Final Exam Flashcards
(49 cards)
It provides two-way dialogue between supplier-customer
It provides for a uniform message delivered through all company media
(Advertising, selling effort, direct mail, trade shows)
It focuses on meeting the information needs of the buyer
Integrated Marketing Communications (IMC)
Integrated Marketing Communication (IMC) Strategy Requirements
1) Determine how we will communicate with our customer
2) Determine how our customer wants to communicate with us
3) Measure communication and feedback and make changes where necessary
IMC Planning Process (6)
1) Set goals
2) Determine roles for each communication element
3) Create messages
4) Place messages in appropriate media
5) Measure results
6) Make adjustments in messages and/or media
Describes the mental stages through which the target must progress prior to reasoned action
Hierarchy-of-effects model
Layers in Hierarchy-of-effects model (4)
1) Awareness
2) Interest
3) Desire
4) Action
Directed to a general audience, primarily through trade publications, the web, television, radio, billboards
Advertising
Directed to a specific audience to generate leads and generate sales through the mail, by fax or Internet and catalogs
Direct Marketing
Focuses on relationships to create goodwill and support relationships
Public Relations
Website information and support and e-mail for communicating
Internet
Exhibits and demonstrates products and services in a public venue with personal interaction
Trade Shows
Inbound and outbound electronic communication allowing greater feedback opportunities
Telemarketing
Adaptable selling method established by one-on-one contact
Personal Selling
Capturing information that will enable stronger customer relationships
Marketing Research
Four roles of Advertising
1) Create or strengthen image
2) Create favorable climate for Salespeople
3) Generate Sales Leads
4) Close Sales
How to achieve customer retention through communication (3)
1) Communicate proactively and regularly to your customers
2) Make dialogue easy to initiate by your customers
3) Make it easy to respond to your communication efforts
Reasons to Advertise (4)
1) Advertising creates awareness - Communicates to any group, including customers
2) Advertising strengthens attitudes - With customers, in financial markets, with potential suppliers, with government officials
3) Advertising leads to Action – Leads prospects through decision process
4) Advertising influences financial performance – Has a positive effect on business performance
Two Elements of Advertising
1) Creative Plan
2) Media Plan
Determining what the content of the message will be (encoding)
Creative Plan
Choosing the channel of communication
Media Plan
Steps in Advertising Strategy (4)
1) Determine advertising objectives
2) Determine the creative plan
3) Select Media
4) Measure advertising performance
Four Advertising Objectives
1) Positioning
2) Action
3) Audience
4) Performance
Positioning Objectives (7)
1) Develop the brand personality
2) Create climate for personal sales calls
3) Support other communication channels
4) Stimulate derived demand
5) Project financially healthy image
6) Support distributors or other sellers
7) Create favorable image among difficult-to-match influencers.
Action Objectives (5)
1) Generate leads for field or telemarketing salespeople
2) Increase attendance at a trade show
3) Increase distribution of catalogs
4) Secure investment in company through sale of equities
5) Generate sale
The primary roles of professional salespeople is? (4)
The Selling Function, Creating Value, Manage Relationships, and Gather Information
