chapter 16 Flashcards
important
what is promotion
all the techniques sellers use to motivate people to buy their products or services.
important
what is promotional mix?
The combination of promotional tools an organization uses
important
What is the importance of promotion?
- creating awareness
- building interest
- encouraging purchase decisions
- building brand equity
- fostering customer loyalty
important
what is the traditional promotional mix
- advertising
- personal selling
- public relations
- sales promotion
- the product
important
what is Integrated marketing communication
Combines the promotional tools into one comprehensive, unified promotional strategy.
important
advantages of integrated marketing communication
create a positive brand image
meet the needs of the consumer
meet the promotional goals of the firm.
important
types of promotional mix
- advertising
- personal selling
- sales promotion
- public relations
- direct marketing
important
what is advertising and it’s aim
a paid form of communication through various media channels such as television and radio. It aims to reach a wide audience and create awareness and interest in a product or service
important
what is personal selling
involves face-to-face interaction between a salesperson and potential customers. It allows for direct communication, building relationships, and persuading them to make a purchase
important
what is sales promotion
short-term incentives or offers aimed at stimulating immediate sales
important
what are public relations and it’s aim
focus on managing the image and reputation of a business through press releases, events, and sponsorships. It aims to create positive publicity and build relationships with the target audience
important
what is direct marketing
reaching out to customers directly through channels like email, direct mail, telemarketing, and targeted online advertising
important
New Integrated Marketing Communication (IMC) Ways of Marketing
- content marketing
- social media marketing
- influencer marketing
- experiential marketing
- Guerrilla Marketing
important
what is content marketing?
creating and sharing valuable, relevant, and consistent content to attract and engage a target audience
important
what is social media marketing
using social media platforms to promote products or services, engage with customers, and build brand awareness
important
what is influencer marketing
involves collaborating with influential individuals on social media who have a significant following and influence over their audience
important
what is experiential marketing
create memorable brand experiences that engage customers on a personal level
important
what is guerilla marketing
involves unconventional and low-cost tactics that capture the attention of the target audience in unexpected ways
steps in a promotional campaign
- identify target market
- define the objectives
- determine a promotional budget
- Develop a unifying message
5.implement the plan - evaluate effectiveness
what is television advertising?
Paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the advertising message
impact of television advertising
- wide reach
- visual and audio appeal
- brand building
what is product placement?
Advertisers pay to put their products into TV shows and movies where the audience will see them to increase brand awareness
example of product placement
InThe Amazing Spider-Man,the superhero uses a Sony smartphone
what are infomercials
A full-length TV program devoted exclusively to promoting a particular good or service
important
what is online advertising
refers to promoting products, services, or brands through various online channels, including websites, social media platforms, and mobile applications.
important
advantages of online advertising
- reach target audience
- Cost-effective
- measurable results
- immediate impact
- personalization
- interactivity and engagement
what is global advertising?
developing a consistent message and creative approach that can exceed cultural and language barriers to effectively communicate with diverse target markets worldwide
negative example of global advertising
pepsi had a slogan “come alive” in china translated to come out of the grave alive with pepsi
steps involved in public relations
- Listen to the public
- change policies and procedures
- inform people that you’re responsive to their needs
what is sampling
a promotional strategy that lets people try a new product, often in a situation when they can buy it right away if they like it
important
what is word-of-mouth promotion
People tell others about products they have purchased
important
other promotional tools
- social networking
- blogging
- podcasting
- e-mail promotions
- mobile marketing
what is push strategy
The producer uses promotional tools to convince wholesalers and retailers to stock and sell merchandise
what is pull strategy
Heavy advertising and sales promotion efforts are directed toward consumers so that they’ll request the products from retailers
