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19 Cards in this Set
- Front
- Back
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Personal Communication |
Effective bc it allows personal addressing and feedback
Control of personal communication -company -independent experts -word of mouth
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Opinion Leaders |
People within a reference group who, because of their special skills, knowledge, personality, or other characteristics, exerts social influence on others
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Buzz Marketing |
Cultivating opinion leaders and getting them to spread info about a product or service to others in their communities |
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Non-Personal Communication |
Media that carry messages without personal contact or feedback, including major media, atmospheres, and events that affect the buyer directly. |
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Major Media |
Print, broadcast, display, and online media |
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Atmospheres |
Designed environments that create or reinforce the buyer's leanings toward buying a product |
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Events |
Staged Occurrences that communicate messages to target audiences
-press conferences -grand openings -exhibits -public tours |
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Selecting the Message Source |
Message's impact on the target audience is affected by how the audience views the communicator -celebrities --athletes --entertainers -professionals --health care providers -real typical people |
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Collecting Feedback |
Involves the communicator understanding the effect on the target audience by measuring behavior resulting from the behavior |
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Affordable Budget Method |
Sets the budget at an affordable level -ignores the effects of promotion on sales
Not effective |
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Percentage of Sales Method |
Sets the budget at a certain percentage of current or forecasted sales or unit sales price -easy to use and helps management think about the relationship between promotion, selling price and profit per unit -Wrongly views sales as the cause rather than the result of promotion
It's billy bass bass-ackward Not effective |
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Competitive Parity Method |
Sets the budget to match competitor outlays -represents industry standards -avoids promotion wars -do you want to be the same?
Not effective |
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Objective and Task Method |
Sets the budget based on what the firm wants to accomplish with promotion and includes: -defining promotion objectives -determining tasks to achieve the objectives -estimating budget
Effective |
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Advertising |
Reaches masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times |
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Personal Selling |
Most Effective method at certain stages of buying process, particularly in building buyers' preferences, convictions, actions, and developing customer relationships |
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Sales Promotion |
Includes coupons, contests, cents-off deals, and premiums that attract consumer attention and offer strong incentives to purchase, and can be used to dramatize product offers and to boost sagging sales |
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Public Relations |
Very believable form of promotion that includes news stories, features, sponsorships, and events |
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Direct Marketing |
non-public, immediate, customized, and interactive promotional tool that includes direct mail, catalogs, telemarketing, and online marketing |
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P 423 |
Diagram |
