Chapter 15: Marketing Communications Flashcards
What is the role of promotion in the marketing mix?
Promotion informs, persuades, and reminds consumers of a product’s benefits to influence their opinion or elicit a response
What is a promotional strategy?
A plan for the optimal use of promotion elements:
1. Advertising
2. Public relations
3. Personal selling
4. Sales promotion
5. Social media
Define competitive advantage in promotional strategy
A unique aspect of a firm that causes target consumers to prefer it over competitors
What are the 2 major categories of communication in marketing?
- Interpersonal communication
- Mass communication
What is interpersonal communication?
Direct, face-to-face communication between 2 or more people
What is mass communication?
The communication of a concept or message to large audiences, often without immediate feedback
In the communication process, what roles do marketers play as senders and receivers?
- Senders: they inform, persuade, and remind the target market
- Receivers: they listen to adapt messages and identify new opportunities
What is encoding in communication?
The conversion of a sender’s ideas into a message through words or signs
Define the concept of ‘noise’ in message transmission
Noise is anything that interferes with, distorts, or slows down the transmission of information
What is decoding in communication?
The process of interpreting the language and symbols sent by the source through a channel
What is feedback in the communication process?
The receiver’s response to the message, which can be gathered through market research, social media, or analytics
How have digital platforms and social media impacted the communication model?
Consumers can now act as senders, and feedback is more immediate and less impersonal
What are the 4 tasks that promotion can perform?
- Inform
- Persuade
- Remind
- Connect with target audience
What is the purpose of informative promotion?
To convert an existing need into a want or to stimulate interest in a new product, especially during the early product life cycle
What is persuasive promotion?
Designed to stimulate a purchase or action, often used during the growth stage of the product life cycle
What is reminder promotion?
Used to keep a product and its brand in the public’s mind, usually during the maturity stage of the product life cycle
What is connecting in promotion?
Building relationships with customers through technological ties to encourage engagement and advocacy for the brand
What is the promotional mix?
The combination of promotional tools such as advertising, public relations, personal selling, sales promotion, and social media
What are the benefits and drawbacks of advertising?
It reaches a large audience at a low cost per contact, but the total cost can be high, especially in traditional media
What is public relations?
A marketing function that evaluates public attitudes, identifies areas of public interest, and builds a program to earn public understanding
What is sales promotion?
Marketing activities other than personal selling, advertising, and public relations that stimulate consumer buying and dealer effectiveness
What is personal selling?
Personal, paid-for communication between 2 people with the aim to influence each other and close a sale
What is content marketing?
The creation of valuable content for an audience, using digital means to attract customers to that content
What are the 3 types of media in modern marketing communications?
- Paid media
- Earned media
- Owned media
Define the AIDA concept in promotion
4 stages of consumer involvement in a promotional message:
1. Attention
2. Interest
3. Desire
4. Action
How effective is advertising in the AIDA model?
Very effective: attention and interest
Somewhat effective: desire
Not effective: action
What is Integrated Marketing Communications (IMC)?
The coordination of all promotional messages for a product to ensure consistency across all consumer contact points
Why has IMC become increasingly important?
Due to the proliferation of media choices and the fragmentation of mass markets into smaller, more targeted segments
What are they key factors affecting the promotional mix?
- Nature of the product
- Product life cycle stage
- Target market characteristics
- Type of buying decision
- Available funds
- Push/pull strategies
What is a push strategy?
A strategy that uses personal selling and trade advertising to convince retailers or wholesalers to carry and sell merchandise
What is a pull strategy?
A strategy that stimulates consumer demand to obtain product distribution, encouraging consumers to demand the product from retailers
