Chapter 1 & 2 Flashcards
What are the tools of the promotional mix? (6)
- advertising
- sales promo
- PR
- direct marketing
- internet marketing
- personal selling
What are the 4 ways to communicate a product?
- value (product for money)
- attributes/benefits (symbolism included)
- brand identity (positive view)
- brand equity (asset value or goodwill)
Part of the promo mix is advertising it is:
- nonpersonal
- pervasive
- creates brand images
- strikes cord
What does sales promo do?
-provide extra value or incentive. Either consumer or trade promo
What is PR for
- evaluate attitudes
- gain public understanding or acceptance
- identify policy and procedures
What is publicity?
- nonpersonal comm. regarding org., product, service or idea
- not directly paid for
What is direct marketing?
-comm directly to consumer
what is internet marketing?
- two way comm
- modification
- execution of each element of marketing mix
- interactivity
What is personal selling?
- person-to-person
- direct contact
Who participates in promo process?
- advertiser
- agency
- media org. (or specialized)
- collateral service
What is an IMC?
-strategic business process used to:
-plan
-develop
-execute/evaluate
comm programs with consumers (etc.)
What does a IMC allow?
- unified comm. with consistent message
- diff comm to diff groups
- database comm for tangible results
- relationship fostering with customers
Why is an IMC important?
- audience contacts
- customer’s point of view
- relationship marketing
- consumer adoption of tech and media
- planning efficiently and effectiveness
What are some ways to contact your IMC audience?
- broadcast
- pr
- internet
- direct marketing
- sales promo
- product placement
- events and sponsorship
- word of mouth
- point of purchase
- personal selling
- out of home (eg. billboards)
What are the steps to IMC planning (5)
- review marketing plan
- situation assessment
- determine IMC objectives
- develop IMC programs
- implement and control plan
What are 5 major things an IMC allows for?
- understanding marketing comm
- articulate message
- deliver message
- strengthen message
- advertising and society
True or false: advertising can be performed by in-house or external agencies
TRUE
What are some pros of in-house agencies?
- cost saving
- more control
- better coordination
What are some cons of in-house agencies?
- less experience
- less objectivity
- less flexibility
What do agencies generally offer as services?
- account management
- interactive services
- planning and research
- production
- creative concepts
- media buying
- other special services
What are the 3 forms of agency compensation?
- fixed-fee (commissions)
- cost-plus agreement
- incentive-based
What is the role of sales promo agencies?
- promotion planning
- creative
- research
- coordination with advertising
- premium design
- database marketing
- contest/sweepstakes management
True or false: companies must decide whether to use a specialized organization for each marketing comm. function or consolidate them with a large ad. agency that offers all of these services
TRUE
What are some pros of integrated services?
- consistent message
- synergy
- client convenience
- single image
