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75 Cards in this Set
- Front
- Back
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Any paid form of nonpersonal and promotion of ideas, goods, or services by an identified sponsor
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Advertising
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A specific communication task to be accomplished with a specific target audience during a specific time
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advertising objective
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3 advertising objectives? when is each used?
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to inform- used when introducing new product category, to persuade- used when competition increases, and to remind- used for mature products
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which of the three objectives are the two most expensive?
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inform and persuade
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This type of persuasive advertising in which a company compares its brand to another brand?
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comparative advertising
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new products require ____ budgets, while mature brands require _____ budgets
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larger, smaller
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When tlaking about market share, building share requires _____ budgets and undifferentiated brands require ______ budgets
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Larger and larger
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The strategy by which the company accomplishes its advertising objectives
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advertising strategy
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2 pieces to the advertising strategy?
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creating advertising messages, selecting advertising media
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Whats the challenge with advertising strategy?
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more and more ads = clutter
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Madison and vine?
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the intersection of madison avenue and hollywood represents the merging of Advertising and entertainment
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as an advertising strategy Product placements is
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brands integrated into entertainment content
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These are ads that are interesting, useful, or entertaining enough that consumers will want to watch them
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advertainment
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3 processes for creating the advertising message
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Message strategy development, creative concept development, and message execution
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Whats the message strategy development?
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simply a general message
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This is an idea that will bring the message strategy to life, either a visualization or phrase
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creative concept development
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This is the stage of the advertising message creation where implementing the best approach, style, tone, words, and format to turn the big idea into an actual ad
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message execution
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what are the nine message execution styles? SLFMMPTST
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Slice of life, lifestyle, fantasy, mood or image, musical, personality symbol, technical expertise, scientific evidence, and testimonial evidence
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4 positives and a negative to creating the advertising message by consumer generated messages
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low expense, new ideas, fresh perspective, boost consumer involvement, but give up control of message
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3 steps for selecting advertising media
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first decide on reach and frequency, select media vehicles, and decide on media timing
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A measure of the % of people in the target market who are exposed to the ad campaign during a given period of time
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reach
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a measure of how many times the average person in the target market is exposed to the message
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frequency
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the qualitative value of a message exposure through a given medium
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impact
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3 important considerations when deciding the media type?
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impact, effectiveness, and cost
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use of highly specialized narrowly tarrgeted mediia
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narrowcasting
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3 benefits to narrowcasting
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lower cost, more specific, and more engaging
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2 things to consider while deciding on timing, examples
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seasonality and pattern, either continuous- scheduled evenly within a given period, and pulsing- scheduled unevenly
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2 ways to measure what are we getting for our money?
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Communication effects- how effective is the ad and media communicate the intended message, and sales and profits effect- how much did sales increase
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This involves building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handing or heading off unfavorable rumors, stories, and events
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public relations
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Public relations can have stronger impact at lower
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cost than advertising
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the creation and placing of newsworthy information to attract attention to a person, product, or service
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press relations
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Whats product publicity
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publicizing specific products
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Building national or local community relations
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public affairs
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building relations with legislators and government officials to influence legislation and regulation
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lobbying
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maintaining relationships with shareholders and others in the financial community
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investor relations
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public relations with donors or nonprofit organizations to gain financial or volunteer support
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development
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2 goals for the PR department inorder to achieve integrated marketing communications
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clear and consistent
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a personal presentation by the firm's sales force for the purpose of making sales and building customer relationships
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personal selling
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Peersonal selling is the _________ part of the promotion mix because its either face to face, telephone, or video
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interpersonal
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An individual representing a company to customers by: prospecting, communicating, sellingg, servicing, information gathering, and pr
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salesperson
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2 ways that salespeople produce customer value and company profit
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representing company to customer, and representing customer to company
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4 ways to structure a sales force? TPCC
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territorial sales force structure, product sales force structure, customer sales force structure, and complex sales force structure
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this is where each salesperson is assigned an exclusive geographic area and sells the company's full line of products and services to all customers in that territory
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territorial sales force structure
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2 benefits of territorial sales force structure?
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clearly defines salesperson's area of responsibility, and lowers travel expenses
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where each salesperson sells only a portion of the company's products 3 benefits
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product sales force structure, salespeople have extensive knowledge, can lead to territorial conflicts, and travel is redundant
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each sales person sells to a type of customer or industry
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customer sales force structure
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Combines multiple types of sales force structures
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complex sales force structure
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______ salespeople call on customers in the field, and ________ salespeople conduct business from their offices and may provide support for outside sales
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outside, and inside
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this is used to service large complex accounts, teams may include members from tech support, r&D, finance, engineering
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team selling
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4 characteristics of a good salesman
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motivation, discipline work style, ability to close a sale, and ability to build relationships
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3 goals when training a sales man
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understand customer, understand selling process, understand company
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4 parts to compensating salespeople
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fixed amount, variable amount, expenses, and fringe benefits
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Its important that the sales compensation plan is aligned wit the company objectives. sales people will focus their energies on
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money making
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whats the goal of motivating salespeople
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encourage salespeople to work hard and energetically towards sales force goals
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7 steps to the personal selling process. ppaphcf
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prospecting, preapproach, approach, presentation, handling objections, closing, follow-ups
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This is identifying potential customers
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prospecting
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identifying good customers and screening out poor ones
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qualifying
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learning as much as possible about a prospect, including needs, who is involved in buying, and characteristics and styles of the buyers
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pre-approach
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2 tasks to complete in the pre-approach phase
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set objectives and select approach
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The salesperson meets and greets the buyer and gets the relationship off to a good start
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approach
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4 important steps to approach
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appearance, opening lines, questions about customer needs, and listening
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The salesperson presents the product benefits and shows how the offering solves the customer's problems?
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presentation
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goal of presentation?
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to listen and solve the customers problems
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salespeople seek out, clarify and overcome customer objections to buying
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handling objections
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Thee salesperson recognizes signals from the buyer that the buyer is ready to purchase, and then gets the order
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closing
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the salesperson follows up after the sale to ensure customer satisfaction and repeat business
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follow up
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2 types of sales promotions
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consumer promotions and trade promotions
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these are used to boost short term consumer buying and invvolvement and enhance longterm relationships
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consumer sales promotion tools
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Used to persuade resellers to carry a brand, give it shelf space, or promote it in advertising and push it to consumers
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trade promotion tools
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4 ways to run sales promotions
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discount, allowance, free goods, and specialty advertising
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5 decisions to be made in sales promotion
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size of the incentive, conditions, how to promote, duration, and evaluation
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one strong advantage to public relations over advertising
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the company doesn't pay for media PR
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connecting directly with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
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direct marketing
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8 forms of direct marketing FDCTDKNO
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face to face, direct mail, catalog, telemarketing, direct response, kiosk, new digital, and online
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4 major issues with direct marketing in the public's eye?
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Invasion of privacy, unfair, fraud, and irritation
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