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51 Cards in this Set
- Front
- Back
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Support Media |
a wide variety of miscellaneous media, increasing role in comapnies media mix, number of options are increasing |
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What are the two types of support media? |
Traditional and Non-Traditional |
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Traditional Support Media |
includes a range of expanding options, e.g. outdoor advertising, alternative out-of-home, in-store media, transit advertising. |
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Non-traditional Support Media |
Product placements and event development |
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Outdoor advertising |
1) billboards, signs, inflatables, aerial ads 2)Innovation leads to the success of outdoor advertising 3)Ourdoor advertising is good at delivering an image clearly, quickly, and frequently in the local langauge to a mass audience |
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Transit Media |
1)buses, taxis, trains, subways, elevators, planes etc. Large growth 2)increased 25x since 1972 3)Many alternative types, newer creative options |
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In-Store Media |
point-of-purchase displays & in-store radio/video |
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Branded Entertainment (Product Placements) |
having a product/brand appear in movies, TV, music videos, video gamesDates back to the 1930’s-1940’s |
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Direct-marketing media |
“an interactive system of marketing by which organizations communicate directly with target audience members to generate a response or transaction” |
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Examples of Direct Marketing Media |
email, catalogs, telemarketing, direct mail, print, home shopping, and infomercials |
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Objectives of Direct-marketing media |
1)direct behavioral response 2)identify future contacts 3)provide in-depth information to consumers 4)seek info from consumers 5)manage brand relationships and loyalty |
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Pros of direct marketing |
1)Selective search 2)Flexibility and timing 3)Personalize 4)Costs 5)Measure effectiveness |
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Cons of direct marketing |
1) image issues 2) accuracy challenges 3) rising cost trends 4) consumer opt-out |
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Internet Communication Objectives |
1) Create awareness 2) Generate interest 3) Provide info 4) Create an image 5) Create a strong brand 6) Stimulate trial 7) buzz |
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Options on the internet |
paid search, display/banner ads, pop-ups, sponsorship, email communication, video/audio, corporate homepages, podcasts, virtual worlds, video games, blogs, and social media |
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Uses of Social Media in IMC |
1) interact with customers 2) customers interact with other customers and companies 3) support causes important to customers |
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Sales Promotion |
a communication tool that offers an extra value or incentive for the product to member of the channel of distribution or the end user, often with the primary objective of creating an immediate sale |
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What are the two targets of sales promotion? |
consumer oriented and trade oriented |
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Consumer oriented promotion |
-pull strategy -end users examples: coupons, premiums, contests, refunds, samples, loyalty programs |
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Objectives of Consumer oriented promotion |
1) encourage trial and adoption of new thing 2)increase consumption 3) retain current customers 4) contribute to IMC 5) target specific segment |
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Sampling |
any method used to deliver an actual/trial sized product to consumers at no (reduced) charge |
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Trade-oriented promotions |
-push strategy -distribution channel -dealers, wholesalers, retailers -contests, incentives, trade allowances, pop displays, training, trade shows |
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Objectives of trade-oriented promotions |
1)obtain new distribution 2) maintain interest in existing products 3) offset competitive promotions 4) encourage specific marketing efforts 5) build retail inventories |
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4 Trade Promotion Forms (allowances) |
Trade, buying, promotional, slotting |
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Trade allowances: |
a discount or deal offered to the trade to encourage certain behaviors |
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Buying allowances: |
price reduction (or free goods) on orders during a fixed period |
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Promotional Allowances: |
$ or free product for specific activities |
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Slotting allowances |
cash paid to ensure handling of product and shelf space |
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Why has the use of sales promotions been increasing? |
-accountability pressures -power of retailers -short-term focus of firms' -clutter -increased promotional sensitivity of consuemrs |
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Franchise Building Promotions |
communicate distictive brand attributes, contribute to image/identity of brand, built LT brand preference, engage active consumer involement with brand |
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Non FB Promotions |
designed to have impact on immediate sales, accelterate purchase decision process, don’t contribute to image/identity of brand |
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What is the difference between the traditional and new roles of public relations? |
Traditional: to manage a company’s reputation and help build public support for its activities New: more marketing oriented, firms are using PR to create visibility and image for brands, much broader role |
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"Marketing PR" |
a term used to describe PR activties used as marketing tool to support marketing objectives |
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What are some tools used in PR? |
press releases, press conferences, exclusives, interviews, community involvement, the internet, generating publicity |
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Publicity |
the generation of news about a person, company, product, service, etc… that appears in the media. It’s a subset tool of the PR process. It is different from the PR process in that, it is short term/limited repetition, can be positive or negative, and may be generated by other sources, =power |
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Companies can try to _________ publicity but often have to ______________ |
Companies can try and influence publicity but they often have to react to it |
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Objectives of Marketing PR |
-build excitement before media ads -create marketing communication news -introduce new products (w/o ad support) -provide value added customer service -build brand-customer relationships -provide info to opinion leaders -defend products/services |
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What is corporate advertising? |
Designed to promote the firm rather than a specific product. It has two broad goals… 1)Create or reinforce positive image for the firm 2)Communicate their view on some issue |
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What are the 4 types of corporate ads? |
1) Image
2) Advocacy 3) Cause-related 4) Corporate event sponsorship |
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Image advertising |
general image or positioning ads, sponsorships, recruitment ads, generating financial support |
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Advocacy Advertising |
company adopts a position on a specific issue |
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Cause related advertising |
companies link up with charities or non-profits |
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Corporate event sponsorship |
sporting events, music/entertainment, festivals, arts/cultural events, causes |
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Globalized communication: |
common IMC plan everywhere pros: costs, control reaction time, consistent brand image and simplicity cons: diverse cultures |
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Factors that make globalization more appropriate |
1) Rely on visual appeals 2) Appeal to universal needs 3) High tech products with low cultural traditions 4) Products with national appeal 5) common global segment |
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Localized communications: |
different IMC for different markets |
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Pattern advertising: |
follows a basic approach, but details, copy, visuals may be adapted |
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Personal selling |
involves selling through person-to-person communication. They may sell to final customers or marketing intermediaries |
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Advantages of personal selling |
-two way interaction -message customization -lack of distraction -ability to communicate technical info -demonstrate product -customer insights |
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Disadvantages of personal selling |
-inconsistent message -high cost -poor reach -sales force-marketing conflict (communication or ethical) |
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Relationship marketing |
an organization's effort to develop a long term cost effective link with individual customers for mutual benefit sales people take on more roles than just selling |
