Chapter 17

regard each of firm's marketing communication channels as part of a while, each of which offers a different means to connect with the target audience
-best means to reach target audience with desired message and enhances the value story by offering a clear/consistent message
-consumer/channels where message is communication/evaluation of results of communication

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Terms in this set (26)

Integrated marketing communications

where message originates from - must be clearly identified to the intended audience
-works in creative department - in-house or from marketing agency to develop marketing communications to highlight the new beverage
-Ex: Pepsi and packaging/promotional programs

Sender

marketing department/external agency receives the information and transforms it for use

Transmitter

converting sender's ideas into a message - verbal/visual/both
-important - what is received not sent
-what the sender intends to say

Encoding

medium - print, broadcast, Internet, and so forth that carries the message

Communications channel

person who reads, hears, or sees and processes the information contained in the message/advertisement

Receiver

process by which receiver interprets sender's message
-what the receiver hears (decodes a message in their own way which may not be way sender intended)
= sender has little control over. what meaning the receiver will take. from message

Decoding

any interference that stems from competing messages, lack of clarity in the message, or a flaw in the medium
-problem for all communications channels

Noise

allows the receiver to communicate with the sender and thereby informs the sender whether the message was received or decoded properly

Feedback loop

Awareness leads to Interests, which leads to Desire, and then Action
-consumers make judgments about whether to take next step in process

AIDA model

potential customer's ability to recognize/recall that the brand name is a particular type of merchandise/service in the minds of customersBrand awarenessconsumers indicate they know the brand when the name is presented to them -strength of link between brand name and type of merchandise/service in minds of customersAided recallhighest level of awareness - when consumers mention a specific brand name first when they are asked about a product/service -brand enters evoked set of brands = memorable names/symbolsTop-of-mind awarenessonce consumer is aware of product - must work to increase customer's interest - must be persuaded that product is worth investigatingInterestafter piqued interest - move customers from like to want itDesiredrive receiver into action -following up with phone calls/special dealsActionwhen consumers don't act immediately after receiving a form of marketing communications - delayed response to marketing communications campaign -takes several. exposures to a campaign before a consumer fully processes its message -more difficult to measusre effect of current campaignLagged effectplacement of announcements and persuasive messages in time/space purchased in any of the mass media by business firms, nonprofit organizations, government agencies, and individuals who seek to inform/persuade members of a particular target market about products -extremely difficult for creating awareness of a product/service and generating interestAdvertisingmanages the firm's communications to achieve a variety of objectives, including building/maintaining a positive image, handling, or heading off unfavourable stories/events, and maintaining positive relationships with the media -passive. - customers do not take action to receive itPublic relationsspecial incentives/excitement-building programs - coupons/rebates/free samples/POP displays which encourage purchase of a product/service -designed for use in conjunction with other advertising/personal selling programsSales promotiontwo-way flow of communication between a buyer and seller that is designed to influence the buyer's purchase decision -face-to-face, video teleconferencing, on the telephone, or over the Internet -important in. B2B settings -higher cost of communicatingPersonal sellingmarketing that communicates directly with target customers to generate a response/transaction -variety of. traditional/new forms of marketing communications initiatives -include e-mail and mobile marketing *Internet-based technologies *increased use of customer databases - track and identify customers over timeDirect marketingwireless handheld devices such as cellular telephones -firms improve customers experiences with mobile interfaceMobile marketingbuild brand image and educate customers about their products/services as well as. where they can be purchased -retailers/manufacturers sell merchandise directly to consumers over the Internet -websites = community building - opportunity for customers with similar interests to learn about products/services that support hobbies/share information with others -visitors. can post. questions seeking information/comments about issues, products, and servicesWebsitescontains periodic posts on a common web page -well-received = communicates trends, announce special. events, creative positive word of mouth, connect customers by forming a community, allow the company to respond directly to customers comments, and develop a long-term relationship with the company -supposed to be transparent/contain author's honest observationsBlogsonline and mobile technologies that distribute content to facilitate interpersonal interactions Ex: Youtube, Facebook, Twitter Trend - combining advertising on podcasts with in-home voice assistants -allow user to interact among themselves and with other like-minded consumerss -social media helps facilitate consumer decision process - need recognition, information search, alternative evaluation, purchase, and postpurchase reviewsSocial media

Chapter 17

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