Download Unit 3 1 Understand current theories of marketing communications

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Unit 3
1 Understand current theories of marketing communications (advertising) Marketing
communication: definition; purpose; objectives; difference between advertising and promotion;
Hierarchy of Effects, eg basic idea (Think/Feel/Do), unawareness, awareness, comprehension,
conviction, action; Hierarchy of Effects versus simultaneous levels of effect, eg advertising or
promotion processing, brand communication effects, customer decision stages; consumer
engagement models, eg Attention Interest Desire Action (AIDA), DAGMAR, balancing awareness with
involvement; information processing model of advertising effectiveness; Elaboration-Likelihood
model including benefits of a customer centric approach; push and pull communication strategies;
integrated marketing communication; branding and promotion, eg building brand equity, link
between communication activity and brand building, TCB model (Target customer/Category
Need/Key Benefit/use for brand building)
2 Understand current practice of organisations involved in marketing communications (advertising)
Changing roles of the principal areas: advertising; definitions; forms of advertising, eg print,
television, radio; the trade off of reach versus penetration; the impact of channel fragmentation; the
impact of online advertising channels, eg measurability, tailoring; the rise of guerrilla advertising;
direct and digital marketing, eg definitions, forms (mailing lists, text messages, voice calls;
personalisation of messages, trackability of the medium, measurability); public relations (PR);
difference between public relations and advertising; forms of PR activity, eg press releases, use of
social media; sales promotion; forms of promotion, eg price-based offers, vouchers, gifts,
competitions, relative costs; impact on short-term sales versus long-term brand loyalty
Unit 7: Understand own marketing communications (advertising) employer
1.1. Identify own employer organisation's:
(a) brand(s) (b) market position(s) (c) department
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