Chapter 15 Flashcards
What is Promotion
- One of the four elements of the marketing mix
The communication link between sellers and buyers for the purpose of influencing, informing, or persuading a potential buyer’s purchasing decision
What are the four Promotion Mix categories?
- Ads
- Public Relations
- Personal Selling
- Sales Promotion
What is Ad?
- is a paid, non-personal communication about an organization and its products transmitted to a target audience through mass media
What is a Personal Selling?
- is a paid, personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation.
What is a Public Relations?
- Basically it tells a story of a brand, it shapes the image of the product
What is Sales Promotion?
- is an activity or material that acts as a direct inducement offering added value or incentive for the product to re-sellers
What is Integrated Marketing Communications?
- Coordination of promotion and marketing efforts
for maximum impact.
What are the goals of IMC?
- Consistent
- Coordinated
- Complementary
- Continuity
What is Consistent?
- Consistent message to customers
What is Coordinated?
- Coordinate/manage promotional efforts to be logically connected
What is complementary?
- Synchronization to create a greater overall campaign
What is Continuity?
- Use more precisely targeted promotional tools over time
What are the 2 general Promo Strategies?
- Push and Pull Policy
What is Push Policy? and what is Push Money also referred as? and what is it?
- The producer promotes the product to wholesalers, the wholesalers promote it to retailers, and the retailers promote it to consumers.
- Push money: also known as “spiffs”. An extra commission paid to retail employees to push products
What is Pull Policy? and EX
- Promoting a product directly to consumers to develop strong demand that pulls products through the marketing channel.
- Children’s toys. The companies reach the customer directly
What is the communication Process?
- describes the exchange of information between two or more people.
What are the elements in the communication Process?
- Source, Encoding Info, Message Development, Media, Decoding, Feedback
What is The Source? what do celebrities have?
- the person/organization that has information to share.
- Q scores
What are Q scores?
- Consumers level of familiarity with a name - % who have heard of her/him
- The number of respondents who indicate that a person, program or character is a favorite
What is Encoding?
- the process of putting words, thoughts, messages into symbolic form in such a way that they will be understood by the receiver/consumer.
What is The Channel? and what are the 2 types of channels?
- how the communication travels from the source to the receiver.
- Non-personal and personal communication
What is non-personal channel? and EX
- No personal contact with consumer
- Print, Broadcast
What is personal channel?
- Involves direct contact
What is Buzz Marketing?
- a subset of “viral marketing” wherein companies hire socially active consumers to promote products
How did Sony Ericsson get in trouble with Buzz Marketing?
- Sony Ericsson used undercover marketers to act like tourists for the purpose of promoting its digital camera phone.
What is Decoding?
- the process of transforming the message back into thought
What is the Noise?
- anything that interferes with or distorts the message.
What is Feedback?
- the receiver’s response to the message.
What are the 3 response Models?
- Cognitive stage
- Affective stage
- Behavioral stage
What is the Cognitive stage?
- the “thinking” stage
Where the receiver becomes aware of the message
What is the Affective Stage?
- the “feeling” stage
Where the receiver forms a liking or preference for the ad object
What is the Behavioral stage?
- the “doing” stage
Where the receiver acts on the preference
What is an AISA Model?
developed to explain how advertising can induce purchase
