Marketing Communications

Refers to the promotional mix which denotes all the activities and communication channels used to communicate with prospects and custmers

A moment in the customer journey at which the relationship bewteen the consumer and the brand is at stake

The act of designering the comapny's pffering and image to occupy a distinctive plac ein the mind of a target market (Kotler)

Paid, Earned, Shared, Owned Media content

Designing Advertising Goals for Measured Advertising Results

The generation execution of communicating unique messages in a inventive way

Defined as a policy or guiding principle that specifies the general nature character of messages to be designed (Frazer, 1983)

Appeal to self-interest

Stimulate positive or negatives emotions

To customer's sense of what is right

Designed to lead directly to some type of consumer response

Explains how media objectives will be fulfilled within the budget constraints

People within a reference group who exert social influence on others

Involves cultivating opinion leaders and getting the to spread information about a product or service to other in their communities