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21 Cards in this Set
- Front
- Back
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Steps of the AIDA approach to promotions |
Awareness Interest Desire Action |
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Basic types of promotional activity |
Advertising Personal contact/selling Incentives Publicity |
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Advertising |
Paid and impersonal communication about an organization and its products or services |
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Personal selling |
direct contact with potential customers (most effective form of marketing) |
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incentives |
using items or special terms as inducements to buy or participate in a program or service |
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4 types of incentives |
promotional pricing free offers prizes celebrity endorsements/associations |
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publicity |
unpaid non-personal media communication about an organization and its products or services |
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brand positioning |
the ways in which an organization manages its brand through marketing decisions that create and sustain a specific image of the brand in customers' minds. |
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Three types of brand positioning |
Monolithic branded endorsed |
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Monolithic |
one overall organization brand |
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influencing customer behavior |
incentives and loyalty marketing cause marketing social marketing focus on relationship |
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PerInfoCom |
Personalize, Information, communicate |
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ARIMA |
Attention RecognitionInclination Meaning Actuate |
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Positioning |
Incorporating the design of an experience to an individual's need |
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event marketing |
creating events in exchange for access to partiipants |
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sponsorship |
securing exclusive rights of products and services in specific venues |
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Incentives and loyalty marketing |
giveaways, coupons, price discounts, loyalty programs |
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cause marketing |
good causes |
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social marketing |
positive impact on the individual's life |
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affiliation or associative marketing |
country clubs. feeling of belonging |
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Components of a customer centered system |
Participants Personnel Process Provider |
