Ch. 12 & 13 | Out/Inbound Marketing Communications Flashcards

1
Q

What 10 tools are included in the promotional mix?

A
  1. Advertising
  2. Public relations
  3. Sales promotion
  4. Direct response marketing
  5. Event and sponsorship marketing
  6. Product placement and branded entertainment
  7. Personal selling
  8. Online marketing
  9. Social media marketing
  10. Mobile marketing

Apposed + PMS

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

What are the 6 steps in the marketing communications process?

A
  1. specify the IMC objectives
  2. identify the target audience (customer touch points)
  3. set the promotional budget
  4. design the promotional program (product life cycle)
  5. schedule and the run the IMC elements
  6. evaluate the program and recommend changes

Sisdse

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

What is the sales promotion communication tool?

A

Sales Promotion
provides short-term incentives to generate interest in a product

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q
  • What 2 main promotions does the sales promotion communication tool involve?
  • And some tools involved
A

Consumer Promotional Tools
- coupons
- premiums
- contests
- samples
- rebates

Trade Promotional Tools
- trade shows
- co-op advertising
- merchandising allowances

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

What are 3 strengths and weaknesses for sales promotion?

A

Strengths
- effective at increasing short-terms sales
- many online / offline options
- results are measurable
- well-integrated into IMC programs
- social media is affordable

Weaknesses
- can lead to promotional wars
- promotions can be easily coppied by competitors
- consumers may wait for a sales promotion before purchasing
- fraud can occur

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

What is the advertising communication tool?

A

Advertising
a paid form of media used to communicate in a non-personal way to consumers

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

List the 8 options involved with the advertising communications tool

A

Advertising
* television
* radio
* newspapers
* magazines
* out-of-home (billboards, banners, transit)
* internet (banner ads, SEO, home page pop-ups)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

What are 3 strengths and weaknesses for advertising?

A

Strengths
- reaches large numbers of people
- affordable options
- online and offline options
- advertisers control the messaging

Weaknesses
- difficult to evaluate offline approaches
- high clutter
- low credibility of messaging

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

What is public relations?

A

Public Relations
- seeks to influence the opinions and attitudes of target groups through the use of unpaid media exposure

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

What are the 5 public relation tools?

A
  • press release
  • press conference
  • special events
  • company reports
  • social media release
How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

What are 3 strengths and weaknesses for public relations?

A

Strengths
- highly credible messages
- inexpensive
- measurable tools
- can be well-integrated into IMC programs

Weaknesses
- unable to control media messaging
- difficult to influence the messages spread
- results can vary and be difficult to evaluate

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

What is personal selling?

A

Personal Selling
involves two-way flow of communication between a buyer and a seller
- often face-to-face interactions

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

What are 3 strengths and weaknesses for personal selling?

A

Strengths
- can be a strong form of product differentiation
- an important approach for expensive products
- can be used in large and small businesses
- personal interactions can build lasting relationships

Weaknesses
- can become expensive
- consistency in approach and messaging is difficult to achieve
- people may not want to engage

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

What are the 6 stages in the personal selling process?

A

Prospecting
- search for prospects

Pre-approach
- gather information and decide how to approach the prospect

Approach
- gain prospect’s attention

Presentation
- begin converting a propect into a customer by creating a desire for the product

Close
- obtain a purchase commitment from the prospect and secure a customer

Follow-up
- ensure that the customer is satisfied with the product

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

What is event marketing and sponsorship?

A

Event Marketing
the creation or involvement of a brand in an experience or occasion that heightens its awareness, creates positive associations, and generates a desired response

Sponsorship
involves a compant paying a fee in exchange for inclusion in an event, involvement in its advertising opportunities, or exposure within the event itself

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

What are 3 strengths and weaknesses for event marketing and sponsorship?

A

Strengths
- events can create buzz and spread viral messages
- can reach large audiences
- can be integrated into IMC programs

Weaknesses
- sponsorships can be costly and difficult to evaluate
- results can be difficult to measure

17
Q

What is direct response marketing (DRM)?

A

Direct Response
designed to communicate with consumers one-to-one and to elicit a direct action, either online or offline
- uses metrics to evaluate succes

18
Q

What are some examples of the DRM tool?
- offline & online

A

Offline
- face-to-face selling
- direct mail
- catalogues
- telemarketing
- DR: TV, radio, or print

Online
- email
- online display ads
- pay-per-click ads
- social media

19
Q

What are 3 strengths and weaknesses for DRM?

A

Strengths
- messages can be targeted through online / offline approahces
- facilitates customer relationships
- results can be measured

Weaknesses
- high cost
- cluttery
- requires a well-constructed database to be done properly

20
Q

What is product placement and branded entertainment?

A

Product Placement and Branded Entertainment
the inclusion of a product in a movie or tv programs

21
Q

What are 2 strengths and weaknesses for product placement and branded entertainment?

A

Strengths
- seamless product integration into programming
- can create a positive association for the brand

Weaknesses
- can be expensive
- is becoming overseen / overplayed

22
Q

What are 3 strengths and weaknesses for online marketing?

A

Strengths
- allows for two-way communication
- can be used for many forms of marketing
- can be relatively inexpensive

Weaknessess
- clutter
- dependence on technology

23
Q

What are 3 strengths and weaknesses for social media marketing?

A

Strengths
- two-way communication
- can be relatively inexpensive
- many platforms to select from

Weaknesses
- clutter
- dependence on technology
- potential for immediate negative feedback

24
Q

Define what social media is and some advatages to it

A

Social Media
the unique blending of technology and social interaction to create a comminal experience and personal value for users

Strengths
- is flexible and can be changed
- immediately available
- creates a conversation so that marketers do not need to have full control
- can be produced inexpensively