Comm 148
Innovators
Successful, sophisticated, & receptive to new technology. Taste for upscale products
Clutter
the most common form of noise affecting marketing communications. Ex. becoming annoyed by ads on Instagram, talking to a passenger as the car passed billboards, ignoring irrelevant tweets on Twitter
Fear
- B2B focus on severity and vulnerability
#2 Preemptive Messages:
- A claim of superiority based on a product's specific attribute or benefit with the intent of preventing the competition from making the same or a similar statement Ex: Crest toothpaste's reputation as "the cavity fighter" preempts other companies from making similar claims, although all toothpastes fight cavities. The company states the advantage first
5. Wear-out effects
- Ads are over played and consumers ignore then, become annoyed, and may develop negative emotions toward the brand
Understand the impact of advertising expenditures, and the different effects (pg. 149)
- Advertisers have an unrealistic assumption that expenditures leads to an equal increase in sales - Factors that affect market expenditures and advertising: 1. Communications Goal 2. Threshold effects 3. Diminishing returns 4. Carryover effects 5. Wear-out effects 6. Decay effects (CTDCWD)
Means-end Theory
- An advertisement should contain a message (or means) that leads the consumer to a desired end state (end states = personal values).
#1 Generic Messages
- An advertisement that directly promotes the product's attributes or benefits without any claim of superiority transmits a generic messages - Works best for a brand leader or one that dominates an industry. Ex: Campbell's declared that "Soup is good food" without claiming superiority. The company leads the industry. When most consumers think of soup, they think of Campbell's
#4 Hyperbole:
- An untestable advertising claim based on some attribute or benefit Ex: The best coffee on Earth
6. Decay effects
- Company stops advertising and the consumer forgets about the message
Emotions
- Consumers ignore most ads - Rational appeals go unnoticed except for consumers in the market for a particular product - Emotional ads can capture a viewer's attention and create an emotional attachment bw the consumer and the brand
Pulsating Schedule
- Continuous advertising & communications during the year w/ bursts of higher intensity at specific times (more ads in more media)
List the characteristics of effective spokespersons
- Credibility - Attractiveness - Similarity - Likeability - Trustworthiness - Expertise (CASLTE)
Identify the approaches from the cognitive message strategy
- Generic - Preemptive messages - Unique selling proposition - Hyperbole - Comparative (GPUCH) -A cognitive message strategy presents rational arguments or pieces of information to consumers. - Attitude sequence: cognitive > affective > conative
Objective and task
- Identify objectives and then budget becomes cumulative cost needed to achieve these objectives - Best budgeting approach because it relates dollar costs to specific objectives
Understand the attitude formation sequences which match the hierarchy of effects model steps
- Similarities regarding attitudes and attitudinal change, including concepts of cognitive, affective, and conative elements - Cognitive> affective > conative sequence parallels the 6 steps -Cognitive oriented ads achieve brand awareness & knowledge - Affective ads inspire liking, preference, conviction - conative ads facilitate product purchasing/buyer actions - Issue: these 6 steps might not always outline the route a consumer takes (ex. impulsive buying)
Hierarchy of effective model
- The hierarchy of effects model and a means-end chain assist in developing effective campaigns. - Helps clarify the objectives of an advertising campaign - Outlines the 6 steps a consumer or business buyer moves through when making a purchase: 1. Awareness 2. Knowledge 3. Liking 4. Preference 5. Conviction, that this product is superior to others 6. The actual purchase (AKLPCT) - Building brand loyalty requires all 6 steps
#5 Comparative Advertising:
- a direct or indirect advertising comparison with a competitor based on some product attribute or benefit - Advertisement may mention the competitor by name or present a make-believe competitor with a name such as "Brand X" -Ex. Cola cola vs. pepsi
Define affective & Identify the approaches from the affective message strategy
- advertisements trying to evoke feelings or emotions and match those feelings with the good, service, or company - Should elicit emotions that lead the consumer to act, preferably by buying product and subsequently affecting consumer's reasoning process - Resonance - Emotional
Emotional - affective message strategy
- attempts to elicit powerful feelings that help lead to product recall and choice - affective > conative > cognitive
Resonance - affective message strategy
- connecting a brand with a consumer's experiences in order to develop stronger ties between the product and consumer - create nostalgia for consumer - Comfort marketing: a new form of resonance advertising; reassures consumers looking for value that a branded product stands the test of time - Brings back vintage characters, themes, and jingles from past to evoke fond memories
Define an executional framework and identify the different types.
- execution: signifies the manner in which an ad appeal will be presented and a message strategy conveyed visually Frameworks: 1. Animation 2. Slice-of-live 3. Testimonial 4. Storytelling 5. Authoritative 6. Demonstration 7. Fantasy 8. Informative (FAASSTID)
Define crowdsourcing.
- inviting th epuclic to get involved in the creative aspect of an ad or campaign - Alternative to in-house or external ad agency - create viral buss as users view ads online, share, post about it - Doritos used this when creating Super Bowl commercials over a 10 year span
Identify the approaches from the conative message strategy
- seek to lead directly to consumer responses. - Can support other promotional efforts, such as a coupon redemption program, cash-back rebate, or encourage consumers to access a website - Typically encourage quick action by stating that the item cannot be purchased in stores and will be available only for a limited time - Cognitive knowledge of brand or affective liking of product often come later or during product usage (ex. impulse buys) Attitude sequence: conative -> cognitive-> affective
c. Cognitive Mapping (model to reach customer during external info search)
- these maps represent the knowledge structures & memories in an individual's mind like their assumptions, beliefs, interpretation of facts, feelings, & attitudes about a particular thing - knowing how people store, retrieve, and evaluate info assists marketers in developing ads - Ex. links between restaurants growing from topics like hamburger, dine-in, great food and below are pizza, chick-fil-A, thaifood
Rationality
- transmit basic product info - follows the hierarchy of effects stages of awareness, knowledge, liking, preference, conviction, and purchase
4. Carryover effects
- when messaging is so consistent that when a consumer needs to buy a product they already have a brand name in mind -Ex. Washing machine brakes and consumer already thinking whirlpool
#3 Unique Selling Proposition:
-An explicit, testable claim of uniqueness or superiority that can be supported or substantiated in some manner Ex: In the advertisement for P&S Surgical Hospital, the company claims to have the best smaller-sized hospital. Substantiation of these claims comes through being rated #1 in Louisiana by CareChex
Meet the competition
-Companies raise/lower budget to match amounts spent by competition in order to prevent market share loss - Matching spending does not guarantee success & market share can be lost - how well and effectively campaigns retain customers & market share should be key
Vulnerability
-Internet provider shows a potential client that likelihood that their current internet server will crash or have a security breach - likelihood that something bad will happen
What we can afford
-Sets marketing budget after all other expenses have been taken care of -Management Doesn't recognize benefits of marketing communication - most used by newer & smaller companies
Understand the different approaches to positioning, figure 4.6.
1. Attributes 2. Competitors 3. Use or application 4. Price-quality relationship 5. Product user 6. Product class 7. Cultural symbol (ACUPPPC)
components of creative brief
1. The objective - Main objective or goal 2. The target audience 3. The message theme - Outline of key idea(s) that advertising program conveys - Matches medium selected, target market, and primary IMC message - Can be oriented toward rational or emotional processes 4. The support - Facts that substantiate the message theme 5. The constraints - Legal and mandatory restrictions placed on ad - Trademarks, logos, copy registrations, and specify warranties, offers, claims (OTMSC)
Identify types of appeals that can be used in designing ads.
1.Humor 2. Fear 3. Sex 4.Scarcity 5. Music 6. Emotional 7. Rationality (HFSSMER)
Severity example
B2B advertiser highlights the unproductivity impact and other dangers a firm will face if their internet server crashed or is hacked - Impact level of something bad happening
Quantitative models
Computer simulation that models the relationship bw advertising or promo expenditures with sales & profits - advantage bc account for the type of industry & product being sold
Music
Connects with emotions, memories, and other experiences; is intrusive & attention grabbing; customers are conditioned to tie song with product
1. Communications Goal
Depends on the stage in the buying process - Will spend a lot in the beginning to raise awareness but will not see lots of sales bc consumers are only learning about the product at that point.
Payout planning
Determines the budget as a ratio of advertising to sales/market share (the size of budget depends on the size of market share) - Large budget in the begging to establish brand awareness & equity and lower budget later sales increase
Types of Brands
Family brands Brand extension Flanker brand Co-Branding - Ingredient Branding - Cooperative - Complementary Private
Step 1: Problem Recognition
First, customer experiences a need or want. Can be: - physical (hunger) - social (friends got a TV now you want one) - psychological (desire love)
Encoding
Formal verbal and nonverbal cues. Ex. Attention grabbing message in marketing
Achievers
Goal-oriented, conservative, dedicated to work & fam . Want prestige products that convey success to peers
B2B Buying Center
Group of people making a purchase decision 1. users- members of the org who ouse the product 2. buyers- ppl given the formal responsibility of making the purchase 3. Influencers- ppl who shape the purchase decisions by giving info criteria used in evaluating alternatives 4. Deciders- ppl who authorize the purchase decisions 5. Gatekeepers- ppl who control the flow of info to members of the buying center * Roles overlap
Types of Brands: Family
Group of related products sold under one name
What specific target audience information should be included in a creative brief?
Hobbies, interests, opinions, lifestyles, education level (HIOLE)
Rejuvenation example
L'eggs hosiery used to say "nothing beats a great pair of L'eggs". then fashion industry changed and hosiery was not used as much so they rejuvenated by staying true to their brand positioning and personality, but modernized to speak to a new generation by creating new website, presence in social media and new slogan "You're lucky. you're in l'eggs".
Means-End Conceptualization of Components for Advertising Strategy (MECCAS) model
Link product attributes to consumer's personal values by highlighting the product's benefits. Product attributes -> benefits -> personal values Ex. Speed > quicker results > self0fulfillment
Sex
Nudity & other sex appeals don't always work, no longer has shock value because society is already immersed in it. Currently, marketers prefer subtle sexual cues
Types of Brands: Complementary
The marketing of two brands together for co-consumption Ex. Coca-cola and popcorn at movie theaters
Info search: External (Motivation)
The more motivation, the more time spent searching for info. 1. Involvement: extent to which a stimulus or task is relevant to a consumer's needs, wants, values (more important & higher cost>> more research) 2. Need for cognition: individuals who enjoy engaging in mental activities will conduct more research 3. Level of shopping enthusiasm: customers who enjoy shopping do more in-depth searches for goods & services
Striver
Trendy, fun-loving consumers who are concerned about other's opinions & approval. Demonstrate to peers their ability to buy
Scarcity
Urges consumers to buy a product because of limitation
Cognitive > affective > cognitive
You watch a commercial about a perfume that makes you attract a partner> feeling/ belief emerges > your feelings toward the product make you buy or not buy the product
Experiencers
Young, enthusiastic, & impulsive consumers who seek variety and excitement, spends lots on fashion, entertainment, & socializing
3. Diminishing returns
after a a long period of expenditure the sales become stagnant -concave down function
Noise
anything that distorts or disrupts a message including marketing communications. It occurs during any stage in the communication process
Humor
best technique for cutting through the clutter, by getting people's attention and keeping it. Funny messages offer intrusive value and attract attention. Watch, laugh, remember
Price-Quality relationship
businesses that offer products at the extremes of the price range may position by price-quality relationships - Expensive: quality is emphasized Ex. Hallmark cards are expensive bc yo only send those to the very best - Affordable: Price or value is emphasized
fighting schedule
communications are present only at peak times during the year Ex. more during Christmas when customers are more inclined to buy or when they are on the hot spot like when their New Years resolution is to get fit
Benchmark measure
establishes a starting point to be compared with the degree of change following a promotional campaign
Continuous campaign schedule
involves level amounts of spending and messages throughout the year to keep
content grazing
looking at two or more screens simultaneously to access content that is not related (TV & texting friend)
2. Threshold effects
occurs at the point when you increase expenditure (x-axis) you see an exponential increase in sales (y-axis) - When a company with a strong, established brand name introduces a product, the threshold point is reached more quickly
Define message strategy
the primary tactic or approach used to deliver the message theme
Product Attributes
traits that set a brand apart from other brands Ex. Dove men+care contains moisturizers
Affective > Conitive> cognitive
- Appeal to emotions first, take action, understand the product after - ASPCA video makes you feel sad so you donate then you receive all the pamphlets about it
What is product positioning?
Consumer perception of a company and its products RELATIVE to competitors Ie., Volvo's cars positioned to be 'safer' than other products
Types of Brands: Private brands
- brands marketed by an organization and sold within the organization's outlets. - Historically, only price-sensitive consumers purchased private brands - Bc of higher margins on private brands, retailers began investing into them, improved quality, advertised, are used as differentiation - Customers no longer tell difference b/w manufacturer and private brand ( brand parity) Ex. Kirkland at Costco, Simply Organic at Food for Less
Understand brand image
- Brand image: made up of everything a company does, has, and is. - Strong brand image benefits a company. -first step in managing a brand image is to identify the desired image. - evaluate current image by asking customers what they think. * ask non-customers too, they present a diff. view, that reflects why they did not make a purchase. - W/ strong image, a company can price its products higher. - Customers willing to pay the higher price & become more loyal, purchase more frequently, & generate (+) word-of-mouth referrals. - In terms of the distribution channel, a strong brand name allows a company to have greater channel power. - B/c consumers purchase the company's products, retailers & other channels want to stock it. - Even employees and potential employees are attracted to good companies to be associated with the firm. - Provides more favorable ratings with investors
example of standardization
- Coca-cola - Apple - Gucci - Nike
Marketing Communication objectives
- Communications plan focuses specifically on: 1. Develop brand awareness 2. Increase category demand 3 Change customer beliefs or attitudes 4. Enhance purchase actions 5. Encourage repeat purchases 6. Build customer traffic 7. Enhance firm image 8. Increase market share 9. Increase sales 10. Reinforce purchase decisions (MSR.ADPARTI)
Influences on the Buying Center - Organizational Influences
- Company's goals and operating environment (recession, growth period, lawsuit pending, etc) -Finances, capital assets, market position, quality of HR, country its located in - Employees adopt heuristics: decision rules designed to reduce the number of options to a smaller, manageable set. - Satisficing: when an acceptable alt. is identified it is taken and the search ends; expedience valued over optimal solution
Brand Parity
- Consumers perception that most goods and services are essentially the same. - thus, they're not loyal to one brand. - Quality becomes less of a concern, while price, availability, or a specific promotional deal are a bigger concern. -Ex. Me between napkins, - low brand loyalty, so marketers try to convince me why they are special - Opposite is brand equity (unique characteristics that make a brand better)
·Describe the four ways consumers interact across multiple media formats
- Content Grazing - Investigative Spider-Webbing -Quantum Journey - Social Spider- Webbing (CIQS is order of most common to least)
Understand the concept of brand parity in the business-to-business sector.
- Existence of multiple vendors it makes B2B vendors seem the same, even more with the internet, so companies need more than price differentiation - Strong brand image is necessary in the global environment, must be a great brand
Identify tangible elements of brand image
- Goods or services sold - Retail outlets where the product is sold - Advertising - Marketing communications - Name and logo - Package and labels - Employees (GRAMNLPLE)
Info search: External (Cost vs. benefit)
- Higher perceived benefits increase the inclination to search -Ex of benefit is reduced purchase risk which happens when you have tons of info before purchase - Risks include: actual price, , cost associated with the search (time, stress), opportunity. cost of foregoing other activities) - Higher costs >> less research
2. Consumer-oriented research
- ID context of a product's use - Anthropological approach: direct observation of consumers using good/service - Sociological analysis: research that features social class issues, trends, family life cycle changes - Psychological motive: like feeling sexy, powerful, intelligent - **can indicate elderly and those who have developed some type of heart trouble would be most likely to want this benefit
1. Product-specific research
- ID key product characteristics that become selling points (+benefit) Ex: marketing team finds most desirable app features for phone - Maybe they find consumers use certain apps when bored, pass time and use others for functional info like location of restaurant - More than just discovering and understanding attributes/characteristics/features, also includes product's benefits **can determine one benefit of joining a fitness center is to improve heart health
3) Target-market research
- ID those who will be recipients of communications campaign **looks at best market for a particular benefit of a good or service - Focus group: way to understand client's customers, consists of consumers who talk about particular topic/product/brand in front of moderator/panel
Dual branding Marketing tactics when business and consumers seek the same benefits
- Integrating communication messages - Selling same brand in both markets - Scanning both markets for dual marketing opportunities > competitive advantage bc products are sold in both markets , inc. brand identity & equity
Why is the post-purchase phase critical in the business-to-business arena?
- It is critical because it will determine whether a business will buy from the same vendor or choose to consider a different vendor based on the product. - Allows for stronger or weaker connections for the two businesses at play
For a market segment to be viable, it should pass what tests?
- Market segment: set of businesses/group of individual consumers with distinct characteristics - Must pass tests: 1. Persons or businesses within segment = similar needs, interests, attitudes, opinions 2. MS differs from the population as a whole & from other segments 3. MS must be large enough to be financially viable to target with separate marketing campaign 4. MS must be reachable through some type of media or marketing communications method
a. Consumer Attitude (model to reach customer during external info search)
- Mental position taken towards a topic, a person, or an event that influences the holder's feelings, perceptions, leaning processes, & behaviors like purchasing decisions 1. Cognitive: person's understanding/ interpretation of the person, object, or issue (emerge from receiving info) 2. Affective: the feelings or emotions a person has about the object, topic, or idea 3. Conative: individual's intentions, actions, behavior
Methods of Determining Marketing Communication Budgets
- Percentage of sales - Meet the competition -What we can afford - Objective & tasks - Payout planning - Quantitative models (PMWOPW)
Influences on the Buying Center- Individual Factors
- Personality - Roles: socially constructed roles are perceived to do diff. things in decision process - Motivation: depends on the match bw individual's goals w/ the company's objectives - Level of Power: derived from a person's role in the decision process, position in the org, impact of the decision. If decision will impact this person more, they will want more power in the decision making - Risk: Lowest risk is better (Ex. stay w/ existing vendor) - Levels of Cognitive Involvement: Ppl w/ high cognitive capacity spend more time researching & thinking about decision. Convinced w/ clearly stated message arguments - personal Objectives: Choose to hep themselves politically in the organization (PRMLRLP)
Identify the 4 P's of the marketing mix (note, distribution is also referred to as place).
- Product - Price - Place - Promotion - They all represent the starting point of marketing promotions
Identify psychographic segmentation
- Psychographics: emerge from patterns of responses that reveal a person's activities, interests, opinions (AIO) - Can be combined with demographic info
Rejuvenating Brand Image
- Rejuvenation requires retaining current customers, winning back former customers, and attracting new customers. - Successful rejuvenation of a brand requires : 1. Help former customers rediscover the brand -> utilize nostalgia/new experience 2. Offer timeless consumer value -> connect rediscovery to something timeless Ie., authenticity, simplicity, compelling brand story, or heritage 3. Stay true to to the original, yet contemporizing the brand -> build community via social media + contemporary platforms 4. Build a community -> loyal customers together
Types of Business Sales
- Straight Rebuy: existing buyer & user reorder from vendor electronically - Modified Rebuy: firm considers & evaluates alt. vendors bc dissatisfaction in experience, convinced new is a better buy, reached end of a contractual agreement, or the ppl buying have limited experience w/ the good & didn't know of existing product - New task: Company considers a G/S for the 1st time or it has been a long time since the last purchase & have little info about the product . Takes lots of time to consider/make purchase
stimulus codability
- Successful logos illicit shared meanings among consumers - feelings attached to items that evoke commonly held meanings within a culture or subculture - Ex: Nike Swoosh is the most recognizable symbol in advertising today, brand name doesn't even need to be present
Evaluating alternatives: Describe an evoked set
- The brands that a customer remembers when considering a purchase - These brands have positive feelings associated with them - Unlike inept (negative feelings) or inert (no feelings/ not in cognitive map) - Placing a brand name in the evoked set of consumers may be the primary goal of a marketing message
Types of Brands: Flanker
- The development of a new brand sold in the same category as another product - The goal of flanker brands is to capture a bigger market share without undermining current brands. Ex. Proctor & Gamble has a number of brands all under category of laundry detergent or body wash -P & G believes each brand attracts a different type of consumer, and by offering four brands P & G captures a larger market share than if the firm sold only one brand.
Trends in the Consumer Buying Environment
- Understanding consumer buying trends helps create effective marketing -Age complexity: people are not acting their age so they buy products used by other age demographics (middle age ppl refusing to grow up) - Gender complexity: Manner in which traditional gender roles have blurred (more men shopping for house) - Active, busy lifestyles: people work more and have less free time (buy convenient items like microwaves, dry-cleaning) - Diverse lifestyles: more diverse paths of adulthood, marriage, family starting - Communication revolution: Advances in telecommunication changed how ppl reach each other (social media) - Experience pursuits: occasional indulgences or pleasures to treat yourself - Health emphasis: Interest in health & young appearance (marketers appeal to these trend) (AGACEH)
b. Consumer Values (model to reach customer during external info search)
- Values re strongly held beliefs about various topics or concepts - Marketers try to appeal to these values to convince consumers that their products align with what they deem important therefore carries influence in the consumer decision making process
What purposes do labels on packages serve?
- Words such as gourmet, all-natural, and premium are used to convey what is offered and why it is important to consumers. - Labeling can be the last opportunity to tell consumers about a product. - Legally required to list ingredients
Step 2: Info search: External (Ability to search)
- ability consists on a person's education level & knowledge about the product & brands in the category -Educated > spend more time researching -Know about the product> more in-depth, significant investigation & spend less time investigating - Consumers who don't know about it also spend little time for this reason -people in the middle tend to spend more time searching for external info
percentage of sales budgeting
- budget derived from past or anticipated sales - Problem: tends to change in the opposite direction of what might typically be needed (sales dec. budget dec. & sales inc. budget inc) -during growth periods the comm budget may not need to be increased -fail to allocate money for special needs or to combat competitive pressures - negatives outweighs benefits of this type of budget
Demographic - Income
- family's income level + education level closely related - "Exhausted affluent": incomes $100k - 150k. Affluent but ID with working class
Demographic - gender
- men and women purchase/desire diff products, or similar products with diff features Ex: degree men deodorant focused on physical feats, degree women focused deodorant left no marks on clothing - Women shop more - Men don't like browsing, prefer looking for specific info (go to the store for what they need at that's it)
Demographic - Age
- notable ranges: children, teens, young adults, middle-age adults, senior citizens - Can be combined with another demographic - Targeting children demographic controversial, but ads generate large revenues
Understand dual channel marketing.
- product or service is sold to both the customer and business - Usually occurs when a product sold to business is adapted for consumer use after it reaches economies of scale -Ex. Digital cameras, calculators, computers -Spin off sales: an individual who buy a particular brand at work enjoys it so much that they buy the same brand for their home (mostly w/ computers & software)
Conitive> cognitive> affective
- purchases require little thought because they are so cheap. - See new cookie at Trader Joe's @ low cost so I buy it, then I eat it and understand it, and finally process my emotions about how I feel about it
Values and Lifestyles (VALS) typology categorizes respondents into 8 diff groups/segments based on..
- resources + extent to which they are action oriented - Innovators: - Thinkers: - Achievers: - Experiencers: - Believers: - Striver: - Makers - Survivor ITAEBSMS
Identify the three primary approaches used in communications research
-Communications research - the beginning of IMC process, helps with understanding product being sold and potential buyers/consumers - should go beyond ID demographic profiles/target markets Must consider key insights: how, when, why products are used 1) Product-specific research 2) Consumer-oriented research 3) Target-market research
Intangible elements of brand image
-Corporate personnel (Ideals, Beliefs, Conduct) - Environmental policies - Company culture & location - Media reports (CIBCCLM)
Step 2: External search
-Goal of search is to find info for a better, more informed decision -Marketing experts utilize 3 models to reach consumers during their info search process: attitude, Values, & mapping
Step 2: Info search - internal
-Mentally recalling products - Eliminates brands associated with bad experiences or know little about - being in a customer's internal search is a marketing objective - Sufficient internal search goes to evaluating alternatives otherwise goes to external search
Identify the steps in the IMC planning process
1) communications research which helps marketing team... 2) ID potential target markets and... 3) product position strategies that match the brand 4) Then, communications objectives specified 5) Finally team designs budget to achieve comm. Objectives keeping... 6) IMC components in mind
Cognitive mapping elements
1. Cognitive Linkages: cognitive processing occurs on many different levels so links can be made to various things -Ex. Link "Dominos" to pizza, the storefront, the interior, an fried whoo works there, etc. 2. Processing New Info: If consistent with existing info it strengthens current links. Ex. Allstate gave the Assurance brand instant linkages to credibility, trustworthiness, and value 3. Retaining Info: repeated memories make it into long-term memory by adding to existing to cognitive maps 4. New concepts: A consumer also processes info by linking the message to a new concept; commercial message says BJ's has good food. But I do not create that link until I actually try BJ's and judge if it's good food. Once I do the new link is created 5. Marketing Messages: strengthening existing linkages is easier, repetition ensures it'll move to long term memory -Creatives try to design ads that reach existing linkages between a product and key ideas
Identify the steps in an integrated marketing communications plan
1. Current situational analysis:examination of the firm's ongoing market situation 2. SWOT analysis:study factors in the organization's internal and external environments. 3. Marketing objectives:establishes targets such as higher scales, an increase in market share, a new competitive position, or desired customer actions, such as visiting the store and making purchases 4. Target market: Paired with marketing objectives for effective integrated marketing plan 5. Marketing strategies: parts of the marketing mix including all positioning, differentiation, and branding strategies. 6. Marketing Tactics: guides day-by-day activities necessary to support marketing strategies. - Implementation - Evaluation of performance (CSOTMSMT)
Step 3: Evaluating Alternatives
1. Evoked set 2. Multiattribute 3. Affect referral
categories of brand names
1. Overt names: Obviously reveal what a company does (St. Francis Hospital, American Airlines) 2. Implied names: Parts of the name hint at what the purpose of the company is (ex. Home Depot, FedEx) 3. Conceptual names: Capture the essence of what a company offers/does (Twitter, Google, Krispy Kreme) 4. Iconoclastic names: Represent something unique, different, and memorable. The name does not reflect or imply what the company does (Nike, Apple) (OICI)
Understand the consumer decision-making steps/process
1. Problem recognition 2. information search * - internal - external (ability, motivation, costs v. benefits) 3. evaluation of alternatives* 4. purchase decision 5. post purchase evaluation (PIEPP) * most important to IMC
· In terms of marketing communications and international implications, what is standardization?
1. Standardization: firm offers uniform products and messaging across countries in order to generate economies of scale in production. Language may be different but marketing message stays the same. 2. adaptation: creation of products and marketing messages designed for and adapted to individual countries. The manner in which a company markets a product in Mexico differs from the methods used in Italy, India, or Australia."
The business to business buying process
1. identification of needs: business generates a need for raw materials or professional services 2. establishment of specifications: announces what type of product they need with what details 3. identification of vendors: vendors are found and ask to submit a bit 4. vendor evaluations: business looks at the bids generated by the vendors - initial screening: narrows down to 3-5 competitors - vendor audit: eval potential supplier's ability to meet demand, provide quality needed, on-time delivery (done by engineer, operations person, quality-control specialist, member of the purchasing department) 5. vendor selection: select a specific vendor based on criteria the business deems important for them 6. negotiation of terms: usually just a formality since all the negotiations were made before hand 7. postpurchase evaluation: asses the product/ service bought and see whether it is satisfactory for further purchase
Product Class
Category of the product Ex. beverages category : soft drinks vs. energy drinks
Dual Channel Marketing Strategies
Big Q; How to represent the product in each channel?(same product, different values) -Use different communication messages -Create different brands -Use multiple or different channels
Derived demand
Business demand that ultimately comes from the demand for consumer goods Ex. Steel when car production was high bc more ppl were buying cars.
Transmission devices
Channels or media where a message is transmitted through. Ex. Television station, Facebook Page, website
Types of Brands: Cooperative
Combination of two or more brands into a new product or service Ex. Citibank combines American Airlines and VISA into a credit card
survivors
Concerned with safety and security, focus on meeting needs rather than fulfilling desires. They are brand loyal and purchase discounted products.
Evaluating alternatives: affect referral
Consumers will buy from the brand they have an emotional connection to -Ex. Family has Toyotas so person will buy a Toyota as their first car -Making repurchase based on positive feelings becomes simple nd convenient
Competitors
Contrasting the company's product against others Ex. Chevrolet comparing itself to Toyota, Ford, and other car brands
Use or Application
Crating a memorable set of users for a product Ex. baking soda used as a deodorant in refrigerator or in toothpaste.
Cultural Symbol
Difficult but if successful its very advantageous Ex. Chevrolet as All-American truck same an Apple pie and baseball
Thinkers
Educated, conservative, practical consumers who value knowledge & responsibility. Look for durability, functionality, value
Demographic - Ethnicity
Ethnic minorities represent $2.5 trillion buying power, large market segment
Understand the communications process model
Sender > Encoding > Transmission Device > Decoding > Receiver >Feedback (Throughout is noise) (SEDDRF)
Types of Brands: Co-branding
Offering of two or more brands in a single marketing offer 1. Ingredient 2. Cooperative branding 3. Complementary Branding
Types of Brands: Ingredient
Placement of one brand within another brand Ex. Placing intel inside Dell computers
Product User
Specifying who might use the product -Ex. LeanCuisine focuses on its product as being for people who want a healthy lifestyle
Receivers
The person who decodes or understands/ interprets the message as it was intended by the sender
Believer
conservative, conventional consumers focus on tradition, family, religion & community. Prefer established brands and favor American-made products
Evaluating alternatives: Multiattribute
depend on - the brand's performance on product or brand attributes - the importance of each attribute to the customer - the more alignment the more the consumer will consider buying
quantum journey
focuses on completing a specific task across multiple platforms (search for Chinese restaurant using a PC to locate one in the area, then obtains consumer reviews on a smartphone, and finally uses a map app to locate the restaurant or to place an order)
Feedback
in communication process, the receiver's response to the sender. In marketing it's the receivers action like purchases, inquires, complaints, questions, store visits, blogs, and website hits
Market segmentation process
must ID specific consumer and business groups most likely to purchase your brand based on needs, attitudes, interests
Investigative spider-webbing
occurs when a consumer pursues or investigates specific content across multiple platforms (person watching a football game and accessing stats for various players on PC or phone)
Decoding
occurs when the message reaches one or more of the receiver's senses. Ex. you touch, see, or smell a product
Makers
self sufficient consumers who have the skill and energy to carry out projects, respect authority, and are unimpressed by material possessions
Types of Brands: Brand extension
using an established name brand on another product or service not related to the core brand (Apple personal computers into MP3 players w/ iPods)
Identify demographic segmentation
various population characteristics - gender - age - education - income - ethnicity (GAEIE)
social spider webbing
when consumers share content or information across multiple devices (post video on TikTok then post it to Instagram & snapchat story and Tweet about it on twitter)
