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MKT1002 > Lecture 12 Promotion > Flashcards

Lecture 12 Promotion Flashcards

1
Q

How does Fill define promotion (2009)?

A

“Marketing communications is a management process through which an organisation attempts to engage with its various audiences. By understanding an audience’s communication environment, organisations seek to develop and present messages for its identified stakeholder groups, before evaluating and acting upon the responses. BY conveying messages that are of significant value, organisations are encouraged to offer attitudinal and behavioural responses”

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2
Q

What does DRIP stand for?

A

Differentiate
Reinforce
Inform
Persuade

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3
Q

What does the D is DRIP mean?

A

Differentiate

To position a brand so that it is perceived to be different to its competitors

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4
Q

What does the R in DRIP mean?

A

To remind or reassure customers about a brand

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5
Q

What does the I in DRIP mean?

A

To make customers aware of a brand’s existence or attributes

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6
Q

What does the P in DRIP mean?

A

To encourage customers to behave in particular ways

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7
Q

What is the promotion mix also known as?

A

The marketing communications mix

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8
Q

What is the promotion mix not?

A

It is not the marketing mix

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9
Q

What are the 5 tools in the promotion mix?

A 
Advertising
Public relations
Personal selling
Sales promotion
Direct marketing
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10
Q

How do companies use the promotion mix?

A

They use it to engage customers in a persuasive way to make them perceive that their products/ services will add value to their lives

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11
Q

What is advertising?

A

Any paid form of non-personal presentation and promotion of ideas, goods or service by an identified sponsor

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12
Q

What is sales promotion?

A

Short term incentives to encourage the sale of a product or service

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13
Q

What is personal selling?

A

Personal presentations by the firm’s sales force for the purpose of engaging customers, making sales and building customer relationships

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14
Q

What is public relations?

A

Building good relations with the company’s various publics by obtaining favourable publicity, building up a good corporate image and handling rumours, stories and events

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15
Q

What is direct and digital marketing?

A

This is engaging directly with carefully targeted individual consumers and customer communications to both obtain immediate responses and build lasting customer relationships

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16
Q

What does digital marketing do?

A

All of the elements of the promotion mix but a different channel and direct to consumers

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17
Q

Give 5 examples of advertising?

A

Broadcast, print, online, mobile, outdoors

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18
Q

Give 5 examples of sale promotion

A

Discounts, coupons, displays, demonstrations, events

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19
Q

Give 3 examples of personal selling

A

Sales promotions, trade shows and incentive programmes

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20
Q

Give 4 examples of public relations

A

Press releases, sponsorships, events and webpages

21
Q

Give 6 examples of direct and digital marketing

A

Direct mail, email, catalogue, online and social media, mobile marketing, SEO

22
Q

What is IMC?

A

Integrated Marketing Communications

23
Q

What have organisations traditionally used for marketing?

A

Mass marketing

24
Q

Why can mass marketing no longer be the only option?

A

Because customers are now becoming engaged

25
Q

What is IMC about?

A

It is about using the whole range of communications to all the individuals being targeted in an effective manner

26
Q

What do marketers view themselves as?

A

Content marketing managers

27
Q

What do marketers do as content managers?

A

They manage the content of their messages across a range of platforms

28
Q

How do marketers use techniques to target the market they want to reach?

A

They integrate their techniques

29
Q

What is the aim of brand storytelling?

A

To inspire and engage customers to go on a journey with them over the platforms with the same content and messages to be consistent

30
Q

What happens if customers don’t understand the message?

A

They don’t purchase
Confused messages create confused views of the company, brand associations and impact on the relationship we have with the brand

31
Q

Why is IMC needed?

A

It brings all the elements of the marketing communications mix together which is good because whilst digital marketing is great, it come with challenges and complicates and fragments overall marketing communications

32
Q

What should the brand message be?

A

Consistent and clear

33
Q

What is the desired response from communications?

A

A purchase of some kind or a change of behaviour if its social marketing

34
Q

How many buyer-readiness stages?

A

6

35
Q

What are the 6 stages of buyer readiness?

A 
Awareness
Knowledge
Liking
Preference
Conviction
Purchase
36
Q

What is AIDA?

A

Attention
Interest
Desire
Action

37
Q

What is the role of personal selling?

A

Representation

38
Q

What are the advantages of personal selling?

A

It is a highly potent form of communication
Messages can be adapted to meet the requirements of both parties
Objections can be overcome
Can give information based on the buyer’s environment
Can demonstrate

39
Q

How does communication happen with personal selling?

A

Face to face

40
Q

What is a disadvantage of personal selling?

A

Expensive

41
Q

How do sales promotions work?

A

By offering customers an incentive to buy now rather than in the future. They accelerate sales

42
Q

What is used extensively in consumer markets?

A

Sales promotions

43
Q

What type of activity is public relations?

A

It is a management activity that attempts to shape the attitudes and opinions held by an organisation’s stakeholders.

44
Q

How do public relations develop relationships?

A

It identifies its own policies with the interests of its stakeholders and formulates and executes a program of action to develop mutual goodwill and understanding

45
Q

What does public relations not require?

A

It does not require the purchase of airtime or space in media vehicles such as TV or magazines

46
Q

What is an outcome of PR messages?

A

Greater perceived credibility than those messages passed through paid media such as advertising

47
Q

What is the main role of direct marketing?

A

To reach the target audiences with personalised and customised messages that aim to provoke a change in the audience’s behaviour

48
Q

What is the secondary role of direct marketing?

A

It is to collect customer information, in order to feed future strategies and campaigns

49
Q

Why does direct marketing use a variety of media?

A

To reach audiences with call-to-action messages

MKT1002 (17 decks)

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