MARK 3000 Exam 3- (Ch 17, 18)

The Communication Process

Sender → Transmitter → Channel → Receiver

Sender

Origin of the message (the firm)

Transmitter

Marketing department of agency partner

Channel

Medium transmitting the message

Receiver

Consumer target who sees or hears message

The AIDA Model

Awareness → Interest → Desire → Action

At each stage, the consumer makes a decision about whether or not to take the next step based on the information at hand

Brand Awareness

• Brand awareness refers to the customer’s ability to recognize or recall a brand of retailer, product, or service

• Two key awareness metrics:

  • Aided recall

  • Top-of-mind awareness

Brand Awareness- Aided recall

Refers to a consumer’s recognition of a brand after the name is presented to them

• For example, “Are you familiar with the store Publix?”

Brand Awareness- Tof of mind awareness

Indicates a higher level of awareness in which a consumer mentions a specific brand of product or service before all others.

• For example, “Name a grocery store” “Publix”

The Lagged Effect

• Sometimes consumers don’t act immediately after receiving a marketing communication

• The lagged effect describes a delayed response to a piece of marketing communication

• Multiple exposures are often necessary to lead consumers to take further action, and it is difficult to determine when calculating MROI which exposure led to purchas

Assess the impact

This view of sales data shows a lift, or incremental increase in sales, during the time of the campaign

Pull vs. Push Strategy

Two different types of strategies to reach firm objectives

Pull Strategy

• Aims to increase demand by speaking to consumers directly.

• By persuading consumers directly, the hope is they will pull the product into the marketing channel by asking for it.

Push Strategy

• Aims to increase demand by motivating wholesalers, retailers, salespeople to promote the firm’s product over competitive products.

Informative Advertising

• Relies on facts, statistics, and product features rather than emotion.

• Used to create and build brand awareness nad to push the consumer through the buying cycle to the point of purchase.

• Even when awareness is high, this form of advertising can be used to educate customers about upcoming sales, event, or the arrival of new merchandise

Persuasive Advertising

• Relies more on emotional appeals

• When a product has gained a certain level of brand awareness, firms now need to persuade consumers to take action.

• Persuasive advertising is typically used in the growth and early maturity stages of the PLC when competition is most intense.

• May be used to reposition an established brand in the later stages of the PLC.

Reminder Advertising

• Used to remind consumers about a product, rather than using informational or emotional appeals.

• Can also be employed to prompt repurchases

• Occurs 

Product-Focused Advertisements

• To inform, persuade, or remind consumers about a product or service.

• Most consumer-facing advertising is product focused, as opposed to institutional or public service advertising

Institutional Advertisements

• Promote a company, corporation, business, or institution

• These ads are used to improve or enhance the public perception of a firm or oragnization.

Public Service Advertisements (PSAs)

Designed to raise awareness of public welfare issues.

Like institutional and product focused advertising, they also inform, persuade, or remind consumers, but the focus is for the betterment of society.

Objectives

The goal of the advertisement

Appeals

The creative strategy to connect with the target audience.

Informational Appeals

• More cognitive and persuade using rational thought.

• This kind of message helps consumers make purchase decisions by offering factual information

Emotional Appeals

• Persuade by triggering an emotional response rather than offering rational arguments.

• Focus on feelings about the self

• Key to a successful ___ appeal is the use of emotion to create a bond between the consumer and the brand.

Mass Media

• Firms use this to reach a broad audience with a product message.

Niche Media

• (After mass media), firms then may choose specific ___ media to customize that same message for various audiences.

Media Scheduling

• Every advertising campaign has a set duration, and during that period, marketers must determine when and how often to expose consumers to the messaging

Three types of Media scheduling options

• Continous strategy

• Flighting schedule

• Pulsing schedule

Public Relations

• Purpose: Build and maintain a public image

• Control: Limited control (media may alter or reject the message0

• Medium: Earned media (news, social buzz, etc.)

• Credibility: Seen as more credible

• Engagement: Two-way communication

• Cost: Typically lower cost, but time-intensive

• Duration: Long-term reputation management

Advertising

• Purpose: Promote products and services

• Control: Full control over message and placement

• Medium: Paid media

• Credibility: Seen as less credible

• Engagement: One-way communciation

• Cost: Expense driven by media buying

• Duration: Short-term campaigns

Sales Promotions

• Special incentives or excitement-building programs that encourage consumers to take action

• These promotions occur either in conjunction with an advertising campaign or as a stand-alone component of a marketing communication plan.

• In either case, they must be consistent with the brand image.

Types of Sales Promotions

• Premiums

• Contests

• Sweepstakes

• Sampling

• Point-of-purchase displays

• Product placements