Roles of marketing communication

informs, reminds, persuades, builds relationships to achieve goals, promotion strategies are required

advertising, personal selling, sales promotion, public relations, direct marketing

The one to many model

advertising, sales promotion, public relations reach many prospective customers at the same time

database marketing, direct marketing, personal selling communicate on a personal level

The many to many model

buzz building, social media consumer looks to each other for information and recommendation

between the extent of message control and the perceived credibility of the message

non personal communication from an identified sponsor using mass media

User generated content

millions of product-related comments, reviews, photos, images, and videos posted online by consumers

describes the basic structure of the message

refers to the mood or attitude the message conveys

Branded entertainment

form of ad in which marketers inegrate products into entertainment venues

transmits messages to captive audiences in public places

maintains a steady stream of advertising throughout the campaign period

runs advertising in short bursts with periods of little or no activity

combines flighting and continuous scheduling by using a low advertising all year round and heavy advertising when products are likely to be in demand

Direct communication to a customer designed to generate a response

catalog- collection of products in book form Direct mail- brochure/pamphlet offering a specific good or service at one point in time

use of the telephone to sell directly to consumers and business customers

Direct response advertising

allows consumer to respond by immediately contacting the provider with questions or an order. – Informercials: examples? – Direct-response TV (DRTV): QVC, HSN, etc

Promotional and other e-commerce activities transmitted over mobile devices.

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Question	Answer
Roles of marketing communication	informs, reminds, persuades, builds relationships to achieve goals, promotion strategies are required
Promotion mix	advertising, personal selling, sales promotion, public relations, direct marketing
The one to many model	advertising, sales promotion, public relations reach many prospective customers at the same time
The one to one model	database marketing, direct marketing, personal selling communicate on a personal level
The many to many model	buzz building, social media consumer looks to each other for information and recommendation
Inherent trade offs	between the extent of message control and the perceived credibility of the message
Advertising	non personal communication from an identified sponsor using mass media
User generated content	millions of product-related comments, reviews, photos, images, and videos posted online by consumers
Persuasion modes	ethos, pathos, logos
Execution format	describes the basic structure of the message
Tonality	refers to the mood or attitude the message conveys
Branded entertainment	form of ad in which marketers inegrate products into entertainment venues
Directory advertising	info focused advertising
Place based media	transmits messages to captive audiences in public places
Continuous schedule	maintains a steady stream of advertising throughout the campaign period
Flighting	runs advertising in short bursts with periods of little or no activity
Pulsing Schedule	combines flighting and continuous scheduling by using a low advertising all year round and heavy advertising when products are likely to be in demand
Direct marketing	Direct communication to a customer designed to generate a response
Mail order	catalog- collection of products in book form Direct mail- brochure/pamphlet offering a specific good or service at one point in time
Telemarketing	use of the telephone to sell directly to consumers and business customers
Direct response advertising	allows consumer to respond by immediately contacting the provider with questions or an order. – Informercials: examples? – Direct-response TV (DRTV): QVC, HSN, etc
M-Commerce	Promotional and other e-commerce activities transmitted over mobile devices.

Created by: user-1879979

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