Promotion Flashcards
Promotion (“Marketing Communication”)
Means by which firms attempt to inform, persuade, and remind consumers about the products/brands they sell
Represents the “voice” of the company and its brands
We convert consumer proposition into taglines, slogans, ads, etc.
Creative brief
A document that includes background info on the brand, category, targeted segment(s) budget, goals
Ad agency’s creative team interprets creative brief and proposes a campaign
Advertising examples
Print, web, and broadcast ads
Product placement
Billboards
Point-of-purchase (in-store) displays
Consumer promotions examples
Coupons
Rebates
Games
Gifts
Samples
Sales Presentations, trade shows
Car show
Direct and interactive marketing
Catalog
Public relations
Looking good to the public
“PR stunt”
Events, Sponsorships, and Experiences example
Dr. Pepper sponsored football game
Common marketing communication objectives
Achieve basic awareness (increase recognition)
Achieve top-of-mind awareness (increase recall)
Achieve an information goal (increase awareness of a piece of info)
Achieve an image goal (increase % agreement with “brand x contemporary”)
Achieve a behavior goal (increase “retail inquires”)
Common memory measures
Recognition and recall
Marketers’ interest in memory
Many ads are not intended to encourage immediate purchase
Many consumer decisions are purely memory-based (ex: picking a restaurant for dinner)
The truth effect
Repetition of claim –> belief
Sleeper effects
memory for content > memory for context
Messages from low-credibility source
Not immediately persuasive
But with time…
Mere exposure effect
The more we see a stimuli the more we like it
We prefer familiarity
Ex: Mountain Dew Super Bowl commercial
Native Advertising
ads designed to match the content of the platform
Ex: Instagram ads on feed
