MKTG 300 - Chapter #18/19 Material

Any time the consumer encounters the brand what can take place?

• Marketing communication

Integrated Marketing Communications (IMC)?

• IMC is to assure that all brand contacts received by a customer are relevant to that person and consistent across all communication channels (=media).

Marketing communications decisions can be sometimes be more?

• Emotional than logical.

What part of marketing communications have been a big challenging issue?

• Measurement and Accountability

However, marketers should consider?

• Effectiveness and Efficiency of communications

It is important to identify a primary objective because?

• It is the most important goal for marketing communications to accomplish.

Basic Awareness - Aided Recognition?

• Consumer’s ability, when presented with the brand name or logo, to acknowledge that he or she has seen it before.

How to increase basic awareness - we must?

• Capture the attention of our target customers.

  • Creative work

  • Exposure

Top-Of-Mind Awareness - Unaided recall?

• Customer’s ability to identify the brand with the business category.

Unaided recall - Consumers not only recognize our brand but also?

• They can recall it without aid.

Firms try to increase top-of-mind awareness when?

• Basic awareness is sufficiently high.

How to increase top-of-mind awareness?

• Having memorable names and symbols

• Reminding the brand that they already know

• Continually spending money on communications

• Product placement

• Creative and social media campaign

Information awareness - Communications intended to
provide?

• Specific information about the brand.

Information awareness - The information must be focused on the positioning?

• A single-minded campaign

• A benefit differentiating us from the competition

Tightly tie our brand to the information, so the brand and the benefit
are recalled together?

• Walmart - Always low prices

• Kinkos - Open 24 hours

• Subaru - 4WD

Communications objectives - IMAGE/ATTITUDE?

• To change an attitude toward or of image of our brand.

Image campaigns to capture what? evoking an emotional response in consumers?

• Share of heart

Most advertising for credence, subjective, emotional benefits has?

• Image objective

The focus of an image objective is the?

• Person, as opposed to the brand

Share of mind elements?

• Simple awareness

• Basic knowledge

• Weak attitude

• Trial

• Stronger attitude

• Repeat purchases - rational

Share of heart elements?

• Stronger attitude 

• Repeat purchases - rational

• Repeat purchases - emotional 

• Advocate 

Share of heart and share of mind usually significantly drive?

• Overall Market Share

Acquisition/stimulate demand?

• First pursue awareness objective 

• Then pursue an information objective 

Acquisition/earn share?

• We pursue informational objective 

• or a Behavioral objective 

Retention/stimulate demand strategy?

• Image or behavioral objective

Retention/earn share strategy - IF we want them to convert from multi- brand users to exclusive users?

• We pursue an informational or behavior objective.

Retention/earn share strategy - IF we want them use more of ours than competitor’s?

• We use top-of-mind awareness.

Once we have established our communications objective, we must?

• Develop our communications materials.

Once we have established our communications objective, we must also 

• Determine how, and how much, we will spend on media.

Marketing communications are part?

• Part art and part strategy

The creative work should be?

• Believable

• Unique

• Memorable

• Relevant

The following budgeting bases are common but have drawbacks?

• Level of competitive spending

• Historical spending

• % of sales

• What’s left over

Media planning and buying Advertising spending: Zero-based approach diagram?

• Segments, Targets, Positioning

• Target audience size

• Communication objective

• Creative

• Number of exposures

• Media type

• Total cost

What is Advertising?

• A paid form of communication delivered through media from an identifiable source about an organization, product,
  service, or idea designed to persuade the receiver.

Traditionally, advertising was mostly?

• Offline

• Passive

In general, advertising is which strategy?

• Pull

Pull strategy?

• Get consumers to pull the product into marketing
  channel.

Push strategy?

• Increase demand by focusing on wholesalers, retailers, salespeople.

Focus of ad is corporation when the company uses?

• Umbrella branding strategy

  • The communication objective is mostly Image/Attitude.

Consumers view media coverage generated through PR as?

• More credible and objective.

PR toolkits include?

• Print media (press releases, newsletters, brochures and any reports)

• Videos

• Social media sites

• Press kit

Press kit should include?

• Company details, images and headshots, bios, facts, press release and anything that would be compelling enough for a journalist to want to cover your story.

Sales promotions are?

• Special incentives

• Excitement-building programs

Coupons?

• Stimulates demand

• Allows for direct tracking of sales

Deals?

• A short term price reduction

• Encourages trial

• Reduces consumer risk

• May reduce perception of value

Premiums?

• An item for free

• Builds goodwill

• Increases perception of value

Problem with premiums?

• Customers buy for premium not the product.

Distributing samples is one of the?

• Most costly sales promotion tools but also one of the most effective.

What factors should a firm consider when evaluating a sales promotion?

The realized margin from the promotion should be considered.

What factors should a firm consider when evaluating a sales promotion?

• Demand surge

• The potential loss suffered when customers switch to the promoted merchandise from more profitable products

• The long-term impact on sales of the promotion (Expectation of promotion)