Mkt Exam 2 10.29.12 Promotion.marketing Communications

Front 1

Marketing comm definition

Back 1

Means by which firms attempt to inform, persuade, and remind consumers about the products/brands they sell (what actually try to sell)

Represent the voice of the company and its brands..what to communicate to customers

it is here that we convert consumer propositions to taglines, ad, etc.

Front 2

Common misconceptions

Back 2

Commercials=ads=marketing communications

Reality: Advertising is part of market communications and commercials part of ads

Front 3

Marketing communications mix

Back 3

advertising

Consumer promotions (coupons, rebates, games, gifts, samples)

events and experiences (company museum, Dr. Pepp throwing football)

Public relations (company donations, annual reports)

Direct and interactive marketing (catalogs sent home, Amazon interactive recording pref)

Sales, presentations, trade shows-comm what products have

Front 4

Possible marketing communications objectives

Back 4

Have to start at beginning at work way up

basic awareness (recognition)--top of mind aware (recall)--information (know detailed info)--image (G.E is innovative)--behavior (consumer inquiries about MTV)...more difficult as go

Front 5

Basic awareness examples

Back 5

Head on, finallyfast

Front 6

Top of mind awareness and examples

Back 6

Recall

Not brand name, but reminding...WAZZAH

Front 7

information ad

Back 7

excedrin, get the facts

what temp for how long on turkey burgers

Front 8

image example

Back 8

Chanel ad building a certain image
Jeans image

Front 9

Behavior

Back 9

I want my MTV!

Just do it

Front 10

Common to pursue multiple communication objectives

Back 10

Mostly on information and image

Front 11

Many exposures required for ad (Thomas Smith)

Back 11

Processing ads (commercials in particular) is a low involvement activity..you have to see a commercial a lot before process..alpha brain waves

Front 12

How do consumers learn when minimally involved (3)

Back 12

1. Occurs when consumers attend to mktg comm without explicitly intending to evaluate/learn from message (repeating message)..hear more often

2. The consumer does not link the message to personal needs, brand beliefs, past experiences

3. With continued repetition, the consumer comes to believe that claim that is being made..truth effect

Front 13

Memory for claims better that memory for context surrounding claim (4)

Back 13

1. older adults shown series of statements which seen as true or false

2. Each claim + 1 truth presented 1 or 3 times

3. Repeating the claim helped older adults distinguish true vs. false in short-term

4. But after 3 day delay, repeated claims (regardless of T or F), more likely recalled as true..more familiar

Front 14

Sleeper effects

Back 14

Persuasive message from low reliability source does not influence attitudes o spot, but might change attitudes after delay..memory of source faces, message remains familiar

Front 15

We like what is ____ to us

Back 15

familiar

Front 16

Also, what is good, feels familiar

Back 16

Attractive faces feel more familiar than neutral

Positive words feel more familiar than neutral or negative words

People in good mood more likely to judge novel faces as familiar.

mere exposure helps...you not only see commercials and print ads, but also product placement

Front 17

People who do not use coupons still

Back 17

spend more...the benefits of unused coupons...one's that end up in trash typically if greater returns..27% spent more but profit lower but many people just don't bother?

Front 18

Caution needed when selecting premiums

Back 18

1. Common assumption: premiums that do not reduce the value of the product in any way (and do not raise its price) can only increase sales

Consumers asked how much they'd be willing to pay for package of Pillsbury cake mix or cake mix plus..pay less for plus because they average the two?...this makes no sense..ASK ZAGLIA,,,apple and burger makes sense though

Front 19

Establishing the total MKTG comm budget

Back 19

Four common methods establish marketing budget

1. What's left over method--bad (ignoring role of promotion as investment in equity)

2. Percent of sales method (bad)-interferences with long range planning, no logical basis for choosing percentage

3. Competitive parity method (bad)-use same amount as competitiors--motive is to achieve share of voice parity with competitors (but maybe compe has no idea what doing)--often justified based on notion that competitors expenditures reflects collective wisdom

Front 20

Objective and task method

Back 20

Define all objects and get pr conversion and poop..recommended but have to do opportunity costs

still difficult method but good

Front 21

Integrated marketing communications

Back 21

Communications and integration of all mktg comm tools to provide clarity, consistency and max impact through seamless integration of messages (comes again and again)

shape of bottle consistent for coke, better cheer logo