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20 Cards in this Set
- Front
- Back
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CHAPTER 13
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Integrated Marketing
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DEFINE: Promotional Strategy
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plan for the optimal use of the elements of promotion
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5 Aspects of Promotional Strategy
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Advertising
Public Relations Sales Promotion Personal Selling Direct/Interactive |
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DEFINE: Promotion (and 3 big aspects)
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(Inform, Persuade, Remind) Communication that informs, persuades, and reminds potential buyers of a product to influence an opinion or elicit a response
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What the Goals and Tasks of Promotion?
Informative Objective |
Informative Objective
Increase awareness Explain how product works Suggest new uses Build company image |
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Goals and Tasks of Promotion -- Persuasion Objective
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Encourage brand switching
Change customers’ perception of product attributes Influence buying decision Persuade customers to call |
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Goals and Tasks of Promotion -- Reminder Objective
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Reminder Objective
Remind customers that product may be needed Remind customers where to buy product Maintain customer awareness |
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DEFINE: Advertising
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Any paid form of nonpersonal presentation by an identified sponsor
-paid for by a marketer |
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DEFINE: Personal Selling
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Personal presentations by a firm's sales force
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DEFINE: Sales Promotion
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Short term incentives to encourage sales
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DEFINE: Public Relations
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Building good relations with various publics by obtaining favorable publicity
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DEFINE: Interactive Marketing
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Direct communicatiions with individuals to obtain an immediate response
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DEFINE: The communication process
[sender, encoding, channel, receiver] |
Sender-originator of message
Encoding - conversion of sender's ideas and thoughts into a message, usually in the form of words or signs channel - medium of communication receiver - person who is decoding message |
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DEFINE: Noise
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anything that interferes distorts or slows down the transmission of the message
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Factors Affective Promotional Mix
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Nature of the product
Business vs. Consumer Costs and risks of product Stage in the PLC Target market characteristics Location of customers Informed or not informed Repeat or new customers Type of buying decision Budget Push vs. Pull Consumer Involvement with the Message (AIDA) |
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Part of Promotion at each stage of PLC
Intro/Early Growth? Maturity? Growth/Maturity? |
ntro/Early Growth?--Informing
Maturity?--Reminding Growth/Maturity?--Persuading |
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Describe Advertising at each stage of PLC
Intro Intro/Growth Growth Maturity Decline |
Intro-Light Advertising, pre-introduction, Publicity
Intro/Growth-Heavy user of advertising, PR for awareness; sales promotion for trial Growth-Advertising, PR, Brand loyalty Personal Selling for distribution Maturity-Ads decrease, Sales promotion, personal selling reminder&persuasive Decline-AD/PR decrease, Limited sales promotion, personal selling for distribution |
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TYPE OF BUYING DECISION AFECTS PROMOTIONAL MIX CHOICE
Routine? Not Routine or Complex? Complex? |
Routine-advertising, sales promotion
Not - advertising, public relations Comp. - personal selling |
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DEFINE: Pull Strategy
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Retailer demands product from manufacturer
consumer demands product from retailer Manufacturer markets to the consumer through advertising, sales promotions, etc. Consumer-->Retailer-->Manufacturer |
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DEFINE: Push Strategy
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Manufacturer offers promotions to the retailer (discounts, increased personal selling, etc.)
Retailer passes along these incentives in some way to the consumer Manufacturer-->Retailer-->Consumer |
