Implementing Your Positioning and Marketing Communications

These flashcards cover key concepts related to implementing positioning and marketing communications, focusing on communication goals, strategies, and the marketing communications mix.

Marketing communications

Process of disseminating information about a firm and its offerings to selected markets.

Goals of Marketing Communications

To induce initial trial, achieve post-purchase satisfaction, and generate repeat sales.

Purpose of Communication

To inform consumers about the availability, unique benefits, acquisition, and usage of an offering.

Desirable Message Characteristics

The message should be desirable to the target market, exclusive to the offering, and believable regarding its benefits.

Marketing Communications Mix

A carefully blended mix of promotion tools that delivers a consistent, clear, and compelling message.

Sales Promotion

Includes discounts and loss leaders, aimed at driving immediate sales.

Personal Selling

Used for high-end, complex products that require personal interaction.

Public Relations

Communications regarding the happenings within the firm that influence popularity.

Direct and Digital Marketing

Strategies used to reach consumers directly through various digital platforms.

Information Requirements of Buyers

Includes awareness, consideration, preference, purchase, and loyalty stages.

Roles of the Receiver

They can act as a purchaser, influencer, decision maker, or consumer.

Developing the communication mix

-information required of buyers

-nature of offering

-nature of the target market

-capacity of the organization 

(can we handle all of this in house or do we need to hire an agency)

Global Media Strategy

Influences on strategy-Consideration of media availability, product nature, and audience media habits across markets.

Campaign Planning Elements

Includes the message, campaign approach, decision-making authority, and measuring effectiveness.

Economic and Behavioral Concerns, outside services, decision making authority, measuring effectiveness 

Factors that influence the planning and execution of marketing communication campaigns.

advertising

the big three, masses to build general/primary awareness; TV, Print, Radio