Summary: Communications Theory Lectures 2.2

Read the summary and the most important questions on communications theory lectures 2.2

• 1 Week 1 starting with campaign development

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• What skills will students develop in communication objectives and budgeting for campaigns?

  Students will be able to:
  

  1. Analyze and develop communication objectives
  2. Recognize various budgeting methods in campaigns

• What are the key components of the OASIS framework in an integrated communication plan?

  • Objectives: Define clear goals.
  • Audience Insight: Understand target audience.
  • Strategy/Idea: Develop strategy and ideas.
  • Implementation: Execute the plan.
  • Scoring/Evaluation: Measure success.
  • Review: Refresh after each phase.

• What steps are involved in the analysis phase of an integrated communication plan?

  • Situation Analysis: Assess current conditions.
  • Target Groups: Identify audience.
  • Objectives: Set strategic aims.
  • Budgets: Allocate resources.

• How does strategy and tactics play a role in communication planning?

  • Strategy: Determine messaging and cost implications.
  • Message and Creative Strategies: Develop core communications.
  • Tactics: Choose tools and touchpoints.

• What is the purpose of evaluation and control in a communication plan?

  • Evaluation: Assess the effectiveness of the campaign.
  • Control: Decide on necessary changes and improvements.

• What are the distinctions between standardisation and adaptation in international marketing?

  Differences involve:
  

  • Standardisation: uniform marketing across global markets.
  • Adaptation: tailoring marketing strategies and products to local cultures and preferences.
  • Glocalization: a mix of both approaches for optimal effectiveness.

• What characterizes the global marketing paradox?

  Key features include:
  

  • Local markets: focus on people and unique needs.
  • Global markets: prioritize products and economies of scale.
  • Different motivations for consumers across various markets.

• Are marketers oriented towards the market or the product in international campaigns?

  Market orientation involves:
  

  • Focusing on customer needs and desires.
  • Emphasizing unique identities and personal branding.
  • Understanding cultural contexts for global success.

• Is branding identity and personality a universal concept in global marketing?

  Branding considerations include:
  

  • Identity and personality: can resonate globally.
  • Variations may exist based on cultural perceptions.
  • Tailoring messages for specific markets enhances effectiveness.

• What factors influence the decision between standardisation and adaptation of marketing campaigns?

  Influencing variables are:
  

  1. The product: category and lifecycle.
  2. The company: culture and export dependence.
  3. The business environment: competition, economy, infrastructure.
  4. The consumer: spending power and local preferences.