Marketing Online Communication - Chapter 1

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Questions and Answers

What are the two primary approaches a company can take regarding international marketing campaigns?

Standardisation and adaptation.

What is the purpose of defining corporate identity within corporate communications?

To ensure it aligns with the corporate strategy and reduces the gap between desired identity and company image.

Explain the concepts of SEA and SEO in the context of search engine marketing.

SEA refers to paid search engine advertising, while SEO involves optimizing content to increase visibility without payment.

What is 'glocalisation' in marketing, and how does it differ from standardisation and adaptation?

<p>Glocalisation combines global and local elements to cater to specific markets while maintaining a global brand image.</p> Signup and view all the answers

In the context of online and offline integration, what does ROPO stand for?

<p>ROPO stands for 'Research Online, Purchase Offline.'</p> Signup and view all the answers

What is the primary goal of marketing according to Kotler?

<p>To create value for customers and build strong customer relationships.</p> Signup and view all the answers

How does integrated marketing communications (IMC) differ from traditional marketing communications?

<p>IMC is more personalized and customer-oriented, focusing on building relationships.</p> Signup and view all the answers

List two instruments of the marketing communications mix.

<p>Advertising and Public Relations.</p> Signup and view all the answers

What does looking at marketing communications from the consumer's perspective entail?

<p>It involves viewing communications as a flow of information from various sources.</p> Signup and view all the answers

What is a critical factor that leads to integrated communications?

<p>Organizational implications of IMC.</p> Signup and view all the answers

Describe the role of sponsorship in the communications mix.

<p>Sponsorship serves to enhance brand image and engage with target audiences.</p> Signup and view all the answers

What should students understand regarding cross-cultural marketing?

<p>Students should grasp the importance of adapting communications to different cultural contexts.</p> Signup and view all the answers

In the context of marketing, what is meant by 'brand activation'?

<p>Brand activation refers to engaging customers in ways that create lasting brand impressions.</p> Signup and view all the answers

What is the significance of brand knowledge in understanding the target group?

<p>Brand knowledge is crucial as it reveals what the target group knows about the product, influencing their perceptions and behavior.</p> Signup and view all the answers

How does brand attitude affect the purchase intention of the target group?

<p>A positive brand attitude generally increases purchase intention, while a negative view can deter potential buyers.</p> Signup and view all the answers

What role does purchase facilitation play in the customer journey?

<p>Purchase facilitation reassures the target group by eliminating barriers, making the decision to buy easier.</p> Signup and view all the answers

In what way does brand loyalty impact customer retention?

<p>High brand loyalty leads to increased customer retention, as loyal customers are more likely to repeat purchases.</p> Signup and view all the answers

What is the purpose of a message strategy in brand communication?

<p>A message strategy defines what to communicate to consumers, ensuring alignment with brand values and objectives.</p> Signup and view all the answers

What are the main factors involved in demographic segmentation?

<p>Age, gender, life cycle, family size, religion, income, and education are the main factors.</p> Signup and view all the answers

Define psychographic segmentation and list two aspects involved in it.

<p>Psychographic segmentation divides consumers based on social class, lifestyle, and personality.</p> Signup and view all the answers

What is the objective of selective specialization in targeting strategies?

<p>Selective specialization aims to offer different products tailored for different market segments.</p> Signup and view all the answers

Explain the concept of brand awareness in marketing communications objectives.

<p>Brand awareness measures the recognition and recall of a brand by the target audience.</p> Signup and view all the answers

What is one key characteristic of full market coverage strategy?

<p>Full market coverage targets all customer groups with all the products they need.</p> Signup and view all the answers

Identify a requirement for effective segmentation.

<p>Effective segmentation requires the segments to be measurable, accessible, and substantial.</p> Signup and view all the answers

What role do motivations play in consumer persona development?

<p>Motivations help in understanding consumer goals and driving behaviors.</p> Signup and view all the answers

What does market specialization involve?

<p>Market specialization offers different products tailored for one specific consumer group.</p> Signup and view all the answers

What are the key components of market segmentation in marketing communications?

<p>The key components are geographic, demographic, psychographic, and behavioral variables.</p> Signup and view all the answers

Why is a situation analysis important in marketing communications planning?

<p>A situation analysis helps identify internal and external factors affecting the organization, guiding strategic decisions.</p> Signup and view all the answers

What role does targeting play in the segmenting process?

<p>Targeting involves selecting specific segments to focus marketing efforts on, maximizing efficiency and impact.</p> Signup and view all the answers

How do marketing communication objectives relate to product life stages?

<p>Marketing communication objectives vary depending on the product's life stage, from introduction to decline.</p> Signup and view all the answers

What is the significance of a SWOT analysis in marketing communications?

<p>A SWOT analysis identifies strengths, weaknesses, opportunities, and threats, informing strategic decisions.</p> Signup and view all the answers

What does an effective message strategy in marketing communications entail?

<p>An effective message strategy clearly communicates the value proposition and resonates with the target audience.</p> Signup and view all the answers

In what ways can geographic segmentation affect consumption patterns?

<p>Geographic segmentation accounts for local preferences and behaviors, influencing marketing tactics and product offerings.</p> Signup and view all the answers

How can companies leverage the web of relational actors in marketing communications?

<p>Companies can engage with various stakeholders, including customers and partners, to enhance brand visibility and loyalty.</p> Signup and view all the answers

Flashcards

Adaptation (in Marketing)

The practice of tailoring marketing campaigns to specific countries, taking into account cultural differences and preferences.

Standardisation (in Marketing)

The practice of creating a single marketing campaign that is used across multiple countries, disregarding cultural differences.

Glocalisation (in Marketing)

A blend of global and local strategies. It involves using a standardized marketing approach while making specific adjustments to cater to local preferences.

Corporate Communications

A process of creating and managing a comprehensive communication strategy for an organization. It encompasses defining the company's identity, building reputation, and coordinating all forms of communication.

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Search Engine Advertising (SEA)

A type of online marketing that uses paid advertisements on search engines. It involves bidding on keywords to display ads when a user searches for relevant terms.

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What is marketing?

A process where companies create value for customers, build relationships, and capture value in return.

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What is the Marketing Mix?

The blend of product, price, place, and promotion strategies used by a company to reach its target market.

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What is the Communications Mix?

A set of tools used to communicate with customers and build relationships. It includes advertising, PR, direct marketing, sales promotion, and more.

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What is Integrated Marketing Communications (IMC)?

The strategic coordination of all marketing communications activities to create a consistent brand message across all channels.

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What is the difference between traditional and integrated marketing communications?

This type of marketing focuses on creating personalized experiences for customers, building relationships, and engaging in interactive communication.

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What is Brand Activation?

The process of generating interest and demand for a brand or product by interacting with users on social media.

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What is Direct Marketing?

A marketing strategy that focuses on building relationships with customers through personalized messages and offers.

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What is Public Relations?

A marketing strategy that aims to manage public perception of a brand by creating positive news and media coverage.

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Demographic Segmentation

Dividing your target audience into smaller groups based on shared characteristics like age, income, or lifestyle.

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Psychographic Segmentation

Focuses on understanding consumers' values, beliefs, and lifestyles to create more relevant marketing messages.

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Behavioral Segmentation

Dividing your target audience based on their behavior, such as how often they buy your product or their loyalty to your brand.

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Persona Development

The process of identifying and understanding your customer's needs, motivations, and frustrations to create a detailed and relatable profile.

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Concentration on One Segment

This strategy focuses on creating the most relevant messaging for a single, clearly defined segment of the market.

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Selective Specialization

This strategy involves tailoring different products to different segments of the market.

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Full Market Coverage

This strategy involves targeting all customer groups with all products they need.

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Integrated Communications Plan

A plan that outlines your communication strategy for each stage of the customer journey, ensuring a consistent brand message across all channels.

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Message Strategy

The overall message a brand wants to communicate to its target audience, ensuring consistency across all platforms.

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Communication Strategy

Defines how a brand communicates with its audience to achieve specific objectives. It includes the selection of channels, content, and the overall tone of voice.

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Customer Journey

A method used to understand and analyze a customer's journey with a product or brand. It involves mapping the stages from initial awareness to purchase and beyond.

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Creative Strategy

Identifies how a brand is going to visually communicate its message and achieve its communication goals.

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Brand Knowledge

Aimed at measuring the target group's understanding of the product or brand.

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SWOT Analysis

A comprehensive evaluation of a business's internal and external environments, including its strengths, weaknesses, opportunities, and threats. It helps identify key areas of improvement and opportunities to gain a competitive edge.

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Market Segmentation

The process of dividing a large market into smaller groups of consumers with similar characteristics, needs, and desires. This allows companies to tailor their marketing efforts more effectively.

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Targeting

A strategic approach to selecting specific customer groups to focus marketing efforts on. Targeting leverages insights gained from segmentation.

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Positioning

The process of creating a unique and compelling brand image in the minds of target customers. It distinguishes a company's offerings from its competitors.

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Marketing Communications Objectives

A set of marketing communication goals that outline the desired outcomes of a campaign. They usually aim to increase brand awareness, build customer relationships, or drive sales.

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Marketing Communications Strategy

Outlines the overall strategy for reaching target audiences and achieving marketing communications objectives. It includes a message strategy, creative strategy, and media plan.

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Study Notes

Marketing Online Communication - Integrated Communications (Chapter 1)

  • Hanze University of Applied Sciences, Groningen offers a course on Marketing Online Communication.
  • Course materials include lectures, seminars, research assignments, and an exam.
  • The required textbook for this course is "Marketing Communications, a European Perspective" (7th edition, 2021) by Patrick De Pelsmacker, Maggie Geuens, and Joeri Van den Bergh.

Introduction

  • Liesbeth Mingardo is the lecturer for the course.
  • Contact information is provided (email and room number).
  • Several collaborative partner organizations are mentioned (e.g., Rijksuniversiteit Groningen, woonbron, anteagroup, Ommelander Ziekenhuis).
  • The course schedule includes sessions for lectures, research, Integrated Communication, and seminars on marketing communications (MarCom), and Research & ICC.
  • Dates for each phase of the course are listed in the schedule.

Course Learning Objectives

  • Students will understand how marketing communications fit into the overall marketing mix.
  • They will learn about integrated marketing and corporate communications, including organizational implications.
  • Students will gain an overview of factors influencing integrated communication and its different levels.

Creating Value

  • Marketing is defined as a process where companies build strong relationships with customers to gain value.

Marketing Mix

  • The marketing mix comprises four key elements: Product, Price, Place, and Promotion.
  • These elements are interconnected and influenced by each other.

Instruments of the Marketing Mix

  • A table details various marketing mix tools and methods (product benefits, price, promotion, and place).

Communications Mix

  • A range of communication tools for promoting a brand are presented.
  • This includes advertising, direct marketing, public relations, sponsorships, brand activation, promotions, and exhibitions.

Advertising

  • Real-world advertising examples are given, showcasing visual displays and specific campaign elements.
  • A real-world example of a large advertisement with multiple brands is noted (ex: Zero Sugar Great Coke Taste).

Brand Activation

  • Brand activation strategies are mentioned, with real-world examples like events and activities.
  • A social media hashtag for a brand activation event is listed: #AddSparkle With LaurDIY.

Direct Marketing Communications

  • Direct marketing communications are discussed, including direct mail examples and features of online direct marketing.
  • An example of a direct marketing campaign related to Netflix is included.

Public Relations

  • Public relations are described, emphasizing press releases and news dissemination.
  • A real-world example of a press release is mentioned.

Sponsorship

  • Sponsorship examples highlight brand associations and promotions tied to events or organizations.
  • A real-world example from the sports industry is included

Exhibitions and Trade Fairs

  • Exhibitions and trade fairs are shown to illustrate marketing strategies and presentations.
  • A visual example from a Mercedes Benz trade show.

Integrated Marketing Communications

  • Integrated marketing communications are explained as a holistic approach incorporating various marketing elements.
  • The definition and process of integrating marketing with media, public relations, and branding is provided.

Online Marketing

  • A funnel model demonstrates the steps involved in online marketing, moving customers through awareness, consideration, desire, and action stages.

Personalization

  • Methods used to deliver personalized marketing are highlighted, emphasizing the use of customized content and offerings.
  • Real-world examples of personalized online marketing ads are provided.

Online Offline Integration

  • Integrating online and offline strategies are shown, using real-world examples (e.g., Starbucks app providing a mobile order and payment feature for stores).

Offline and Online

  • ROPO (Research Online, Purchase Offline) and Showrooming describe online research and purchases followed by in-store interaction.

Search Engine Marketing

  • Paid (SEA) and organic (SEO) search engine methods are outlined.

Mobile Advertising

  • Push and pull mobile advertising techniques are explained, including features of push messaging and web-based pulling requests.

What People Want

  • Consumer preferences for brand-related social media post types are described.
  • Real-world data on consumer preferences for social media posts is shown (e.g., posts with discounts, events and brand personalities are popular).

Coca-Cola: Share a Coke

  • A real-world social media marketing campaign is discussed.
  • A visual example of the "Share a Coke" campaign with a variety of names printed on bottles.

Corporate Communications

  • Defining corporate identity, bridging the gap between desired and perceived image, and organizing communications are key elements of successful corporate communication.
  • Stages of corporate communications are presented: desired identity is key to successful corporate strategy, and the company image often reflects communication efforts and organizational activities, especially within the online spheres.

Corporate Identity & Personality

  • Relationship between corporate identity, corporate strategy, culture, and structure and their effect on corporate personality.
  • Visual diagrams of corporate identity and personality relationships are provided, which include: industry identity, corporate strategy, corporate culture, corporate structure, corporate personality, design, communications, and behavior.

Corporate Identity (CI-Mix)

  • Components of corporate identity include behavior, communication and symbolism.

Corporate Image and Reputation

  • Factors affecting a company's image (corporate strategy, internal communications, employees' perception, stakeholders' perception and experiences).
  • Diagrams show factors that influence a company's image.

Social Media Use and Platforms

  • Details about social media users and platforms (global data).
  • Visual data on global social media use from 2022 is added.

Two Ways of Approaching

  • Standardization (single campaign across countries) and adaptation (customized campaign per country) strategies are shown.

Glocalisation

  • The concept of adapting marketing strategies to local markets is explained using examples.
  • This is demonstrated in the examples of Italian and Dutch ad campaigns.

Standardisation

  • Emphasises using a consistent campaign across different countries.

Adaptation

  • Details the process of tailoring communication strategies to fit local characteristics.

Important Note

  • Various sources and methodologies may be referenced in the course material.

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