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Promotion Flashcards

(79 cards)

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1
Q

Promotion

A

communication used to build/maintain relationships by informing and persuading targeted

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2
Q

Communication

A

sharing of meaning between sender and receiver

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3
Q

Functions of promotion

A

informing, creating demand, persuading, reminding, assisting, supporting other mix elements, building relationships

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4
Q

Persuading

A

customers to choose one brand over another

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5
Q

Reminding

A

encouraging brand loyalty and repurchases

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6
Q

Communicating process

A

source - encoded message - medium (media) - decoded message - receiver - feedback

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7
Q

Source

A

group with meaning to be shared

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8
Q

Encoding

A

converting meaning into symbols, signs and indexes symbolic with target audience

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9
Q

Media

A

channel the message is passed through

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10
Q

Decoding

A

conversion of signs and symbols into concepts and ideas and assigning meaning

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11
Q

Receiver

A

consumer who decodes the message

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12
Q

Communication channel

A

medium of transmission that carries encoded message from source to receiver

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13
Q

Noise

A

distractions that reduce clarity of the message

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14
Q

Feedback

A

receiver’s response communicated back to source

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15
Q

IMC

A

efficient and effective coordination of promotional efforts for max info and persuasion on customers and consistent brand image

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16
Q

Promotional tools

A

advertising, PR, personal selling, sales promo, direct and digital marketing

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17
Q

IMC mix

A

paid, owned, earned, shared

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18
Q

Paid promotional activities

A

promotional activities paid for by marketer

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19
Q

Owned promotional activities

A

promotional channels owned and controlled by company

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20
Q

Earned promotional activities

A

PR media channels not directly paid for or controlled but incorporate content from interest

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21
Q

Shared promotional activities

A

by consumers for consumers - word of mouth, influencers

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22
Q

IMC process

A

process (promotion) - tools (mix) - management (IMC)

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23
Q

Types of integration

A

message (tactical) and strategic

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24
Q

Selecting promotional mix

A

resources/objectives/policies, market and product characteristics, cost/availability, push and pull, location, PLC and buyer readiness

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25
Promotional objectives
create awareness, stimulate demand, encourage product trial, identify prospects
26
Push strategy
channel members focus on pushing product to market
27
Pull strategy
getting consumers to create demand through building excitement
28
Advertising
paid non personal communication about org and its products to target
29
Advantages of advertising
controllable, build brand image and equity, wide reach, low cost per person, connect with customer
30
Disadvantages of advertising
impersonal, one-way, media and production cost high, cluttered, difficult to measure effectiveness
31
Advertising process
objectives - budget - message +media - evaluation
32
Advertising objectives
move people for just aware to purchase. cognitive, affective or conative
33
Cognitive advertising
thoughts - ads provide info and facts
34
Affective advertising
emotions - ads influence attitudes and feelings
35
Conative advertising
motives - ads stimulate or direct desire
36
Buyer awareness process
aware - knowledgable - liking (ads, PR, sponsors) - preference - conviction - purchase (sales promo, personal, direct)
37
Creating advertising message (encoding)
copy (verbal), illustrations, art, layout, appeal
38
Message appeal styles
creative emphasis. rational (facts), emotional (stir emotion) or comparative (competitors)
39
Media types
TV, digital, direct mail, magazine, radio, outdoor
40
NZ Ad regulation
voluntary self regulation run and funded by industry - changes as society changes
41
Benefits of self advertising regulation
industry fund rather than taxpayer, flexible, no gov. interference, respond to public, free to complain
42
Disadvantages of advertising regulation
no enforcement and no government power to make sure people follow through
43
Industry COPs
COPs: direct marketing NZ, telemarketing, free to air, ISP Spam
44
Direct marketing COP
testimonials are current, typical and genuine, claims made are verified
45
Telemarketing COP
identity and purpose clearly disclosed
46
Free to air COP
news/factual programming are truthful and accurate
47
ISP SPAM COP
spam filters offered direct or prominent
48
PR
building positive relationships with stakeholders, not focussed on selling products but can be used to promote
49
Publicity
favourable/unfavourable public commentary not controlled by sponsor (earned)
50
PR advantages
credible, low cost, not replicable, engages and involves customers
51
PR disadvantages
less control, specialists required, time consuming, potentially negative
52
PR tools
press release, internal PR, consumer info release, speeches, lobbying (persuading gov.), corporate identity, events, media, advice..
53
PR objectives
intro to new products, call attention to org. , involve with community
54
Bad publicity
respond quick, coordinate comms, stay honest and positive, monitor public opinion
55
Personal selling
paid personal communication attempts to inform and persuade customers in exchange situation
56
Personal selling advantages
freedom to adjust message, customisable, immediate feedback, close relationship
57
Personal selling disadvantages
expensive, limited reach, time consuming
58
Salesperson
individual personal selling on behalf of an org
59
Sales promo
short term incentives build interest or encourage purchase for specific time
60
Sales promo techniques
refunds/rebates, coupons, bonus packs, contests, sweepstakes, point of purchase display, samples
61
Sales promo advantages
financial incentives, short term sales, excitement
62
Sales promo disadvantages
expense for short term gain at long term equity, shifts rather than increases sales, trade wars, overused, copied
63
Consumer sales promo
priced based sales promo, short term price reduction to encourage buying
64
Attention getting promo
contests, sweepstakes, samples, cross promo
65
Direct and digital marketing
interacting directly with consumers to obtain immediate response
66
Direct marketing
tailoring offers and content to needs and interests of individuals or segments
67
Types of direct marketing
direct response, direct print, telemarketing, kiosks
68
Digital marketing
market offerings over internet and cellular networks
69
Types of digital marketing
websites, online advertising, email, social media
70
Benefit of D+D to buyers
convenient, easy, private, interactive, immediate
71
Benefit of DND to sellers
low cost, efficient, fast, targeted, interactive, flexible, real time
72
Customer databases
organised collection of comprehensive data about individuals.
73
Database fields
customer data, item data, invoice data, reports
74
Database management
customer + item + invoice data used to make a report
75
Rich media
new forms of digital ads: pop ups, interstitial (clicks but can return) and superstitial (pops up on click)
76
Interactivity
high customer to customer and customer to company interaction
77
5 objectives of digital marketing
sell, serve, speak, save, sizzle
78
C2C communication tools
Social media and blogs
79
Promotional strategy
identify and understand target audience

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