marketing mix: promotion Flashcards
(35 cards)
DRIP - the tasks of marketing communications
Differentiate
Reinforce
Inform
Persuade
Differentiate
To position a brand so that its is perceived to be different to its competitors
Reinforce
To remind or reassure customers about a brand
Inform
To make customers aware of a brand’s existence or attributes
Persuade
To encourage customers to behave in particular ways
Managerial vs creative decision makers
managers: it isnt creative if it doesn’t sell and stick to what works
creatives: only artistic value and originality count and try something new
Push strategy flow chart
PRODUCER -> producer marketing activities (personal selling, trade promotion) -> RETAILERS AND WHOLE SALERS -> reseller marketing activities (personal selling, advertising, sales promotion -> CONSUMER
Push strategy definition
in a push strategy, the company pushes the product to resellers who in turn push it to consumers
Pull strategy definition
In a pull strategy, the company promotes directly to final consumers, creating a demand vacuum that pulls the product through the channel. Most companies use some combination of push and pull
types of - field of experience overlap
different worlds
moderate commonality
high commonality
factors affecting source choice
ethical
trustworthy
experiences
unbiased
honest
believable
skilful
knowledgeable
celebrity
factors affecting the choice of celebrity
trust
risk
familiarity
likability
cost
image
match w/ product
match w/ audience
source credibility
high and low credibility sources: equally effective when arguing for a position opposing their own best interest
sleeper effect: persuasiveness increases over time
what types of messages are often found in advertising?
appeal to the logical, rational minds of consumers
appeal to the feelings and emotions of consumers
and some appeal to both
what are the types of appeal in ads
- comparative ads
- fear appeals
- humour appeals
Comparative Ads details
- useful for new brands
- often used for brands with small market share
- used often in political advertising
Fear appeals details
- May stress physical danger or threats to health
- may identify social threats
- can backfire if level of threat is too high
Humour appeals details
- can attract and hold attention
- often the best remembered
- puts consumers in a positive mood
Response to Marketing - stages
cognitive - think
affective - feel
conative - do
Response to marketing - AIDA model
awareness
interest desire
action
Response to Marketing - hierachy of effects model
awareness
knowledge
liking
preference
conviction
purchase
response to marketing - innovation adoption model
awareness
interest
evaluation
trial
adoption
promotional tools - list
Advertising
Sales promotion
public relations
direct marketing
personal selling
Advertising - details
- a paid, mediated form of communication from an identifiable source
- designed to persuade the receiver to take some action, now or in the future
- reaches large, often mass audience in an impersonal way
- can be used to influence demand for products
-can be used to manage perceptions and understanding about the organization as a whole
