Marketing communication tools
Advertising - The creation process
Advertising strategy & media planning
Sales promotions & brand activation
Public relations, sponsorship & event marketing
Creative strategy
Creative format
ABC framework
Attention
Branding
Communication
Media terminology
Media planning process
1 - Assess communication environment
2 - Describe the target audience
3 - Set the media objectives
4 - Select the media mix
5 - Buy media
Media planning analytics = Media objectives
Coverage
Total coverage
Useful coverage
Exposure
Exposure
Gross reach
Rating
Morgensztern - Beta-coefficient
Frequency
Frequency
OTS/OTH
Effective frequency
Reach
Total reach
Useful reach
Effective reach
Net reach
GRP = Gross Rating Points
Media timing = Continuity
Cost
Continuous strategy
Flighting strategy
Pulsing strategy
CPM = cost per thousand
CPM-TM = cost per thousand for target market
C/GRP = cost per gross rating point
The growing importance of sales promotion
Operant conditioning
Positive reinforcement
Negative reinforcement
Punishment
Objectives & target groups
4 types of promotions
5 major objectives of consumer promotions
Promotions tools
MONETARY INCENTIVES
CHANCE TO WIN A PRIZE
PRODUCT PROMOTIONS
Price cut on the shelf = price-offs
Coupons
Cash refunds = refund program
Product plus / extra volume
Saving cards
Sampling
Free in-mail promotions
Premiums
Self-liquidators
Saving cards & trading stamps
Cobranding
Effectiveness of sales promotions
POP = Point-of-purchase
Public relation as a communication tool
Audiences, objectives & tasks
Marketing public relation strategies
Proactive MPR
Reactive MPR
Sponsorship marketing
Event-related
Cause-related