Chapter 12 Marketing Export Flashcards
What is the blend of a promotion/marketing communications mix of tools?
Advertising, Sales Promotion, Personal Selling, Public Relations(PR)
What does a company’s total promotion mix consist of and do?
tools the company uses to engage, communicate customer value, and build customer relationship
What are the factors changing today’s marketing communications?
changing consumers, changing marketing strategies, advancements in digital technology
How do content marketing managers operate?
create, insipire, and share brand messages and conversations
What are the steps in developing effective marketing communication?
identify the target audience, determine the communication objectives, design the message, choose the media to send the message, select message source and collect feedback
What are the steps in identifying the target audience?
what will be said, how it will be said, when it will be said, where it will be said, who will say it
What are the stages in buyer-readiness?
awareness,knowledge,liking,preference,conviction,purchase
How does rational appeal relate in message content?
relates to audience’s self-interest
How does emotional appeal relate in message content?
an attempt to stir up positive or negative emotions to motivate a purchase
How does moral appeal relate in message content?
directed to an audience’s sense of what is right and proper
What is involved in collecting feedback?
understanding the effect on the target audience by measuring behavior resulting from the content
How does a push promotion strategy work?
The company pushes the product to resellers which in turn pushes it to consumers
How does a pull promotion strategy work?
The company promotes directly to consumers creating a demand that pulls the product through the channel.
What are methods of setting the advertising budget?
affordable, percentage of sales, competitive parity , objective and task
What is involved in a major advertising strategy?
creating advertising messages, selecting advertising media
How does advertising media act as a vehicle?
advertising messages are delivered to their intended audiences
What are steps in advertising media selection?
determining reach, frequency and impact engagement, choosing among major media types, selecting specific media vehicles, coosing media timing
What is Strategic Reach Impact of Advertising?
It reaches masses of buyers at a low cost per exposure
What is the Long-Term Brand Positioning of Advertising?
building a long-term image for a product
What is the Sales Reactiveness of advertising?
can trigger quick sales
What is the Public Credibility of advertising?
has a public nature and is viewed as legitimate
What are the limitations of advertising?
It’s impersonal and lacks the direct persuasiveness of salespeople
What is the Relationship Building in Personal Selling?
Personal interaction between two or more people
What is the effect on the buyer in personal selling?
buyer feels a greater need to listen and respond
What is the cost consideration of personal selling?
Most expensive promotion tool
What capabilities do sales promotion have?
wide assortment of tools with unique qualities
attracts attention and offers incentives to purchase
What is the benefit of sales promotion?
What is the usage in sales promotion?
used to dramatize product product offers and boost sales
What are the limitations of sales promotions?
invites and rewards quick response but has short lived effects
Continuity
scheduling evenly within a given period
What are public relations functions?
Press agency, product publicity, public affairs, lobbying,
investor relations, and development
What is the reactiveness of public relations
can dramatize a company or product
What tasks are assigned to a advertising agency that assist companies in their advertising programs?
planning,preparing,implementing,evaluating
What should be considered in selecting specific media vehicles
impact, effectiveness, cost
Advertisers should regularly evaluate
Communication effects, Sales and profit effects
What is the intention involved in selecting specific media vehicles?
presenting the messages effectively and efficiently to target customer
What are public relations tools
News, special events, written materials, audiovisual
materials, corporate identity materials, and public
service activities
What are the benefits of direct and digital marketing?
more targeted and interactive, immediate and personalized
When deciding on media timing the planner must consider
seasonality, pattern of the advertising
Pulsing
scheduling unevenly within a given period
What is the broad reach of public relationships?
reaches many prospects
What’s the credibility of public relations?
very believable to readers
Return on advertising investment
Net return on advertising investment divided by the costs of the
advertising investment
