Chapter 15: Developing Integrated Marketing Communications Flashcards
the particular combination of promotional methods a company uses to a reach target market
promotion mix
promotion mix depends on:
company’s promotional resources, the nature of the target market, and the characteristics of its product
4 components of promotion mix
- advertising
- personal selling
- selling promotion
- public relations (PR)
to develop a positive image for the organization and its products, businesses rely on
public relations
factors in the external environment that affect the promotion mix
political environment, economic environment, social environment and technology environment
all elements of the promotion mix are coordinated to produce a
consistent, unified message that is customer focused
a paid message communicated to an audience through a mass medium
advertising
a personal communicating aimed at informing and persuading customers to buy their product
personal selling
involves the use of sales reps, is more expensive to reach buyers and is the most flexible promotional tool
personal selling
is more persuasive then advertising
personal selling
the use of incentives to encourage purchase of a product and can be cost-effective way to stimulate sales
sales promotion
broad set of communication activities used to create a maintain favourable relationships between company and public
public relations
disadvantage of _______ is that the company does not control the messages communicated by media reports, which creates risk of bad publicity
public relations
clearest example of integration in promotion is the need for
integrated marketing communications
coordinating all aspects of the promotion mix to send a clear message to customers
integrated marketing communications
personal selling has the most or the least control?
least
if a person sees a Telus Mobility add on tv, then in a magazine and then on a banner, this is an example of
integrated marketing communications
types of advertising (7)
televised, daily mail, newspaper, radio, magazines, online and outdoor
a face-to-face sales presentation to a customer and is generally used to sell high-dollar goods
personal selling
a regional sales representative from Staples managing the accounts of its largest purchaser of office supplies is an example of
business-to-business
where you research potential buyers and choose the most likely customers
prospecting
6 steps of the personal-selling process:
- prospecting 2. approaching the prospect 3. make the presentation 4. answering objections 5. closing the sale 6. follow-up
marketing events or sales efforts that stimulate buying (not including advertising, personal selling or public relations)
sales promotions
coupons, samples, premiums, frequent-user incentives, point-of-purchase displays and sweepstakes and contests
examples of sales promotions
is often used to enhance and supplement other promotional efforts. ex: Roll up the Rim to Win
sales promotions
to boost customer loyalty, cross-sell other products from your company, to gain attention in a retail environment and to identify prospects/ build customer relationship
4 promotional objectives
the most common PR goal is
media coverage
3 major PR tools
- press releases 2. press conferences 3. events
the most widely used publicity tool and can lead to increased media coverage
press release
publicity tool that is a one page document of 300-500 words that is provided to the media to promote its company/product
press release
where media members are invited to hear news announcements
press conference
intended to promote a positive image for the company through the involvement of attendees and the media coverage generated by the event
event sponsorship
opportunities for companies to build relationships and improve their corporate reputation
events
advantage of public relations
it can generate free publicity
a plan for combining 4 components of the promotion mix to achieve one or more marketing goals
promotional campaign
