Chapter 14 - Promotion Flashcards
Integrated Marketing Communications (IMC)
Business process that marketers use to plan, develop, execute, and evaluate coordinated, measurable, persuasive brand communication programs over time with talented audiences.
Promotion
The coordination of a marketer’s communications efforts to influence attitudes or behavior.
Communications Model
- All forms of communication must speak with a single voice.
1. Sender (communicator)
2. Encodes (Practicing what you say)
3. Message via medium
4. Decode (interpreting)
5. Receiver
6. Feedback
Noise
Anything that interferes with communication.
Promotion Mix
- Personal Selling (expensive)
- Advertising
- Public Relations (high credibility)
- Sales Promotion
Advertising
- Awareness
- Benefits
- Associations - not sales
- Low Credibility
- High % not interested
- Ad clutter
Promotion Plan
A framework that outlines the strategies for developing, implementing, and controlling the firms promotional activities.
Push Strategy
The company tries to move its products through the channel by convincing channel members to offer them.
Pull Strategy
The company tries to move its products through the channel by building desire for the products among consumers.
Top-down Budgeting Techniques
Allocation of the promotion budget based on the total amount to be devoted to marketing communications.
Percentage-of-sales
Method for promotion budgeting that is based on a certain percentage of previous year sales or estimates of present year.
Competitive-Parity Method
an organization matches whatever competitors are spending.
Bottom-up Budgeting Techniques
Identifying promotional goals and allocating enough money to accomplish them.
Objective-task method
- Best one
First define the specific communications goals and tries to calculate what promotional efforts it will take to meet the goals. - List tasks and associate them with a monetary value.
AIDA Model
The communications goals of:
- Attention
- Interest
- Desire
- Action
