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43 Cards in this Set
- Front
- Back
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Communication Mix (6)
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Personal selling
Public relations Sales promotion(consumers) Trade Promotion (channel) Sponsorships Advertising |
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Integrated Marketing Communication
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Integration of communications to deliver a message about the organization and product.
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Public realtions
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Attempt to gain and maintain mutual understanding between an organization and the public.
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Public Relation responsiblitiles (7)
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Press relations
Product publicity public affairs lobbying Investor relations development Crisis Management |
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Positive Aspects of Public relations (3)
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Strong persuation potential
Can reach many prospects who avoid salespeople relatively low cost Message |
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Negative aspects of public relations (2)
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Outlets dont wnat to provide free publicity that is not newsworthy.
Information not reported the way you want |
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Sales promotions
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Product Samples
Rebates Coupons Advertising Specialities Price packs Premiums Contest, Sweepstakes |
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Explain trade promotion
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Help convince channel member to carry products
provide shelf space And/or push a product |
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Trade promotion (6)
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Discounts
Price allowance Display allowand Advertising allowance Sales incentives Speciality item |
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Bait and Switch Advertising
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Attracting buyers under false pretenses
For example lrg jacket was advertised at 10 bucks when you went into the store they downplayed it and were trying to sell you the rocksmith jacket at 20 bucks |
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Push Strategy
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Promotion strategy that calls for using the slaes force and trade promiton to push the product through channels
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In a "Push Strategy". The producer directs primarily which 2 actvities toward who?
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personal selling
trade promotion Toward Channel members |
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In a "Pull Strategy" the producer directs primarily which 2 activities toward who?
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advertising
Consumer promotion Toward final consumers who if effective demand it from stores who demand it from the company. |
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Advertising
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Paid for
Non-Personal communication Persusasive Identified sponsor |
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Small industrial goods companies will only use this strategy
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Push
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Direct marketing companys will only use this strategy
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Pull
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Consumer goods companies usually ______ more in
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Pull
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what 6 areas make up a full service advertising agency
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Creative
Media Administration Public Relations Planning and Research Account services |
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Step 1 in the Advertising Plan
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Identify Target Market
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Step 2 in the advertising plan
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Set the advertising objectives and budget.
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Advertising objective
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specific communication TASK to be accomplished with a specific TARGET audience during a specific period of TIME.
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3 types of Advertising objectives
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Informative
Persuasive Reminder |
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Informative Advertising
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Telling about a new product
Suggesting new uses for a product Informing the market of a price change |
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What form of advertising is sued when introducing a new product category?
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Informative
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What form of advertising is used when competition increases?
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Persuasive
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what form of advertising is important for mature products like coca cola?
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Reminder
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Affordable Method
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setting budget at the level they think the company can afford.
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Percentage of sales method
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Setting budget at a certain percentage of sales
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Competitive-parity method
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Setting promotion budgets to match competitors
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The most logical budget setting method
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Objective and Task method
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Objective and task method
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the company sets its promotion budget on what it wants to accomplish with promotion
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2 elements of Advertising strategy
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Creating Messages
Selecting Media |
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message strategy
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what general message will be communicated to consumers
Example Timex :Takes a lickin but keeps on clickin Rolex: Luxury and status |
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3rd step in advertising plan
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Develop themes and messages
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4th step in Advertising plan
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Select Media/scedual and space
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the 4 Steps in media selection
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1. Decide Reach Freqency and Impact
2. Choose Type of media 3. Select media Vehicle 4 Decide on Schedual |
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Reach
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% of of people in target market who are exposed to ad campaign
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Frequency
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Mesaure of how many times the average person in the target market is exposed to the message
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6th step in advertising plan
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Create the ad
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7th step in advertising plan
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Assess advertising effectiveness
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Continuity Balance
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What is the length of the advertising Campagn
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Pro's of Celebrity Endorsment
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Attention
Brand Loyalty Humanize product |
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Cons of Celebrity Endorsement
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celeb can appear in too many ads
Celeb can get into trouble publicity about income can undermine promotion Celeb personality may not cover whole specturm of brand profile |
