All of the messages and media that an organisation deploys to communicate with its audience and the market.
1 of 17
What are marketing communication tools?
These are a set of tools that can be used in different combinations to create a strong message for the target audience.
2 of 17
What is media?
Those channels through which the tools are carried e.g. Television, internet.
3 of 17
Macro/Micro environmental analysis
There are two kinds of external marketing environments. These environment factors influence the decisions made when creating a marketing strategy
4 of 17
Micro environement
The actors close to the company taht affect its ability to serve its customers- the comapny, suppliers, customer markets competitors, and publics.
5 of 17
Macro environment
The larger societal forces that affect the microenvironment- Demographic, economical, natural, technological, political, and cultural forces.
6 of 17
The marketing planning process
Purpose is to systematically seek an organisations objectives and create strategies regarding how these may be acheived.
7 of 17
Analysis (planning process)
Includes a full analysis of a comapanies overview including internal and external audits.
8 of 17
Planning (planning process)
The company decides who its customers are using the STP process.
9 of 17
Implementation (planning process)
Marketers use elements from the marketing mix (4P's) to influence the target market.
10 of 17
Control (planning process)
The plan and its objectives are monitores and evaluated.
11 of 17
What does 'DRIP' stand for
Differentiate; Reinforce; Inform; Persuade
12 of 17
Define 'Public relations'
The management of communication between an organisation and its publics.
13 of 17
Define 'Advertisng'
A paid for, non-personal form of mass communication from an identified source, used to communicate information and influence consumer behaviour.
14 of 17
Define 'Sales promotion'
The use of short term incentives to encourage people to act.
15 of 17
Define 'Direct marketing'
An intereactive system which uses one or more advertising media to affect measurable response and/or transaction in any location.
16 of 17
Define 'Personal selling'
A personal communication with potential buyers and the intention of making a sale. This initally may have a focus on developing a relationship with customers.
17 of 17
Other cards in this set
Card 2
Front
What are marketing communication tools?
Back
These are a set of tools that can be used in different combinations to create a strong message for the target audience.
Comments
No comments have yet been made