DATE 03 23 15 Course Title Introduction to Marketing Course MKTG 2201 CRN 34372 The Updated Communication Model Many to Many Groundswell o A social trend in which people use technology to get the things they need from each other rather than from traditional institutions such as corporations o The many to many communication model relies on consumers talking to one another o Buzz marketing is key Buzz Marketing Buzz o Word of mount communication that customers view as authentic Buzz activities have many names Technology has magnified the buzz of marketing Viral marketing o Marketing activities that aim to increase brand awareness or sales by consumers passing a message along to other consumers Brand ambassadors and evangelists o Loyal customers of a brand recruited to communicate and be salespeople with other consumers for a brand they care a great deal about New Social Media Social media o Internet based platforms that allow users to create their own content and share it with others who access these sites o An important part of the Updated communication model Social networking sites connect people with similar people based on profiles Ex Facebook Twitter Instagram Page 1 of 3 DATE 03 23 15 Product review sites o Social media sites that enable people to post stories about their experiences with products and services Marketers seek to create a connection between consumers and the brand Both positive and negative information is available Steps to develop the promotional plan Figure 12 4 1 Identify the Target Audiences 2 Establish the Communication Objectives 3 Determine and Allocate the Marketing Communication Budget o Determine the Total Promotion Budget o Decide on a Push or Pull strategy EXAM QUESTION o Allocate the Budget to a Specific Promotion Mix 4 Design the Promotion Mix 5 Evaluate the Effectiveness of the Communication Program The Hierarchy of Effects Figure 12 5 Communication Objectives Awareness Knowledge Desire o Status appeals sex appeals celebrity endorsements o Point of purchase displays coupons contests samples o Mailing to users licensed merchandise Purchase Loyalty Ex The ad at left Fat Hair Spray seeks to create awareness while the ad on the right Snickers attempts to build brand loyalty Promotional Planning in a Web 2 0 World Determine the total promotion budget via one of the following Step 3 o Top down budgeting technique o Bottom up budgeting techniques Design the promotion mix Page 2 of 3 DATE 03 23 15 o Specific promotional tools to be used o Message to be communicated o Communication channel Message communication goals o Attention interest desire and action AIDA model EXAM QUESTION Multichannel Promotional Strategies Combine traditional mass media with online buzz building activities Offer important benefits o Boost effectiveness of using either online or offline strategies alone o Strengthen brand awareness Page 3 of 3
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