MM chapter 7

40問 • 1年前

問題一覧

Is a key planning area in marketing communication

Media Planning

Is the intended target audience at whom communication is aimed. This audience may be actual or potential customers.

Reciever

Process needs to result in the target audience accurately recieving and interpreting the message that the sender intended.

Decoding

Refers to anything that reduces the quality of communication in any part of the system.

Noise

Marketing Communications

product communication place communication physical distribution prices and communication

Planning marketing communication strategies

1.target audience, marketing strategies and mix elements 2.behavioral characteristics of target audience 3.establishment for information needs 4.determining communication objectives and tasks 5.determining the communication budget 6. determining the promotional mix: allocation of tasks communication mix 7. implementing promotional mix 8. measurement, control, feedback

Key element distinguish for advertising

Non-personal Paid for by an identified sponsor Promotion of ideas, goods and services

Advertising affords no direct personal contact with the customer. Advertising has less control to what is said to whom

Non-personal

Advertising is directly sponsored and paid for by advertiser.

Paide for by an identified sponsor

Advertising uses mass communication to move consumers closer to purchase, often as part of a broader promotional strategy.

Promotion of ideas, goods or services

Categories of advertising by communication effect

informative advertising persuasive advertising reminder advertising

Tells the market about the new product, suggests new uses for an existing product, or informs about product changes.

informative advertising

Builds brand following, encourages brand switching, or changes unfavorable attitudes towards a product or company.

Persuasive advertising

Maintains brand loyalty and can encourage former cutomers who have ceased to buy to return

reminder advertising

Is the added value equipped to products and services through individual elements of the communication mix, especially advertising.

Brand equity

Has become more common as consumers have grown resistant to advertising

Sales promotion

Aims to improve attitudes toward a brand, while sales promotion seeks to return those positive attitudes into actual purchases.

advertising

Offer discounts when redeemed, but often benefit regular buyers rather than attracting new customers.

Coupons

Include price reductions or deals like "buy one get one. These can drive sales but might lead to stock piling by regular customers.

bargain packages

Target younger customers by including small toys or gifts with products, often used by creal companies.

Giveaways

A percentage discount or cash incentive for purchasing in bulk

discounts/cash allowances

Extra products are given with bulk orders, like a "baker's dozen"

additional products with orders

Financial support for retailers to promote and sell the manufacturer's products

merchandise allowances

Compensation or collaboration for advertising the manufacturer's products alongside the retailers

advertising allowances/co-operative advertising

Trade shows, like the ideal home exhibition and the frankfurt motorshow, showcase products, often on an industrial scale, and sometimes exclusively for trade

exhibitions

It is a strategic marketing strategy that promotes a company's image, products, snd services

public relations

Which is basically news that a company issues in objective, journalistic form in the hope that it will be printed in the form in which it is recieved by the editor

press release

A meeting where a major announcements is made and at which guests are invited to asks question

press conference

Which major events in themselves, that important announcements are made

press receptions

Representatives, including the media are invited to inspect unique aspects of a company's operations such as touring a new factory

facility visits

Is a tactical tool within the broader framework of PR.

Publicity

Is an organization that acts in support of local snd national activities and partakes in the development of a community relations programme

community activities

Is an important internal aspect of PR as there are benefits involving the workforce in terms of establishing and maintaining a mutual understanding

employee relations

Both local and national politicians are important sources of information for an organization

government relations

Involves commercial and merchant banks, investors and share analysts as well as city journalists who sre all publicks with whom an organization needs to

the financial community

Intermediaties in the distribution channel, such as wholesalers, retailers, agents, brokers, and dealers, require product snd service information to become effective sellers

distributors

Are often thought of as the only public and they need to be coordinated with other areas of marketing communications like advertising snd sales promotion

consumers

Include trade associations and pressure groups. PR must attempt to understand the position of all important external groups, even if the group is opposed to them

opinion leaders

The aim is to achieve appropriate broadcasting of information a company may create as part of a well-organized PR campaign

media

Crucial part of PR, supporting individuals or events to promote products or services.

sponsorship

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Reviewer

Reviewer

問題一覧

Is a key planning area in marketing communication

Media Planning

Is the intended target audience at whom communication is aimed. This audience may be actual or potential customers.

Reciever

Process needs to result in the target audience accurately recieving and interpreting the message that the sender intended.

Decoding

Refers to anything that reduces the quality of communication in any part of the system.

Noise

Marketing Communications

product communication place communication physical distribution prices and communication

Planning marketing communication strategies

Key element distinguish for advertising

Non-personal Paid for by an identified sponsor Promotion of ideas, goods and services

Advertising affords no direct personal contact with the customer. Advertising has less control to what is said to whom

Non-personal

Advertising is directly sponsored and paid for by advertiser.

Paide for by an identified sponsor

Advertising uses mass communication to move consumers closer to purchase, often as part of a broader promotional strategy.

Promotion of ideas, goods or services

Categories of advertising by communication effect

informative advertising persuasive advertising reminder advertising

Tells the market about the new product, suggests new uses for an existing product, or informs about product changes.

informative advertising

Builds brand following, encourages brand switching, or changes unfavorable attitudes towards a product or company.

Persuasive advertising

Maintains brand loyalty and can encourage former cutomers who have ceased to buy to return

reminder advertising

Is the added value equipped to products and services through individual elements of the communication mix, especially advertising.

Brand equity

Has become more common as consumers have grown resistant to advertising

Sales promotion

Aims to improve attitudes toward a brand, while sales promotion seeks to return those positive attitudes into actual purchases.

advertising

Offer discounts when redeemed, but often benefit regular buyers rather than attracting new customers.

Coupons

Include price reductions or deals like "buy one get one. These can drive sales but might lead to stock piling by regular customers.

bargain packages

Target younger customers by including small toys or gifts with products, often used by creal companies.

Giveaways

A percentage discount or cash incentive for purchasing in bulk

discounts/cash allowances

Extra products are given with bulk orders, like a "baker's dozen"

additional products with orders

Financial support for retailers to promote and sell the manufacturer's products

merchandise allowances

Compensation or collaboration for advertising the manufacturer's products alongside the retailers

advertising allowances/co-operative advertising

Trade shows, like the ideal home exhibition and the frankfurt motorshow, showcase products, often on an industrial scale, and sometimes exclusively for trade

exhibitions

It is a strategic marketing strategy that promotes a company's image, products, snd services

public relations

Which is basically news that a company issues in objective, journalistic form in the hope that it will be printed in the form in which it is recieved by the editor

press release

A meeting where a major announcements is made and at which guests are invited to asks question

press conference

Which major events in themselves, that important announcements are made

press receptions

Representatives, including the media are invited to inspect unique aspects of a company's operations such as touring a new factory

facility visits

Is a tactical tool within the broader framework of PR.

Publicity

Is an organization that acts in support of local snd national activities and partakes in the development of a community relations programme

community activities

Is an important internal aspect of PR as there are benefits involving the workforce in terms of establishing and maintaining a mutual understanding

employee relations

Both local and national politicians are important sources of information for an organization

government relations

Involves commercial and merchant banks, investors and share analysts as well as city journalists who sre all publicks with whom an organization needs to

the financial community

Intermediaties in the distribution channel, such as wholesalers, retailers, agents, brokers, and dealers, require product snd service information to become effective sellers

distributors

Are often thought of as the only public and they need to be coordinated with other areas of marketing communications like advertising snd sales promotion

consumers

Include trade associations and pressure groups. PR must attempt to understand the position of all important external groups, even if the group is opposed to them

opinion leaders

The aim is to achieve appropriate broadcasting of information a company may create as part of a well-organized PR campaign

media

Crucial part of PR, supporting individuals or events to promote products or services.

sponsorship