Chapter 13 Flashcards
What is a promotion mix?
Consists of a specific blend of advertising, public relations, personal selling, sales promotion, and direct marketing tools that a company uses to engage consumers, persuasively communicate customer value, and build customer relationships
What are the five major promotion tools?
- Advertising
- Any paid form of non personal presentation and promotion of ideas, goods, or services by an identified sponsor - Sales promotion
- Short-term incentives to encourage a purchase or sale of a product or service - Personal selling
- Personal customer interactions by a firm’s sales force for the purpose of making sales and building customer relationships - Public relations
- Building good relations with a company’s various publics by obtaining favourable publicity, building up a good corporate image, and handling or heading off unfavourable rumours, stories, and events - Direct and digital marketing
- Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships
What are the several major factors changing the face of today’s marketing communications?
- Consumers are changing
- Better informed & more communications empowered - Marketing strategies are changing
- Marketers are shifting away from mass marketing - Sweeping advances in digital technology are causing remarkable changes in the ways companies and customers communicate with each other
What are brand content managers?
Creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels
What is paid media?
Includes promo channels paid for by a sponsor
What is owned media?
Includes promo channels owned and controlled by a company
What is shared media?
Includes media shared by consumers with other consumers
What is integrated marketing communications?
A company clearly integrates its many communications channels to deliver a clear, consistent, and compelling message about an organization and its brand
True or false: consumers tend to view advertised products as more legitimate
TRUE
What is personal selling?
Involves a personal interaction between two or more people. Each person can observe the other’s needs and characteristics and make quick adjustments
What is sales promotion?
Includes a wide assortment of tools with unique qualities such as coupons, contests, discounts, premiums, etc
What is direct marketing?
Directed to a specific customer or customer community
What is a push strategy?
Involves “pushing” a product through marketing channels to final consumers
What is a pull strategy?
A producer directs its marketing activities toward final consumers to induce them to buy a product
Who uses push and pull strategies?
Some industrial-goods companies use only push strategies and some direct marketing companies use only pull strategies. Business-to-consumer companies usually pull more and b-to-b marketers tend to push more
What four important decisions must marketing management make when developing an advertising program?
Setting advertising objectives, setting an advertising budget, developing an advertising strategy, and evaluating advertising campaigns
What is an advertising objective?
A specific communication task to be accomplished with a specific target audience during a specific period of time
What is informative advertising?
Used heavily when introducing a new product category and its objective is to build primary demand
