Chapter 13- Traditional And Digitsl Promotional Tools Flashcards
Promotion mix
Advertising
Product placement
Branded entertainment
Sales promotion
Personal selling
Public relations agencies
Direct response marketing
Event marketing
Sponsorships
Online marketing
Social media marketing
Mobile marketing
Product placement
Inclsion of a product in a movie or tv program in return for payment
Effects can be hard to measure
Very common to use
Long term
Ex. Reese’s cups in movie ET
Branded entertainment
Creation of an entertainment program such as a tv episode that is highly focused on a brand in exchange for payment.
Less common
Brand is crafting the entertainment
Ex. Lego Batman movie - wouldn’t exist without Batman and Lego existing
Sales promotions
Provides short term incentives to generate interest in a product or cause and curates purchase or support.
Two basic types of= consumer and trade.
Consumer / mobile sales promotion
Samples, coupons, bonus packs, loyalty programs, etc.
Mobile messaging
QR codes
Proximity = geofencing. Ex. Can geofence around a certain area and send out notifications in you are within that area using our phones since they have geo locations in them.
Direct response marketing
A tool to communicate with consumers in a targeted and personalized way using other traditional or online approaches.
Call to action for consumer (“order now” button)
Offline and online approaches
Use metrics to evaluate success
Event marketing
Creation or involvement of a brand in an experience or occasion that heightens its awareness, creates positive associations, and generates a desired response
Experiential marketing
Sponsorship
Company paying a free in exchange for inclusion to an event
Ex. Brands shown in ice or around ice at NHL games
Personal selling
Involves the two way flow of communication between a buyer and a seller, often face to face or facilitated through communication devices, to influence an individual or group purchase decision
See this more in brand to brand sales.
Order= prospecting, pre approach, approach, presentation, close, follow up
Public relations
A communications tool that seeks to influence the opinions and attitudes of target groups through the use of unpaid media exposure (publicity)
Ex. Press releases, press conferences, special events, company reports, social media release, etc.
Media types
Paid media
Owned media
Earned media
Websites
Online marketing tool.
One of the first touchpoints with a brand could be through a website.
Needs to have fresh and updated content.
Different types: transactional, promotional(micro sites) , corporate
Search engine marketing (SEM)
Refers to a form of advertising that emerges after a search engine query.
Pay per click ads
Search engine optimization (seo)
Word of mount marketing
Identifying influential individuals who can spread the word making it easier for them to do so
Works at viral, influencer, and professional levels
Influencer Marketing
Identifying and recruiting influencers to advocate a companies products, services, and brands
Identify by numbers of followers on various sites
Social media marketing
A unique blending of technology and social interaction to create a communal experience and personal value for users.
Consumer generated media
Social network
Pros= Very flexible, immediate results, low cost.
Cons = multiway communication . Needs dedication attention.
Uses of social media
Exposure - awareness
Engagement - connect with brand
Amplification - boost brands message
User generated content
Any form of inline media content that is publicly available and created by customers or end users.
Need to have:
1. Publicly accessible websites or social media sites
2. Significant degree of original or creative effort
3. By an individual outside of a professional or commercial organization
Mobile marketing
Set of practices for communicating and engaging Jin an interactive and relavent manner through mobile decides
Tablets, phones, and wearables.
Mobile marketing tools
Provides markets with a platforms for one to one personalized communications where targeting can be more precise by demographics, decide, interest, and in real time and location.
Mobile web and mobile apps
Showrooming
Use of smartphones at retail to check product details, reviews, and prices online.
Mobile marketing landscape
The dynamic and evolving ecosystem of marketing strategies and tools and technologies that leverage mobile devices
