Ch.12 Promotion & Personal selling Flashcards
Disintegrated/traditional marketing
Each campaign (print, radio, web) has different agency= inconsistency Inconsistency can also be logo doesn't match desired image So 4 Ps coordination (office hours= convenient?)
How to communicate value?
Mass selling (advertising, sales promos, PR) Targeted selling (personal selling, direct marketing)
Integrated marketing communications
Clear, consistent & compelling message on org. & products through [ads, sales promotion, PR, personal selling & direct marketing= promotional mix]
Touch points
anywhere consumers come in contact with brand or product
Purpose of IMC
Synergy memorable message (James Bond franchise)
IMC as growing trend
Media fragmentation (Facebook, Twitter, website, tv…) > better informed consumers > IT changes = from broadcasting to narrowcasting > more communication tools, more need4coordination (mas posibilidad de divergencia)
Factors influencing promotion &IMC decisions
Target audience Life cycle of product Product characteristics Stages I'm buying decision Channel strategies
Push vs pull strategies
Push: efforts through channel (convince retailers to carry)
Pull: efforts directly to consumers so that their demand forces retailers to carry
One company can do both for different segments [consumers & bus buy] (Intel)
Promotional campaigns
Series of promotional activities aimed to achieve an objective (product differentiation, image building (I am Canadian)
Advertising
Non personal presentation & promotion of ideas, goods, services by an sponsor
Pros & cons of advertising
Pros: large reach, repeated exposure (awareness>familiarity>positioning), builds image (wide possibilities)
Cons: expensive, impersonal, one way/no feedback, media fragmentation = -audience
5Ms of a campaign (steps)-6
Mission ( objectives)- audience, time OR informative=communicate & build demand 4 axe choco, persuasive= superiority & differentiation (selective demand), reminder= repurchase (vary across life cycle- introduction, growth & maturity)
Money (budget)- affordable, %of sales, competitive parity, objective & tasks
Message- get attention, interest & action BUT cluttered SO creative, have execution like master card, or tone, unexpected, dynamic (key benefits)
Media mix: -reach, frequency = exposure, impact=value (Molson Canadian ad was very valuable 4 goodwill (qualitative)) - type (show), vehicle (Ellen), criteria (cost restrictions, target lifestyle & habits, attributes to remark), timing (seasonal?, continuous?, spacing?)
Measurement of effectiveness- ROAdI (beforehand), attitude & beliefs changes (communication effect) vs sales effects (harder to measure but better indicator)
Types of message execution
Execution: slice of life (MasterCard), lifestyle (ram/alberta farmer), fantasy (coke), mood, scientific evidence (papel de rollo), personality symbol (Koodo), technical expertise, testimonial evidence (weight watchers)
Tone: emotion & humor= positive: relevant (comparative adv) OR irrelevant (Taco Bell con lo de la moto y los explosivos)
Public Relations
Build good relations with publics through positive publicity, corporate image, handling rumours & mistakes (Johnson’s)
Publics
Stakeholders internal (employees, customers) & external (community, media)
PR tools
Press releases (apple), conferences, websites, special events (portes ouvertes)
More believable & cost efficient than ads
Used with IMC tools
Media related so difficult to control
PR donts
Avoid responsibility Minimize issue (lie o hide) Wait
Personal selling
PS: paid, personal form of promotion (preferable for complex, expensive products) 2way- da pie a negociacion, relationship, & feedback. Used by businesses (B2B/ B2C) & non profits (angels)
Sales person
Company representative who does: prospecting, selling, relationship building, feedback gathering
Positions:order taker (clerk (yo)) & getter (creative & skilled [gerardo])
Sales force
Is large and critical link to customers (2 way representant) needs to be hired, trained, motivated, managed
With what other dpmt should sales work closely?
Marketing, pricing, distribution
Steps in sales force management (6)
Design structure & strategy Recruiting Training Compensating Supervising Evaluating
Sales force structure types
Territorial: 1SP sells full line in 1 region
Product: specialization on 1 product or PL
Customer: specialize in 1 customer type or industry
Complex: combination
Outside vs inside
SF recruitment
Discipline
Able to build relationship & close
Have drive
