- Why are marketing communications important?
It is definitely important in the introductory stage of a PLC (product life cycle) in order to generate awareness to the product. Furthermore, it’s the traditional & interactive marketing methods. Plus, it sends the relevant message to the right customer at the right time. You want to let your target audience know that you are there to provide an offering that will solve their current “problem”. You want to make them feel that you can solve it better, or cheaper, than your competitors.
- What is the role of the Internet in a marketing communications campaign?
The Internet gives new forms of media vehicles, in which it can be easily be directed to other right people. For example, a company can access certain consumers (which are interested in their product) through ads online (through websites that they know they can reach those types of customers).
- 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 customers?
Marketing communications (includes all points of contacts that a firm has with its customers) can be grouped into four categories: mass offline, personal offline, mass online, and personal online.
- Mass-Offline marketing levers: broadcast media, print media, and point of purchase displays. Broadcast Media: television, radio, outdoor, and public relations. Print Media: newspapers, magazines, yellow pages, brochures, newsletters Point-of-Purchase displays Telemarketing Direct Mail Customer Service
- Mass online: the basic online tools such as: banners, search engines, point of purchase display, applications of basic tools: affiliate programs, partnerships, sponsorships, and chat rooms. Basic Online Tools: banners, interstitial, search engines, point-of-purchase displays Applications of Basic Online Tools: partnerships affiliate programs, sponsorship, chat rooms, serial marketing.
- Personal online: personalized commercial websites, loyalty programs, viral marketing, email, and customer service. Personalized commercial websites E-mail Marketing: viral marketing, loyalty programs, customer service
- Personal Offline: telemarketing, direct mail, statement stuffers, and customer service.
- What are the six steps in the communication process?
The six communication process are:
- Identifying the target audience
- executing the campaign
- creating the message
- evaluating the effectiveness of the campaign
- developing the media plan
- determining the communication objective
- 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. This helps customers go from the exploration stage to commitment. This is where the actual relationship starts
- Individual: The actual relationship with each individual. Giving each individual a sense of importance to the company. It also gives customers more control over the messages they are expose to online and offline
- What levers are used for the different customer stages?
AWARENESS
Online levers: viral marketing, , search engines, e-mail, online billboards
Offline levers: radio, magazines, television, billboards/ outdoor, yellow pages
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: personalized pages, targeted email/ permission marketing
Online/ Offline levers: loyalty programs, customer service
Offline levers: direct mail, permission marketing w/personalized offers, telemarketing
DISSOLUTION
Personalized pages
Termination