Marketing Communications Overview
25 Questions
2 Views

Choose a study mode

Play Quiz
Study Flashcards
Spaced Repetition
Chat to lesson

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

Which characteristic of integrated marketing communications ensures that messages from different channels do not contradict each other?

  • Coherence
  • Continuity
  • Complementary
  • Consistency (correct)

    • What term refers to media channels that are not directly paid for or controlled by the marketer but gain attention due to user interest?

  • Shared media
  • Earned media (correct)
  • Owned media
  • Paid media

    • Which online tool can effectively convert visitors into actions by directing them to specific landing pages?

  • Email marketing
  • Microsite/Landing page (correct)
  • Blogging platforms
  • Viral channels

    • What distinguishes online public relations from traditional public relations regarding audience interaction?

    <p>Traditional PR focuses on one-way communication.</p> Signup and view all the answers

    Which of the following sales promotion tools is aimed specifically at retaining customers by providing benefits for repeat purchases?

    <p>Loyalty Programs</p> Signup and view all the answers

    Which of the following best describes the primary goal of direct marketing?

    <p>To engage directly with targeted consumers for immediate responses.</p> Signup and view all the answers

    What is a disadvantage of email marketing that can negatively impact its effectiveness?

    <p>Email response decay over time.</p> Signup and view all the answers

    What does search engine optimisation (SEO) primarily aim to achieve?

    <p>To have the highest ranking in organic search results for specific keywords.</p> Signup and view all the answers

    Which of the following is NOT a social media marketing platform mentioned?

    <p>Delicious</p> Signup and view all the answers

    In the context of affiliate marketing, what is the nature of the arrangement?

    <p>Companies pay affiliates a commission based on referred sales or leads.</p> Signup and view all the answers

    What is the primary benefit of email marketing that relates to customer engagement?

    <p>Direct-response mechanism</p> Signup and view all the answers

    Which of the following is a disadvantage associated with email marketing?

    <p>Resource intensive</p> Signup and view all the answers

    The main objective of search engine optimisation (SEO) is to achieve what in search engine results?

    <p>The highest position in organic listings</p> Signup and view all the answers

    Which digital marketing channel is primarily focused on creating shareable content to enhance customer interactions?

    <p>Content marketing</p> Signup and view all the answers

    What characterizes viral marketing in the realm of digital marketing?

    <p>Highly infectious content that spreads easily</p> Signup and view all the answers

    Which social media platform is typically NOT recognized as a social networking site?

    <p>Quora</p> Signup and view all the answers

    In affiliate marketing, what is the primary benefit for referring sites?

    <p>Payment based on sales, leads, or visitors</p> Signup and view all the answers

    Which characteristic of integrated marketing communications refers to the synergy achieved by combining different marketing channels?

    <p>Complementary</p> Signup and view all the answers

    What type of media includes social media and blogs that are shared among consumers?

    <p>Shared media</p> Signup and view all the answers

    Which sales promotion tool is specifically designed to encourage customers to make repeat purchases?

    <p>Loyalty Programs</p> Signup and view all the answers

    Which of the following best describes the role of online public relations in marketing?

    <p>Maximizing favorable mentions on third-party websites</p> Signup and view all the answers

    Which of the following accurately describes coherence in integrated marketing communications?

    <p>Communications must directly communicate and be logically connected</p> Signup and view all the answers

    Which online response mechanism emphasizes engaging customers to increase sales conversion?

    <p>Callback/Chat approach</p> Signup and view all the answers

    What is a primary feature of earned media in the context of marketing?

    <p>Generated by consumer interest and engagement</p> Signup and view all the answers

    Which type of media is owned and controlled by the company itself?

    <p>Owned media</p> Signup and view all the answers

    Study Notes

    Promotion

    • Marketing communications inform customers about a company and its products.

    Integrated Marketing Communications

    • Combines communication channels to deliver a clear and compelling message.
    • Characteristics: coherence, consistency, continuity, and complementarity.

    Types of Media

    • Paid Media: Marketers pay for traditional and online media.
    • Owned Media: Controlled by the company, including websites, blogs, social media pages, and events.
    • Shared Media: Consumers share media with other consumers, such as social media, blogs, mobile media, and viral channels.
    • Earned Media: Media gained through public relations efforts, not directly paid for or controlled by the marketer.

    Online Response Mechanisms

    • Microsites/Landing Pages: Designed to efficiently convert visitors to action.
    • Callback/Chat Approach: Engages customers and increases conversion to sales.

    Advertising

    • Paid, non-personal presentation of ideas, goods, or services.
    • Online advertising includes paid space on websites and in emails.

    Public Relations (PR)

    • Influences public opinion and creates goodwill.
    • Online PR maximizes favorable mentions on third-party websites frequented by the target audience.
    • Differences between online and traditional PR:
      • Audience is connected to organizations.
      • Audience members are connected to each other.
      • Audience has access to other information.
      • Audiences pull information.

    Sales Promotion Offers

    • Short-term incentives to encourage product movement.
    • Online Sales Promotion Tools:
      • Flash Sales
      • Exclusive Discounts for Subscribers
      • Cashback Incentives
      • Loyalty Programs
      • Newsletter Sign-up Discounts
      • Free Shipping

    Direct Marketing

    -Engaging directly with targeted individual consumers and customer communities for immediate response and lasting relationships.

    Digital Marketing

    • A channel strategy using electronic channels and digital media to support communications and distribution channels.
    • Includes websites, email, catalogs, online and social media, mobile marketing, and more.
    • Email Marketing Advantages:
      • Relatively low cost
      • Direct-response mechanism
      • Faster deployments
      • Ease of personalization
      • Options for testing
      • Integration
      • Email Marketing Disadvantages:
      • Deliverability
      • Renderability
      • Email response decay
      • Communication preferences
      • Resource intensive

    Search Engine Optimization (SEO)

    • Achieving high ranking in organic search engine results pages for specific keywords.
    • Similar to conventional advertising, with text ads and links displayed when users search for specific phrases.

    Social Media Marketing

    • Social media platforms where people connect and share content.
    • Social Media Marketing Radar:
      • Social Networks: Facebook, Instagram, Snapchat, LinkedIn, Twitter
      • Social Bookmarking: Delicious, Digg
      • Social Publishing and News: Blogs, Google Display Network publishers
      • Social Customer Service: Get Satisfaction, Own support, Twitter
      • Social Blogging: Company blogs, company forums
      • Social Knowledge: Yahoo! Answers, Quora, Wikipedia
      • Social Search: Google search, Yahoo!
      • Social Streaming: Pinterest, iTunes, YouTube

    Viral Marketing

    • Digital word-of-mouth marketing content that spreads quickly.

    Affiliate Marketing

    • Commission-based arrangement where referring sites are paid for sales, leads, or visitors.

    Content Marketing

    • Engaging and persuasive content for all core digital marketing activities.

    Promotion

    • Marketing communication informs customers about a company and its products.
    • Integrated marketing communications combine communication channels to deliver a clear message.

    Integrated Marketing Communications

    • Characteristics include coherence, consistency, continuity, and complementarity.
    • Paid media includes traditional and online media paid for by the marketer.
    • Owned media is controlled by the company, such as websites, blogs, and social media pages.
    • Shared media is consumer-generated and shared, like social media posts or viral content.
    • Earned media is publicity generated through public relations efforts.

    Online Response Mechanisms

    • Microsites/Landing pages are designed to convert visitors into action.
    • Callbacks/chat approaches engage customers for higher conversion rates.

    Advertising

    • Any paid non-personal presentation of ideas, goods, or services by an identified sponsor.
    • Online advertising includes all paid space on websites or emails.

    Public Relations

    • Activities that influence public opinion and create goodwill.
    • Online PR focuses on favorable mentions on third-party websites frequented by the target audience.

    Online Public Relations vs. Traditional PR

    • Online PR involves audiences connected to organizations and each other.
    • Audiences have access to other information and actively pull information.

    Sales Promotion

    • Short-term incentives to encourage product movement to the end user.
    • Online tools include flash sales, exclusive discounts, cashback, loyalty programs, newsletter sign-up discounts, and free shipping.

    Direct Marketing

    • Engaging directly with targeted individual consumers to generate immediate responses and build relationships.

    Digital Marketing

    • Utilizing electronic channels and digital media to support communications and distribution channels.
    • Includes websites, email, catalogs, social media, mobile marketing, and more.

    Email Marketing Advantages

    • Relatively low cost.
    • Direct-response mechanism.
    • Faster deployments.
    • Ease of personalization.
    • Options for testing.
    • Integration.

    Email Marketing Disadvantages

    • Deliverability challenges.
    • Renderability issues.
    • Email response decay.
    • Communication preferences.
    • Resource-intensive.

    Search Engine Optimization (SEO)

    • Achieving top ranking in organic search results for specific keywords.
    • Similar to advertising; relevant text ads with links to company pages are displayed for relevant search terms.

    Social Media Marketing

    • Social media encompasses online social networks where users interact and share information.
    • Social media marketing uses these networks to engage audiences and achieve business goals.

    Social Media Marketing Radar

    • Networks include Facebook, Instagram, Snapchat, LinkedIn, and Twitter.
    • Social bookmarking platforms include Delicious and Digg.
    • Social publishing and news platforms encompass blogs and publisher networks.
    • Social customer service platforms include Get Satisfaction, Own Support, and Twitter.
    • Social blogging uses company blogs and forums.
    • Social knowledge platforms include Yahoo! Answers, Quora, and Wikipedia.
    • Social search includes Google and Yahoo! searches.
    • Social streaming platforms include Pinterest, iTunes, and YouTube.

    Viral Marketing

    • Digital word-of-mouth marketing or content that spreads quickly among customers.

    Affiliate Marketing

    • Commission-based arrangement where referring sites earn fees for sales, leads, or visitors.

    Content Marketing

    • Engaging and persuasive content to fuel digital marketing activities.

    Studying That Suits You

    Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

    Quiz Team

    Description

    This quiz covers the essential concepts of marketing communications, including integrated marketing communications and different types of media. It explores paid, owned, shared, and earned media, along with online response mechanisms like microsites and chat approaches. Test your understanding of effective marketing strategies and communication channels.

    More Like This

    Use Quizgecko on...
    Browser
    Open
    Browser
    Browser