Chapter 17 Flashcards
Push Strategy
Focus is on the channel of distribution and in getting the offering into the channel
Pull Strategy
Focus shifts to stimulating demand for an offering directly from the end user.
AIDA Model
Attention (Cognitive) > Interest (Affective) > Desire (Affective) > Action (Behavioral)
Appropriate Promo: Attention?
Most: Ads & PR
Least: Personal selling & Direct/Interactive Marketing
Appropriate Promo: Interest?
Most: Ads & PR
Least: None
Appropriate Promo: Desire?
Most: Sales promo, personal selling, direct/interactive marketing
Least: None (but kind of ads & pr)
Appropriate Promo: Action?
Most: Sales Promo & Personal Selling
Least: Ads and PR
3 Goals for Promotion
- Inform
- Persuade
- Remind
Different types of appeals
Rational, Emotional, and Moral
Promotion Budget Methods
- Objective-and-Task Method
- Percent-of-Sales
- Comparative-Parity
- All-You-Can-Afford Method
IMC
Integrated Marketing Communications - A strategic approach to communicating the company brand and message to targeted customers in a way that is clear, concise, yet customizable to maximize impact.
Purchase decision process steps
- Cognitive (Attention)
- Affective (Interest & Desire)
- Behavioral (Action)
Types of Advertising
Pioneering (primary demand)
Competitive (growth phase, often emotional, branding)
Comparative (strong competition or sluggish growth)
PR
Systematic approach to influencing attitudes and opinions and behaviors of customers and others, generally through publicity
Publicity
Unpaid and often less personal form of marketing communication, through news stories and public events
