Communication Theory (Campaigning and Advertising etc.), Exam Preparation
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Course
2.2 Campaign Planning And Implementation
Institution
Hanzehogeschool Groningen (Hanze)
Book
Marketing Communications
A summary of the chapters of the book and the PowerPoints of the course.
Covers among other things:
- Integrated marketing communications
- Message strategies & Creative Concept
- Marketing Communication Objectives
- Budgeting
- Advertising General & Offline
- Online Communications
- Dir...
1. Respond to emotions and associations HOW to influence the public ?
This strategy aims on responding to associations
4 Strategies ( CASI ,
2016)
and emotions ( by using communication ) With this .
strategy you can : CASI = Communication Activation
strategy Instrument .
Evoke emotions
Respond to existing emotions : replace negative
1 .
Respond to emotions and associations
emotions with positive emotions
2- Social influencing
create new associations through behaviour 3 . Facilitate and reinforce behaviour
4 Motivate
Empower existing associations .
2. Social influencing
4. Motivate
This strategy aims on utilizing the social
environment and Processes to stimulate people
This strategy aims on enlarging
to change their behavior ( by using someone's internal motivation
to change their behaviour
communication) With this strategy
. you can :
( by using communication ) .
With this
Use the social environment to communicate strategy you can :
communicate social norms
start the conversation communicate about advantages ,
Interpersonal
Communication
disadvantages and risks
Focus communication on attitude
3. Facilitate and reinforce behaviour and identity : respond to values ,
opinions and the image people have
of themselves
This strategy aims on helping the target group
to show the desired behaviour and on reinforcing
this desired behaviour With this strategy you can
.
:
Offer services to support people
showing the desired behaviour .
Communicate direct and clear
instructions to support the
desired behaviour
, Integrated marketing communications
The marketing mix
Instruments of the marketing mix
>
Product : the unique benefit that is being marketet
price : the official Price
' '
of a Product
Place : the Process of bringing the product from production to consumer
promotion : involves all instruments by which the company communicates with its target groups and
Starcke holders to promote a product or the company
TOOLS Of the communications mix
ADVERTISING BRAND ACTIVATION
. . . non personal communications using mass media
-
integration of all available communication means in a creative Platform
ex.TV , magazines , radio , etc .
in order to activate consumers
Done by sales promotions and Point of purchase communications
-
ex . Offering car buyers a test drive
ONLINE COMMUNICATIONS DIRECT MARKETING COMMUNICATIONS
to communicate interactively with customers a personal and direct way to communicate with
and stakeholders via the internet and mobile devices customers and Potential clients or Prospects
ex online banners and social media etc
.
,
.
ex . Personalised brochures / leaflets , direct mailings , etc .
, SPONSORSHIP PUBLIC RELATIONS
implies that the sponsor provides funds , goods consist of all the communications a company instigates
,
services and/or know-how with its audiences and stakeholders
>
sponsored organisation helps sponsor with ex - Press releases and conferences are some of the
communication objectives major Public relation tools
ex - sports , social Projects .TV Programmes etc .
can be sponsored
EXHIBITIONS AND TRADE FAIRS
particularly in business-to-business and industrial markets ,
of great importance for contacting prospects , users and Purchasers
Personal communications :
to certain known and individually Image or theme communications :
adressed Persons advertiser tries to tell the target group
Mass communications : number of receivers who cannot be something about the brand or Products and
identified services offered (improve relations)
Action communications :
seek to influence the buying behaviour
of target groups and to persuade the consumer
to purchase the Product ( hoal : stimulate
Purchases )
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