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COMM 223 > chapter 13: promotion > Flashcards

chapter 13: promotion Flashcards

1
Q

The Promotion Mix (Marketing Communication Mix)

A

the specific blend of promotion tools that the company uses to:

engage consumers;

persuasively communicate customer value;

build customer relationships

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2
Q

Advertising

A

any paid form of non personal presentations and promotion of ideas, goods, or services by an identified sponsor

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3
Q

advertising tools

A

broadcast

print

internet

mobile

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4
Q

advantages of advertising

A

(1) consumers tend to view advertised products as more legitimate
(2) it is very expressive because you can use visuals, print, sound and colour
(3) it can build a long term image for a product
(4) it can trigger quick sales
(5) reaches masses at low cost per exposure

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5
Q

disadvantages of advertising

A

(1) its impersonal

(2) it can become very expensive

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6
Q

sales promotion

A

short-term incentives to encourage the purchase or sale of a product or service

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7
Q

tools of sales promotion

A

discounts

coupons

displays

demonstrations

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8
Q

advantages of sale promotions

A

(1) includes a wide assortment of tools
(2) attracts consumer attention
(3) offer strong incentives to purchase
(4) dramatizes product offers
(5) invited quick consumer response

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9
Q

disadvantages of sale promotions

A

effects are short-lived

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10
Q

personal selling

A

personal customer interactions by the firm’s sales force for the purpose of making sales and building customer relationships

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11
Q

tools of personal selling

A

presentations

incentive programs

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12
Q

advantages of personal selling

A

(1) communicates personally 2 ways
(2) builds preferences, convictions, and actions
(3) allows relationship building

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13
Q

disadvantages of personal selling

A

(1) requires long-term commitment to sales force

(2) most expensive promotion tool

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14
Q

Public Relations (PR)

A

building good relations with the company’s various publics by:

obtaining favourable publicity

building up a good corporate image

handling or heading off unfavourable rumours, stories, and events

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15
Q

tools of public relations

A

press releases

sponsorships

events

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16
Q

advantages of public relations

A

(1) legitimizes credibility, very believable
(2) reaches people who resist advertising
(3) dramatizes a company or product
(4) saves money when used proactively

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17
Q

disadvantages of public relations

A

tends to be used as an afterthought

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18
Q

Direct and Digital Marketing

A

engaging directly with carefully targeted individual consumers and customer communities

goal is to both obtain an immediate response and build lasting customer relationships

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19
Q

tools of Direct and Digital Marketing

A

direct mail

catalogues

online and social media

mobile marketing

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20
Q

disadvantages of Direct and Digital Marketing

A

(1) communicates more directly with targeted customers
(2) reaches customers with tailored messages
(3) creates interactivity
(4) build one-to-one relationships

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21
Q

disadvantages of Direct and Digital Marketing

A

often perceived as junk/spam mail

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22
Q

what are the components of the The Promotion Mix (Marketing Communication Mix)

A

Advertising

Sales Promotion

Personal Selling

Public Relations (PR)

Direct and Digital Marketing

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23
Q

what major factors are changing in the face of today’s marketing communications?

what compose the New Marketing Communications Model?

A

consumers

marketing startegies

digital technology

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24
Q

how are consumers influencing the New Marketing Communications Model?

A

they are better informed and more communications empowered

Rather than relying on marketer-supplied info, they have the internet, social media, and other technologies to find info

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25
Q

how are marketing strategies influencing the New Marketing Communications Model?

A

as mass markets have fragmented, marketers are shifting away from mass marketing

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26
Q

how is digital technology influencing the New Marketing Communications Model?

A

changes in digital technology are causing remarkable changes in the ways companies and customers communicate with each other

The new digital and social media have given birth to a more targeted, social, and engaging marketing communications model

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27
Q

what is the main differences between the old marketing strategies and the New Marketing Communications Model that summarize its factors?

A

no interrupting customers and force-feeding them mass messages

new media formats let marketers reach smaller communities of consumers in more interactive, engaging ways

Many marketers are now viewing themselves as brand content managers

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28
Q

brand content managers

A

creating, inspiring, and sharing brand messages and conversations with and among consumers across channnels

they can be paid, owned, earned, and shared channels

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29
Q

Integrated Marketing Communications (IMC)

A

carefully integrating and coordinating the company’s many communications channels

goal is to deliver a clear, consistent, and compelling message about the organization and its products

blend promotion tools carefully into a coordinated promotion mix

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30
Q

push strategy

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 promotes it to final consumers (B2B)

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31
Q

pull strategy

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 “pulls” the product through the channel (B2C)

32
Q

what are the 4 important decisions that must be made when developing an advertising strategy ?

A
  1. Setting Advertising Objectives
  2. Setting the Advertising Budget
  3. Developing Advertising Strategy
  4. Evaluating Advertising Effectiveness
33
Q
  1. Setting Advertising Objectives

what does this do?

what type of advertising does it include?

A

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

goal is to inform, persuade, or remind

informative advertising

persuasive advertising

comparative (attack) advertising

reminder advertising

34
Q

informative advertising

A

used to build primary demand

35
Q

persuasive advertising

A

The objective is to build selective demand

36
Q

when do you use informative advertising?

A

used heavily when introducing a new product category

37
Q

when does persuasive advertising become more important?

A

becomes more important as competition increases

38
Q

comparative (attack) advertising

A

when a company directly or indirectly compares its brand with one or more other brands

39
Q

reminder advertising, what are the positives?

A

helps maintain customer relationships and keep consumers thinking about the product

40
Q

for what type of products is reminder advertising important?

A

important for mature products

41
Q

what are the 4 common methods toast the advertising budget (2)

A

affordable method

percentage-of-sales method

competitive-parity method

objective-and-task method

42
Q

affordable method of setting an advertising budget

A

setting the promotion budget at the level management thinks the company can afford

43
Q

what is a con of the affordable method of setting an advertising budget

A

places promotion last among spending priorities

44
Q

percentage-of-sales method of setting an advertising budget

A

setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price

45
Q

pros of the percentage-of-sales method of setting an advertising budget

A

(1) simple to use

(2) helps management think about the relationships between promotion spending, selling price, and profit per unit

46
Q

cons of the percentage-of-sales method of setting an advertising budget

A

(1) wrongly views sales as cause of promotion rather than as the result
(2) budget varied year to year

therefore long-term planning is difficult

47
Q

competitive-parity method of setting an advertising budget

A

setting the promotion budget to match competitors’ outlays

48
Q

Objective-and-Task Method of setting an advertising budget

A

developing the promotion budget by:

(1) defining specific objectives
(2) determining the tasks that must be performed to achieve these objectives
(3) estimating the costs of performing these tasks

The sum of these costs is the proposed promotion budget

49
Q

what are the two steps of developing and advertising strategy (3)

A

STEP 1: Creating advertisement messages

STEP 2: Selecting advertising media

50
Q

what are important factors influence the creation of advertising messages?

A

Advertising clutters

Madison and Vine

Message strategy

Message execution

consumer generated content (if you want to)

51
Q

what is an advertising clutter

A

the high volume of commercial messages that the average consumer is exposed to on a daily basis

52
Q

why are advertising clutters not working anymore?

A

consumers have more power over ad

increasingly, they are choosing not to watch ads

53
Q

Madison & Vine

A

represents the merging of advertising and entertainment

goal is to break through the clutter and create new avenues for reaching customers with more engaging messages

includes branded entertainment (brand integration)

54
Q

what is the goal of merging advertising and entertainment (advertainment)

A

make ads so entertaining, or so useful, that people will want to watch them

55
Q

Branded entertainment (brand integration)

A

making the brand an inseparable part of some other form of entertainment

ex: the hosts of Breakfast Television Montreal having a Tim Hortons mug

56
Q

what is the importance of the Message Strategy?

A

People will engage only if they believe they will benefit from doing so

Advertising appeals should be meaningful, believable, and distinctive

us a creative concept

57
Q

creative concept (Big Idea) of the message strategy

A

will bring an advertisement message strategy to life in a distinctive and memorable way

58
Q

Message Execution

A

“big” idea must turn into an actual ad execution

59
Q

what are the styles of message execution?

A

Slice of life: typical, “real” people

Lifestyle

Fantasy

Mood/image

Musical

Personality Symbol (Mr. Clean)

Technical Expertise

Scientific Evidence

Testimonial evidence or endorsement

60
Q

technical expertise presented in the message execution

A

how good they are at their craft (how good they are at brewing beer)

61
Q

Scientific Evidence presented in the message execution

A

used to show that the brand is better than other brands

62
Q

what are the 4 major steps of electing an advertising media?

A
  1. determining reach, impact, frequency, and engagement
  2. choosing among major media types
  3. selecting specific media vehicles
  4. Deciding on media timing (scheduling advertisements)
63
Q

selecting specific media vehicles

A

specific media within each general media type

ex: Hockey Night in Canada

64
Q

Deciding on media timing (scheduling advertisements)

A

Can be continuous, seasonal, or pulsing

65
Q

pulsing

A

scheduling as unevenly over a given time period

66
Q

what must you do when evaluating the advertising effectiveness (4)

A

Measure the Return on Advertising Investment

Measure pre and post communication effect

Measure sales and profits effect

67
Q

Measuring the Return on Advertising Investment

A

the net return on advertising investment divided by the costs of the advertisement investment

68
Q

what are the functions that public relations perform

A

Press relations or press agency

Product publicity

Public affairs

Lobbying

Investor Relations

Development

69
Q

Press relations or press agency functions

A

creating and placing newsworthy information in the news media to attract attention to a person, product, or service

70
Q

Product publicity functions

A

publicizing specific products

71
Q

Public affairs functions

A

building and maintaining national or local community relationships

72
Q

Lobbying functions

A

building and maintaining relationships with legislators and government officials

goal is to influence legislations and regulation

73
Q

Investor Relations functions

A

maintaining relationships with shareholders and other in the financial community

74
Q

Development functions

A

working with donors or members of nonprofit organizations to gain financial or volunteer support

75
Q

Why Use PR?

A

PR can have a strong impact on public awareness at a much lower cost than advertising ca

76
Q

how to use PR

A

News

Speeches Special events

Written materials

Audiovisual materials

Corporate identity materials (stationary) WOM

Company website

COMM 223 (13 decks)

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