Marketing Ch 14

Front 1

MARKETING COMMUNICATIONS MIX (PROMOTION MIX)

Back 1

THE MIX OF TOOLS A COMPANY USES TO PURSUE ITS ADVERTISING & MARKETING OBJECTIVES

Front 2

ADVERTISING

Back 2

ANY PAID FORM OF NONPERSONAL PROMOTION BY AN IDENTIFIED SPONSOR.

Front 3

PERSONAL SELLING

Back 3

PERSONAL PRESENTATION BY THE FIRM'S SALES FORCE

Front 4

SALES PROMOTION

Back 4

SHORT-TERM INCENTIVES TO ENCOURAGE THE PURCHASE OF A PRODUCT OR SERVICE.

Front 5

PUBLIC RELATIONS

Back 5

BUILDING GOOD RELATIONS WITH THE COMPANY'S PUBLICS

Front 6

DIRECT MARKETING

Back 6

DIRECT COMMUNICATIONS WITH CONSUMERS TO OBTAIN AN IMMEDIATE RESPONSE (THE USE OF TELEPHONE, MAIL, E-MAIL)

Front 7

2 MAJOR FACTORS OF THE CHANGING COMMUNICATIONS ENVIRONMENT

Back 7

1.MARKETERS ARE SHIFTING AWAY FROM MASS MARKETING
2.IMPROVEMENTS IN INFORMATION TECHNOLOGY ARE SPEEDING THE MOVEMENT TOWARD SEGMENTED MARKETING

Front 8

INTEGRATED MARKETING COMMUNICATIONS (IMC)

Back 8

WHERE A COMPANY INTEGRATES & COORDINATES ITS COMMUNICATIONS CHANNELS TO DELIVER A CLEAR MESSAGE ABOUT THE ORGANIZATION & ITS PRODUCTS.

Front 9

MIX OF PROMOTION TOOLS

Back 9

1.PERSONAL SELLING
2.PUBLIC RELATIONS
3.DIRECT MARKETING
4.SALES PROMOTION
5.ADVERTISING

Front 10

MAJOR PARTIES IN A COMMUNICATION

Back 10

1.SENDER
2.RECEIVER

Front 11

4 MAJOR COMMUNICATION FUNCTIONS

Back 11

1.ENCODING
2.DECODING
3.RESPONSE
4.FEEDBACK

Front 12

SENDER

Back 12

PARTY SENDING THE MESSAGE TO ANOTHER PARTY

Front 13

ENCODING

Back 13

PROCESS OF PUTTING THOUGHT INTO SYMBOLIC FORM

Front 14

MESSAGE

Back 14

THE SET OF SYMBOLS THAT THE SENDER TRANSMITS

Front 15

MEDIA

Back 15

THE COMMUNICATION CHANNELS THROUGH WHICH THE MESSAGE MOVES FROM SENDER TO RECEIVER

Front 16

DECODING

Back 16

THE PROCESS BY WHICH THE RECEIVER ASSIGNS MEANING TO THE SYMBOLS ENCODED BY THE SENDER

Front 17

RECEIVER

Back 17

THE PARTY RECEIVING THE MESSAGE SENT BY ANOTHER PARTY

Front 18

RESPONSE

Back 18

THE REACTIONS OF THE RECEIVER AFTER BEING EXPOSED TO THE MESSAGE

Front 19

FEEDBACK

Back 19

THE PART OF THE RECEIVER'S RESPONSE COMMUNICATED BACK TO THE SENDER

Front 20

NOISE

Back 20

THE STATIC OR DISTORTION DURING THE COMMUNICATION PROCESS

Front 21

BUYER-READINESS STAGES

Back 21

THE STAGES CONSUMERS NORMALLY PASS THROUGH ON THEIR WAY TO PURCHASE.

Front 22

AIDA MODEL

Back 22

1.ATTENTION
2.INTEREST
3.DESIRE
4.ACTION

Front 23

3 TYPES OF APPEALS

Back 23

1.RATIONAL
2.EMOTIONAL
3.MORAL

Front 24

RATIONAL APPEALS

Back 24

RELATE TO THE AUDIENCE'S SELF-INTEREST

Front 25

EMOTIONAL APPEALS

Back 25

ATTEMPT TO STIR UP EMOTIONS THAT CAN MOTIVATE PURCHASE.

Front 26

MORAL APPEALS

Back 26

DIRECTED TO THE AUDIENCE'S SENSE OF WHAT IS "RIGHT" & "PROPER".

Front 27

3 MESSAGE STRUCTURE ISSUES

Back 27

1.WHETHER TO DRAW A CONCLUSION OR LEAVE IT TO THE AUDIENCE
2.WHETHER TO PRESENT A 1-SIDED ARGUMENT OR A 2-SIDED ARGUMENT
3.WHETHER TO PRESENT THE STRONGEST ARGUMENTS FIRST OR LAST

Front 28

2 TYPES OF COMMUNICATION CHANNELS

Back 28

1.PERSONAL
2.NONPERSONAL

Front 29

PERSONAL COMMUNICATION CHANNELS

Back 29

CHANNELS THROUGH WHICH 2 OR MORE PEOPLE COMMUNICATE DIRECTLY WITH ONE ANOTHER

Front 30

WORD-OF-MOUTH INFLUENCE

Back 30

PERSONAL COMMUNICATION ABOUT A PRODUCT BETWEEN TARGET BUYERS & NEIGHBORS

Front 31

OPINION LEADERS

Back 31

PEOPLE WHOSE OPINIONS ARE SOUGHT BY OTHERS

Front 32

NONPERSONAL COMMUNICATION CHANNELS

Back 32

MEDIA THAT CARRY MESSAGES WITHOUT PERSONAL CONTACT OR FEEDBACK

Front 33

TYPES OF MAJOR MEDIA

Back 33

1.PRINT MEDIA
2.BROADCAST MEDIA
3.DISPLAY MEDIA
4.ONLINE MEDIA

Front 34

ATMOSPHERES

Back 34

DESIGNED ENVIRONMENTS THAT CREATE OR REINFORCE THE BUYER'S LEANINGS TOWARD BUYING A PRODUCT

Front 35

4 METHODS USED TO SET THE BUDGET FOR ADVERTISING

Back 35

1.AFFORDABLE METHOD
2.PERCENTAGE-OF-SALES METHOD
3.COMPETITIVE-PARITY METHOD
4.OBJECTIVE-AND-TASK METHOD

Front 36

AFFORDABLE METHOD

Back 36

SETTING THE PROMOTION BUDGET AT THE LEVEL MANAGEMENT THINKS THE COMPANY CAN AFFORD.

Front 37

PERCENTAGE-OF-SALES METHOD

Back 37

SETTING THE PROMOTION BUDGET AT A CERTAIN PERCENTAGE OF SALES.

Front 38

COMPETITIVE-PARITY METHOD

Back 38

SETTING THE PROMOTION BUDGET TO MATCH COMPETITORS' OUTLAYS.

Front 39

OBJECTIVE-AND-TASK METHOD

Back 39

DEVELOPING THE PROMOTION BUDGET BY (1) DEFINING SPECIFIC OBJECTIVES, (2) DETERMINING THE TASKS THAT MUST BE PERFORMED TO ACHIEVE THESE OBJECTIVES, & (3) ESTIMATING THE COSTS OF PERFORMING THESE TASKS.

Front 40

2 BASIC PROMOTION MIX STRATEGIES

Back 40

1.PUSH
2.PULL

Front 41

PUSH STRATEGY

Back 41

A PROMOTION STRATEGY THAT CALLS FOR USING THE SALES FORCE & TRADE PROMOTION TO PUSH THE PRODUCT THROUGH CHANNELS.

Front 42

PULL STRATEGY

Back 42

A PROMOTION STRATEGY THAT CALLS FOR SPENDING A LOT ON ADVERTISING & CONSUMER PROMOTION TO BUILD UP CONSUMER DEMAND.

Front 43

MARKETING COMMUNICATIONS DIRECTOR (MARCOM MANAGER)

Back 43

HAS OVERALL RESPONSIBILITY FOR THE COMPANY'S COMMUNICATIONS EFFORTS.

Front 44

EVENTS

Back 44

STAGED OCCURRENCES THAT COMMUNICATE MESSAGES TO TARGET AUDIENCES.

Front 45

CHECKLIST FOR INTEGRATING THE FIRM'S MARKETING COMMUNICATIONS

Back 45

1.ANALYZE TRENDS
2.AUDIT COMMUNICATIONS SPENDING THROUGHOUT THE ORGANIZATION
3.ID ALL CONTACT POINTS FOR THE COMPANY & ITS BRANDS
4.TEAM UP IN COMMUNICATIONS PLANNING
5.CREATE COMPATIBLE THEMES, TONES, & QUALITY ACROSS ALL COMMUNICATIONS MEDIA
6.CREATE PERFORMANCE MEASURES THAT ARE SHARED BY ALL COMMUNICATIONS ELEMENTS
7.APPOINT A DIRECTOR RESPONSIBLE FOR THE COMPANY'S COMMUNICATIONS EFFORTS.