ch 11 Flashcards
promotion mix
collection of tools used to promote
integrated marketing communications (IMC)
how managers coordinate the tools to project a single, unified, and compelling message about a brand
communication objectives
create awareness, to seek product information, to create positive image, to be the preferred brand in the market
sales related objectives
set sales targets during and after a promotional campaign
lagged effect
advertisng may have an effect on sales much later in time
non behavioural objectives
variables for non sales behavioural objectives including store traffic counts, phone inquiries, contest entries, website hits and social media likes
promotional budget setting common methods
intuition and instincts - based on experience
percentage of sales - 10%, 15%
competitive response
objective and task - based on activities
list tasks to achieve your objective (action plan)
budget will be based on spending forecast for each task
total budget per task = promo budget
advertising
paid, nonpersonal communication by a sponsor to an audience; one-way flow of communication
sales promotions
designed to persude customers to make a purchase (to act!) or to speed up their decision process; integrated into advertising and other promo tools
institutional advertising
used the build the general reputation of the organization and create goodwill toward the company and its brands
corporate image advertising
communicates an overall positive imagefor the firm
advocacy advertising
expresses a firms involvement with some social issue of charity
pioneer adveritising
stimulates primary demand and occurs early in the PLC, when the product categories are new and the goal of advertising is to promote the category rather than a specific brand
competitive advertising
focuses on selective demand; advertising to help brands stand out from the crowd
comparative advertising
comparing your brand to those of competitors
guidelines for ad creative
attention getting
stimulating relevance
detailed
capabale of multiple executions
AIDA - attention, interest, desire, action
basic media plannin problem
how to maximize exposure of the advertising message to the target audience while minimize waste coverage
waste coverage
occurs when people outside of the target audience are exposed to advertising messages not intended for them or when the target audience itself is overexposed or underexposed
reach
the % of a target audience that sees an ad at lease once during a given period of time
frequency
avg # of times member of the target audience sees the advertisement
sales promotions
designed to persuade cxs to make a purchase
trade promotion
trade allowances
training programs
sales contests and incentives
trade shows
marketing public relations
generate excitement
support cxs with new info
build brand loyalty through relationships
personal selling process
prespecting
snowballing
qualifying
preparation
pre-approach
sales presentation
cx objections
trial close
closing the sale
