how they come to you: - Content marketing: Creating and sharing content that focuses on topics that are relevant and interesting to your target audience. - Social media marketing: Engaging with audiences on various social media platforms, such as Facebook, Instagram, and LinkedIn, which is effective channel for sharing the valuable content you create and also help your brand be visible which attracts customers. - SEO: Optimizing your website to improve visibility on search engines, which makes it easier for potential customers to find you. Outbound marketing: Also known as traditional or interruption marketing. The goal is to lead people to your brand by pushing content out to a wide audience, in order to reach potential customers. Some of the tactics to do this is by: - Cold calls: Directly contacting potential customers via telephone to introduce products. - Advertising: Placing ads in tv, radio, print, and online channels to reach a wide audience.

Define intergration levels and describe the levels

Integration levels has 4 stages within a company's communication strategy, designed to ensure consistency from the fundamental values to the visual representation. - Mission: this level involves defining the basic values of the company, which are based on the corporate identity (how the company chooses to present themselves). - sets the tone for the brand's identity. - Propositions: At this level, concrete propositions (key messages) are developed so they resonate with the target group. - Concept: The concept level involves the translation of propositions into concreate elements. Could include developing a slogan or a core message that has the key message in it (which we developed in the level before) - memorable way to communicate the brand's value - Execution: The final stage where there is uniformity (enhetlighet) in the visual elements such as layout, design and colors. - recognizable visual identity EXAMPLE: Tiffany & Co - Mission: Tiffany's mission may revolve around elegance and luxury - Propositions: Key message could include celebration of special moments - Concept: Might have slogan like "Unforgettable moments" - Execution: They are consistent with the shade of blue, not only on packaging but also in stores and commercials.

Hierarchy of Effect Models, explain the concept

It assumes that things have to happen in a certain order, implying that the earlier effects do so the later effects can occur.

Describe TPB - theory of planned behavior.

Just like TORA but perceived behavioral control is added to the first step. Perceived Behavioral control: It's about how easy or difficult you think it's to actually do the behavior, which can be influenced by past experiences, support and role models.EXAMPLE: you've played the piano before (past experience), you have a teacher to guide you (support) then you will think it's easier to performane the behavior, to actually play piano.

Marketer's ways of changing attitudes and behavior

Marketers can try to change consumers attitudes and influence their behavior in several different ways. Here are some of them: · Brand beliefs: Marketers can influence existing beliefs about a brand or institution. EXAMPLE: A university perceived as not taking education seriously, an independent quality control committee's positive finding can be used in an advertising campaign to change public perception. · Change attribute evaluations: Marketers can change how people evaluate attributes associated with a product. For instance, a small university competing with a larger one might talk about the benefits of smaller classes, highlighting more personal contact and individualized attention. · Adding attributes: Marketers can introduce new attributes to a product. For instance, universities that has an exchange program with foreign universities, the marketing campaign might talk about that since it creates an additional factor for students to consider. · Changing the opinion of others: Marketers can attempt to change the opinions of others. For instance, using public health campaigns as examples, the UK government aimed to discourage smoking among young girls by associating it with decreased attractiveness. · Change beliefs: Marketers can influence consumers' beliefs about how easy it's to use a product. For example, MasterCard uses the slogan 'North. South. East. West. No card is more accepted' to indicate you can pay everywhere with MasterCard

Do you need to use the same words and style with different instruments?

No, In marketing you often have a diverse target audience, involving existing customers and new potential customers. The challenge is to communicate in a way that resonates with both groups. Therefore, you don't need to use the same words and style with the communication, since you can adapt it for each target group.

Give an example of online touchpoint and offline touchpoint

Online touchpoints -> website, email and social media. Offline touchpoints -> Tv, radio and shops.

What route is LOW-ELM connected to?

Peripheral route In the low-ELM processing, individuals rely on peripheral cues, like celebrity recommendations or attractive visuals, and superficial (ytliga) factors rather than engaging in deep cognitive processing.This often occurs when individuals are not highly motivated or capable of processing information thoroughly. EXAMPLE: Purchasing a product because a celebrity recommended it, without deeply considering the product's features or benefits.

Describe the steps of conversion:

Potential visitor: People who have the potential to visit a website but have not done it yet. Conversion to actual visitors: the transition from potential visitors to actual visitors of the website - This occurs when potential visitors take the step to visit the website Leads: visitors who have shown interest in the products - individuals who have engaged with the content, perhaps by signing up for a newsletter or exploring product pages. Customer: people who have made a purchase - Customers have moved beyond showing interest to making an actual purchase, Repeat customer: customers who return to make additional purchases - individuals who were satisfied with their first purchase and choose to return for more

Describe the three different service periods in the customer journey - Example of customer journey of shoes

Pre service period: The time before the customer actively starts to look for a new pair of shoes. They do a broad search for information, from both online and friends' recommendations. Information is messy here, you search for everything. Then its service period: The costumer has decided what they need, a new pair of shoes for running. Now you are looking for a specific product or brand. You might search on website for different brands or read reviews. Once you have decided on a pair you add them to the shopping cart, pay, wait for arrival and then try the shoes on. Post service: already used the product, so this involves customer's experiences, feedback, and potential engagement with the brand. Activities such as follow up email to customer or participating in a Facebook discussion about the shoes.

What are the 4 P's of marketing?

Product, Price, Place, Promotion

Give an example of a high MAO in the ELM

Purchasing a camera The consumer is motivated by their passion for photography and his ability is high as he has a solid understanding of photography concepts and technical details. They also have the opportunity to spend time exploring different camera models, discussing with knowledgeable store staff, and reading detailed reviews.

give an example of a low MAO in the ELM

Purchasing a water bottle The consumer is thirsty but are not so motivated to carefully pick a specific brand or type of water. The consumer is in a rush and don't have time to explore different water brands available. Therefore, he quickly grabs a water bottle.

Whats a touchpoint?

Refers to interaction between a customer and a brand, to be more specific it's the moment when a customer comes in contact with the brand.

What is self-generated persuasion?

Refers to the process where a consumer persuades (övertalar) themselves based on their own arguments, going beyond the information presented in the advertisements. The consumer combines the information in the message with previous experience and thoughts. EXAMPLE: Lobster Soup Ad When the consumer sees an ad for lobster soup, instead of just considering the information in the ad, the consumers use their own idea. They might think about using the soap as an ingredient for a sauce for a fish pasta dish. TIPS FOR IT'S EXISTENCE: - Ask questions à Then consumers are prompted to ask themselves questions about a product or its uses, it triggers people to come up with arguments and encourages them to explore creative or alternative ways of using the product.

What is tone of voice?

Refers to the way a brand communicates its message, it involves the style, attitude, and personality conveyed through the words and language the brand uses. A brand might aim to be friendly, professional or playful, and the tone of voice is the tool to use to convey this chosen personality. however, this doesn't mean the tone has to be exactly the same everywhere, on a blog you might be more formal whereas in on TikTok more informal.

Off-Page SEO

Relates to the optimization of links pointing to your site. The more backlinks, the more trustworthy google sees your website.

whats the response process?

The advertising response process is a framework used to understand how consumers react and respond to advertisement. It consists of 3 main stages or "think-feel-do" sequences. · Cognitive stage (think): This is the stage where the consumers process advertisement through thinking, learning, and gathering information. This is where the consumers become aware and gets knowledge about the product. · Affective stage (feel): In this stage, emotional responses occur which are with associated with the advertised product, and individuals start to form attitudes towards the product such as desire and interest. · Behavior stage (do): This stage focuses on taking actions in response to the advertisement. These actions can include making a purchase or signing up for a newsletters

whats a customer journey?

The customer journey is the process a customer goes through from the initial awareness of a company's existence until they purchase a product.Through the journey you have touchpoints. The objectives (aims) of making a customer journey map are to understand the path of the customers and to communicate based on the journey. If so, you can tailor the communication based on the insights gained from understanding the consumer's journey.

The funnel, describe the steps:

The funnel is a framework used to categorize the different stages of a customer journey. Many brands competing at the top of funnel, then customers start selection and at the end have to decide among few brands, therefore the shape of the model TOFU: AWARENESS At this stage, the consumer becomes aware of the product. They can gain awareness of it from social media or videos. WHATS THE PROBLEM? - make them aware that a solution for their problem exists Consider information needed in each phase --> "generic" information, which aim is to make consumers aware of a problem they may have rather than immediately promoting a specific solution. MOFU: CONSIDERATION Consumers start to seek for solution of their problem. They consider various options of what could help them. WHATS THE SOLUTION? Consider information needed in each phase --> product attributes and benefits BOFU: EVALUATION AND PURCHASE They evaluate different options and choose one solution over others. This is when marketers provide compelling reasons for them to choose their particular products. WHY IS YOUR SOLUTION THE BEST? Consider information needed in each phase --> price

Describe TORA - theory of reasoned action

The model was developed to understand how our actions are shaped by our own feelings, what others think and how much we care about their opinions. Attitude: you attitude towards a particular behavior. EX: Do you like playing piano? subjective norms: what other people think about that behavior and how much you care about that. EX: What do your friends, family, or others around you think about you playing the piano? leads to -> intention: This is formed by the combining your attitude and subjective norms, which refers to how much you really want to do the behavior. If people around you like the idea of you doing something and you care about their opinion, then you are more likely to really do it. EX: If you like playing the piano and others think it's a good idea, you're more likely to really want to do it. leads to-> behavior: the intention influences the actual behavior. EX. If you have a strong intention to play the piano because you like it and others approve, you're more likely to go ahead and take piano lessons.

Describe the four steps mental model

The models show the stages in consumer's decision-making process, from the initial exposure to a product to the post-purchase experiences. 1: Stimulus: the first stage where consumers are exposed to advertisement about the product. 2: Zero moment of truth: The moment when consumer become aware of it. The consumer seeks information on different channels, such as read reviews online, do online research, watch videos about the product or just read about it on social media. 3: First moment of truth: occurs when consumers stand in front of a store shelf (online or offline) and decide which product to buy. 4: Second moment of truth: The stage where consumers have used the product and now decide whether to buy it again and engage in brand advocacy (förespråkare).

Whats the promotional mix?

The promotional mix is the collection of ways a company interact with you, and these ways are the touchpoints, or moments when they try to get your attention.

What two different things can the content strategy be based on?

The public (audience focused): The goal is to create content that resonates with the audience The brand: the primary focus on the content is to conveying the brand's identity, values, and messaging.

How to analyze an email?

The sender: the company that's sending the email (sender identity) The subject line: a way to get the consumers interested, it's the initial impression of the email's content. It should communicate the benefits of opening the email whether it's exclusive offers or important information. Preview: this space is a chance to provide additional information to the subject line that might help the receiver to open the email. All of this influences the receiver's decision to open the email or not.

shortly, what does the situation analysis refer to?

The situation analysis is the first step in a communication plan. It involves identifying your customers, intermediaries and competitors. Companies that do a situation analysis will gain a competitive advantage, since you understand the who the consumers are, your competitors' strengths and weaknesses and who the distributors are.

Lavidge and Steiner model

The stages that a customer goes through when being persuaded to buy a product. It builds upon the AIDA model, but adds a few stages, providing a more understanding of the psychological processes of making purchases. TOP: Awareness and knowledge à Cognitive phase At the top of the model is the initial stage where the consumer becomes aware of the product. Once the awareness is established, the consumers start to seek information about the product to build knowledge. MIDDLE: Liking, preference and conviction à Affective Phase In the middle of the model, consumers develop attitudes toward the product. This involves liking the product, which can evolve into a preference for the product. Conviction refers to a stronger belief that the product is the best choice. BOTTOM: Purchase àBehavioral phase At the bottom of the model, consumers are taking actions and hopefully purchases the product. The decision to make a purchase is influenced by the consumer's positive perceptions, liking, preference, and conviction developed during the earlier stages of the hierarchy.

Once the target group of the first stage of communications plan is defined, it is crucial to set the objectives. Define an objective and what categories can it be divided by?

These goals will guide our decisions on communication channels, how much budget we have and so on. The objectives are guidelines for everyone involved in creating campaigns. Objectives are measurable goals that a company wishes to achieve through their communication efforts. An objective could be to increase the awareness of a new product or boosting sales with a certain percent Objectives can be divided into 3 categories: · Reach goals: refers to making sure that the target audience receives the message. Reach as many of people of as possible. · Process goals: refers to ensuring that the target audience understands the message and that it captures their attention. · Effectiveness goals: refers to if the message has an impact on people's behavior or feelings. How effective are the message

Whats cognitive biases?

Think of cognitive biases as patterns in our thinking that can sometimes lead us to make decisions that may not be entirely rational, these biases are like mental shortcuts our brains have, and they can affect how we decide things.Understanding these biases is crucial for marketers, since they shape why we choose one product over another. These are the 6 biases that influence purchase decisions: · Category heuristics: involves relying on a product category rather than thoroughly evaluating each option individually. · Power of now: The longer you have wait for a product, the less appealing the product becomes · Social proof: Recommendations and reviews from other can be influential. · Scarcity bias: If the availability of a product decreases, the more desirable it becomes. Limited availability or limited deals create a sense of urgency to make quicker decisions. EX: the first consumers get the product with 50% discount, therefore they buy it directly. · Authority bias: involves placing more trusted sources in the ads. Power of free: A free gift with a purchase can influence the purchase decisions.

Describe the different levels of content

This framework is designed to balance different types of content to the needs of the consumer in the different stages of their customer journey. · Hygiene: At the bottom of the model, think of it as the basic stuff people look for online. The content that the user will find when they search for the keyword "How to". The content is meant to be useful and educational. · Hub: At the middle of the model, and the content is mainly aimed for existing customers and to maintain the relationships. The content is designed for a "regular catch-up" and will provide them with useful content like newsletter and updates that keeps them engaged and feeling valued. Hero: At the top of the model, and the content are more related to the brand. This content is often used in big events and the goal of hero content is to create brand awareness

describe the concept of the elaboration likelihood model

This model explains how people process messages, such as advertising. The model says that people's engagement in thinking deeply about a message depends on their motivation, ability and opportunity to process the information. Motivation: Motivation is influenced by consumer's needs, and these kinds of needs can be categorized as functional, symbolic or hedonic. · Functional: Refers to the need to solve problems, functional problems. For instance, I need to buy a pajamas in order to feel warmth when I'm sleeping. · Symbolic: The consumers need to be part of something. For instance, buying a Rolex watch since it's a symbolic meaning for being a part of a specific lifestyle. · Hedonic: Refers to the need for pleasure. For instance, you eat ice cream since it's good not because you are hungry. Ability: Although someone is motivated to do something, you may not be able to do it. EXAMPLE: A person may be motivated to buy a particular house, but after learning what it is going to cost after renovation, might be unable to buy it because of the lack of money. Opportunity: Refers to the external factors that might hinder the consumer. EXAMPLE: A consumer may be motivated to buy Nutella but if the supermarket runs out of it, the consumer does not have the opportunity to buy it. MAO - motivation, ability and opportunity leads to elaboration and then it ends up as central or peripheral route processing.

How to set an budget for your communication

To be able to set the budget, it's important to understand how communication influence your sales. Which the Sale Response model shows: Sale response models: · Model A: Concave sales response curve. Initially, when you start spending money on advertising, you might see an increase in sales. This could be because you're reaching new customers or encouraging existing ones to buy more. As you continue to increase your spending on advertisement, the additional sales gained per additional unit of advertising begins to slow down. The curve levels off, which means that there's a point at which spending more on advertising does not result in more sales. · Model B: S-shaped response function At the beginning of the S-shaped curve, more advertisement may not have an impact on sales, simply because it takes time for the message to reach the audience (range A). As you start spending more money on advertisement, sales start to rise more steeply thanks to factors like brand recognition (range B). Then the curve levels off as more advertisement has minimal change in sales, it becomes challenging to achieve additional sales further by ads.

what should the tone of voice be if a company wants to convey a sense of profesionalism, inteligence and trustworthyness?

Tone of voice should be formal, which involves a strict language.

What two themes are added to a social media editorial calendar compared to a normal one?

Topics and Subtopics Is the same plan for scheduling of content but on social media. Whereas here you have to define the main topics we want to cover and subtopics. For instance, after you have defined 3 main themes we wanted to cover, you can create the subtopics depending on your defined main topics

What are the 4 questions for audience research?

Who is your audience? What are the problems they face? Where they consume content? What drive engagement?

How to succesfully convert costumers - you have to know them? How do you do?

You can achieve this by creating buyer personas, which means describing who they are, what they do, what's their personality and day-today life. Buyer personas: are detailed characterizations of archetypal users of a website, that are created to represent the larger groups of users, in terms of their goals and personal characteristics. They all have names, personalities, interests, motivations, media adoptions, struggles, barriers, and expectations. The more you define them, the better you will be able to reach them. In addition to creating personas, you can look at existing customer and gather data from them. This data can be retrieved through observations, interviews, and internal data bases that show you their buyer behaviors.

Online campaign planning, Give examples of some goals and how to monitor them?

You can have either annual or campaign specific goals: Annual goals: aims to achieve over a year, long-term goals · Increase revenue · Increase new visitors on the website · Increase the number of qualified leads. --->A Marketing Qualified Lead (MQL) is an individual who has showed an interest in the company through website visits, social media interactions and so on. This indicates a lead that is more likely to become a customer. While Sales Qualified Lead (SQL) is a lead that the sales team has evaluated and think is ready for direct engagement such as personalized communication and direct sales efforts. Once MQL have shown an interest to purchase, they are often transferred to sales teams and become SQL. In simpler terms, MQLs are like people window shopping and showing interest, while SQLs are those who the sales team believes are ready to step into the store and make a purchase. Campaign-specific goal: - more focused on specific outcomes of a campaign, more short-term goals. · A goal is to convert website visitors into customers through online advertisement · Increase website visitors by including a Call-To-Action (CTA) within a newsletter, which is clickable elements. To monitor these goals, track metrics such as · Traffic: - Impressions: represent the number of times an ad has been viewed by users - Visitors and unique visitor: The total number of people visiting a website, and unique visitors counts the people visiting for the first time. · Quality measures: - Conversion rate: Measures visitors who take action, such as making a purchase or subscribe. - Bounce rate: Visitors who leave a website after viewing only one page. They arrive at the sit

what does the competitor analysis refer to in situational analysis in makreting?

You must define who you're competing against - you always have a competitor. This includes examining both the local, international, and digital competitors. The standard way to analyze your competitor is through a structured analysis to reveal who they are, what their strategies are and how they are performing.

Write content - things to think about

You need to capture attention and therefore you should write to the reader. Preferably, use the word you to increase the personalization. Focus on the pain points you imagine your target segments have and provide them with both practical actionable tips to assure the consumer that you can solve them. Try to use simple phrases and avoid grammatical errors. Also make sure to join conversations by having real time marketing, for example, if everyone speaks about fashion week, use that trending topic. Another way to engage a reader is to use stories to hook them up. Lastly, always optimize your copy for search engines once you're finished

What is an editorial calendar?

a plan for scheduling content which helps companies to plan coming periods and organize the content. An editorial calendar should include: · Funnel stage · Type of content · Keywords · Website location for content · Title of the content · Writer assigned to the content · Editor assigned to the content · Status update · Publish date · Distribution strategy

What are the 4 content themes? and what objectives are each connected to (engagement, brand awareness or conversion)

brand values - Content that communicate the core values and identity of your brand, this helps to create brand awareness of your brand. - brand awareness objectives Sector issues - address relevant issues within your industry or sector. By addressing sector issues, you position your brand as knowledgeable and it gets attention. - both brand awareness and engagement objectives Targeted interests - develop content that aligns with the interests of your target audience. - brand awareness and engagement Events - Promote events that have given your audience a clear instruction on what you want them to do "call-to-action". This could be "Get your ticket know". - conversion objectives It's important the to make sure you align content with objectives.

Why is it important to analyze pains and gains in a customers journey?

enables companies to gain insights into the issues their target audience faces as well as the benefit from a product. This information helps to create the perfect message.

Whats the difference between impressions and reach?

impressions - how many times in total reach - how many unique times

What does promotion in the 4 Ps stand for?

involves all instruments which the company communicates with its target group to promote products or company as a whole.

What does Emotional Conditioning mean, and what ELM is it most useful for?

involves associating a brand with specific emotions through repeated exposure. Over time, consumers come to associate the brand with those emotions, influencing their preferences and decisions. Example: A company consistently uses humor in their ads, after repeated exposure to these emotions consumers begin to associate the brand with those positive emotions. Useful for Low ELMs, since they rely on peripheral cues, such as emotions and are more likely to choose the product due to the positive emotions that it gave instead of evaluate the feautres of a product.

whats the customer journey and name some touchpoint along it

is the process a customer goes through from the initial awareness of a company's existence until they purchase a product. Pre-Purchase: touchpoints such as the product occurring on your social media. Purchase: while making the purchase the consumers interact with the website (touchpoint) Post-Purchase: the consumer receives an email about giving feedback about the product.

Technical SEO

making sure your site is organized well, which means that it is easily accessible and loads quickly

personal vs mass communication

personal communication:· The communication is direct and addressed personally to the receiver. With personal communication people tend to pay more attention to the message. It is more costly due to more time and resources but is often considered more effective than mass communication. The speed of feedback is high since you can have immediate responses, which is why communication is two-way since you have the opportunity to have a dialogue with them. Mass communication - The mass communication reaches a broader audience quickly, which is why it's less costly. It's harder to catch and retain the audience's attention. In environments with numerous signs, ads and information, it becomes harder to stand out like Drottninggatan. Mass communication lack the direct feedback, since its often one-way flow of information and lack the opportunity for dialogue.

What does price in the 4 Ps stand for?

price of the product, the amount of money that customers are required to pay in exchange for the product Discounts can be used to make the product more attractive, as well as systems of down payments.

Describe the communication process

refers to the exchange of information between a sender and a receiver. The sender starts the communication process by developing a message that they want to communicate. The next step is encoding which involves the sender translating the information into a form that can be transmitted to the receiver, such as a written text. Them the chosen channel will send the message from the sender to the receiver. Channels can include face-to-face communication or digital platforms. Once the message reaches the receiver through the chosen channel, the receiver decodes the message which means that they try to understand the intended meaning. Then the receiver is giving feedback in responsed to the message, which is being sent back to sender. Noise can interfere in between

What does feeling transfer mean, and what ELM is it most useful for?

refers to when the emotion associated with one thing are transferred to another unrelated thing. Example: In ads they show people laughing and enjoying chocolate. Even though the happiness is from the people in the ad, the feeling transfer is that you start associating those positive emotions with the chocolate bar. So, when you see the chocolate bar in the store, you might remember those happy feelings and buy it.The goal is to create an emotional connection that influences consumer attitudes and behaviors. most useful in LOW-ELM since you rely on peripheral cue, emotions can have a big impact on the decision.

whats a channel?

related to which channels you want to spread your message through, can involve TV, social media or newspapers. Choosing the right channels is crucial as it affect how your message is received. EXAMPLE: a formal business announcement might be best suited for an email, while a promotional message might work for social media.

What is media planning?

the process of evaluating and selecting the best combination of media that will deliver your message to the intended audience

What does conversion mean?

turning a potential customer into an actual customer.

Heuristic evaluation:

when consumers do not have the time to compare all available brands, they seek for reassurance in heuristic cues such as brand name reputation or price level. EXAMPLE: a high price might get you to think it's a high-quality, It's a mental shortcut.

What is a trigger point?

when customers are most receptive (mottaglig) to messaging. For example, a trigger point might be when a customer is comparing different products before making a purchase decision.

What does place in the 4 Ps stand for?

where the consumers can buy the product, the different distribution channels where it's available.

Name some PROMOTIONAL/ COMMUNICATION MIX tools

· Advertising: Non-personal form of communication that involves the use of mass media channels, such as television, radio, newspapers. It's a paid form of communication, where the company pays to appear somewhere. Also, the company chooses the content. Also good for reaching a big audience. · Brand activation: Companies aims to engage and interact with target audiences to bring the brand to life, stimulate interest and eventually secure consumer loyalty. · Sales promotion has a short-term focus to stimulate sales, often designed to urgent add value for the consumer through discounts or special offers to make them purchase. EXAMPLE: 2 for 1. · Sponsorship: Is an investment in cash or activities and in return you get access to the commercial part of the activity. Unlike traditional advertising, sponsorship doesn't involve explaining a message; instead, the brand is simply present at the event. This is why sponsorship is called mute medium, since they can't explain anything · Direct marketing: A form of communication that involves reaching out to individuals directly, aiming to establish a personalized connection with customers to create a response. Such as personalized brochures or meet clients in store and show the product. · Public relations/Publicity: All communication related to a company's stakeholders. Public relations (PR) are the way a company makes sure it's doing things that people like and find acceptable. It's not about selling things; it's about understanding what the public wants and making sure the company's actions and messages match that. PR professionals look at what people think about the company, check if the company's rules and ways of doing things are okay with the public, and then come up with plans to talk to the public in a way that makes them happy.

What are some of the main goals to use from DAGMAR?

· Brand Awareness: The goal is to create a brand awareness. · Brand knowledge: The goal is to ensure that consumers are aware of the most essential brand characteristics, features and benefits. They know the strength of the brand, why you should buy product X instead of product Y. · Brand attitude: The goals is to shape the perceived value of a brand to a consumers. · Brand loyalty: The goals is to create a mental commitment between a consumer and a brand. · Purchase facilitation: The goals is to remove barriers hindering product purchase. These barriers could be price or place, because sometimes availability or price can be a problem that prevents consumers from buying a product. · Satisfaction: Ensure that the purchase is living up to the consumers expectations, if so they will be satisfied and choose the product next time as well.

MAO - motivation, ability and opportunity leads to elaboration and then it divides the responses into two main routes, which?

· Central Route processing: This route is taken by consumers that pay attention to details, gather information about the product and weight the pros and cons before making purchase decisions. This process starts when you are motivated --> MAO HIGH · Peripheral: This route is taken by people who use shortcuts based on emotion, attractiveness and preference. Information is not central since you don't think deeply about decisions and are more influenced by factors such as brand familiarity or visual appearing. This process occurs when MAO IS LOW

EXAMPLES OF THE ROUTES IN REAL LIFE - Toothpaste ad

· Central route processà They provide the consumer a lot of information · Peripheral route process à They don't provide the same information, they use a model instead. She has a beautiful smile, maybe if I use the same product, I will have the same perfect teeth.

whats the 4 types of touchpoints?

· Company created: These touchpoints are intentionally created by the company to interact with the audience. Examples of company created touchpoints are advertising, social media posts. These touchpoints can help build brand awareness. · Intrinsic: These touchpoints are a part of the product itself, shaping the customer experience without being intentionally created. EXAMPLE: An intrinsic touchpoint to Apple would be when a customer uses their iPhone and makes a judgement whether the phone works well or not. The company Apple cannot manage this experience, but it can still greatly affect how the customer feels about the company · Unexpected: refers to touchpoints that are not directly under the control of the company. These touchpoints can be created by external sources, such as customers, critics, or influencers and may impact the public perception of the brand. EXAMPLES: What is said about the Barbie film is not under control of the company. Another example is when companies send a product to influencers, it's a bit of a risk since the company can't control what they will say and post about the product. Customer- initiated: refers to when consumers take the first step to contact the company. EXAMPLES: reaching out to customer service

Key concepts for digital marketing:

· Customer engagement: refers to the repeated interactions between a customer and a brand. These interactions are designed to strengthen the customer's investment in the brand over time. Digital marketing often has an ongoing engagement with their audience, since it so important. The reason is that we live in an era where consumers have numerous choices and engaged customers are more likely to remain loyal. · Always-on marketing activities: means that you constantly invest in paid, owned and earn media to engage with customers. By doing this you will make sure you are maintain presence with customers across various channels. The same reason, we live in an era where consumers see digital advertising all the time, it's important to be present everywhere so they don't forget you. Content marketing: refers to what kind of content will engage the consumers, is the content effective and understandable and so on. Very important to capture their attention

Name some metrics to measure results or performance of emails

· Delivery rate (also called bounce rate): how many people receive the email or not? If you have a bad delivery rate, it means that people have given you false emails since they don't trust you. · Open rate: How many subscribers opened the email among those who received it. Factors like the sender, subject and preview text effects the open rate. · Click-through rate (CTR): how many people click on a link after they have opened the email? Factors like argument explanation, viral call, promotion and images affect the click-through rate. · Conversion rate: How many people click on a link and complete the action that the company wants you to do? · List growth rate: Measures how quickly your email subscriber list is growing · Number of unsubscribes: How many people who opened the email unsubscribed on future emails.

What are some benefits of using digital media?

· Digital media is interactive: It allows users to actively participate and respond to the content. Interactivity in digital media can include actions such as clicking, commenting, sharing, liking, · Intelligence (gather insights): Easier to collect data about customers through digital media tools. Could gain insights about their time spent on websites, post engagement and shares. · Personalization: You can personalize messages through digital media, since companies has information about us. EXAMPLE: birthday emails with discounts. · Integration of both outbound and inbound marketing: Digital media offers the opportunity to blend both outbound and inbound marketing approaches. Inbound marketing is customer-centric, which focuses on creating content that consumers actively seek. This way, you attract the people who are genuinely interested in what you have to offer. Outbound marketing is more traditional and involves a company initiating the message and pushing it out to a broader audience. By having the opportunity to combine these 2, you'll be flexible in your marketing approach. · Independence of location (better chances of going international): Digital media made it possible to increase the reach of people worldwide.

Name some more

· Exhibitions and trade fairs: Events where businesses showcase their products and meet clients. B2B · Digital: involves using digital channels to enable real-time communication. Allowing users to engage in two-way communication. - Point of sales: Are communications at the point of sales (in the shop). It includes several communications tools such as displays, advertising within the shop, merchandising, article presentations, store layout. EXAMPLE: Apple's flagship, the temple of the brand. Makes the consumers more aware of all their products.

How is information shared and received online: what changes?

· Homophily: refers to the tendency of people to connect with others who share similar interest. EXAMPLE: I will listen to you since you are similar to me, so if you like a product - I will like it as well. If a product is used by a person that's totally different than me - I will probably not like the product. · Tie-strength: refers to how close connections are between people, how good the relation is with the people that say things online. Some contacts online are closer than others, which will affect how information spreads within your network. Closer connections may have a more impact on the information you receive and share. · Source credibility: refers to the trustworthiness of the person sharing information online. If you don't trust the person, you don't follow the suggestion.

What are the three types of email marketing campaigns?

· Manual - Newsletter campaigns: These are manually made emails that are sent to a list of subscribers on a regular basis, typically weekly, monthly, or as determined by the company. - Seasonal or product related campaigns: These campaigns are manually created and sent in response to specific seasons, holidays, or product launches · Automatic (trigger based) - Birthday: The email is triggered by the receiver's birthday and is automatically sent. - If the user leaves the buying flow: Triggered when a user adds items to their cart but leaves the website without completing the purchase. These emails aim to re-engage the customer and encourage them to finalize the transaction. - Reviews request: Automated emails sent after a customer has made a purchase, requesting them to provide feedback or reviews about the product · Transactional - Order confirmation: These emails are triggered immediately after a customer completes a purchase. They confirm the details of the order, provide an order summary

What three categories can digital media be divided into?

· Paid media: This is bought media where you paid to appear somewhere. Since you pay for advertising and to be visible, you can also decide which message you want to spread. EXAMPLES: Display advertising, sponsoring social media posts, SEA. · Owned Media: This is media owned by the brand. They can decide the content and the style themselves simply because they own and can control them. Owned media does not include social media profiles since Facebook or Instagram profile is owned by Meta. EXAMPLES: website, newsletters, blogs. · Earned Media: refers to the publicity and exposure that a brand receives through efforts that they do not own or have not paid for, therefore it's organic visibility that you have earned naturally. It's the result of third party sources such as customers, journalists and bloggers. Examples of earned media are social media interactions such as likes, comments and shares, but also mentions in blog posts, news articles and word-of-mouth recommendations. This type of media is seen as more credible, as it's generated from third parties.

Success factors for emails:

· Sender: crucial to have the sender's identity that might encourage them to open the email. · Subject: crucial to catch attention · Preview text: crucial to catch attention and encourage to open · Arguments explanation: Help to make it clear and easy to understand · Viral call: encourage the receiver to share the email content · Promotion: have a clear and easily understood promotion.

What are the two main approaches of setting budget?

· Top-Down approaches - The budget decisions are made by the managers and are distributed to different departments. - Budgets are set based on the leftover resources after all cost has been removed. - This method involves not considering changes in the market. Build-up approach = the budget is set based on the costs and resources that are needed to reach the planned goals.