Marketing Comm Management Flashcards
What is the purpose?
Primary and selective demand Brand advertising Corporate image advertising Commercial / non-commercial advertising Action/response advertising Retail advertising
Target audience?
Consumer advertising
Business to business advertising :
- industrial advertising
- professional advertising
- trade advertising
- agricultural advertising
Geographic area?
National advertising
Regional advertising
Local advertising
International advertising
Medium used?
Print advertising( newspapers and magazines)
Broadcast/electronic advertising(radio,cinema,tv)
Outdoor advertising(fixed sites and transit)
Digital(Internet, cellphones)
How advertising works?
Strong theory
Weak theory
The Strong theory
Advertising can increase sales @ the brand and product-type levels.
Through: manipulative, persuasive and psychological techniques
The weak theory
Consumer era pattern is driven more by habit
Through: promotion
What advertising can do
🎨 position a brand 🎨 remind to buy 🎨 announce new brand/service 🎨 create brand awareness 🎨 inform target audience 🎨 stimulate impulse buying
What can advertising not do?
😰 'sell' an inferior product 😰 reach everybody 😰 lead to immediate sales 😰 fight off better competitors 😰 solve marketing problems 😰 save a dying brand 😰 persuade everyone
The role of advertising in brand equity
Advertising can create and build brand awareness
Build brand associations
Create perceived trust in quality of brand
Build a brands reputation
Build brand loyalty
What are the types of advertising media?
Above-the -line media
Digital media
What is above the line media?
Print media : newspapers, magazines - use visual and verbal comm - newspapers: news. ☕️lower quality paper, short life span. ☕️ immediacy, coverage and news ☕️ retail inserts
-magazines:
🍭 more targeted, high quality publications
🍭create a particular image, position brand
Electronic/ broadcast: tv, radio 📺 reach mass audiences @ low cost 📺 add visual/sound dimensions 📺 tv uses sight, sound, movement 🎙radio uses audio
Cinem and out of home : buses, mini-buses.
Digital media?
World Wide Web, Internet, e-mail, mobile media, social media
Advertising may be classified according to?
Purpose
Target audience
Geographic area
Medium
List the 4 specific ways in which sales promotion affects sales
- Brand switching
- Repeat purchasing
- Purchase acceleration
- Category expansion
Briefly explain Brand switching
- ‘Aggressive’ and ‘Defensive’
- Aggresive: promo induces consumer to buy diff brand from brand bought previously
- Defensive : Remain loyal to a particular brand
Briefly explain repeat purchasing
- 2 types of RP effects
- Purchase brand,sustains habit, learns about performance of brand
-2. Change in purchase profitability as result of purchasing brand on promotion
what are the 5 considerations of sales promotion?
- Is ACTION focused
- planned as a SPECIFIC MARKETING event
- often has TANGIBLE COMPONENT or specific sales promo materials
- targeted to three distinct audiences :INTERNAL, TRADE, CONSUMERS
- Designed to achieve SHORT TERM RESULTS
Name the Sales promotion objevtives?
- Salespeople
- Trade
- Consumers
what is the objective of Salespeople?
- encourage them to INTENSIFY efforts to sell a ‘slow moving’ prod
- challenge them to SELL MORE of a certain prod to customers
- encourage them to LOCATE and QUALIFY more prospects
- encourage them to set up more IN-STORE DISPLAYS
- encourage them to TRAIN more DISTRIBUTOR EMPLOYEES
What are the objectives of Trade?
- Induce WHOLESALERS to carry a particular PRODUCT LINE
- persuade DISTRIBUTORS to PROMOTE a particular BRAND in the promo activities
- persuade RETAILERS to give a particular BRAND shelf space
- encourage RETAILERS to SUPPORT sales promotion by CARRYING more INVENTORY of particular prod
- encourage RETAILERS to SELL OLD stock before brand RE-LAUNCHED or taken OFF market
- persuade RETAILERS to participate in CONTACT-OPERATIVE in store prom
Briefly explain purchase acceleration
Induced to buy in greater quantities or frequently than they would normally buy
Briefly explain category expansion
Objective to shift demand curve to the right
Do this by: creating a new PURCHASE OCCASION/reason OR
INCREASING USAGE or consumption rate
What CAN sales promotion do?
- stimulate sales force enthusiasm
- rekindle sales of mature prod
- facilitate introduction of new prods
- increase on &off shelf merch space
- neutralise competitive advertising
- obtain trial purchases
- retain existing users by repeat purchases
- increase prod usage
- pre-empt competition
- reinforce advertising
