1. The Marketing Communications video begins with a broad overview of marketing, that begins with identifying strategic goals, and then going through different strategies and methods to bring a product to consumers. A marketing communications framework is provided, with six different steps, beginning with determining target audience, setting objectives, developing messages, picking channels, frequency, and operating within an allotted budget. The three key steps of the framework are setting objectives, messaging, and picking the right channel or tool to promote a product.
Potential objectives that are explored include getting a customer’s attention; increasing the customer’s interest in a product; making the customer desire the product; and then action, which would involve an actual purchase. This is a model that shows the process marketers undergo when evaluating how to market a particular product or service. Choosing the right message, or the second main step of the framework, involves knowing what customers are seeking, and then designing a message that will appeal to this audience. This generally involves letting the customers know the product is available, identifying certain benefits of the product, providing details, and then informing the customer as to why they should buy now. The third step, or selecting the right tool, depends on where the audience is. This might be done through ads, sales promotions, social media, events, or word of mouth marketing strategies.
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2. The Brands and Branding video provides a definition of a brand, which is how words or symbols are used to give a certain product an identity that stands out. The brand also aims to deliver a promise to the customer that purchasing the product will deliver what the customer is seeking. A brand can be a symbol, such as the Nike Swoosh, to convey all this with a simple glance.
Because brands have such importance, many businesses will seek to create a brand identity and a visual representation. The examples provided in the video are the Mercedes-Benz and Google logos, which are uniquely identifiable. Brands are developed to create brand loyalty, which can provide businesses with a loyal following that will continue to purchase their products. The Starbucks brand, for instance, seeks to identify three types of benefits associated with its products: an emotional benefit, or the rewarding feeling of the environment; a functional benefit, in that it provides premium coffee; and features of the product, which is a quality product in a relaxing cafe environment. Finally, there are two main product branding strategies for larger companies with multiple products: either a house of brands, which is numerous different brands under one large brand, such as Proctor and Gamble, or a branded house, where the main brand is associated on all products, as with Sony.
3. The Social Media video specifically analyzes how social media works. Social media is one of the marketing channels identified in the first video. There are two main types of social media marketing: paid media, and earned media. Paid media is simply purchasing an advertisement online, and having it run on various platforms, such as Facebook. Earned media is not paid for, but due to the nature of social media, earns a large presence. The benefit of this is that it creates positive word of mouth. Word of mouth is a powerful marketing tool, because it tends to increase the amount of trust one has toward a particular product. The recommendation of a friend is much more likely to be followed than a recommendation from a billboard or television commercial. Social media marketing is therefore a type of marketing that aims to create and post content that naturally attracts attention, while also encouraging viewers to share the post, which boosts word of mouth overall.
