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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
  • collection of marketing strategies
  • business uses to communicate with its target audience
  • achieve marketing goals
  • 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

Paid communication via 3 party

Billiboards, magazines, ads

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11
Q

Promotional Mix

Direct MKT

A

Individualized targeting to solicit a response

emails suscriptions with your name

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12
Q

Promotional Mix

Public Relations PR

A

Managing a brand’s image and communication with its audience.

@@@@

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13
Q

Promotional Mix

Sales Promotion

A

Excitement- building programs
* short term & no loyalty

discounts, coupons or sales

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14
Q

Promotional Mix

Personal Selling

A

2 way communication between buyer and seller

car salesperson

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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 purpose

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

Push & Pull @ Advertising

A

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.

29
Q

Push & Pull @ Direct Mkt

A

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

30
Q

Push & Pull @ Personal Selling

A

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.

31
Q

Push & Pull @ Sales Promotion

A

PUSH
- Offering price reductions to retailers or distributors to incentivize bulk purchases.

PULL
- Offering consumers coupons or discounts
- Samples or Free Trials

32
Q

Push & Pull @ PR

A

@@@@

33
Q

Cross Promotion

A

marketing strategy where two or more brands collaborate to promote each other’s goods

34
Q

Types of Cross Promotion (2)

A
  1. Co-branding
  2. Co-marketing
35
Q

Types of Cross Promotion

Co-branding

A

Involves creating a new product or service that features both brands.

Apple and Nike co-branded the Apple Watch Nike+

36
Q

Types of Cross Promotion

Co-marketing

A

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

MKT F24 (10 decks)

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