Chapter 15 Flashcards
What part of marketing
- coordinates all promotional activities
- supports big idea
- provides a consistent message across all audiences
- leads to a good company-customer relationship
Integrated Marketing Communications
What term represents the promotion part of the marketing mix, encompasses a variety of communication disciplines, and provides clarity, consistency, and maximum communicative impact
Integrated Marketing Communications (IMC)
What term is based on piercing insights into target market needs with succinct expression as a central idea of campaign that brings core refit to life through connection with brand and usage of promotional mix to communicate their messaging to the public
The Big Idea of Integrated Market
What type of mix uses one or more of the 6 communication tools to inform prospective buyers to create awareness, persuade them to try product to encourage trial, and remind them of benefits to encourage repeat purchase
Promotional Mix
What are the 6 elements of the marketing mix?
Advertising
Personal Selling
Public Relations
Sales Promotion
Direct Marketing
Online Marketing
Which type of promotional mix element is a paid form o non-personal communication about product/service/ company
Advertising
Which type of promotional mix element is a two way communication between buyer and seller
Personal Selling
Which type of promotional mix element is to build good relations with public using unpaid publicity
Public Relations
Which type of promotional mix element is a short term incentive or inducement of vale
Sales Promotion
Which type of promotional mix element is a direct communication to obtain and generate response
Direct Marketing
Which type of promotional mix element is shown on a website, blog, or other form of social media
Online Marketing
The promotional element ADVERTISING is produced by Mass or Customization
Mass
The promotional element PERSONAL SELLING is Mass or Customization element
Customized
The promotional element PUBLIC RELATIONS is Mass or Customization element
Mass
The promotional element SALES PROMOTION is Mass or Customization element
Mass
The promotional element DIRECT MARKETING is Mass or Customization element
Customized
The fee paid for space or time is associated with which promotional mix element?
Advertising
Fees paid to salespeople as either salaries or commissions is associated with which promotional mix element?
Personal Selling
No direct payment to media is associated with which promotional mix element?
Public Relations
Wide range of fees paid, depending on promotion selected is associated with which promotional mix element?
Sales Promotion
Cost of communication through mail, telephone, or computer is associated with which promotional mix element?
Direct Marketing
Efficient means for reaching large numbers of people is a strength associated with which element of the promotional mix?
Advertisement
- Immediate feedback
- Very persuasive
- Can select audience
- Can give complex information
is a strength associated with which element of the promotional mix?
Personal Selling
- Often most credible source in the consumer’s mind
is a strength associated with which element of the promotional mix?
Public Relations
- Effective at changing behavior in the short run
- very flexible
is a strength associated with which element of the promotional mix?
Sales Promotion
- Messages can be prepared quickly
-Facilitates relationship with customer
is a strength associated with which element of the promotional mix?
Direct Marketing
- High absolute costs
- Difficult to receive good feedback
is a weakness associated with which element of the promotional mix?
Advertising
- Extremely expensive per exposure
- Messages may differ between salespeople
is a weakness associated with which element of the promotional mix?
Personal Selling
Difficult to get media cooperation
is a weakness associated with which element of the promotional mix?
Public Relations
- Easily abused
- Can lead to promotion wars
- Easily duplicated
is a weakness associated with which element of the promotional mix?
Sales Promotion
- Declining customers response
- Database management is expensive
is a weakness associated with which element of the promotional mix?
Direct Marketing
What are the factors affecting choice of promotional mix?
Nature of the product
Stage in Product Life Cycle
Target Market Factors
Stage of Buying Decisions
Promotion Funds
Push or Pull Strategy
- Complexity
- Risk
- Ancillary Services
are all examples of
Product Characteristics
T/F- The more a product has complexity, risk, and ancillary services, the greater the reliance on personal selling
True
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What is the promotional objective for the Introduction phase of the product life cycle?
To inform
What is the promotional objective for the Growth phase of the product life cycle?
To persuade
What is the promotional objective for the Maturity phase of the product life cycle?
To remind
What is the promotional objective for the Decline phase of the product life cycle?
To phase out
- Publicity in magazines
- Advertising
- Salesforce calling on intermediaries
- Sales promotion in form of free samples
is the promotional activity of which stage of the product life cycle?
Introduction Stage
- Personal selling to intermediaries
- Advertising to differentiate a product from competing brands
is the promotional activity of which stage of the product life cycle?
Growth Stage
- Reminder advertising
- Sales promotion in form of discounts, coupons, and events
- Limited personal selling
- Direct-mail reminders
Maturity Stage
- Little money spent on promotion
is the promotional activity of which stage of the product life cycle?
Decline Stage
What are the two ways to get to know your target market?
Marketing Research
Market Segmentation Process
What are the two ways to assess target audience characteristics?
By consumers
Businesses
T/F- Consumer characteristics within target markets have more mass media and promotion
True
T/F- Businesses have characteristics such as personal selling, direct marketing, promotions, and advertising in trade pubs
True
What are the 3 stages of the buying process?
Prepurchase Stage
Purchase Stage
Postpurchase Stage
What is the most important part of the repurchase stage?
Advertising
What is the most important part of the purchase stage
Personal Selling
What is the most important part of the postpurchase stage?
Personal Selling and Advertising
What are the 5 steps if the consumer decision making process?
1) Need Recognition
2) Information searching and processing
3) Identification and evaluation or alternative
4) Purchase Decision
5) Post-purchase behavior
1) Need Recognition
2) Information searching and processing
3) Identification and evaluation or alternative
4) Purchase Decision
5) Post-purchase behavior
are the steps in which process?
Consumer Decision Making Process
What are the common integrated marketing communications for step 1: need recognition of the consumer decision making process?
Advertising
Trade Shows
Conference
Social Media
Website
Advertising
Trade Shows
Conference
Social Media
Website
are all common integrated marketing communication support tools for which step of the consumer decision making process?
Step 1: Need Recognition
What are the common integrated marketing communications for step 2: Information Searching and Processing of the consumer decision making process?
Email
Web Content
Product Info
Online Reviews
Blogs
White paper
Email
Web Content
Product Info
Online Reviews
Blogs
White paper
are all common integrated marketing communication support tools for which step of the consumer decision making process?
Step 2: Information Searching and Processing
What are the common integrated marketing communications for step 3: Identification and Evaluation of Alternatives of the consumer decision making process?
Presentations
Cases Studies
Videos
Product Demonstrations
Comparisons
Presentations
Cases Studies
Videos
Product Demonstrations
Comparisons
are all common integrated marketing communication support tools for which step of the consumer decision making process?
Step 3: Identification and Evaluation of Alternatives
What are the common integrated marketing communications for step 4: Purchase Decision of the consumer decision making process?
Testimonials
Discounts
Sales Promotions
Testimonials
Discounts
Sales Promotions
are all common integrated marketing communication support tools for which step of the consumer decision making process?
Step 4: Purchase Decisions
What are the common integrated marketing communications for step 5: Post-Purchase Decision of the consumer decision making process?
Email
Social Media
Surveys
Email
Social Media
Surveys
are all common integrated marketing communication support tools for which step of the consumer decision making process?
Step 5: Post-Purchase Behavior
T/F- the Promotional budget is the most efficient and effective use of a budget?
True
What are the 4 types of promotional budgeting?
- By % of sales
- Competitive Parity
- All you can afford
- Objective and Task
What is the most effective type of promotional budget?
Objective and Task
What are the two types of channel strategies?
Push
Pull
Which type of channel strategy is based on directing the promotional mix to
channel members to gain their cooperation in ordering and stocking the product
This type uses personal selling and advertising in trade publications and trade events
Push Strategy
Which type of channel strategy is based on directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product
This type uses mass selling tools such as advertising
Pull Strategy
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