Tekstit

PBL trigger 6: Marketing communication plan

Kuva
1    Compare different marketing communication planning models: what are the stages? Sostac Model The PESO Model   "PESO Model separates the content and communications you create into media buckets that align with all of the available marketing channels. The PESO Model enables you to better integrate your marketing efforts by identifying opportunities and gaps. The four media buckets of the PESO Model are as follows:  Paid media Paid media includes social media ads, sponsored content, pay-per-click ads and any other online content and ads that are paid for.  Earned media Earned media is any content about your brand, product or service that was created by someone else such as media coverage, quotes in articles, interviews, social media mentions, reviews and other online content that references your brand, product, or service that you didn’t create or pay for. Shared media Shared m...
Lähetä kommentti
Lue lisää

PBL trigger 5: Integrated marketing communication

Kuva
1    What is IMC and what does it mean for a company to follow IMC? IMC: Integrated marketing communication Integrated Marketing Communications (IMC) blends various promotional tools and communications/marketing/advertising services and techniques to maximize profit. IMC is ultimately achieved through concise and consistent messaging that fosters familiarity and consumer affinity. Effective IMC messages and images are meaningful and useful to consumers, and messaging and branding consistency - a proven IMC concept - yield customer satisfaction and loyalty. (techopedia.com)¨ IMC consists of both traditional and non-traditional media and promotional methods.  1. Advertising Traditional media (print, television, radio) Outdoor channels (billboard etc) In IMC campaign: - Online or web advertisements that are run on select sites to target a specific segment of the online audience. - Broadcast advertisements that direct customers...
Lähetä kommentti
Lue lisää

PBL trigger 4: How to communicate the brand through storytelling and social media?

Kuva
1    What is a brand story and what makes a good brand story? Brings the brand alive, develops the brand persona.  Allows brand gets to connect with people on an emotional level: tells them why your brand exists. This feeling of connection tur ns people into your customers. Strong brand persona a ttracts customers, makes them want to engage your brand and j oin t he communit y. "Every story requires a clearly understood central character with which people can identify and create a long-lasting emotional bond: the brand persona. Without a strong brand persona, the brand narrative lacks a focus." (Herskovitz, 2010) 7 traits f or a good brand story 1 . Solving a problem in the market = bran d's purp ose 2. Going f rom underdog status to successors 3. Redefin e experience 4. Clear identity and purpose 5. Visible founders 6. Know who they are and what they stand for 7.  Do good (https://www.linkdex.com/en-gb/inked/brand-story-examples/) 2...
Lähetä kommentti
Lue lisää