COMM 223 > chapter 13: promotion > Flashcards

chapter 13: promotion Flashcards

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1
Q

The Promotion Mix (Marketing Communication Mix)

A

the specific blend of promotion tools that the company uses to:

engage consumers;

persuasively communicate customer value;

build customer relationships

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2
Q

Advertising

A

any paid form of non personal presentations and promotion of ideas, goods, or services by an identified sponsor

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3
Q

advertising tools

A

broadcast

print

internet

mobile

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4
Q

advantages of advertising

A

(1) consumers tend to view advertised products as more legitimate
(2) it is very expressive because you can use visuals, print, sound and colour
(3) it can build a long term image for a product
(4) it can trigger quick sales
(5) reaches masses at low cost per exposure

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5
Q

disadvantages of advertising

A

(1) its impersonal

(2) it can become very expensive

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6
Q

sales promotion

A

short-term incentives to encourage the purchase or sale of a product or service

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7
Q

tools of sales promotion

A

discounts

coupons

displays

demonstrations

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8
Q

advantages of sale promotions

A

(1) includes a wide assortment of tools
(2) attracts consumer attention
(3) offer strong incentives to purchase
(4) dramatizes product offers
(5) invited quick consumer response

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9
Q

disadvantages of sale promotions

A

effects are short-lived

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10
Q

personal selling

A

personal customer interactions by the firm’s sales force for the purpose of making sales and building customer relationships

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11
Q

tools of personal selling

A

presentations

incentive programs

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12
Q

advantages of personal selling

A

(1) communicates personally 2 ways
(2) builds preferences, convictions, and actions
(3) allows relationship building

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13
Q

disadvantages of personal selling

A

(1) requires long-term commitment to sales force

(2) most expensive promotion tool

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14
Q

Public Relations (PR)

A

building good relations with the company’s various publics by:

obtaining favourable publicity

building up a good corporate image

handling or heading off unfavourable rumours, stories, and events

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15
Q

tools of public relations

A

press releases

sponsorships

events

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16
Q

advantages of public relations

A

(1) legitimizes credibility, very believable
(2) reaches people who resist advertising
(3) dramatizes a company or product
(4) saves money when used proactively

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17
Q

disadvantages of public relations

A

tends to be used as an afterthought

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18
Q

Direct and Digital Marketing

A

engaging directly with carefully targeted individual consumers and customer communities

goal is to both obtain an immediate response and build lasting customer relationships

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19
Q

tools of Direct and Digital Marketing

A

direct mail

catalogues

online and social media

mobile marketing

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20
Q

disadvantages of Direct and Digital Marketing

A

(1) communicates more directly with targeted customers
(2) reaches customers with tailored messages
(3) creates interactivity
(4) build one-to-one relationships

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21
Q

disadvantages of Direct and Digital Marketing

A

often perceived as junk/spam mail

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22
Q

what are the components of the The Promotion Mix (Marketing Communication Mix)

A

Advertising

Sales Promotion

Personal Selling

Public Relations (PR)

Direct and Digital Marketing

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23
Q

what major factors are changing in the face of today’s marketing communications?

what compose the New Marketing Communications Model?

A

consumers

marketing startegies

digital technology

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24
Q

how are consumers influencing the New Marketing Communications Model?

A

they are better informed and more communications empowered

Rather than relying on marketer-supplied info, they have the internet, social media, and other technologies to find info

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25
how are marketing strategies influencing the New Marketing Communications Model?
as mass markets have fragmented, marketers are shifting away from mass marketing
26
how is digital technology influencing the New Marketing Communications Model?
changes in digital technology are causing remarkable changes in the ways companies and customers communicate with each other The new digital and social media have given birth to a more targeted, social, and engaging marketing communications model
27
what is the main differences between the old marketing strategies and the New Marketing Communications Model that summarize its factors?
no interrupting customers and force-feeding them mass messages new media formats let marketers reach smaller communities of consumers in more interactive, engaging ways Many marketers are now viewing themselves as brand content managers
28
brand content managers
creating, inspiring, and sharing brand messages and conversations with and among consumers across channnels they can be paid, owned, earned, and shared channels
29
Integrated Marketing Communications (IMC)
carefully integrating and coordinating the company’s many communications channels goal is to deliver a clear, consistent, and compelling message about the organization and its products blend promotion tools carefully into a coordinated promotion mix
30
push strategy
a promotion strategy that calls for using the sales force and trade promotion to push the product through channels The producer promotes the product to channel members, which in turn promotes it to final consumers (B2B)
31
pull strategy
a promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product creating a demand vacuum that “pulls” the product through the channel (B2C)
32
what are the 4 important decisions that must be made when developing an advertising strategy ?
1. Setting Advertising Objectives 2. Setting the Advertising Budget 3. Developing Advertising Strategy 4. Evaluating Advertising Effectiveness
33
1. Setting Advertising Objectives what does this do? what type of advertising does it include?
a specific communication task to be accomplished with a specific target audience during a specific period of time goal is to inform, persuade, or remind informative advertising persuasive advertising comparative (attack) advertising reminder advertising
34
informative advertising
used to build primary demand
35
persuasive advertising
The objective is to build selective demand
36
when do you use informative advertising?
used heavily when introducing a new product category
37
when does persuasive advertising become more important?
becomes more important as competition increases
38
comparative (attack) advertising
when a company directly or indirectly compares its brand with one or more other brands
39
reminder advertising, what are the positives?
helps maintain customer relationships and keep consumers thinking about the product
40
for what type of products is reminder advertising important?
important for mature products
41
what are the 4 common methods toast the advertising budget (2)
affordable method percentage-of-sales method competitive-parity method objective-and-task method
42
affordable method of setting an advertising budget
setting the promotion budget at the level management thinks the company can afford
43
what is a con of the affordable method of setting an advertising budget
places promotion last among spending priorities
44
percentage-of-sales method of setting an advertising budget
setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price
45
pros of the percentage-of-sales method of setting an advertising budget
(1) simple to use | (2) helps management think about the relationships between promotion spending, selling price, and profit per unit
46
cons of the percentage-of-sales method of setting an advertising budget
(1) wrongly views sales as cause of promotion rather than as the result (2) budget varied year to year therefore long-term planning is difficult
47
competitive-parity method of setting an advertising budget
setting the promotion budget to match competitors’ outlays
48
Objective-and-Task Method of setting an advertising budget
developing the promotion budget by: (1) defining specific objectives (2) determining the tasks that must be performed to achieve these objectives (3) estimating the costs of performing these tasks The sum of these costs is the proposed promotion budget
49
what are the two steps of developing and advertising strategy (3)
STEP 1: Creating advertisement messages STEP 2: Selecting advertising media
50
what are important factors influence the creation of advertising messages?
Advertising clutters Madison and Vine Message strategy Message execution consumer generated content (if you want to)
51
what is an advertising clutter
the high volume of commercial messages that the average consumer is exposed to on a daily basis
52
why are advertising clutters not working anymore?
consumers have more power over ad increasingly, they are choosing not to watch ads
53
Madison & Vine
represents the merging of advertising and entertainment goal is to break through the clutter and create new avenues for reaching customers with more engaging messages includes branded entertainment (brand integration)
54
what is the goal of merging advertising and entertainment (advertainment)
make ads so entertaining, or so useful, that people will want to watch them
55
Branded entertainment (brand integration)
making the brand an inseparable part of some other form of entertainment ex: the hosts of Breakfast Television Montreal having a Tim Hortons mug
56
what is the importance of the Message Strategy?
People will engage only if they believe they will benefit from doing so Advertising appeals should be meaningful, believable, and distinctive us a creative concept
57
creative concept (Big Idea) of the message strategy
will bring an advertisement message strategy to life in a distinctive and memorable way
58
Message Execution
“big” idea must turn into an actual ad execution
59
what are the styles of message execution?
Slice of life: typical, “real” people Lifestyle Fantasy Mood/image Musical Personality Symbol (Mr. Clean) Technical Expertise Scientific Evidence Testimonial evidence or endorsement
60
technical expertise presented in the message execution
how good they are at their craft (how good they are at brewing beer)
61
Scientific Evidence presented in the message execution
used to show that the brand is better than other brands
62
what are the 4 major steps of electing an advertising media?
1. determining reach, impact, frequency, and engagement 2. choosing among major media types 3. selecting specific media vehicles 4. Deciding on media timing (scheduling advertisements)
63
selecting specific media vehicles
specific media within each general media type ex: Hockey Night in Canada
64
Deciding on media timing (scheduling advertisements)
Can be continuous, seasonal, or pulsing
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pulsing
scheduling as unevenly over a given time period
66
what must you do when evaluating the advertising effectiveness (4)
Measure the Return on Advertising Investment Measure pre and post communication effect Measure sales and profits effect
67
Measuring the Return on Advertising Investment
the net return on advertising investment divided by the costs of the advertisement investment
68
what are the functions that public relations perform
Press relations or press agency Product publicity Public affairs Lobbying Investor Relations Development
69
Press relations or press agency functions
creating and placing newsworthy information in the news media to attract attention to a person, product, or service
70
Product publicity functions
publicizing specific products
71
Public affairs functions
building and maintaining national or local community relationships
72
Lobbying functions
building and maintaining relationships with legislators and government officials goal is to influence legislations and regulation
73
Investor Relations functions
maintaining relationships with shareholders and other in the financial community
74
Development functions
working with donors or members of nonprofit organizations to gain financial or volunteer support
75
Why Use PR?
PR can have a strong impact on public awareness at a much lower cost than advertising ca
76
how to use PR
News Speeches Special events Written materials Audiovisual materials Corporate identity materials (stationary) WOM Company website

COMM 223 (13 decks)

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