Use LEFT and RIGHT arrow keys to navigate between flashcards;
Use UP and DOWN arrow keys to flip the card;
H to show hint;
A reads text to speech;
29 Cards in this Set
- Front
- Back
The integrated marketing communication consists of which five components?
|
1. Advertising.
2. Sales promotion. 3. Public relations. 4. Personal selling. 5. Direct selling. |
|
What is the AIDA micro model of marketing communication?
|
Attention => Interest => Desire => Action
|
|
What is the consumer readiness stages model?
|
Awareness => Knowledge => Liking => Preference => Conviction => Purchase
|
|
What is the innovation adoption model?
|
Awareness => Interest => Evaluation => Trial => Adoption
|
|
What is the communications model?
|
Exposure => Recognition => Cognitive Response => Attitudes => Intention => Behavior
|
|
What are the five steps of developing an effective communication plan?
|
1. Identifying target audience.
- Target selection affects what, how, when, where decisions. 2. Determining communication objectives. - Determines response sought. 3. Designing the message. - Micro models of marketing communication. 4. Selecting the media. - Communication channel. 5. Measuring feedback. - Aware? Satisfied? |
|
Who might a target audience include?
|
- Potential buyers or current users.
- Deciders or influencers. - Individuals or groups. - Particular publics or general publics. |
|
What are the four possible objectives of your communication?
|
1. Category need.
2. Brand awareness. 3. Brand attitude. 4. Brand purchase intention. |
|
What are three types of appeals or themes you can design?
|
1. Rational appeals: relates to the audience's self interest.
2. Emotional appeals: stir up negative or positive feelings using humor, pride, joy, or even disgust. 3. Moral appeals: relate to the audience's sense of right versus wrong. |
|
What are the four types of non-personal communication channels?
|
1. Media (print, broadcast, network).
2. Sales promotions (e.g. samples, coupons, premiums). 3. Events and experiences (e.g. sports, arts, entertainment, games). 4. Public relations. |
|
What are the three types of personal communication?
|
1. includes face-to-face, phone, mail, and internet chat.
2. Word-of-mouth influence. 3. Buzz marketing to cultivate opinion leaders. |
|
What are three ways to measure the effects of promotion?
|
1. ROPI (Return on Promotion Investment)
2. Sales / profits 3. Communication per se (field expeiments, neuroscience) |
|
Push strategies include:
|
- Marketing activities towards channel members.
- The channel members promote the product to final consumers. - Personal selling, trade promotion. |
|
Pull strategies include:
|
- Marketing activities toward end users.
- The end user demands the product from channel members. - Advertising, consumer promotions. |
|
Why are we in an era of push marketing?
|
- Mass media is less efficient due to increasing amount of information.
- Mass media is less efficient due to increasing diversity in consumer preferences. - Little meaningful product differences due to increasing competition. - Growing strength of mega-retailers. |
|
What are the four special effects of advertising?
|
1. Establish awareness within target market.
2. Influence consumer perceptions. 3. Influence preferences. 4. Influence behaviour. |
|
What are the three objectives of advertising?
|
1. Inform: new products, new uses, company image, hot "it" works, reduce risk/fears.
2. Persuade: growth products, brand preference, perception of features, change attitudes, buy NOW, brand switching. 3. Reminding: mature products, top of mind, brand equity. |
|
When do you want to...
... inform? ... persuade? ... remind? |
Inform: Development, introduction
Persuade: Introduction, growth Remind: Maturity, decline |
|
Due to concerns about the clutter and resistance of modern media, what new forms are used?
|
- Product placement.
- Buzz marketing. - Word of mouth. |
|
What are the two frequencies of advertising?
|
1. Continuity:
- Schedule ads evenly within a period. Ex. Once a week for one year. 2. Pulsing: - Scheduling ads unevenly over a given period. Ex. Intense ads during the holidays within a year. |
|
What is bait-and-switch advertising (or pricing)?
|
- Advertising items that cannot actually be provided.
- 50% sale on new iPhone!.. and then none or few are in stock. - Draw consumers to a store and make them buy other items that are not on sale. |
|
Examples of public relations include...
|
- News release (about favourable case histories or positive test results).
- Press tours. - Special events. - Public-service activities. |
|
Examples of consumer promotions include...
|
- Contests, sweeps, games.
- Price packs. - Premiums. - Samples. - Coupons. |
|
Examples of trade promotion include...
|
- Co-operative advertising.
- Merchandising allowances. - Free goods or discounts. |
|
What are the four sales force strategies/strucutes?
|
1. Territorial sales force structure.
2. Product sales force structure. 3. Customer sales force structure. 4. Complex sales force structure. |
|
Careful recruiting and selecting of salespeople can:
|
- Increase overall sales force performance.
- Reduce turnover. - Reduce recruiting and training costs. |
|
What are three ways to supervise salespeople?
|
1. Sales quotas.
2. Sales meetings. 3. Positive incentives. |
|
What are three ways to evaluate sales people?
|
1. Sales reports.
2. Call reports. 3. Expense reports. |
|
What are the seven steps of the personal selling process?
|
1. Prospecting and qualifying.
2. Pre-approach. 3. Approach. 4. Presentation and demonstration. 5. Handling objections. 6. Closing. 7. Follow-up. |