Please enable JavaScript.

Coggle requires JavaScript to display documents.

Marketing Communication, PR and Sponsorship, Initiated by, ., intended to …

- - - - Content
      - Seeding
      - Tracking
- - - - Traditional: Monologue
      - Digital: Interaction with Customers
    - - Interpersonal Networks: Family, Friends
      - Key Opinion Leaders
- - - - Read people personalities
      - Symbolic Value
      - Self Image
      - Say something about ourselves
    - - Entertainment
      - Personalization
      - Identity
      - Guarantee
      - Practicality
    - - Brand Ambassador
      - Packaging
      - Jingles
      - Slogan
      - Characters
      - Colors
      - Brand Names
      - Symbol
      - Logo
- - - - Unintentional and natural
      - A satisfied customer's shared experience
    - - Planned and attempt to influence
      - When marketers launch designed campaigns to new communities
  - - - Focus on customer satisfaction
      - Improving product quality and stability
      - Responding concerns and criticism
      - Opening a dialogue and listening to people
      - Earning customer loyalty
    - - Creating communities
      - Developing opinion sharing tools
      - Motivating opinion leaders and formers
      - Giving leaders and formers informations they can share
      - Identifying & reaching out to influential individuals and communities
- - - - Influence marketing channel buyers
    - - Influence end-users customers
  - - - Consumers
      - Market
        
        Differentiated
        
        Concentrated
        
        Undifferentiated
        
        Custom
    - - Behavioral: Purchase Occasion, Loyalty Status
      - Psychographic: Values, Lifestyle, Personality
      - Geographic: Region, Climate
      - Demographic: Age, Sex, Occupation
- - - - Classification
        
        By form
        
        Broadcast
        
        Radio
        
        X factor
        
        Print
        
        Newspaper
        
        Kompas
        
        Jakarta Post
        
        Tempo
        
        Cosmopolitan
        
        Out of Home
        
        Billboards: LED Billboard
        
        Street Furniture: Adshel
        
        Transit
        
        Train stations
        
        Airport buildings
        
        Taxis
        
        Buses
        
        Digital media
        
        Internet
        
        Websites
        
        Email
        
        Social media
        
        In-store
        
        Point of Purchase
        
        Signs
        
        Displays
        
        Bins
        
        Other
        
        Cinema
        
        XXI
        
        CGV
        
        Flix
        
        Exhibitions and events
        
        Product placement
        
        Film
        
        Sinetron
        
        Books
        
        By source
        
        Owned
        
        Earned Media
        
        Paid For
      - Key Characteristics
        
        Cost
        
        Absolute
        
        Relative
        
        Communication and richness
        
        Interactive properties
        
        Audience profile
      - Media Strength and Weakness
        
        Print media
        
        Newspaper
        
        (+)
        
        Various design elements
        
        Readers are in control
        
        (-)
        
        Circulation has fallen
        
        Costly
        
        Poor production quality
        
        Magazine
        
        (+)
        
        High visual quality
        
        Reach specific target audience
        
        Portable&longevity
        
        (-)
        
        Audience growth fell
        
        High absolute cost
        
        Broadcast
        
        TV
        
        (+)
        
        Flexibility in creativity
        
        High prestige and status impact
        
        Credibility can be enhanced
        
        (-)
        
        Messages have to be repeated
        
        Expensive
        
        Radio
        
        (+)
        
        Selective&narrow audiences
        
        Mobile medium
        
        Low production cost
        
        (-)
        
        Absence of visuals
        
        Message can be ignored
        
        Outdoor
        
        Billboards and street furniture
        
        (+)
        
        Can reach large audience
        
        Strong placement flexibility
        
        (-)
        
        Hard to measure effectiveness
        
        Long printing and production times
        
        Short attention span
        
        Transit
        
        (+)
        
        High exposure time
        
        High readership
        
        Relatively low cost
        
        (-)
        
        Fails to cover all market segments
        
        Difficult to read in rush hours
        
        High level of clutter
      - Ambient media
        
        Standard posters
        
        Washrooms
        
        Trolleys
        
        Distributions
        
        Tickets
        
        Carrier bags
        
        Digital
        
        Video screens
        
        LED screens
        
        Sponsorships
        
        Playgrounds
        
        Tennis court
        
        Mobile posters
        
        Buses
        
        Trucks
        
        Aerials
        
        Balloon
        
        Towed banners
    - - Key types
        
        Internet
        
        Impacts marketing in
        
        Distribution
        
        Communication
        
        Database technologies
        
        Mobile technologies
        
        Benefits
        
        Interactivity
        
        Smartphone technologies
        
        Personalisation
        
        Integration
        
        Accountability
        
        Ubiquity
        
        Interactive TV
        
        Video conference
        
        (+)
        
        Convenience
        
        Reduce message ambiguity
        
        Personal communication
        
        (-)
        
        Time zone difference
        
        Connection
        
        Amount of room slots
    - - Traditional
        
        One to Many
        
        Greater Monologue
        
        Active provision
        
        Mass Marketing
        
        General Need
        
        Branding
        
        Segmentation
      - New
        
        One to one/one to many
        
        Greater dialogue
        
        Passive provision
        
        Individualised marketing
        
        Personalised
        
        Information
        
        Communities
- - - - Function
        
        Monitoring the changes in customer lifestyles and attitudes
        
        Stimulate repeat purchases
        
        Improving the selection of market segments
        
        Opportunities to cross-sell products
    - - Effect a Response
      - Interactive Process
      - Accountability
      - More Efficient Targeting
    - - Implement more effective and efficient marcomm
      - Consists of info about : Prospec
    - - Telemarketing
        
        Outbound
        
        Inbound
      - Internet and Digital Media
      - Direct Mail
      - Mass Media
    - - Build an Image
      - Form Customer Behaviours
      - Maintain Customer Satisfication
      - Inform Customer to Lead Future Actions
  - - - Two way interaction (sales person&customer)
      - Chance to demonstrate product benefits
    - - Handling Objectives
      - Knowledge Acquisition
      - Closing The Sale
      - Qualifying Prospects
      - Follow Up
      - Generating Leads
      - Sales Presentation
    - - Active
        
        Customers
      - Passive
        
        Sales person
- - - - Awareness : Emotional Messages
      - Behaviour : Social Media, Merchandising
      - Attitude : Public Relations, Product Purchase
    - - Awareness : Rational Messages
      - Behaviour : Personal Selling
      - Attitude : Benefit, Promotions
  - - - Interpretation
      - Organising
      - Selection
- - - - Benefits
      - Features
    - - Ego
      - Social
      - Hedonic satisfaction
- - - - Function Based Similarity
      - Image Based Similarity
    - - Programs/Broadcast
      - Sports
    - - Give Opportunity to Blend Tools In Communication Mix
      - Effecient and Effective Resources
      - Inform about Association between Sponsored and Sponsor
      - Gain Exposure to Particular Audience
  - - - Reduce buyer's perceived risk
      - Can reach specific audience
      - Cost effective and high credibility
      - No need to purchase airtime in media
    - - Customers
      - Financial Community
      - Goverment
      - Sharedhold
      - Management
      - Competitors
      - Employees
      - General Public
      - Local Community
      - Special Interest Group
      - Media
      - Suppliers
    - - Support Marketing Agenda
      - Build Awareness and Positive Attitude
      - Provide Visibility
      - Develop Relationship
      - Change Perception
    - - Lobbying
      - Corporate Advertising
      - Media Relations
- - - - Incentive Promotion Categories
        
        Immediate Reward Promotions: price reduction, bonus pack
        
        Delayed Reward Promotions: sweeptakes, refund offers
      - towards Consumer
        
        Games and Contest
        
        Sweeptakes
        
        Coupons
        
        Premium
        
        Sampling
        
        Loyalty and Loading Devices
        
        Refund and Rebates
      - Towards Traders and Retailers
        
        Display Material Information
        
        Trade Premium and Incentives
        
        Allowance Promotion
    - - Profits Contribution
        
        Improving targeting
        
        Increasing opportunity to purchases
        
        Increasing consumption
        
        Encouraging people to buy
      - Objectives
        
        Strategic
        
        Awareness Reinforcement
        
        Building Brand Image
        
        Stimulating Actions
        
        Create Awareness
        
        Basic
        
        Inform
        
        Remind
        
        Persuade
      - .
        
        Desire Affects
        
        Contribute to brand awareness
        
        Enchane the brand liking
        
        Arouse need by forging connections
        
        Encourage people to buy
        
        Facilitate Purchase