Definitions
Media channel that the company owns and controls completely
What is Owned Media?
Print ads such as magazines promoting a new car; TV ad promoting fast food, or a social media ad for a local café.
TV commercials and radio ads (traditional media), social media and online banner ads (digital media), and billboards (outdoor advertising) used to persuade people regarding a product, idea or service.
Advertising
Select the right media channels (e.g., social media, advertising, email, public relations) where the target audience is most likely to see the message.
What is choosing communication channels?
A successful marketing campaign
demonstrates the opportunity for engaging
potential customers and the importance of
integrating the various elements of a
marketing communication program
What is developing the promotional mix?
Understand who you are trying to reach, including their needs, desires, and pain points.
What is identifying the target audience?
Media Time/Media space purchased from a third party
What is Paid Media?
Company websites, Blogs, Email Newsletters and Official Media Pages are usually described as what type of media?
Owned Media
A promotion-heavy approach focused on getting a product directly in front of potential customers through proactive outreach and incentives.
Billboards, TV ads, In-store displays and discounts
What is Push strategy?
Publicity in magazines, Advertising, Sales Force on Intermediairies, Sales Promotion with free samples are used to inform prospective consumers in this stage of the PLC.
What is the Introduction of the PLC?
Develop the overall approach, including the message and communication mix.
What is planning the strategy?
Publicity/Content about a brand that is generated by others : consumers, media (w/out direct form of payment)
What is Earned Media?
Positive Media Reports, Product Reviews, Social Media shares/mentions and word of mouth are part of what kind of media?
Earned Media
Inbound approach that aims to attract customers to a brand or product, rather than pushing the product to the consumer
Search engine optimization (SEO), content marketing (blogs, videos), social media marketing, and word-of-mouth referrals
What is pull strategy?
Personal Selling, and Advertising to diferenciate a product from its competitors by pursuading consumers in this stage of the PLC.
What is the Growth stage?
Decide how much to spend on the communication effort
What is establishing a budget?
A strategic approach to marketing that coordinates and integrates all promotional elements to deliver a unified and consistent message across all channels.
What is IMC ?
Social Media Ads, Google Ads, Sponsored Content, and Online Display ads are considered what form of media?
Paid Media
Transmit the message through the chosen channels.
How is it delivering the message?
Awareness, Interest, Engagement, Trial, Purchase, Loyalty and Advocacy
Determine what you want to achieve, such as increasing awareness, driving engagement, or generating sales.
What's setting the communication objectives?
the practice of paying for space to promote a product, service, or cause to influence public behavior
What is advertisement?
Spotify's "Wrapped", Nike's "Just Do it", Coca Cola's "Share a Coke" and Dove's "Real Beauty" campaigns are examples of what?
Integrated Marketing Campaigns (IMC)
Provide marketers with expertise on how
best to communicate messages to their
audiences
– Broad-spectrum agencies
– Specialty agencies
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What are Marketing Communication Agencies?
Reminder advertising, Sales promotions in the forms of discounts, coupons, and events, Limited personal selling, and Direct-mail reminders are used to remind consumers of the good.
Meanwhile, there is little money to be spent on advertsing as the PLC is in the stage to phase out.
What is the Maturity and Decline phase?
Create a clear, concise, and compelling message that resonates with the target audience and aligns with the brand's unique selling proposition.
What is designing the message?