- Why are marketing communication important?
It is important because it’s the traditional & interactive marketing methods, it also sends the right (relevant ) message to the right customer at the right time
- What is the role of the Internet in a marketing communication campaign?
- What are the main categories of communication types, and within each category, what are the tools, or marketing levers, that marketers use to communicate with consumer?
The categories are: Mass offline – broadcast media, print media, and point of purchase displays.
Personal offline – telemarketing, direct mail, statement stuffers, and customer service.
Mass online – the basic online tools such as: banners, search engines, point of purchase displays; applications of basic tools: affiliate programs, partnerships, sponsorships, and chat rooms.
Personal online – personalized commercial websites, loyalty programs, viral marketing, email, and customer service.
- What are the six steps in the communication process?
The six steps are: 1- you need to Identify Target Audience (experience, behavior, and demographic). 2-Determing communication objectives (aimed for one of customer relationship stages. 3- Developing Media Plan communication objectives need to go with the target audience. 4- Creating the Message make sure that the right message is gotten to the right target audience. 5- Executing Campaign this is buying the space for message. 6- Evaluation Effectiveness of Campaign see if customers behavior change due to the campaign and determine if any changes need to be change.
- How do the 2is of the Internet affect marketing communication?
Some of the ways in which it affects marketing communication: Interactive - helps customers from exploration to commitment (where customer relationship is establish). Individual – it gives customers more control over the messages they are expose to online and offline.
- What levers are used for the different customers stages?
Stages are: Awareness – Exploration/Expansion – Commitment – Dissolution
Levers use for Awareness – online levers : search engines, viral marketing, emails, banner ads – Offline levers: broadcast media, print, outdoors.
Exploration/Expansion - online levers: banners, and emails. Offline levers - print, and broadcast media.
Commitment - online levers: permission base marketing, emails, and also personalized web page. Offline levers: direct marketing – mail, telemarketing (most individuals don’t like this).
Dissolution - online levers: personalization of websites. Offline levers: deletion