Industriell marknadsföring (lecture 7)

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• All marketing communications aim to inform, remind, persuade, or build relationships
• Integrated marketing communication (IMC) involves the planning, execution, and evaluation of coordinated, brand communication programs over time to targeted audiences
• what are the aim of IMC to deliver consistent messaging across platforms
• multichannel promotion strategy combines traditional marketing communication with social media and other online activities.
• Mass (one-to-many) communication includes advertising, sales promotion, and public relations
• Personal (one-to-one) communication includes personal selling and direct marketing
• Advertising is non-personal communication from an identified sponsor using mass media
• User-Generated Content (UGC) includes the millions of product-related comments, reviews, photos, images, and videos posted online by consumers
• Informational Appeals satisfies consumers’ practical need for information
• Emotional Appeals try to influence emotions
• Unique Selling Proposition focuses on clear reason why a product is superior
• Reminder Advertising keeps the name of a brand in people’s minds
• Teaser or Mystery Ads generate curiosity
• continuous schedule maintains a steady stream of advertising throughout the year
• pulsing schedule varies the amount of advertising throughout the year based upon when the product is likely to be in demand
• Flighting is an intense form of pulsing, in which advertising appears in short bursts with periods of little or no activity
• Crisis management (the most important PR function) the process of managing a firm’s reputation when a negative event threatens the organisation’s image
• publicity unpaid media exposure about a company
• The many-to-many communication model based on consumers talking to one another about goods, services, and organisations

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