Podcast
Podcast
Podcast
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Questions and Answers
Questions and Answers
What is the main aim of control in marketing communications?
What is the main aim of control in marketing communications?
- To minimize financial resources used
- To maximize media preferences
- To increase the audience size
- To ensure the message is shared among target audiences (correct)
Which factor does NOT influence the creation of a marketing communications mix?
Which factor does NOT influence the creation of a marketing communications mix?
- Available financial resources
- Degree of control required
- Media preferences
- Audience’s economic status (correct)
How does a larger budget affect marketing communications?
How does a larger budget affect marketing communications?
- It ensures complete control over the message
- It decreases the intensity of message delivery
- It allows for more diverse media and intensity in advertising (correct)
- It eliminates the need for 3rd party involvement
What happens to control once a conversation about a brand has been initiated?
What happens to control once a conversation about a brand has been initiated?
What aspect can weaken the control over a marketing message?
What aspect can weaken the control over a marketing message?
What role does the source play in the communication process?
What role does the source play in the communication process?
Which of the following is NOT a characteristic expected from the source?
Which of the following is NOT a characteristic expected from the source?
Which channel is typically more flexible and responsive to immediate environments?
Which channel is typically more flexible and responsive to immediate environments?
Which factor generally does NOT influence how a receiver decodes a message?
Which factor generally does NOT influence how a receiver decodes a message?
What is the term for the interference that can distort communication?
What is the term for the interference that can distort communication?
Which of the following describes feedback in the communication process?
Which of the following describes feedback in the communication process?
What is a likely response after receiving a message?
What is a likely response after receiving a message?
Which of the following is considered a non-personal channel of communication?
Which of the following is considered a non-personal channel of communication?
Which media are typically preferred by older generations?
Which media are typically preferred by older generations?
What is a key difference between B2B and B2C communications?
What is a key difference between B2B and B2C communications?
What is a major benefit of direct marketing in modern contexts?
What is a major benefit of direct marketing in modern contexts?
In the context of media behavior, which is true about consumer preferences?
In the context of media behavior, which is true about consumer preferences?
What does the Linear Model of Communications primarily emphasize?
What does the Linear Model of Communications primarily emphasize?
What is an essential aspect of customizing media choice?
What is an essential aspect of customizing media choice?
Why might negative communications have a stronger impact in B2B settings?
Why might negative communications have a stronger impact in B2B settings?
In which situation would personal selling be more effective?
In which situation would personal selling be more effective?
What factor can cause the omission or distortion of information in communication?
What factor can cause the omission or distortion of information in communication?
Which model of communication better resembles the network of communication participants?
Which model of communication better resembles the network of communication participants?
What is essential for effective feedback evaluation in communication?
What is essential for effective feedback evaluation in communication?
Who are considered opinion leaders in the context of influencer communication?
Who are considered opinion leaders in the context of influencer communication?
What does the interactional model of communication emphasize?
What does the interactional model of communication emphasize?
What is the typical role of opinion followers in the influencer model of communication?
What is the typical role of opinion followers in the influencer model of communication?
What complicating factor is always present in communication, according to the content?
What complicating factor is always present in communication, according to the content?
Which of the following aspects is most likely to enhance the understanding between the source and receiver in communication?
Which of the following aspects is most likely to enhance the understanding between the source and receiver in communication?
Which of the following statements about word-of-mouth (WoM) is true?
Which of the following statements about word-of-mouth (WoM) is true?
What primarily motivates individuals to engage in word-of-mouth marketing?
What primarily motivates individuals to engage in word-of-mouth marketing?
What distinguishes Voluntary WoM from other forms of WoM?
What distinguishes Voluntary WoM from other forms of WoM?
What is a key characteristic of Managed WoM?
What is a key characteristic of Managed WoM?
How does celebrity endorsement relate to influencer marketing?
How does celebrity endorsement relate to influencer marketing?
What is a potential downside of Managed WoM for opinion leaders?
What is a potential downside of Managed WoM for opinion leaders?
What can significantly influence the effectiveness of word-of-mouth marketing?
What can significantly influence the effectiveness of word-of-mouth marketing?
Why might companies be apprehensive about using influencers for marketing?
Why might companies be apprehensive about using influencers for marketing?
Questions and Answers
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Flashcards
Flashcards
Control in Marketing Communications
Control in Marketing Communications
The ability of the marketer to influence how the message is delivered, ensuring it reaches the intended audience without distortion.
Financial Resources in Marketing Mix
Financial Resources in Marketing Mix
The financial resources available to the marketer directly impact the reach and effectiveness of the marketing communications mix. More money allows for greater diversity and intensity in media.
Audience Characteristics
Audience Characteristics
The characteristics of the target audience, including their size, geographic distribution, and media preferences, inform the selection of marketing channels and message tailoring.
Tasks to be Accomplished
Tasks to be Accomplished
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Degree of Control
Degree of Control
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Mass Marketing
Mass Marketing
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Niche Marketing
Niche Marketing
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Multi-Channel Marketing
Multi-Channel Marketing
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Source (in communication)
Source (in communication)
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Message (in communication)
Message (in communication)
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Channel (in communication)
Channel (in communication)
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Receiver (in communication)
Receiver (in communication)
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Feedback (in communication)
Feedback (in communication)
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Source
Source
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Encoding
Encoding
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Signal
Signal
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Decoding
Decoding
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Receiver
Receiver
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Feedback
Feedback
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Noise
Noise
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Decoding/Receiver
Decoding/Receiver
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Decoding Error
Decoding Error
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Noise in Communication
Noise in Communication
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Realms of Understanding
Realms of Understanding
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Opinion Leaders (Influencers)
Opinion Leaders (Influencers)
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Opinion Formers
Opinion Formers
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Opinion Followers
Opinion Followers
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Two-step Model of Communication
Two-step Model of Communication
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Interactional Model of Communication
Interactional Model of Communication
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Word-of-Mouth (WoM)
Word-of-Mouth (WoM)
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Voluntary WoM
Voluntary WoM
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Prompted WoM
Prompted WoM
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Managed WoM
Managed WoM
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Credibility of Influencers
Credibility of Influencers
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Celebrity Endorsement
Celebrity Endorsement
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Risky Business of Influencer Marketing
Risky Business of Influencer Marketing
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Meaning Transfer in Celebrity Endorsement
Meaning Transfer in Celebrity Endorsement
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Flashcards
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Study Notes
Study Notes
Midterm Exam
- Next week
- In-class exam
- Multiple choice questions
- True/false questions
- Putting things in the right order
- All information is from class presentations
Group Presentations
- Will be discussed the week after the midterm
Creating a Marketing Communications Mix
- Key criteria for creating a mix:
- Degree of control over message delivery
- Available financial resources
- Audience size and geographic dispersion
- Media preferences and target audience behavior
- Tasks to be accomplished
Control
- Aim is to ensure the intended message is shared correctly among the target audiences.
- Message must be understood in the intended way, without interference ("noise").
- High level of control from design to transmission.
- Feedback and message dissemination are partial control.
- Companies aim to start conversations about the brand or product.
- Control ends once the conversation is initiated.
Financial Resources
- Impact on message design and spread:
- Larger budgets allow for more diverse media and increased intensity
- Using third parties can weaken message control.
- Efficiency depends on advertising agency/client relationships.
- In B2B, sales, typically have the bulk of marketing budget
Audience Size and Geographic Dispersion
- Larger audiences (national/international):
- Benefit from advertising and sales promotion (Internet, Television, Radio).
- Smaller audiences (local/small groups):
- Benefit from personal selling, word-of-mouth and personal attention (Sales visits, conferences, trade shows, expos).
- Design, explain, and demonstrate products or services
Media Behavior and Preferences
- Different consumers use different media.
- Media choice, location, and timing must be tailored to target audience.
- Older generations prefer broadcast media, print, and direct mail.
- Younger generations prefer web videos, influencers, and direct mail.
- Consumers use different media for diverse purposes.
- Visuals are suitable for awareness and education.
- Print and TV have significant trust/value.
- Internet is timely and adaptable.
Communication Tasks
- Purpose of the communication.
- DRIP:
- Direct marketing benefits from technological advancements (cookies and AI algorithms).
- Call-to-action promotes persuasiveness.
B2B (Business-to-Business) Organizational Purchases
- Company usage:
- More formal setting
- Benefits of use are more important than price
- Lower price sensitivity, emphasis on value
- Larger number of decision-makers
- Heavy investment in personal selling
- Narrow range of media
- Negative communications have a stronger impact
B2C (Business-to-Consumer) Consumer Purchases
- Personal usage:
- More informal communication
- Higher price sensitivity
- Single/few decision-makers
- Wide range of media
- Large budget for brand management
- Negative communications are easily managed.
Linear Model of Communications
Developed in 1955 by Wilbur Schramm (USA)
- Basic model of mass communication.
- Emphasizes the transmission of information, ideas, attitudes, or emotion from one person/group to another (symbol use).
- Quality of linkages between communication elements determine success.
- Explains the process of source, encoding, signal, decoding, receiver, feedback, and noise.
- Linear process of transmitting information.
Source/Encoding
- Individual/organization with a message.
- Combination of words, pictures, symbols, and music.
- Understanding the targeted audience's problem.
- Level of knowledge and understanding.
- Source qualities needed (authority, conviction, expertise, trust, attractiveness).
Signal/Channel
- Form of transmittable message (oral, written, verbal, non-verbal, symbolic form, sign)
- How message is sent from source to receiver (personal or non-personal communication).
Decoding/Receiver
- Transforming and interpreting a message into thought.
- Influenced by receiver's realm of understanding, experiences, perceptions, attitudes, values, and mood.
Response
- Set of reactions arising from seeing, hearing, or reading a message.
- Examples include calling, returning/downloading coupons, buying, sending materials, storing information, clicking, requesting.
Feedback
- Part of the response sent back to the sender.
- Crucial for successful communication.
- More important than just "Was the message received?”
- "Which" message was received? Receiver might decode incorrectly.
- Unexpected responses evaluated effectively; time delays in personal selling are a concern.
- Judge success through sales, customer visits, and ability to recall/recognize an ad.
Noise
- Complicating factor that influences the quality of message reception and feedback.
- Omission or distortion of information which is always present.
- Caused by cognitive, inappropriate messaging, physical (telephone ring), or when someone asks a question.
- Competing messages can also cause noise
Realms of Understanding
- Source and receiver understanding each other leads to successful communication.
- Greater likelihood of success with shared attitudes, perceptions, behavior, values, and experiences.
- "Common ground" – understanding the target market through research.
Influencers
- Opinion leaders pass information to their peers (same social class, but higher social status).
- Usually 1st adopters & considered more persuasive than mass media.
- Opinion formers – knowledgeable in their field.
- Opinion followers – majority of consumers; receive messages from mass media and influencers.
Influencer Model of Communication
- Information flows to opinion formers and leaders, plus target audience.
- AKA Two-step model (reaching members who may have missed message).
- Reinforces the message's impact.
- Multi-step model, more accurately representing the communication network participants.
Interactional Model of Communications
- Illustrates interactive communication complexity.
- Idea of "conversations" and "dialogue" (Messages shared, updated, responded to).
- Progression from one-way to two-way to interactive-based communication.
- Emphasizes relationships between businesses and consumers.
Word-of-Mouth (WoM)
- Conversations about products, services, and brand-related marketing messages/meanings.
- Informal, unplanned, unsolicited and bi-directional communication (interacting).
- More believable than other methods.
What Motivates WoM?
- Share experiences (positive or negative).
- Assert status, seek prestige.
- Seek reassurance about decisions.
- Product desirability, or love, friendship, caring.
- Becoming a brand advocate (believing strongly in a product).
Voluntary WoM
- Most natural form of interpersonal conversation (no coercion, external influence).
Prompted WoM
- Organizations encourage opinion leaders to share info about the product/service using their credibility.
- Brands can monitor interactions on blogs, online communities, and social media.
Managed WoM
- Organizations target, incentivize and reward opinion leaders recommending their offerings.
- Opinion leaders lose independence and objectivity.
- Could become paid brand representatives but may lose credibility.
Celebrity Endorsement
- Extension of the influencer model where consumers decide what the celebrity represents.
- Transferred meaning from celebrity to product, then to consumer. (e.g., Michael Jordan great athlete who uses great shoes).
Risky Business
- All influencer models involve risk.
- Companies want influencer reputations while influencers need company reputations.
- Past examples of influencer scandals include the 2015 Subway scandal, 2018 H&M scandal, and 2023/2024 Diddy.
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