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Marketing > Chapter 12- Promotion > Flashcards

Chapter 12- Promotion Flashcards

1
Q

Promotion Mix

A

Specific blend of promotion tools used by companies to engage consumers and persuasively communicate customer value and build customer relationships

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2
Q

Major Promotional Tools

A
  • Advertising and sales promotion
  • Personal selling and public relations
  • Direct and Digital Marketing
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3
Q

Brand Content Managers

A

Create and inspire brand messages and conversations

-Then share with and among consumers across a fluid of paid, owned, earned, and shared channels

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4
Q

Advertising

A

Reaches masses of buyers at a low cost per exposure

  • builds long-term image of a product
  • triggers quick sales
  • has a public nature and is viewed as legitimate
  • very expressive
  • impersonal
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5
Q

Personal Selling

A
  • Personal interaction between two or more people
  • Allows all kinds of customer relationships to spring up
  • Buyer feels greater need to listen
  • Most expensive promotion tool
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6
Q

Sales promotion

A
  • Wide assortment of tools with unique qualities
  • Attracts consumer attention
  • Offers strong incentives to purchase
  • Used to dramatize product offers and boost sales
  • Invites and rewards quick response
  • Short lived-effects
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7
Q

Public Relations

A
  • Very believable to readers
  • Can dramatize a company or product
  • Reaches many prospects
  • Effective and economical when well thought out
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8
Q

Direct and Digital Marketing

A
  • More targeted and interactive

- Immediate and personalized

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9
Q

Push vs Pull Promotion Strategy

A

Push- producer does the advertising

Pull- Comes from the consumer

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10
Q

Major Advertising Decisions

A
  • Objectives settings
  • Budget Decisions
  • Message decisions
  • Media Decisions
  • Advertising Evaluation
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11
Q

Informative Advertising

A
  • Communicating customer value
  • Building a brand and company image
  • Telling the market about a new product
  • Explaining how a product works
  • Suggesting new uses for a product
  • Informing the market of a price change
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12
Q

Persuasive Advertising

A
  • Building a brand preference
  • Encouraging switching brands
  • Chasing customer perceptions of product value
  • Persuading customers to purchase now
  • Building brand community
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13
Q

Reminder Advertising

A
  • Maintaining customer relationships
  • Reminding customers that the product may be needed
  • Reminding customers where to buy
  • Keeping the brand in a customer’s mind during off-seasons
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14
Q

Advertising Strategy

A

Accomplishes the company’s advertising objectives

Creating advertising messages, selecting advertising media

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15
Q

Advertising Media

A

Vehicles through which advertising message are delivered to their intended audiences

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16
Q

Newspapers

A

Pros

  • Flexibility
  • Timeliness
  • Good local market coverage
  • Broad acceptability and high believability

Cons

  • Short life
  • Poor reproduction quality
  • Small pass-along audience
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17
Q

Direct Mail

A

Pros

  • High audience selectivity
  • Flexibility
  • No ad competition
  • Allows personalization

Cons

  • Relatively high cost per exposure
  • Junk mail image
18
Q

Magazines

A

Pros

  • High geographic and demographic selectivity
  • Credibility and prestige
  • High quality reproduction
  • Long life

Cons

  • Long ad purchase lead time
  • High cost
  • No guarantee of position
19
Q

Radio

A

Pros

  • Good local acceptance
  • High geographic and demographic selectivity
  • Low Cost

Cons

  • Audio only
  • Fleeting exposure
  • Low attention
  • Fragmented audiences
20
Q

Outdoor

A

Pros

  • Flexibility
  • High repeat exposure
  • Low Cost
  • Low message competition
  • Good positional selectivity

Cons

  • Little audience selectivity
  • Creative limitations
21
Q

Return on advertising investment

A

Net return on advertising investment divided by the costs of the advertising investment

22
Q

International Advertising Decisions: Standardization

A

Benefits

  • Lower advertising costs
  • Greater global advertising coordination
  • More consistent worldwide image

Drawback
-Ignores the fact that country markets differ in cultures, demographics, and economic conditions

23
Q

Public Relations

A

Promote products, people, ideas, organizations, and nations

  • Builds good relations with consumers, investors, the media, and communities
  • Rebuilds interest in commodities for trade associations
24
Q

Impact of PR

A
  • Strong impact on public awareness at a lower cost than advertising
  • Power to engage consumers and make them part of the brand’s story
  • Powerful brand-building tool
25
Q

Major Public Relations Tools

A
  • News
  • Special Events
  • Written materials
  • Audiovisual materials
  • Corporate identity materials
  • Public service activities
26
Q

Advertising Objective

A

Specific communication task to be accomplished with a specific target audience during a specific period of time

27
Q

Madison & Vine

A

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 consumers with more engaging messages

28
Q

Creative Concept

A

The compelling “big idea” that will bring the advertising message strategy to life in a distinctive and memorable way

29
Q

Execution Style

A

The approach, style, tone, words, and format used for executing an advertising message

30
Q

Types of Execution Styles

A 
Slice of Life
Lifestyle 
Fantasy
Mood or image
Musical
Personality symbol
Technical Expertise
Scientific Evidence
Testimonial Evidence/Endorsement
31
Q

Slice of Life

A

People using the product in a normal setting “Rise and shine” soy milk ad of person starting the day with a healthier breakfast and high hopes

32
Q

Lifestyle

A

This style shows how a product fits in with a particular lifestyle

33
Q

Fantasy

A

Creating a fantasy around the product or for its use

34
Q

Mood or image

A

Builds a mood or image around the product or service, such as beauty, love, intrigue, or serenity

35
Q

Musical

A

Shows people or cartoon characters singing about the product

36
Q

Personality symbol

A

Creates a character that represents the product

GEICO, Mr. Clean

37
Q

Technical Expertise

A

Shows the company’s expertise in making the product

38
Q

Scientific Evidence

A

Presents a survey or scientific evidence that the brand is better or better liked than one or more brands

39
Q

Testimonial evidence or endorsement

A

Highly believable or liable source endorsing the product

40
Q

Integrated Marketing Communications (IMC)

A

Carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and products

41
Q

Push

-Company “pushes” the product to resellers, which in turn “push” it to consumers

A

A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channel members, which in turn promote it to final consumers

42
Q

Pull

-Company promotes directly to final consumers, creating a demand vacuum that “pulls” the product through hate channel

A

A promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum “that pull” the product through the channel

Marketing (4 decks)

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