Chapter 12 Flashcards
What is IMC?
Integrated Marketing Communications
- this is designing a marketing communications program that coordinates all promotional activities to provide a consistent message to a target audience
advantages and disadvantages of : television
+ mass coverage, low cost per exposure , appealing
- high absolute costs, fleeting exposure, less audience selectivity
advantages and disadvantages of :
newspapers
+, flexibility, timeliness
-, short life, reproduction quality, small audience
advantages and disadvantages of :
the internet
+, high selectivity; low cost, immediacy
-, potentially low impact, the audience controls exposure
advantages and disadvantages of : direct mail
+, high audience selectivity, flexibility, no ad competition
-, relatively high cost per exposure
advantages and disadvantages of : magazines
+, high geographic and demographic selectivity, high quality
-, long ad purchase time, no guarantee
advantages and disadvantages of : radio
+ good local acceptance, low cost
-, audio only
advantages and disadvantages of : outdoor
+, flexibility, high repeat exposure, low cost
-, little audience selectivity
Public relations: proactive and reactive ways to building strong relations with company’s stakeholders
proactive: obtaining favorable publicity,
reactive
reactive:
managing unexpected occurrences, both positive and negative
why is Public relations a high credible option in IMC?
when spread by reputable media outlets.
Major Public Relations Tools
news, speeches, special events, written materials, audiovisual materials, corporate identity materials, public service activities, company website, social media releases
pros and cons of Sales Promotions
pros:
- wide assortment of tools
- customer attraction
- strong incentives to purchase
- quick consumer response
- measurable
cons:
- short lived effectives, not effective at building long term brand preference or customer relationships
types of consumer promotion tools
samples, coupons, rebates, price packs, premiums, promo products, point of purchase, contests/games, sweepstakes, event marketing
what are rebates?
price reduction after purchase, such as mail in proof of purchase
what are price packs?
offer discounts from regular price. eg) buy one get one.
what are premiums?
extra goods offered for free with purchase such as kids’ meal prize
two kinds of sales promotions
trade and consumer
what are the kinds of trade sales promotions?
trade shows
off invoice allowances - price reduction but with limited time
merchandise allowances - a price reduction taken off a product in return for displaying the product
co-op advertising - the contribution of funds for inclusion in a wholesaler, distributor, or retailer advertising program such as a flyer
Pros and cons of direct marketing
+, communicates more directly with targeted customers, tailored message, interactivity, one to one relationships
-, well established accurate database, sometimes perceived as junk-mail
pros and cons of event marketing and sponsorships
+, engaging in buzz, major sponsorships
-, costly, limited potential for creating 1-1 relationship, hard to measure
pros and cons of product placement and branded entertainment
+, seamless product integration into programming, positive association with particular movie
-, costly, ubiquitous
personal selling pros and cons
+, two way, preferences, allows relationships, differentiation
-, requires long term commitment, most expensive promotion tool, consistency in messaging may be compromised.
steps in selling process
prospecting→ pre-approach → approach→ presentation and demonstration→handling objections →closing →follow up
push strategy
efforts in distribution
gain support from retailers, distributors, and wholesalers through listings, sales, and merchandising, featured pricing, and the inclusion in flyers.
pull strategy
producers pull consumers who pay resellers, wholesalers
focus is on ultimate consumer, uses advertising, public relations, consumer promotion
steps in the marketing communications process
- specify the IMC objectives
- identify the target audience
- set the promotional budget
- design the promotional progrma
- schedule and run the IMC elements
- evaluate the program and recommend changes
what is the promotional mix?
advertising, public relations, sales promotion, direct response marketing, event marketing , sponsorship, product placement, branded entertainment, personal selling, online marketing, social media marketing, and mobile marketing
what are sales promotions?
example of mobile sales promotional tool
provides short term incentives for people to interact with brands whether through discount, offer, or engagment.
in this step of the selling process, we are gathering information and deciding how to approach the prospect. Which step is this and what are some other things about it?
This is Pre Approach
This entails personal observation, other customers, and company salespeopel
In this stage of selling, we are stimulating interest and making the transition to presentation. This is the first impression.
Approach
What stage of selling do we create desire for the product? professional ethical approach is needed here.
Presentation
