Chapter 13 Flashcards
Objective of an integrated marketing communication program
IMC strategy focuses on customer needs to create a unified promotional message about a company’s good or service
Companies pursue multiple objective
To convey different messages to different audience
Product Placement
Guerrilla Marketing
Product Placement: involves paying a fee to have a product showcased in various media
Guerrilla Market: innovated, low-coast marketing efforts designed to get consumers attention in unusual ways
Two basic type of advertising
Three basic categories
Two basic type of advertising are product and institutional
Three categories are informative, persuade, and reminder-oriented
Leading advertising in US
Television
Two benefits from sponsorship
Gain exposure
Associated with activities image
Why do retailers and manufacturers uses sales promotions?
To get consumers to buy product
When does a compony use personal selling instead of nonpersonal selling
Personal selling when there are few customers and geographically close
Product is complex, involves trade-ins, or requires special handling
How does public relations serve a marketing purpose
Efficient, indirect communication la channel for promoting products.
Publicize product and help create and manarían positive image for company
Pushing Strategy
Directly promoting product or service to intermediaries. Drug manufacturers will sell to hospitals and physicians.
Pulling Strategy
Increase demand for a product by getting customers to actively seeking it out. This is like manufacturers of consumers good like automobiles, clothing, and cosmetics
Price
Exchange value of a good or service
What is another approach to pricing strategy
Volume Objectivity which bases pricing decisions on market share
Cost-based pricing formula
Calculates the total cost per unit and then adds Mauricio’s to cover overhead and get prophet
Why do companies implement competitive pricing?
Reduce emphasis on price competition by matching other companies price. They will also concentrate their own marketing efforts
