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13 Cards in this Set
- Front
- Back
Push and Pull Policy
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Push-promoting product only to next institution down channel
Pull- Promoting product directly to consumers in order to pull product through supply channels |
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Opinion Leadership
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One Step communication- all members of target market are exposed to same message
Multiple-step- opinion leaders alter message before it reaches next person either positively or negatively |
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Mass Communications
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Composed of advertising, sales promotion, and public relations
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Advertising
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A paid, nonpersonal communication about an organization and its products transmitted to a target audience through mass media
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Pros and Cons of advertising
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Pros-company control over content, serves many communication needs, easy to reach audiences, easy to find professional to create ad
Cons- reaches many nonusers, high level of audience avoidance, brief one way messages, can be costly overall |
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Types of Advertisements
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Informative, persuasive, reminder ads (keeps product in consumer mind), reinforcement (calls attention to specific characteristics of product)
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Categories of advertising
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National and Global- focuses on brand identity nationwide
Retail-local scope, focuses on positive aspects Directory- company listings in directory Business to Business Institutional-communicate corporate identity and philosophy Direct Response-appeals directly to individual consumer (mail or phone) Public Service Political |
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CPM
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Cost per thousand
All types have different formulas |
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Unaided Recall and Aided Recall
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Unaided-To identify and advertisement consumer can recall, what commercial do you remember seeing for cars?
Aided-Content that can be remembered without seeing actual ad. Do you recall seeing a commercial for Honda? |
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Personal Selling
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A paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation
Kinesic Communication-Use of hands, arms, torso, head etc Proxemic-communicating by changing physical distance in personal selling situations Tactile- communicating through touching |
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Public Relations
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broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders
annual reports, brochures, sponsorship, CSR Buzz Marketing-An attempt to incite publicity and public excitement surrounding a product through a creative event |
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Sales Promotion
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Activity or material that acts as a direct inducement, offering added value or incentive for the product to reseller, salespeople or consumers
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Types of buyers and strategies for reaching each
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Current Loyals-reinforce existing behavior, increase usage, cross sell
Switchers- show availability, better value, variety Price Buyers-Best price oriented, little income nonusers-increase involvement, gain trial, impulse purchase |