Chapter 12: Engaging Consumers and Communicating Customer Value Flashcards
The specific blend of promotion tools that the company uses to engage customers, persuasively communicate customer value, and build customer relationships
Promotion mix (marketing communications mix)
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
Advertising
Short-term incentives to encourage the purchase or sale of a product or a service
Sales promotion
Personal customer interactions by the firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships
Personal selling
Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events
Public relations (PR)
Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships
Direct and digital marketing
Creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels
Content Marketing
Promotional channels paid for by the marketer, including, traditional media (TV, radio, print, outdoor) and online and digital media (paid search ads, mobile ads, email marketing or web and social media display ads and sponsored content
Paid media
Promotional channels owned and controlled by the company, including company Web sites, corporate blogs, owned social media sites, proprietary brand communities, sales forces and events
Owned media
PR media channels, such as television, newspapers, blogs, online video sites, and other media not directly paid for or controlled by the marketer but that incorporate the content because of viewer, reader or internet user
Earned media
Media shared by consumers with other consumers, such as social media, blogs mobile media, and viral channels as well as tradition word of mouth
Shared media
Carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its brands
Integrated marketing communications
A specific communication task to be accomplished with a specific target audience during a specific period of time
Advertising objective
Heavily used when introducing a new product category
Informative advertising
Becomes more important as competition increases; the company’s objective is to build selective demand; want to engage customers and create brand community
Persuasive advertising
Important for mature products; helps to maintain customer relationships and keep customers thinking about the product
Reminder advertising
The dollars and other resources allocated to a product or a company advertising program
Advertising budget
Setting the promotion budget at the level management thinks the company can afford
Affordable method
Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price
Percentage-of-sales method
Setting the promotion budget to match competitors’ outlays
Competitive-parity method
Developing the promotion budget by (1) defining specific promotion objectives, (2) determining the tasks needed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget
Objective-and-task method
The strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media
Advertising strategy
A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching customers with more engaging messages
Madison and Vine
The compelling “big idea” that will bring an advertising message strategy to life in a distinctive and memorable way
Creative concept
The approach, style, tone, words, and format used for presenting an advertising message
Execution style
Nine execution styles
Slice of life Lifestyle Fantasy Mood or image Musical Personality symbol Technical expertise Scientific evidence Testimonial evidence or endorsement
This style shows one or more “typical” people using the product in a normal setting
Slice of life
This style shows how a product fits in with a particular lifestyle
Lifestyle
This style creates a fantasy around the product or its use
Fantasy
This style builds a mood or image around the product or service, such as beauty, love, intrigue, serenity, or pride. Few claims are made about the product or service except through suggestion
Mood or image
This style shows people or cartoon characters singing about the product
Musical
This style creates a character that represents the product (the character might be animated or real)
Personality symbol
This style shows the company’s expertise in making the product
Technical expertise
This style presents survey or scientific evidence that the brand is better or better liked than one or more other brands
Scientific evidence
This style features a highly believable or likeable source endorsing the product. It could be ordinary people saying how much they like a given product
Testimonial evidence or endorsement
The vehicles through which advertising messages are delivered to their intended audiences
Advertising media
Four steps in advertising media
Determining reach, frequency, impact and engagement
Choosing among major media types
Selecting specific media vehicles
Choosing media timing
The net return on advertising investment divided by the costs of the advertising investment
Return on advertising investment
A marketing services firm that assits companies in planning, preparing, implementing, and evaluating all of portions of their advertising programs
Advertising agency
6 types of Public Relations
Press relations or press agency Product publicity Public affairs Lobbying Investor relations Development
Creating and placing newsworthy information in the news media to attract attention to a person, product or service
Press relations or press agency
Publicizing specific products
Product publicity
Building and maintaining national or local community relationships
Public affairs
Building and maintaining relationships with legislators and government officials to influence legislation and regulation
Lobbying
Maintaining relationships with shareholders and others in the financial community
Investor relations
Working with donors or members of nonprofit organizations to gain financial or volunteer support
Development
