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Flashcards in Promotion Deck (33):
1

E-commerce

buying and selling (conducting business) over electronic network

2

E- tailing

electronic commerce used to sell goods and.or services online

3

E-marketing

synonymous with internet/ digital/ online marketing; using marketing principles and techniques via electronic media

4

Promotion

the creation and maintenance of communication with a target market

5

Promotion mix

a strategic mix of advertising, public relations, sales promotion, personal selling and direct marketing

6

Advertising

any paid form of non-personal communication about an organisation, product, service or idea by an identified sponsor

7

Product advertisements

inform
persuade
remind

8

institutional advertisements

build good will for an organization rather than promote a specific product

9

+ & -
Television

+ reaches extremely large audience, uses picture, print, sound, and motion for effect; can target specific audiences

- High cost to prepare and run ads; short exposure time and perishable message; difficult to convey complex information

10

+ & -
Radio

+ low cost, can target specific local audiences; ads can be places quickly; can use sound, humor and intimacy effectively
- no visual element; short run exposure time and perishable message; difficult to convey complex information

11

+ & -
Magazines

+ can target specific audiences, high quality colour, long life of ad, ads can be clipped and saved, can convey complex information

- Long time needed to place as, relatively high cost, competes for attention with other magazine features

12

+ & -
Newspapers

+ excellent coverage of local markets, ads can be placed and changed quickly, ads can be saved, quick consumer response, low cost

- ads compete for attention with other newspaper features, short life span, poor colour

13

+ & -
Yellow pages

excellent coverage of geographic segments, long use period, available 24 hours/ 365 days

- Proliferation of competitive directories in many markets, difficult to keep up to date

14

+ & -
Internet

+ video and audio capabilities, animation can capture attention, ads can be interactive and link to advertiser

- animation and interactivity require large files and more time to load, effectiveness is still uncertain

15

+ & -
Outdoor

+ low cost, local market focus, high variability, opportunity for repeat exposures

- messages must be short and simple, low selectivity of audience, criticized as a traffic hazard

16

Sales promotion

short term inducements
can be offered to both end consumers or intermediaries
can be consumer orientated or trade orientated

17

Consumer Orientated Sales Promo:
Coupons

Objective:
Stimulate demand

+: Encourage retailer support

-: Consumers delay purchases

18

Consumer Orientated Sales Promo:
Deals

Objective: Increase trial, retaliate against competitors' actions

+: Reduce customer risk

-: consumers delay purchasers, reduce perceived product value

19

Consumer Orientated Sales Promo:
Premiums

Objective: Build goodwill

+: Consumers like free or reduced merch

-: consumers buy for premium not product

20

Consumer Orientated Sales Promo:
Contests

objective: increase consumer purchases, build business inventory

+: encourage consumer involvement with product

-: requires creative and analytical thinking

21

Consumer Orientated Sales Promo:
Sweepstakes

Objective: Encourage present customers to buy more, minimize brand switching

+: get customers to use the product and store more often

-: sales drop after sweepstakes

22

Consumer Orientated Sales Promo:
Samples

Objective: encourage new product trial

+: low risk for consumer

-: high cost for company

23

Consumer Orientated Sales Promo:
loyalty programs

Objective: encourage repeat purchases

+: help create loyalty

-: high cost for company

24

Consumer Orientated Sales Promo:
Point of Purchase displays

objective: increase product trial: provide in store support for other promotions

+: provide good product visibility

-: Hard to get retailer to allocate good traffic space

25

Consumer Orientated Sales Promo:
Rebates

Objective: Encourage customers to purchase, stop sales decline

+: effective at stimulating demand

-: easily copied, steal sales from future, reduced perceived product value

26

Consumer Orientated Sales Promo:
Product Placement

introduce new products, demonstrate use

+: positive message in a noncommercial setting

-: little control over presentation of product

27

Trade orientated sales promo

allowances and discounts
cooperative advertising (manufacturer pays for a percentage of promotion activities)

training of distributors' salesforces (may include incentives)

28

Publicity

a non-personal, indirectly paid presentation, editorial or product anouncement

29

Personal selling

two way flow of communication

usually ace to face
reduces the amount of waste coverage

help potential customers to buy (dont sell to them)

often used when promoting products to intermediaries

30

Personal selling process

1. Prospecting (find appropriate customers)

2. Pre-approach (gather info and approach prospects)

3.Approach (gain attention, stimulate interest)

4. Presentation (convert prospect)

5. Close (obtain a purchase commitment)

6. Follow-up (reduce cognitive dissonance)

31

integrated marketing communication (IMC)

mix multiple options of the promotional mix together to maximise effect
bigger the promo budget the more strategies used

32

Push strategy

an approach in which a product is promoted to the next institution in the marketing channel

33

Pull Strategy

an approach in which a product is promoted to consumers to create demand through the marketing channel