#9 PROMOTION Flashcards
What is promotion?
2 way communication of the right message through the right channel
IMC
Integrated Marketing Communications
What is IMC?
promotional strategy coordinated across elements and channels to deliver a clear, unified message
metallic feeling @ macbooks is always the same
IMC Key parts (3)
- consumers
- comms channel
- evaluating results
IMC Key parts
Consumer
who the message is for
IMC Key parts
Comms channel
how the message is shared
IMC Key parts
evaluating results
checking how well the message worked
Promotional Mix
- collection of marketing strategies
- business uses to communicate with its target audience
- achieve marketing goals
- can be online/offline, (just mobile car)
Promotional Mix (5)
- Advertising
- Direct MKT
- PR
- Sales Promotion
- Personal Selling
Promotional Mix
Advertising
Paid communication via 3 party
Billiboards, magazines, ads
Promotional Mix
Direct MKT
Individualized targeting to solicit a response
emails suscriptions with your name
Promotional Mix
Public Relations PR
Managing a brand’s image and communication with its audience.
@@@@
Promotional Mix
Sales Promotion
Excitement- building programs
* short term & no loyalty
discounts, coupons or sales
Promotional Mix
Personal Selling
2 way communication between buyer and seller
car salesperson
Communication Process
- sender
- transmitter
- encoding
- comms channel
- receiver
- feeback loop
Entre receiver and feedback - NOISE
Communication Process
Sender
Company/brand sending the msg
Communication Process
Transmitter
TOOLS 2 develop the msg
Communication Process
Encoding
Turning the sender’s idea into msg
Communication Process
Comms channel
method used to deliver the msg
Communication Process
Receiver
Person who reads, sees, hears the msg
Communication Process
Noise
anything that disrupts the msg
unclear ads, irrelevant info or competition ads
Communication Process
Feedback loop
Allows the receiver 2 respond 2 the sender
buying the product, leaving a review, using coupons
AIDA model purpose
promotion should move consumers toward action
AIDA stands for…
- Awareness
- Interest
- Desire
- Action
Push & Pull are…
MKT strategies
MKT strategies
PUSH
B2B
communicate to intermediates to push product into store
Corona beers to LCBO
MKT strategies
PULL
B2C
communicate to end consumers to pull product into store
Push & Pull @ Advertising
PUSH
* B2B Campaigns: Using trade magazines, industry publications, or digital ads on platforms like LinkedIn to convince intermediaries of the product’s benefits.
PULL
- Mass Media Campaigns: TV, radio, or digital ads aimed at building brand awareness and consumer demand.
Push & Pull @ Direct Mkt
PUSH
* Email Campaigns to Retailers, highlighting the benefits of selling your product and offering exclusive deals.
PULL
- Personalized Email Campaigns, or reminders about abandoned carts
Push & Pull @ Personal Selling
PUSH
- Sales Representatives to Retailers: Salespeople visit retailers or distributors to pitch the product and explain its benefits, on why they should sell it to consumers
PULL
- Salespeople interact with consumers in retail locations, showcasing product features and benefits.
Push & Pull @ Sales Promotion
PUSH
- Offering price reductions to retailers or distributors to incentivize bulk purchases.
PULL
- Offering consumers coupons or discounts
- Samples or Free Trials
Push & Pull @ PR
@@@@
Cross Promotion
marketing strategy where two or more brands collaborate to promote each other’s goods
Types of Cross Promotion (2)
- Co-branding
- Co-marketing
Types of Cross Promotion
Co-branding
Involves creating a new product or service that features both brands.
Apple and Nike co-branded the Apple Watch Nike+
Types of Cross Promotion
Co-marketing
when two brands work together to create and promote a campaign, but they’re still selling their own, separate goods
Go Pro camera & Red Bull
