Chapter 12 Flashcards
What are the promotion mix tools used for?
engaging customers
persuasively communicating customer value
building customer relationships
What is advertising?
It includes any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.
ex: broadcast, print, online, mobile, outdoor, etc.
What are public relations? What is the focus of PR?
Building good relations with the company’s various publics.
ex: press releases, sponsorships, events, webpages
What is personal selling?
Personal presentation by the firm’s sales and building customer relationships
ex: sales presentations, trade shows, incentive programs
What is sales promotion used for?
Providing short-term incentives to encourage the purchase or sale of a product or service
ex: discounts, coupons, displays, demonstrations, events
What are direct and digital marketing tools used for?
Engaging consumers and cultivating relationships with them, but with an immediate response from the targeted individual.
ex: direct mail, email, catalogues, online and social media, mobile marketing
What impact has the developments in tech had on marketing communications?
Digital & social media have led to a more targeted, social, and engaging marketing communications model.
What is a risk of using more fragmented media and promotion mixes? How can it be prevented?
It can create a confusing mix of communications for consumers.
This can be prevented by adopting the integrated marketing communications (IMC).
What does an IMC do?
Guides the roles of the different promotional tools an how they will be used, by planning the activities and timing of campaigns.
What are the decisions involved in advertising decision making?
Decisions about the objectives, the budget, the message, the media, and the evaluation of results.
What are the potential advertising objectives?
Informing buyers
Persuading buyers
Reminding buyers
What can the advertising budget be based on?
What is affordable, sales, competitor’s spending,
advertising objectives and tasks
What is the message decision?
Planning a creative concept/big idea and message strategy, and executing it effectively
What does the media decision involve?
Defining reach, frequency, impact, and engagement goals
Choosing major media types
Selecting media vehicles
Deciding media timing
What does evaluation involve?
Evaluating the communication and sales effects on advertising and other brand content before, during, and after it’s placed & measuring advertising ROI.
