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Marketing Communications
Targeted communications for specific business objectives.
Create a brand narrative; long-term Communicate specific sales offers; often short-term Many media vehicles and techniques are employed
GOAL OF MARKETING COMMUNICATIONS
Maximize engagement
- Cognitive, emotional, and behavioral
Range of responses sought
- From defining needs, to generating awareness, and to actually closing the deal
Even to manage post-sale attitudes
HOW DO YOU MEASURE EFFECTIVENESS?
Sales Awareness Recommendation Brand Strength
Engagement
Maximizing cognitive, emotional, and behavioral responses.
Hierarchy of Effects
Model illustrating consumer response stages.
Kahneman's System 1
Impulsive, fast thinking process.
Kahneman's System 2
Cognitive, slow thinking process.
Message
Core idea delivered to the audience.
Ad-to-Sales Ratio
Budgeting metric for advertising effectiveness.
Viral Videos
Content designed to be shared widely.
Search Engine Marketing
Paid and organic strategies to improve visibility.
Social Media Optimization
Enhancing presence across social platforms.
