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MKT F24 > #9 PROMOTION > Flashcards

#9 PROMOTION Flashcards

1
Q

What is promotion?

A

2 way communication of the right message through the right channel

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2
Q

IMC

A

Integrated Marketing Communications

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3
Q

What is IMC?

A

promotional strategy coordinated across elements and channels to deliver a clear, unified message

metallic feeling @ macbooks is always the same

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4
Q

IMC Key parts (3)

A
  1. consumers
  2. comms channel
  3. evaluating results
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5
Q

IMC Key parts

Consumer

A

who the message is for

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6
Q

IMC Key parts

Comms channel

A

how the message is shared

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7
Q

IMC Key parts

evaluating results

A

checking how well the message worked

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8
Q

Promotional Mix

A

DEFINITION @@@@
- can be online/offline, just mobile car

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9
Q

Promotional Mix (5)

A
  1. Advertising
  2. Direct MKT
  3. PR
  4. Sales Promotion
  5. Personal Selling
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10
Q

Promotional Mix

Advertising

A
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11
Q

Promotional Mix

Direct MKT

A
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12
Q

Promotional Mix

Public Relations PR

A
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13
Q

Promotional Mix

Sales Promotion

A
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14
Q

Promotional Mix

Personal Selling

A
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15
Q

Communication Process

A
  • sender
  • transmitter
  • encoding
  • comms channel
  • receiver
  • feeback loop

Entre receiver and feedback - NOISE

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16
Q

Communication Process

Sender

A

Company/brand sending the msg

17
Q

Communication Process

Transmitter

A

TOOLS 2 develop the msg

18
Q

Communication Process

Encoding

A

Turning the sender’s idea into msg

19
Q

Communication Process

Comms channel

A

method used to deliver the msg

20
Q

Communication Process

Receiver

A

Person who reads, sees, hears the msg

21
Q

Communication Process

Noise

A

anything that disrupts the msg

unclear ads, irrelevant info or competition ads

22
Q

Communication Process

Feedback loop

A

Allows the receiver 2 respond 2 the sender

buying the product, leaving a review, using coupons

23
Q

AIDA model

A

promotion should move consumers toward action

24
Q

AIDA stands for…

A
  • Awareness
  • Interest
  • Desire
  • Action
25
Q

Push & Pull are…

A

MKT strategies

26
Q

MKT strategies

PUSH

A

B2B
communicate to intermediates to push product into store

Corona beers to LCBO

27
Q

MKT strategies

PULL

A

B2C
communicate to end consumers to pull product into store

28
Q

AIDA model definition

A
29
Q

Push & Pull @ Advertising

A
30
Q

Push & Pull @ Direct Mkt

A
31
Q

Push & Pull @ Personal Selling

A
32
Q

Push & Pull @ Sales Promotion

A
33
Q

Push & Pull @ PR

A
34
Q
A

MKT F24 (10 decks)

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