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19 Cards in this Set
- Front
- Back
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Promotion MIx
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The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships
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Promotion Tools
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-advertising
-sales promotion -personal selling -public relations -direct marketing |
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advertising
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Paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
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sales promotion
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Short-term incentives to encourage the purchase or sale of a product or service
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personal selling
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Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships
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public relations
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Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events
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direct marketing
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Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
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Push strategy
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"pushing" the product through marketing channels to final consumers
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Pull strategy
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the producer directs its marketing activities (advertising and promotion) toward final consumers to induce them to buy product
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Integrated Marketing Communications
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Carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products
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4 major decisions involved in developing an advertising program
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1.Setting Advertising Objectives
2.Setting Advertising Budget 3.Developing Advertising Strategy 4.Evaluating Advertising Campaigns |
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Setting Advertising Objectives
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To inform
To persuade To remind |
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Setting Advertising Budget
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Methods:
-Affordable method -Percentage-of-sales method -Competitive-parity method -Objective-and-task method |
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Developing Advertising Strategy
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2 Major elements:
-Creating messages -Selecting media |
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Evaluating Advertising Campaigns
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Advertisers should regularly evaluate the:
-Communication effects -Sales and profit effects |
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PR
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Activities designed to build good relations with the company’s consumers, investors, media, and their communities
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PR Functions
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-Press relations or press agency
-Product publicity -Public affairs -Lobbying -Investor relations -Development |
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PR Role/Impact
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-Strong impact on public awareness - lower cost than advertising
-Can be powerful brand-building tool -Should work with advertising within an integrated marketing communications program |
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PR tools
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-News
-Special events -Written materials -Audiovisual material -Corporate identity material -Public service activities |
