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MARK 201 Final > Chapter 12 > Flashcards

Chapter 12 Flashcards

1
Q

In putting together a promotional mix what two issues must be considered

A
  1. The balance of the elements - consider the target audience for the promotion, the stage of the products life cycle, the characteristics of the product, the decision stage of the buyer, the channel of distribution
  2. Coordination between different departments of a consistent promotional effort - need a promotional planning process designed to ensure integrated marketing communications (IMC) to facilitate this goal
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2
Q

What is the target audience of promotional programs

A

Promotional programs can be targeted to the ultimate consumer, to the intermediary (retailer, wholesaler, or industrial distributor), or to both

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3
Q

Promotional programs directed to buyers of consumer products often use what type of media

A

mass media because the number of potential buyers is large

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4
Q

In what scenario would personal selling be used

A

At the place of purchase, generally the retail store

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5
Q

In what scenario would direct marketing be used

A

This may be used to encourage first time or repeat purchases

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6
Q

Define Integrated marketing communications (IMC)

A

The concept of designing a marketing communications program that coordinates all promotional activities to a target audience

(A communications approach that coordinates all promotional activities to provide a consistent message to a target audience)

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7
Q

What is the key to developing a successful IMC program

A

Use a process that makes it easy to design and evaluate - each element has a distinct role as well as a purpose in the overall campaign

ex. Using tv ads and internet, display advertising to build awareness to a website, print advertising to provide details on technical specifications, etc.

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8
Q

Define display advertising

A

The use of online ads with graphics or animation that are placed on websites

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9
Q

What type of approach would ensure that all communications elements speak with the same messaging and use a shared visual platform

A

Integrated marketing communications approach

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10
Q

Define advocacy

A

This is in integrated marketing communications approaches where we develop, execute, ad evaluate each element of a promotional program so that it encourages customers to become loyal supporters that spread positive messages

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11
Q

Define the Customer advocacy funnel

A

This is a communications approach that takes consumers from initial product awareness through to brand advocacy

–> it demonstrates how over time the positive connections that customers make with brands encourage them to become brand advocates who recommend the brand to others

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12
Q

What are the 7 stages of the Customer Advocacy Funnel

A
  1. Awareness
  2. Interest
  3. Engagement
  4. Trial
  5. Purchase
  6. Loyalty
  7. Advocacy
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13
Q

A company trying to raise online product awareness is using a website, search engine optimization, online video, and display ads to drive consumers to an online destination - What stage of the customer Advocacy Funnel are they working on

A

Awareness

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14
Q

A company highlight interesting product attributes to entice potential customers to learn more - What stage of the customer advocacy Funnel are they working on

A

Interest

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14
Q

A company decides to invite potential customer to participate in the product experience and interact with its marketing - What stage of the customer advocacy Funnel are they working on

A

Engagement

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15
Q

A company gives customers free samples or allows them to purchase the product as a limited trial or download - What stage of the consumer advocacy Funnel are they on

A

Trial

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16
Q

A company finds that positive product experiences are leading to product purchase - What stage of the consumer advocacy Funnel are they on

A

Purchase

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17
Q

A company finds that ongoing positive product experiences are leading to repeat purchase - What stage of the consumer advocacy Funnel are they on

A

Loyalty

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18
Q

In a company, loyal customers are rewarded with additional experiences and become advocates who recommend the product to others - What stage of the Customer Advocacy Funnel are they on

A

Advocacy

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19
Q

Communications agencies provide expertise on what

A

Communication approaches with access to insights on new opportunities, consumer trends, and media research. They help guide strategy development, creative development, and media plannnig and buying, as well as program evaluation.

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20
Q

Marketers provide expertise on what

A

They provide company, product, and target market information, as well as insights into product positioning, previous campaigns, the competition, and budgetary constraints. They also explain the balance between consumer and trade promotion, as well as how push and pull strategies are used. They are also involved in program creation and evaluation

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21
Q

Define a push strategy

A

When marketers focus communication on the distribution channel to gain support from retailers, distributors, and wholesalers - through listings, sales, merchandising, featured pricing, and inclusion in flyers

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22
Q

A consumer packaged food company uses personal selling with the retailer to get their product on the shelf - what type of strategy is this

A

A push strategy

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23
Q

Define a Pull strategy

A

When marketers focus communication efforts on ultimate consumers to build awareness, trial, and demand for a product

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24
Q

A consumer packaged goods company target the end user to drive demand. This user then goes to the store and asks for the product. When the product is not there, they would ultimately leave with their demand unmet - what type of strategy is this

A

A pull strategy - targeting communications directly on the customer rather than the distributor –> This demand would be seen by the retailer and ultimately force them to put the product on the shelf to satisfy their customers

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25
Q

How does the push and pull strategy relate to the other

A

These approaches work together

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26
Q

What are the 6 steps in the Integrated marketing communications process

A
  1. Specify the IMC objectives
  2. Identify the target audience
  3. Set the promotional budget
  4. Design the promotional program
  5. Schedule and run the IMC elements
  6. Evaluate the program and recommend changes
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27
Q

Describe the first step in the Integrated marketing communications process

A
  1. Specify the IMC objectives

–> This formalizes the purpose of the promotional programs, such as building brand awareness, creating customer engagement etc.
- Specific numerical targets are included at this point and used to later evaluate the program
- Often a promotional plan includes objectives such as reach or frequency

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28
Q

Define Reach

A

The number of people who are exposed to a communication vehicle or message; is presented as a percentage of the total number of people in a target audience.

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29
Q

Define frequency

A

The number of times the target audience is exposed to the communication vehicle or the communication message

30
Q

Describe the second step in the Integrated marketing communications process

A
  1. Identify the target audience

–> Involves identifying the target audience, the group of prospective buyers toward which a promotion program will be directed, using geographic, demographic, psychographic, and behavioral data.
–> information on media used by the target audience is also provided, as well as insights on consumer touch points

31
Q

Define touch points

A

Any situation in which a customer comes into contact with a brand or company.

32
Q

Describe the third step in the Integrated marketing communications process

A
  1. Set the promotional budget

–> 4 methods: percentage of sales, competitive parity, all you can afford, objective and task

33
Q

Describe the percentage of sales method for setting the promotional budget (3rd step in the integrated marketing communications process)

A

The amount of money spent on promotion is a percentage of past or anticipated sales

34
Q

Describe the competitive parity method for setting the promotional budget (3rd step in the integrated marketing communications process)

A

Matches the competitors absolute levels of spending or a proportion of their spend based on market shares

35
Q

Describe the all you can afford method for setting the promotional budget (3rd step in the integrated marketing communications process)`

A

Allows money to be spent on promotion only after all other budget items (ex. manufacturing costs) are covered

36
Q

Describe the Objective and task method for setting the promotional budget (3rd step in the integrated marketing communications process)

A

The company determines the promotion objectives, outlines the tasks to accomplish those objectives, and determines the promotion cost of performing those tasks

37
Q

Describe the 4th step in the integrated marketing communications process

A
  1. Design the promotional program

The key component of a promotional program is its messaging. It needs to be visible, resonate with its target audience, and be memorable. One of major challenges of IMC is to design each promotional activity to communicate the same message.
- this can encompass online and offline approaches

38
Q

Does the composition of the promotional mix stay the same throughout the product life cycle

A

No, the promotional mix changes over the four life cycle stages

39
Q

Describe the introduction stage of the product life cycle

A

Providing information to consumers in an effort to increase their level of awareness is the primary promotional objective in the introduction stage of the product life cycle.

In general, all promotional mix elements are used at this time, and the promotional objective is to inform

40
Q

Describe the growth stage of the product life cycle

A

The primary promotional objective in the growth stage is to persuade the consumer to buy the product. Advertising is used to communicated brand differences, and personal selling is used to solidify the channel of distribution

41
Q

Describe the maturity stage of the product life cycle

A

In the maturity stage, the need is to maintain existing buyers. Advertising role is to remind buyers of the products existence (promotional objective). Sales promotion, in the form of discounts, coupons, and events, is important in maintaining loyal buyers.

42
Q

Describe the decline stage of the product life cycle

A

The decline stage in the product life cycle is usually a period of phaseout for the product, and little money is spent on the promotional mix. Promotional objective is to phase out

43
Q

Describe the 5th step in the integrated marketing communications process

A
  1. Schedule and run the IMC elements

–> The promotion schedule describes the order in which each promotional tool is introduced and the frequency of its use during a specified time frame.

  • throughout the campaign marketers carefully monitor developments, particularly in social media, to immediately answer questions, respond to comments, and carefully deal with negative feedback
44
Q

Describe the 6th step in the integrated marketing communications process

A
  1. Evaluate the program and recommend changes

–> Promotional programs are evaluated on four levels.
1. messaging is assessed before a program is fully developed to gauge responses so that adjustments can be made before launch
2. once the program is live, research may be fielded to measure campaign awareness and messaging elements such as likeability, message comprehension, and attitude changes towards the brand
3. upon completion, each individual element will be evaluated against expectations. Online programs may look at page views and time on site. Public relations efforts may be measured on publicity mentions and return on investment (ROI)
4. The promotional program will be evaluated against its objectives. This will look at business results such as sales, profitability, market share, and expected ROI

45
Q

What type of promotional activities would you see happening in the introduction phase of the product life cycle

A
  • publicity in magazines
  • advertising
  • salesforce calling on intermediaries
  • sales promotions in form of free samples
46
Q

What type of promotional activities would you see happening in the growth phase of the product life cycle

A
  • personal selling to intermediaries
  • advertising to differentiate a product from competing brands
47
Q

What type of promotional activities would you see happening in the maturity phase of the product life cycle

A
  • reminder advertising
  • sales promotion in form of discounts, coupons, and events
  • limited personal selling
  • direct mail reminders
48
Q

What type of promotional activity would you see happening in the decline phase of the product life cycle

A
  • little money is spent on promotion in this stage
49
Q

What has recently facilitated marketing communications, and has made media more accessible so that two way communication now exists between marketers and consumers, and between consumers and their friends

A
  • Affordable internet technology and some of the fastest download times.
  • Free online services such as email, search engines, and social media
50
Q

Smartphone penetrations in Canada reached what percent in 2022

A

99 percent with one third of households relying exclusively on wireless services

51
Q

In what country are consumers among the most connected in the world

A

Canada

52
Q

Define social networks

A

Online websites that allow members to create a network of friends and contacts to share messages, comments, videos, and images as a form of self-expression

53
Q

What are the most popular social networking sites in Canada

A

Facebook, Pinterest, X, Instagram

54
Q

What is the forecasted trend of using media

A

Time spent on digital forms of media, including mobile and computer, is expected to continue increasing, whereas time spent on all other forms of media is decreasing

55
Q

What platform is the biggest recipient of advertising dollars in Canada

A

Digital, ahead of TV and newspaper

56
Q

What is the most evolving media

A

The digital world - all platforms are adapting to have presence in the digital world

57
Q

The marketing communications industry consists of what 5 main areas that work together

A
  1. The media
  2. Marketing communications agency
  3. media research companies
  4. associations
  5. regulatory bodies
58
Q

The marketing communications industry works together to form an industry that has what 4 aspects

A

Ethical, trustworthy, cohesive, and measurable

59
Q

Define paid media

A

The media time purchased so that messages can be disseminated through channels that are controlled by others - podcast advertising for example

60
Q

Define owned media

A

The media channels that a company control, either fully or partially, such as a website, microsite, or social media page that is used to directly communicate with consumers

61
Q

Define earned media

A

The free publicity secured through unpaid media mentions and consumers who spread the word through word of mouth or the internet

62
Q

Define the marketing communication agencies

A

provide marketers with expertise on how best to communicate messages to their audience - agencies can bee broad spectrum or they can be specialty agencies

63
Q

Media research companies look at what for the smooth functioning of the marketing communications industry

A

Metrics - data on various things is needed to provided transparent and reliable information to the media, agencies, and clients

64
Q

What do associations do for the marketing communications industry

A

They provide data and host informative events and educational workshops for the industry

65
Q

What is the role of regulatory bodies in marketing

A
  • prior to embarking on a marketing communications program, marketers need to be well versed in the limitations and restrictions placed on them y regulatory bodies
  • They need to become familiar with their specific industry associations and stay up t date on marketing regulations, business restrictions, and best practices
66
Q

So overall the marketing communications industry consists of

A
  • the media
  • marketing communication agencies
  • research companies
  • associations
  • regulatory bodies
67
Q

What does Advertising Standards Canada (Ad Standards) do - this is a regulatory body

A
  • national, independent, not for profit advertising self regulatory body that sets and regulates advertising standards
  • uses consumer complaint process to review questionable ads that are withdrawn from the media if they contravene its guidelines and are not fixed
  • has no legal jurisdiction and does not levy fines
68
Q

What does the Competition Bureau do - regulatory body

A
  • independent law enforcement agency with jurisdiction in many areas
  • looks at fraudulent advertising and misleading representation to sell products, including price and warranty claim
69
Q

What does the Canadian Radio Television and Telecommunications Commission do (CRTC)

A
  • government agency
  • regulates the broadcast and telecommunications industry in Canada
  • provides guidelines on Canadian content and sets limitations on the amount of advertising permitted during broadcasts
  • oversees advertising of alcoholic beverages and works with the Ad standards on advertising to childern
69
Q

What does the Canadian wireless telecommunications association do (CWTA) - regulatory body

A
  • adminsters the CWTA short code guidelines, a strict set of guidelines on pricing and practices for mobile tect messaging
  • includes pricing guidleines, the use of keyword protocols, opt in rules, privacy requuirements, and terms and conditions
70
Q

What does the Canadian Marketing association do (CMA) - regulatory body

A
  • uses code of ethics and standards of practice to guide the marketing industry in Canada on telemarketing, email marketing, mobile marketing, internet marketing, promotional contests, fundraising, database marketing, and marketing to children and teenagers
  • provides guidelines on privacy issues and anti spam practices
70
Q

What does the Mobile marketing association (MMA) - regulatory body

A
  • global association that sets standards and guidelines for mobile messaging, advertising, and promotion.
  • Liaises with the Canadian marketing association to bring the best practices and ethical approaches in mobile marketing to marketers in Canada

MARK 201 Final (8 decks)

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