Kotler 2020, Chapter 13 - Marketing Communications

The goal of advertising is to communicate a specific message to a target audience within a specific time frame.

Choosing the right media platforms to reach the target audience and deliver the advertising message.

Crafting the content and style of the advertising message to resonate with the target audience.

Advertising that aims to build a positive long-term image for a brand or product, often through storytelling and emotional appeal.

Advertising that aims to stimulate quick sales, often through promotions or discounts.

Advertising can reach a large audience at a low cost per person.

Advertising can be used to build a positive perception of a company's size, popularity, and success.

Consumers tend to view advertised products as more legitimate because of the public nature of advertising.

The number of times the average person in the target market is exposed to a message.

The qualitative value of message exposure through a given medium. It examines how effective a message is in a specific medium.

Choosing media that will engage consumers rather than simply reach them. It focuses on how the message interacts with the audience.

The relevance of ad content for its audience. It's about how well the message resonates with the target group.

A measure of the effectiveness of an advertisement, such as click-through rates, ratings, or social media shares.

Engaged consumers are more likely to act upon brand messages and even share them with others.

The process of determining how many people in the target market the advertiser wants to reach.

The process of evaluating the effectiveness of a marketing campaign by analyzing media measures such as click-through rates, ratings, and social media shares.

The value assigned to a publication based on its potential reach and effectiveness for advertising, determined by factors like target audience and engagement.

The level of attention and interaction that readers or viewers give to advertisements in a specific media outlet.

Assessing the trustworthiness and credibility of a media platform or publication based on its editorial standards and reputation.

Strategically planning how advertising will be scheduled over time, taking into account factors like seasonal trends and product cycles.

A marketing strategy involving adjusting advertising spending based on seasonal fluctuations in product sales.

Evaluating the effectiveness of advertising campaigns by analyzing how much return on investment (ROI) is generated for each dollar spent.

A marketing strategy that aims to create a positive image and association for a brand or product through repeated exposure to advertisements.

The practice of using statistical models to analyze the correlation between advertising spending and sales results, allowing companies to optimize their advertising budgets.

The process of determining the effectiveness of advertising spending in achieving marketing goals.

The financial return generated from advertising investments, calculated by dividing the profit earned by the advertising expenditure.

Measuring the impact of advertising on consumer awareness, recall, attitudes, and purchase intentions.

Assessing the direct sales revenue and profit generated by advertising campaigns.

A method for measuring advertising effectiveness by comparing past sales and profits with corresponding advertising expenditures.

A method for measuring advertising effectiveness by conducting controlled experiments to isolate the impact of advertising on sales and profits.

Challenges in accurately measuring advertising effectiveness due to the influence of various factors, some controllable and others uncontrollable.

Using standardized advertising campaigns across multiple global markets to promote a consistent brand image and message.

A marketing strategy that divides consumers into groups based on shared characteristics like demographics, lifestyle, or needs.

The way companies communicate with their target market – this can involve advertising, social media, public relations, and more.

A situation where society is divided into distinct groups, often based on social, economic, or geographic factors.

The tendency for people to only consume information that aligns with their existing views, leading to intellectual isolation.

The process of people moving from rural areas to urban centers, leading to concentrated populations, businesses, and cultural activities in cities.

Marketing strategies tailored to specific geographic areas, such as urban or rural regions, taking into account local preferences and needs.

The range of products, services, and experiences available to consumers in a particular area, often influenced by market segmentation and retail strategies.

The potential benefits of market segmentation and marketing communications, such as providing access to affordable products, fostering competition, and empowering consumers.

A marketing strategy where a company focuses its efforts on encouraging consumers to demand a product from retailers, who then demand it from the producer. Think of it as consumers 'pulling' the product through the channel.

A marketing strategy where a company directly targets channel members, encouraging them to promote and sell the product to consumers. Think of it as the producer pushing the product through the channels.

The use of various marketing tools like advertising, sales promotion, personal selling, and public relations to achieve marketing goals.

Companies often prioritize different communication tools based on the type of market they are targeting. For example, companies selling directly to consumers (B2C) tend to focus on advertising, while businesses selling to other businesses (B2B) often rely more on personal selling.

Personal selling is more effective for expensive, risky goods and in markets with fewer, larger sellers. For example, an airline buying multiple aircraft would likely involve intense negotiations and personal selling.

Different stages of the product life cycle call for varying marketing strategies. Advertising and public relations are essential in the introduction stage to raise awareness, while sales promotion plays a crucial role in encouraging early trial. Personal selling is key to persuading retailers to carry the product.

In the growth stage, advertising and public relations remain powerful while sales promotion efforts can be reduced, as consumers are already showing interest in the product.

As a product reaches maturity, sales promotion becomes more significant again, as companies compete fiercely for market share and need to attract consumers.