Communication:
1. Why are marketing communications important?
Marketing communications is important, especially in the introductory stage of a product life cycle, in order to generate awareness. You want to let your target audience know that you there to provide an offering that will solve a current “problem” that the customer is facing, and that you can solve it better, or cheaper, than your competitors.
2. What is the role of the Internet in a marketing communications campaign?
The Internet provide new forms of media vehicles that can be easily targeted to the right people. For example, if a sports company wants to sell memorabilia to their target audience (sports enthusiasts), then that company can use the Internet as one of its media vehicles and post ads on websites visited by those consumers.
3. 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 consumers?
• Marketing communications, which includes all the points of contact that a firm has with its customers, can be grouped into four categories:
o Mass offline
o Personal offline
o Mass online
o Personal online
• Mass-Offline Marketing Levers:
o Broadcast Media: television, radio, outdoor & public relations
o Print Media: newspapers, magazines, yellow pages, brochures, newsletters
o Point-of-Purchase Displays
o Telemarketing
o Direct Mail
o Statement Stuffers
o Customer Service
• Mass Online:
o Basic Online Tools: banners, interstitials, search engines, point-of-purchase displays
o Applications of Basic Online Tools: partnerships and affiliate programs, sponsorships, chat rooms, serial marketing
• Personal Online:
o Personalized Commercial Websites
o E-mail Marketing: viral marketing, loyalty programs, customer service
4. What are the six steps in the communication process?
• Identifying the Target Audience
• Determining the Communication Objective
• Developing the Media Plan
• Creating the Message
• Executing the Campaign
• Evaluating the Effectiveness of the Campaign
5. How do the 2is of the Internet affect marketing communications?
Interactive: Developing closer relationships with your consumers through what seems to be 2 way communication, via emails, text alerts, interactive ads.
Individual: The actual relationship with each individual. Giving each individual a sense of importance to the company.
6. What levers are used for the different customer stages?
Relationship Stage
Marketing Levers
AWARENESS
Online levers: online billboards, search engines, e-mail, viral marketing
Offline levers: television, magazines, radio, yellow pages, billboards/ outdoor
EXPLORATION/ EXPANSION
Online levers: online billboards, search engines, e-mail, viral marketing, website, permission marketing, serial marketing
Offline levers: television, radio, newspapers, packaging
COMMITMENT
Online levers: targeted email/ permission marketing, personalized pages
Online/ Offline levers: loyalty programs, customer service
Offline levers: telemarketing, direct mail permission marketing with personalized offers
DISSOLUTION
Personalized pages
Termination