Marcom lect 2

Determining the desired response from the target audience for a marketing campaign.

A detailed representation of a typical customer within your target audience, including demographics, motivations, goals, and behaviors.

The journey a customer takes from initial awareness of a brand to becoming a loyal advocate, including all touchpoints and interactions.

Any point of contact or interaction a customer has with a brand, including websites, social media, ads, events, and customer service.

The 5 As framework outlines the stages of customer engagement with a brand.

The consistent and cohesive use of various marketing channels to deliver a unified brand message and customer experience.

A type of marketing where all channels work together to provide a seamless customer experience, regardless of how they interact with the brand.

Awareness refers to a customer's initial knowledge about a product or brand. It's the first step in the 5 As framework.

Appeal refers to a customer's positive feelings or liking towards a product. It's the second step in the 5 As framework.

When a brand uses multiple marketing channels, but they aren't necessarily integrated or coordinated.

Ask refers to a customer's desire for more information about a product or brand. It's the third step in the 5 As framework.

Making sure a brand delivers a consistent and positive experience across all touchpoints, regardless of how the customer interacts with it.

Act refers to a customer's purchasing or using a product. It's the fourth step in the 5 As framework.

Advocacy refers to a customer's positive recommendations and sharing of a product or brand with others. It's the final step in the 5 As framework.

Rational appeals use logic and reasoning to persuade customers. They focus on practical benefits, features, and facts.

Emotional appeals evoke feelings and emotions in customers. They target desires, hopes, fears, and values.

The customer journey is the complete path a customer takes when interacting with a brand, from awareness to purchase, including all touchpoints.

The buyer's journey explores the steps a potential customer takes from the moment they become aware of a product to making a purchase.

Touchpoints are any points of contact or interaction a customer has with a brand, such as websites, ads, social media, or events.

The Customer Journey map traces the entire path of a customer from their first interaction with your brand to becoming loyal. It helps understand their needs and optimize touchpoints.

A semi-fictional representation of an ideal customer based on market research, customer data, and insights. It helps understand target audience's motivations, goals & behaviors.

A user persona represents the actual user of a product, while a buyer persona focuses on the person making the purchase decision. They can be the same, but not always.

Buyer personas help segment different customer types a business wants to attract or retain. Understanding their motivations, goals, and behaviors makes marketing more effective.

Every business is unique, so buyer personas should reflect that uniqueness. Research is crucial to crafting them effectively.

Demographics provide data like age, location, and income. Psychographics capture personality traits, interests, values, and attitudes.

It's about analyzing how the target audience interacts with the product or brand, their preferences, and how they make decisions.

It's about understanding purchase habits, preferred channels (online, in-store), and the factors considered when making a purchase decision.

These are the persona's goals and challenges related to the product or service. It helps understand their motivations and problems we can solve.

A structured approach to understanding how prospective students interact with Hanze University, from initial awareness to becoming a student. It maps out touchpoints, stages, emotions, pain points, and channels.

Challenges or frustrations students might face during their journey with Hanze University, such as finding the right program, navigating the website, or dealing with enrollment procedures.

A framework for analyzing marketing strategies by focusing on five key stages of customer engagement: Awareness, Appeal, Ask, Act, and Advocacy. It helps understand where a student currently is in their journey.

The emotional responses and feelings students experience at each stage of their journey with Hanze University, influencing their brand perception and ultimately their decision to enroll.