Please enable JavaScript.

Coggle requires JavaScript to display documents.

Marketing Communication, Week 1: Intro, COMM 24-6SP: Vanessa (20110240839)…

- - - - Interpersonal networks
      - Opinion Leader
    - - Digital
      - Traditional
  - - - Preference
      - Liking
    - - Knowledge
      - Awareness
    - - Purchase
      - Conviction
- - - - Targeting of the market
        
        Differentiated
        
        Undifferentiated
        
        Concentrated
        
        Custom
    - - Creation of an image for the product or service
    - - Based on
        
        Demographic
        
        Geographic
        
        Behavioral
        
        Psychographic
- - - - Reputation
      - Buyers
      - Profit
    - - Create Awareness
      - Stimulate Demand
      - Encourage Product Trial
      - Identify Prospects
      - Retain Loyal Customers
      - Resistancy to Competitor
    - - Targeted and timed
      - Realistic
      - Achievable
      - Measurable
      - Specific
    - - Direction
      - Consistent
      - Time period
      - Evaluate
      - Communicate
  - - - What customers think
      - Belief that customers will associate with
      - The values
    - - Provide a competitive edge and attractiveness of a product to the target market
      - formulate strategies according to customer’s perception
      - Create a clearer position of a brand in the mind of customers
    - - Expressive
        
        Gucci, Prada, Channel
      - Functional
        
        Dove, Rinso, Sunlight
    - - Comparison of how competing brands are perceived by customers.
      - Based on important attributes.
      - Perception in customer’s mind about the strength of each brand
      - Overall perspective of the market.
      - To get a clearer and more rewarding positions
    - - Product Features
      - Price/Quality
      - User
      - Use
      - Benefit
      - Competitor
- - - - Interpretation
      - Organising
      - Selection
  - - - Family
      - Social roles and status
      - References group
    - - Subculture
      - Perceptions
      - Values
      - Social Class
    - - Purchasing Power and Revenue
      - Age and way of life
      - Lifestyle
      - Personality
    - - Learning
      - Perception
      - Motivation
      - Beliefs and Attitudes
  - - - Emotional Messages
    - - Rational Messages
- - - - Brand community
      - Co-branding
      - Coorporate brand
      - Viral branding
      - Brand royalty
      - Brand revitalization
- - - - Reducing cost by improving targeting
      - Encourage people to buy
      - Increasing consumption
      - Increasing distribution
    - - Forging connections between the product category and consumer value
      - Contribute to brand awareness
      - Exchance the liking of the brand
      - Encourage people to buy
  - - - Immediate reward promotion
      - Delayed reward promotion
    - - Refund & Rebates
      - Loalty & Loading device
      - Premium
      - Samplling
      - Sweeptakes, Games and Contest
      - Coupons
    - - Display material and promotion
      - Trade premiums and incentives
      - Allowance promotion
- - - - Improving the selection of market segments
      - Monitoring the changes in customer lifestyles and attitudes
      - Stimulate repeat purchase
      - Opportunities to cross-sell products
    - - Effect a respond
      - Interactive process
      - Accountability
    - - Telemarketing
      - Mass media
      - Direct mail
      - Digital media
  - - - Knowledge aquisiton
      - Sales presentastion
      - Knowledge aquisition
      - Closing the sales
      - Qualifying Prospect
      - Follow up
      - Generating leads
- - - - D.Broadcast Media
      - E. Outdoor Media
      - C. Print Media
    - - A. two classification of media
        
        A. Media classification by form
        
        B. Media classification by source
      - D. Audience Profile
        
        A. Cost
        
        C. Interactive Properties
        
        B. Communication Richness
  - - - Mobile Technologies
        
        Interactive Television
        
        Database Technologies
        
        Video Conferencing
        
        The Internet
- - - - Images-based similarity
      - Image-based similarity
      - Function based similarity
    - - Sport sponsorship
      - Program/Broadcast sponsorship
- - - - identify target audience
      - evaluate effectiveness
      - determine the budget
      - analyze SWOTS
      - develop strategies & tactics
      - determine marketing communication objectives
    - - cost saving
      - creative intergrity
      - better use of media
      - consistency of messages
    - - affect behaviour
      - build relationship
      - achieve synergy
      - utilize all forms of media
      - start with the prospesctive customer