Marketing 396 Notes Final Exam 5. Direct marketing: direct connections with carefully targeted individual consumers to both obtain immediate response and cultivate lasting customer relationships (Catalogues, telephone marketing, kiosks, internets, mobile marketing) Major factors changing face of today’s marketing communications: 1. Consumers are changing 2. Marketing strategies are changing 3. Communications technology are causing remarkable changes in the ways in which companies and customers communicate with each other To communicate effectively, marketers need to understand how communication works. Sender: the party sending the message to another party Encoding: the process of putting thought into symbolic form Message: the set of symbols that the sender transmits Media: the communication channels through which the message moves from the sender to the receiver Decoding: the process by which the receiver assigns meaning to the symbols encoded by the sender Receiver: the party receiving the message sent by another party Response: the reactions of the receiver after being exposed to the message Feedback: the part of the receiver’s response communicated back to the sender Noise: the unplanned static or distortion during the communication process which results in the receiver getting a different message than the one the sender sent Steps in developing effective marketing communication: 1. Identify the target audience 2. Determine the communications objectives 3. Designing a message 4. Message content 5. Message structure 6. Message format 7. Choosing media 8. Selecting the message source 9. Collecting feedback Chapter 15 Advertising Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor. Advertising objective A specific communication task to be accomplished with a specific target audience during a specific period of time Informative Advertising Is used heavily when introducing a new-product category. Objective is to build primary demand Persuasive advertising Becomes more important as competition increases. Company’s objective is to build selective demand Reminder advertising Important for mature products; it helps to maintain customer relationships and keep consumers thinking about the product 10 | P a g e
Marketing 396 Notes Final Exam Advertising Budget The dollars and other resources allocated to a product or a company advertising program Advertising strategy The strategy by which the company accomplished its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media Madison & Vine A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages (Advertainment) Message Strategy The general message that will be communicated to consumers Creative Concept
You've reached the end of your free preview.
Want to read all 17 pages?
- Winter '18
- Marketing, producer, Notes Final Exam