Please enable JavaScript.

Coggle requires JavaScript to display documents.

SU1 - Coggle Diagram

- - - - Distinctive- avoid common names (associated with product category) e.g. Apple
      - Association e.g. Subara outback (signals ruggedness)
      - Benefit- relating to brand promise
      - Heritage (e.g. reflects maker)- boost credibility
      - Simple- short, easy to pronouce
  - - - Easy to spread- cos digital age e.g. viral marketing
- - - - Ad medium- any (esp. direct mail, internet)
      - Stimulate immediate response
  - - - Objectives
      - Positioning
      - Segmentation
  - - - Consumer control e.g. consumer-generated ads
      - Blurred media- changing media landscape (e.g. newspaper > digital formats)
      - Interactive comm
      - Real-time ads
      - Effectiveness- achieve objectives
      - IMC- consistent brand comm. > coherent brand
  - - - Advertiser- organisation sponsoring ads
      - Agency- creates, distributes msg
        
        Types
        
        Full-service
        
        Functions
        
        Account management- liase with client
        
        Account planning
        
        Develop cust-oriented msg concept
        
        Collects market intelligence- info about cust needs
        
        Creative services e.g. copywriters, producers
        
        Media planning- research, buy
        
        Internal operations e.g. traffic, finance, HR dept, print production
        
        In-house- more control
        
        Specialised
        
        Services
        
        Media-buying services- purchasing media
        
        Reasons for high demand
        
        3 more items...
        
        Creative boutiques- creative idea execution
        
        Functions e.g. audiences, industries
        
        Marcom areas e.g. branding, sales promo, events, PR
        
        Agency Networks- conglomerates of agencies under central ownership/1 agency name
        
        Holding companies- 1/+ networks (agency, marcom, marketing consulting firms)
        
        Agency-client partnership
      - Media- channel delivering msg
        
        Media vehicles- specific programme e.g. channel 5
        
        Singular- medium
        
        Plural- media
      - Professional suppliers, consultants- ppl handling various task to put together ads e.g. photographers, directors, producers, copywriters, graphic artists
- - - - Design
      - Performance
      - Quality
    - - Comprises
        
        Cost (production, marketing)
        
        Expected profit margin
        
        Price impact on brand image
        
        Cust
        
        Economic well-being
        
        Ability to gauge value- price/value proposition
        
        Competition
      - Strategies
        
        Psychological pricing- manipulate value judgment
        
        Value pricing
        
        Promotional pricing
      - Other terms
        
        Price copy- copy devoted to informing cust about price
    - - Push- incentives to retailers
      - Pull- intensifies cust demand
      - Direct marketing- distribute directly to cust (no reseller)
    - - Personal selling- face to face, esp impt for B2B, high-end retail
      - Lead generation- identify potential prospects
      - Cust service- before, during, after sales
  - - - B2C- personal use
    - - Institutional- benefit society e.g. schools, hospital
      - Channel- distribution chain members
      - B2B- use for biz, make other products