Chapter 12 Marketing(FINAL REVIEW) Export Flashcards
What functions are within advertising evaluation?
Communication Impact, Sales and Profit Impact, Return on Advertising
What is within media decisions?
Impact and Engagement, Major Media Types, Specific Media Vehicles, Media Timing
What functions are in message decisions?
message strategy, message execution
What are functions of budget decisions?
Affordable approach, Percent of sales, Competitive parity, Objective and task
What is within objectives settings?
Communication objectives, Sales objectives
What is the order in major advertising decisions?
Objective settings, budget decisions, message & media decisions, and advertising evaluation
Advertisers should regularly evaluate
Communication effects, Sales and profit effects
Return on advertising investment
Net return on advertising investment divided by the costs of the advertising investment
Integrated Marketing Communications Tools
Advertising, Personal selling, Sales Promotion, Public Relations
Function of Integrated Marketing Communications
Integrates and coordinates the company’s many communications channels
Delivers a clear, consistent, and compelling message about the organization and its brands
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 benefits of direct and digital marketing?
more targeted and interactive, immediate and personalized
What is the reactiveness of public relations?
Effective and economical when well thought out
What is the broad reach of public relationships?
reaches many prospects
What’s the credibility of public relations?
very believable to readers
What are the limitations of sales promotions?
invites and rewards quick response but has short lived effects
What is the usage in sales promotion?
Attracts attention and offers incentives to purchase and used to dramatize product offers and boost sales
What capabilities do sales promotion have?
wide assortment of tools with unique qualities
What is the buyer engagement 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 is the Relationship Building in Personal Selling?
Personal interaction between two or more people and allows all kinds of customer relationships to spring up
What are the limitations of advertising?
Impersonal and lacks the direct persuasiveness of salespeople
What is the Public Credibility of advertising?
has a public nature and is viewed as legitimate
What is the Sales Catalysis of advertising?
can trigger quick sales
What is the Long-Term Brand Positioning of Advertising?
Builds a long-term image for a product
What is Strategic Reach and Impact of advertising?
reaches masses of buyers at a low cost per exposure
What is the blend of a promotion/marketing communications mix of tools?
Advertising, Sales Promotion, Personal Selling, Public Relations(PR)
