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Week 1 Introduction to marketing communications - Coggle Diagram

- - - - entertains, highly anticipated, big names as brand ambassadors, art form, slogans/jingles etc
    - - magazines, trade journals and newspapers, cinema, radio and TV, the internet, direct mail, and billboards, QR codes - abuse of QR codes?
    - - Awareness
      - interest
      - desire
      - purchase
      - post purchase
    - - Strengths
        
        It can reach a mass audience It can be very expensive to produce and release
        
        It can help change attitudes and behaviour
        
        It can help raise brand awareness
        
        It can offer a clear point of differentiation, especially in a crowded marketplace
        
        It can be a highly creative medium
      - Weaknesses
        
        It can be very expensive to produce and release
        
        It is primarily a one-way form of communication
        
        The sheer quantity of advertising ‘clutter’ makes it difficult to reach the audience
        
        Consumer apathy toward advertising in general may reduce its impact
  - - - price promotions: reduced pricing for limited time periods
      - incentives: such as free samples, prize draws, premiums, giveaways, and coupons.
    - - Digital coupons
    - - main function of sales promotion is persuasion and differentiation.
      - three main ways:
        
        Communication:
        
        Incentives:
        
        Invitations
        
        Advertising Standards Agency, ASA).
    - - Strengths
        
        flexibility and urgency
        
        achieve a short-term advantage
        
        effective method for moving a large quantity of stock quickly
        
        encourage trials and testing, which is especially helpful for newly launched offerings
      - weaknesses
        
        not necessarily improve brand adoption
        
        might cause some customers to feel that it cheapens the brand (known as brand devaluation)
        
        reducing revenues unnecessarily, i.e. if the customer would have been willing to pay full price
        
        very low adoption rates for many types of sales promotions
  - - - publicity
      - a positive corporate image, and handling or heading off unfavourable rumours, stories, and events.
      - ‘dark art of spinning’ as Hackley and Hackley (2018, p. 224) refer to it: spin is the practice of putting a positive interpretation on information that might otherwise be interpreted negatively.
    - - Media relations activities
        
        Press releases
        
        Press conferences
        
        Interviews
        
        Media catching
        
        capture media reporting: ‘likes’ or ‘mentions’ on social media posts or critical or negative reports. complex algorithms to scan record and analyse such data.
      - Events management activities
        
        Product events
        
        Corporate events
        
        Community events
      - Public relations’ main functions are differentiating the offering, informing the audience about the offering and reinforcing the purchase decision.
    - - ‘a commercial activity whereby one party permits another an opportunity to exploit an association with a target audience in return for funds, services, or resources’.
      - Types of sponsor
        
        philanthropy:
        
        donation
        
        commercial sponsorship:
        
        paid
      - According to Blythe (2014), there are two schools of thought on this process:
        
        cognitive theory
        
        assumes sponsorship works through a direct association that the target audience makes between the organisation and the sponsored event
        
        behavioural theory
        
        assumes that enjoyment of the event will lead to a favourable image of the sponsoring brand or organisation.
        Informed by both parad
      - Purpose
        
        Raising awareness Associating the brand or organisation with an event
        
        Image building Developing relationships with local communities
        
        Citizenship Modifying or affirming attitudes toward the brand or organisation
        
        Perception management Building relationships with suppliers or buyers
        
        Hospitality Leveraging sponsorship activity for publicity
        
        Media attention Creating positive media attention
      - Strengths & weaknesses
        
        Strengths
        
        publicity and free media coverage
        
        create positive associations of the brand amongst the target audience
        
        Exclusive rights
        
        able to leverage the associations
        
        Weaknesses
        
        become over-commercialised, more scepticism
        
        sponsorship clutter
        
        can attract negative publicity and has also become a key site for protest and consumer resistance
        
        several ethical issues in sponsorship
  - - - via flyers, mail, catalogs, email, websites, social media, mobile marketing, apps, QR codes
    - - main functions to inform and persuade
    - - Direct marketing is a primary tool used to build awareness and interest in an offering
    - - Strengths
        
        Highly targeted approach
        
        Short lead times, especially in digital communications
        
        digital communications, responses can be easily collected
        
        Low-cost method of targeting large numbers,
      - Weaknesses
        
        Direct mail has a negative reputation - spam
        
        Misdirected mail – upto date information?
        
        Response rates to non-digital direct mail are hard to calculate
  - - - Getting information
        
        Sales behaviour aimed at information acquisition
      - Giving information
        
        Disseminating information to customers and other stakeholders
      - Using information
        
        Sales behaviour aimed at solving a customer problem
    - - Strengths
        
        fast, direct feedback
        
        fast, direct feedback
        
        greater level of participation in the decision by the customer
      - Limitations
        
        High cost
        
        Reach and frequency are relatively low
        
        Control over message delivery is often very low