Promotion Flashcards
(28 cards)
What is Aristotle’s model of communication?
Speaker -> Speech -> (occasion) -> Audience -> Effect
This model involves the use of mass communications e.g. a billboard for a camera is seen by many people
What is the two-step model of communication?
involves the role of influences (opinion leaders, opinion formers and individuals they interact with)
Mass media -> noise (women, man, girls, elderly) -> opinion former and opinion leaders
What is the interaction model?
involves the rise of individual to individual transmissions
human -> electronic sources -> human -> personal sources
What is the linear model of communication?
involves the incorporation of brand identity and brand image
Brand identity - sender -> encoding ->message media ->(noise) -> decoding -> receiver -> response - brand image
What is the AIDA model of communication?
Attention -> Interest -> Desire -> Action
This model was developed as a salesman guide by St. Elms Lewis in 1898. It has been largely discredited but it is still he most widely used advertising model.
We care about communication because for a customer to buy a product/service they need to be aware of it and they need to be persuaded to buy it.
Why is information overload a problem?
too many emails, social media, TV all flooded with ads takes away the fun of being online/distracts from what your looking for
Why is resistance to advertising a problem?
e.g. preventing awareness via - ad blocking, unsubscribing and silencing/turning off notifications
Why is product proliferation a problem?
via too many products or too many interchangeable products such as in the USA, they have hundreds of different types of Oreo flavourings.
Why is prior to contact with messages a problem?
choice of wrong channel/media to reach target segment. Consumers deliberately disengage e.g. switching TV programme during adverts
Why is during contact with the message a problem?
selective attention and conformation bias (involves - not seeking out objectives facts, interpreting info to support your existing belief, only remembering details that uphold your belief and ignoring info that challenges your belief
Why is after the contact with messages a problem?
recall bias e.g. misidentifying a perpetrator, misinterpretation and misappropriation
What is DRIP marketing communications?
- Differentiate = to position a brand so that it 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, relevance or attributes
- Persuade = to encourage customers to behave in particular way
What is integrated marketing communications (IMC)?
is a process that involves the blending of different elements of the promotional mix in mutually reinforcing ways. It creates a unifying experience across different touchpoints. Promotion mix is used to coordinate the IMC.
Advertising - sales promotion - direct marketing - public relations - digital marketing
What is push marketing?
promoting the product ‘down the marketing channel’ e.g. personal selling, direct selling, trade shows, aggressive advertising, interruption marketing and paid media.
What is pull marketing?
promoting the product to end customers e.g. consumer - centric advertising, digital marketing, promotion and discounts
What is public relations?
- Press = often initiated via press releases, but not always.
- Sponsorship = associated with enabling the creation of experience for customers
- Corporate communications = engaging and building B2B relationships
- Internal communications = engaging with various different aspects within the brand portfolio
- Exhibition and trade fairs = providing product touchpoints to a specialist audience
What are the advantages and disadvantages of public relations?
Advantages - credibility, journalists write for you, buzz, no competition or clutter, can reach difficult segments, e.g. via press based open leaders, less regulated/more flexible can be used to deal with crisis, low cost/free publicity.
Disadvantages - lack of control, difficult to link slogans, difficult for customer to see source (brand), difficult to measure.
What’s an example of public relations?
Olympic partner programme, Adobe communications team, Star Wars Twitter posts, ComicCon
What is sale promotion?
short term, strong incentives to encourage the purchase of a product. BUT - short lived, not always effective at building long term brand preference, come in many forms:
- sales
- sample
- coupons
- sales packs e.g. BOGOF
- scarcity promotions
- contests/competitions
What is direct marketing?
involves sales force/personal selling, telemarketing, direct mail, catalogue subscriptions, teleshopping infomercials
What are the advantages and disadvantages of direct marketing?
Advantages - easy to adapt and personalise, affinity, easy to measure, builds relationships, interaction facilitates feedback.
Disadvantages - image problem -spam, annoying telemarketing, bad quality infomercials, cost of database maintenance, large non-response, difficult to develop brands, no proven effect on emotions
What is personal selling process?
prospecting and qualifying -> approach -> presentation and demonstration -> handling objections -> closing -> following up
What is advertising?
This is paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action, now or in the future.
What are the advantages and disadvantages of advertising?
Advantages - wide reach, great for building wider recognition and awareness, greater message control, proven effects on beliefs, emotions and attitudes.
Disadvantages - difficult to induce behaviour, impact is relatively difficult to measure, tendency to be ignored, expensive, standardised targeting.
