Chapter 18 Flashcards
The translation of your positioning to your target market
what is this ?
Promotion P
What are the 5 things in the Promotional Mix ?
- Advertising
- Sales Promotion
- Personal selling
- Public relations
- Direct marketing
Designing marketing communications programs that coordinate all promotional activities to provide a consistent message across all audiences
what is this ?
Integrated marketing communications (IMC)
How to develop an IMC approach in 3 steps ?
- Planning
- Implementation
- Evaluation
Developing the promotion program
*identify the target audience
*specify the objectives
*set the budget
*select the right promotional tools
*design the promotion
*schedule the promotion
Which of the 3 steps to develop and IMC approach is this ?
Planning
Executing the promotion program
*pretest the promotion
*carry out the promotion
Which of the 3 steps to develop and IMC approach is this ?
Implementation
Assessing the promotion program
*posttest the promotion
*make needed changes
Which of the 3 steps to develop and IMC approach is this ?
Evaluation
in Setting objectives it all starts with the purchase decision process, the 5 steps are ?
- problem recognition
- information search
- evaluation of alternatives
- purchase decision
- post purchase assessment
What are the four objectives in the purchase funnel ?
- Awareness
- Consideration
- Trial
- Loyalty/Repeat
For problem recognition or information search in the purchase decision process what is the purchase funnel problem ?
awareness
For information search or evaluation of alternatives in the purchase decision process what is the purchase funnel problem ?
consideration
For purchase decision in the purchase decision process what is the purchase funnel problem ?
trial
For post purchase assessment in the purchase decision process what is the purchase funnel problem ?
loyalty/repeat
How to select the right promotional tool for awareness ?
*tv
*billboards
*newspapers
*radio
*magezines
How to select the right promotional tool for consideration ?
*social media,
*personal selling
*email marketing
How to select the right promotional tool for trial ?
*couponing
*sampling
*shopping marketing
How to select the right promotional tools for loyalty/repeat ?
*customer relationship management
*rewards/loyalty programs
direct communication with customers to generate a response
what is this ?
direct marketing
What are examples of direct marketing ?
- catalogs
- direct mail
- online
- direct response tv
- telemarketing
the combination of one or more communication tools used to (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product
what is this ?
promotional mix
any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor
what is this ?
advertising
the two way flow of of communication between a buyer and seller, often in a face to face encounter, designed to influence a persons or groups purchase decision
what is this ?
personal selling
a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services
what is this ?
public relations
a short term inducement of value offered to arouse interest in buying a product or service
what is this ?
sales promotion
directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product
what is this ?
push strategy
directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product
what is this ?
pull strategy
allocating funds to promotion as a percentage of past or anticipated sales, in terms of either dollars or units sold
what is this ?
percentage of sales budgeting
allocating funds to promotion by matching the competitors absolute level of spending or the proportion per point of mark share. also called matching competitors or share of market
what is this ?
competitive parity budgeting
allocating funds to promotion only after all other budget items are covered
what is this ?
all you can afford budgeting
allocating funds to promotion whereby the company: (1) determines its promotion objectives; (2) outlines the tasks to accomplish those objectives; and (3) determines the promotion cost of performing those tasks
what is this ?
objective and task budgeting
the result of direct marketing offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction
what is this ?
direct orders
the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information
what is this ?
lead generation
the outcome of a direct marketing offer designed to motivate people to visit a business
what is this ?
traffic generation
describes the stages a new product goes through in the marketplace:
introduction
growth
maturity
decline
what is this ?
product life cycle
what are the 3 stages of the consumer journey ?
- prepurhcase
- purchase
- post purchase
