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(1)Media, (2)Marketing communications agencies, (3)research companies, (4)associations, and (5)regulatory bodies.

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5 Areas of the Marketing Communications Industry

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Outdoor, reaches consumers outside the home in outdoor locations in transit, or in commercial or business locations. eg. Billboards, posters

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Out-of-home Advertising

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Marketing that uses mobile devices such as cellphones and tablet computers to communicate with consumers through elements such as online mobile ads, apps, texts, email

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Mobile Marketing

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Media time that is purchased so that messages can be disseminated through channels that are controlled by others. eg. TV advertising

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Paid Media

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Media channels that a company owns and controls, either fully or partially, such as a website, microsite or facebook page.

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Owned Media

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Free publicity secured through unpaid media mentions and consumers who spread the word through word-of-mouth or the internet

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Earned Media

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Broad-spectrum or specialized integrated agencies that provide marketers with expertise on how best to communicate messages to their audiences.

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Market Communication Agencies

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Companies that are paid to use metrics to find data on audience measurement, consumer trends, etc. for a product.

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Research Companies

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Traditional marketing approach where marketers seek out consumers by widely broadcasting messages using advertising, direct mail, email marketing, telemarketing and personal selling approaches. Includes advertising methods that consumers try to avoid like ads on TV or pop-ups on the internet.

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Outbound Marketing

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When interested consumers find the product and its messaging by using online techniques that marketers facilitate such as search engine optimization, pay-per-click ads and social media. Use more by smaller businesses because it is cheaper.

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Inbound Marketing

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Communications approach that coordinates all promotional activities to provide a consistent message to a target audience. eg. using tv ads, campaigns and internet ads to say the same thing.

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Integrated Marketing Communications (IMC)

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6 Elements: Advertising, public relations, sales promotion, direct response, event marketing and sponsorship, and personal selling.

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Marketing Communication Tools

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PAID form of media used to communicate to consumers about an organization, good, service or idea.

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Advertising

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Wide audience, can target specific audiences, can demonstrate products, highly visible

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Advantages of Television as a Marketing Tool

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Expensive to create ads, short exposure time, high avoidance, difficult to measure

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Disadvantages of Television as a Marketing tool

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Ads can be interactive, easy to measure, can be low cost, many creative options

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Advantages of Internet as a Marketing tool

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High avoidance, short attention spans, animation and interactivity require large files with long load times

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Disadvantages of Internet as a Marketing tool

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Ads can be clipped and saved, low cost for local placements, short lead-times for ad placement

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Advantages of Newspapers as a Marketing tool

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Advertising clutter - competing with a lot of other ads, short lifespan, poor colour reproduction, high cost for national ads

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Disadvantages of Newspapers as a Marketing tool

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High- quality colour, ads can be clipped and saved, can target specific audiences, pass-along readership

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Advantages of Magazines as a Marketing tool

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Advertising clutter, more expensive than newspaper, long-lead times, more

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Disadvantages of Magazines as a Marketing tool

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Low cost of media and production, good for local businesses, theatre of the mind gets attention, can target audience

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Advantages of Radio as a Marketing tool

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No visual elements, perishable message, difficult to convey complex information, difficult for national campaigns

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Disadvantages of Radio as a Marketing tool

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Low cost, cannot be turned off, can be creative, high visibility, local market focus, strong opportunity for repeat exposures

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Advantages of Outdoor Ads as a Marketing tool

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Message must be short and simple, low selectivity of audience, visual pollution

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Disadvantages of Outdoor Ads as a Marketing tool

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Ads that appear on search engines and their networks in response to keyword triggers

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Pay-per-click Advertising

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Placing ads in online or offline video games

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Advergaming

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Use of online ads with graphics or animation that are placed on websites

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Display advertising

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Online ads that can stretch across the top of a web page or be formatted in various sizes such as leader boards, rectangles, big boxes and skyscrapers

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Banner ads

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Banner ads that stretch across the top of a webpage

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Leaderboards

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Banner ads that are tall, slim and vertical and appear along the side of a webpage

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Skyscrapers

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communications tool that seeks to influence the opinions and attitudes of target groups through the use of unpaid media exposure; targets the media in an attempt to generate positive publicity for a company, product or individual

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Public Relations

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Aspect of Public Relations, when issues that impact public health or the environment need to be handled professionally, keeping the public's best interest in mind.

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Crisis/ Image Management

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non-personal form of communication that appears in the media and is and not paid for directly by the organization.

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Publicity

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Announcement written by an organization and sent to the media. Frequent tool of public relations.

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Press releases

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A planned event where representatives of the media are invited to an informational meeting with the company

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Press Conference

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A multimedia online press release platform that includes video, text and images, as well as social media buttons for sharing on social networks and comment areas where viewers can leave comments.

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Social Media release

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Communications tool that provides short-term incentives to generate interest in a product or cause and encourages purchase or support. eg. coupons, rebates or online promotions

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Sales promotion

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Consumer content that is created by participants.

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User-generated Content (UGC)

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When real-world images interact with computer-generated information to provide additional information.

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Augmented Reality (AR)

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Black and white patterned squares that consumers may scan with an enabled smartphone in order to access online content. Type of Sales promotion tool.

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Quick Response Codes (QR)

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Short-term promotional tools used to generate support with wholesalers, distributors or retailers.

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Trade promotions

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Marketing communications tool designed to communicate with consumers one-on-one and elicit a direct action either online or offline. eg.

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Direct Response

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The requests for additional information that result from direct response marketing

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Lead generation

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The visits to a location or website that results from direct response marketing.

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Traffic generation

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contribution of funds for inclusion in a wholesaler, distributor or retailer advertising program such as a flyer.

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Co-op Advertising

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price reduction taken off a purchase in return for displaying the product

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Merchandising allowance

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A price reduction taken off the invoice of a purchase that is made within a specific timeframe.

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Off-invoice allowances

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Creation or involvement of a brand in an experience,event or occasion that will heighten its awareness, create positive associations, and generate a desired response.

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Event marketing

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When an advertiser pays a fee in exchange for inclusion in an event, involvement in its advertising opportunities, or exposure within the event itself.

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Sponsorship

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the two-way flow of communication between a buyer and seller, often face-to-face, or facilitated through communication devices to influence an individual and group purchase decision. eg. real estate brokers, sales clerks

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Personal Selling

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Practice of building long-term loyalty from customers based on a salesperson's attention and commitment to customer needs over time.

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Relationship selling

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The spread of positive messages about a product by listening to consumers, identifying influential individuals that can spread the word, and making it easier for them to do so.

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Word-of-mouth marketing

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6 Steps: 1. Prospecting - search for prospects 2. Pre-approach - Gather information 3. Approach - Gain prospect's attention and interest 4. Presentation - Create desire for product 5. Close - Obtain purchase commitment 6. Follow-up - Ensure customer is satisfied

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Personal Selling Process

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1. Viral level - creates buzz through social media and public relations events 2. Grassroots level - identifies key communities, opinion leaders and product advocates who have the ability to influence others 3. Professional level - official referral programs that may reward customers who refer products to others

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Levels of word-of-mouth marketing

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Inclusion of a product in a movie or TV program in return for payment

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Product placement

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Creation of an entertainment program such as a TV episode, that is highly focused on a brand in exchange for payment. eg. apprentice episode about a brand of hotels

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Branded entertainment

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Includes the use of search engine optimization and pay-per-click advertising to market on search engines

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Search Engine marketing (SEM)

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Ensuring that websites are written, indexed, and coded so that they are highly rated and ranked by the search engines.

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Search Engine Optimization (SEO)

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Promotional Websites created for short-term promotional purposes, often providing consumers with the ability to enter contests and access promotional offers

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Microsites

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Important destination sites for consumers and the media that want to quickly access company and product information

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Corporate websites

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Use of online communities or social networks to openly interact with the communities by sharing ideas, activities, events and offers.

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Social network marketing

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Companies promote their businesses through a network of online associates (affiliates) to drive traffic, leads and purchases who may receive a commission for directing a customer to its site.

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Affiliate marketing

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Use of opt-in email lists where consumers register and give permission to receive online communications

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E-mail marketing

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Marketers focus communication on the distribution channel to gain support from retailers, distributors, and wholesalers through listings, sales, merchandising, featured pricing and the inclusion in flyers.

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Push Strategy

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When Marketers focus communication efforts on ultimate consumers to build awareness, trial, and demand for a product using advertising, public relations, consumer promotion, etc.

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Pull Strategy

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Communications approach that takes consumers down a path of initial product awareness through to brand advocacy

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Customer Advocacy Funnel

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1. Awareness-raise awareness for product through ads 2. Interest - entice potential customers 3. Engagement - invited to participate in product 4. Trial - free samples or trial 5. Purchase - product is purchased 6. Loyalty - repeat purchases 7. Advocacy - recommend products to others

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Customer Advocacy Funnel Steps

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1. Specify Integrated Marketing Communications (IMC) Objectives 2. Identify Target audience 3. Set the promotional budget 4. design the promotional program 5. schedule and run the IMC elements 6. Evaluate the program and recommend changes

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Marketing Communications Process

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points of interaction that can be used to connect with consumers, including personal time in the home, shopping time, etc.

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Consumer touch points

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Selection of promotional tools used to communicate with a target market.

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Promotional mix

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One of four: 1. To inform 2. To persuade 3. To remind 4. To minimize spending

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Promotional objectives

Chapter 12: Marketing Communications – Flashcards

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