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26 Cards in this Set
- Front
- Back
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What are the 5 major promotional tools in a promotion mix (or marketing communication mix)? |
1. Advertising 2. Sales Promotion 3. Personal Selling 4. Public Relations 5. Direct and Digital Marketing |
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Define each of the 5 major promotional tools. |
1. Advertising: Any paid nonpersonal promotion of ideas, goods, or services by a sponsor. 2. Sales Promotion: short-term incentives to encourage the sale of a product or service. 3. Personal selling: Personal customer interaction by a sales force for engagement, sales creation and building customer relationships. 4. Public Relations: Building good relations with the company's various publics through favorable publicity, a good corporate image and heading off unfavorable rumors. 5. Direct and digital marketing: direct engagement of individual consumers and communities to build customer relationship. |
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Define: Integrated Marketing Communications (IMC) |
Integration and coordination of the 5 promotional tools to deliver a clear and consistent brand message. |
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What are the nine elements in the communication process? Draw graph. |
1. Sender 2. Encoding 3. Message 4. Media 5. Decoding 6. Receiver 7. Response 8. Feedback 9. Noise: unplanned static distorting the message (e.g. distractions) |
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What are the 6 stages in the buyer-readiness stage? |
1. Awareness 2. Knowledge 3. Liking. About the product itself 4. Preference. Favorable compared to competition. 5. Conviction. Best (comparison) 6. Purchase |
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How does a marketer identify a brand's audience? |
4 Ws and 1 H |
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What is the AIDA(L) model? What |
Attention Interest Desire Action Loyalty |
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Message design: what are 3 different appeals? |
1. Appeal to emotion (Pathos) 2. Appeal to credibility (Ethos) 3. Appeal to logic (Logos) 4. Appeal to morality |
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What are the two forms of media (communication channels)? Define Each. |
1. Personal Communication Channel. Direct communication (e.g. face to face and internet chatting) 2. Non-personal Communication Channel: Media without personal contact (e.g. atmosphere, events, major media). |
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What are the benefits of personal communication channels? |
Word of Mouth Influence and Buzz Marketing |
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Define: buzz marketing |
Cultivation of opinion leaders to spread information about a product or service in their groups. |
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What are examples of impactful message sources? |
1. Family and friends 2. Online reviews (e.g. Amazon's customer reviews) 3. Celebrities 4. Professionals ("experts") Essentially, credible sources |
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In terms of what can promotional messages be assessed? |
Brand awareness, recognition, recall, customer satisfaction or repeat purchase |
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Promotion Mix Strategy. Define: Push Strategy. |
A promotion strategy which uses the sales force and trade promotions t push the product through channels. Producer -> Channel Members -> End user |
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Promotion Mix Strategy. Define: Pull strategy |
A promotion strategy using advertising, direct and digital marketing to induce purchase from the consumer; "pulling" the demand from them. Producer -> Consumer Demand -> Retailers & wholesalers -> Producer |
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What are the advantages and disadvantages of Advertising? |
Advantages:
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What are the advantages and disadvantages of Personal Selling? |
Advantages:
Disadvantages:
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What are the advantages and disadvantages of Sales Promotion? |
Advantages: 1. Attracts attention due to incentive 2. Compels engagement and purchase Disadvantages 1. Not useful to build long-term brand preference and customer relationships. 2. No guarantee of repeat purchase |
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What are the advantages of Public Relations? |
Advantages? 1. Credibility and realistic (e.g. news, sponsorships) 2. Can reach people averse to personal selling and advertisements 3. As with advertisements and personal selling, it can dramatize the product (pathos). *it tends to be underused. |
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What are the advantages and disadvantages of Direct and Digital Marketing? |
Advantages: 1. Immediate and personalized 2. Dynamic and fluid: message can be adjusted in real time 3. Tailored to appeal to specific consumers or groups 4. Interactive: builds customer relationship |
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What model dictates which promotional tool to use more or less? |
Buyer-readiness stage |
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Define: online marketing and click and mortar. What are the benefits of click and mortar? |
Marketing via the Internet. Click and Mortar refers to a business which owns both offline and online distribution channels (O2O). It can have the benefits of fast transactions and face to face interactions. |
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What are examples of online marketing? |
1. Social Media Marketing 2. Mobile Marketing 3. Viral Marketing (digital form of word of mouth) 4. Blogs 5. E-mail Marketing |
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What are the three advertising objectives? |
1. Informative (awareness and knowledge) 2. Persuasive (liking, preference and conviction) 3. Reminder (mature products; maintain customer retention) |
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What are the major public relations tools? |
1. News 2. Speeches 3. Special Events 4. Written Materials 5. Corporate identity materials 6. Public Service Activities 7. Buzz Marketing 8. Social Media 9. Internet |
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What are examples of sales incentives (tools)? |
1. Coupons 2. Samples (expensive) 3. Cash Refund Guarantee 4. Point of Purchase displays 5. Demonstrations |
