Chapter 9 - Done Flashcards
What is promotion?
Promotion is the creation and maintenance of communication with target markets
* As promotion is predominantly about communicating something to the market, it is often known as market communications
What is in the model of communication?
- The sender initiates the communication message
- The planned message is then encoded for the target audience
- The target audience receives the message
- They decode the message
- To complete the flow of communication the receiver responds in the form of feedback
What is important to keep in mind when sending the message?
It is important that all activities involved with communicating to the target audience are coordinated and consistent
What are the various message channels?
Include the various mass media, such as television, radio, newspapers and magazines and the usage of these depends on who the target audience of the promotional material is
What are some of the issues during this communication process?
At times, the message channel may not encode the message correctly
* For example, when using a public relations approach, such as issuing a press release, it is up to news media to interpret, present and relay that information to the target audience
Targeting one group for promotion might mess up the message for another group
* For example, when trying to attract guests, a hotel may promote (communicate) that it has a ‘wild’ nightlife
What is noise?
Noise is any factor that creates a barrier to communication
* Noise may also be produced by negative or skeptical attitudes towards promotional activities
What is the main objective of promotion?
To support the organisation’s overall marketing objectives
Create awareness
Encourage product trial
Encourage repeat purchases and retain existing customers
Stimulate demand
Build positive associations with an organisation and its products
Facilitate reseller support
How do organisations convince consumers to buy their stuff?
- The organisation tries to persuade potential customers to trial its product through persuasive information or perhaps by providing a sample of the product
- Marketing communications aimed at existing customers reinforce the product or brand and encourage repeat purchases or the purchase of other products offered by the organisation
- Loyalty programs are another common approach to retaining existing customers
What is the first mover advantage?
Being first to market with some innovation
What is cause related marketing?
When promotional efforts such as philanthropy are actually tied to the purchase of a product
What is Intergreated Marketing Communications?
The term given to the coordination of promotional efforts to maximise the communication effect
What is the goal of IMC?
To consistently send the most effective possible message to the target market
What are the four main components of IMC?
The four main components of IMC are advertising, public relations, sales promotion and personal selling
What is advertising?
Advertising is the transmission of paid messages about an organisation, brand or product to a mass audience
What are the main advantages of advertising?
- The main benefit of advertising is the ability it offers to reach a lot of people at a relatively low cost per person
- It is also possible to aim advertising at particular target markets by choosing appropriate media
What are the main drawbacks of advertising?
- The difficulties in measuring its effectiveness
- Because of its mass market approach, there is very limited presentation and personalisation of the marketing message carried by advertising
What is comparative advertising?
When the advertisement specifically compares products with a competitor’s products
What is organisational/institutional advertising?
Is aimed at promoting ideas and images
What are the key steps in creating a successful advertising campaign?
- Understand the market environment
- Know the target market (audience)
- Set specific objectives
- Create the message strategy
- Allocate resources
- Select media
- Produce the advertisement
- Place the advertisement in the media
- Evaluate the campaign
What are some of the considerations when selecting media?
Reach and frenquency
What is reach?
Measures what proportion of the target audience is exposed to the advertisement at least once (how many)
What is frequency?
Measures how many times each target market member is exposed to the advertisement (how often)
What are the options available when selecting media?
NEED TO INSERT THE IMAGE
What is one of the main legal requirements during advertisments?
The main regulatory issues relate to the need to be truthful and honest in all forms of advertising and promotion
What is public relations?
It refers to communications aimed at creating and maintaining relationships between the marketing organisation and its stakeholders - Stakeholders include customers, suppliers, owners, employees, media, financial institutions and those in the immediate and wider environment
How does public relations work?
Public relations uses written materials, sponsorships, giveaways, good deeds and other ways to generate positive publicity and goodwill towards the organisation
What are some of the approaches and methods used in public relations?
One of the most effective public relations outcomes is publicity
What is publicity?
Publicity is the exposure a marketing organisation receives when it obtains free coverage in the media
What are sales promotions?
They are short‐term activities that are designed to encourage consumers to purchase a product or encourage resellers to stock and sell a product
When are they used?
They are often used on an irregular basis to smooth demand
What are some of the drawbacks of sales promotions?
- The main limitations of sales promotions are that they can lose effectiveness if overused
- They are easily copied
- The public is becoming increasingly cynical about whether they offer any real value or whether they just highlight that the usual price and conditions under which a product is purchased has a great deal of extra margin built in
What are some methods for consumer sales promotions?
- Free samples
- Premium offers
- Loyalty programs
- Contests
- Coupons
- Discounts
- Rebates
- Point of Purchase promotions
What are some of the advantages of a rebate for the marketer?
- Any regret or second thoughts the consumer might experience after purchase is softened by the receipt of cash
- The consumer needs to apply for the refund and usually has to give up some personal information (e.g. phone number, address) when making the application
- Some consumers will not bother to claim the refund (whereas no consumers turn down a discount and ask to pay full price)
What is personal selling?
Personal selling refers to personal communication efforts that seek to persuade consumers to buy products
What are the benefits of personal selling?
- The message can be very specifically and personally tailored to the individual consumer
- Enables the marketing message to be adjusted based on feedback given by the target of the selling effort
What are the limitations of personal selling?
- It is expensive and has a limited reach
- It is labour intensive and time consuming
- As consumers become more and more educated and informed, efforts at personal selling are viewed with increasing cynicism
What is a pull policy?
An approach in which the producer promotes its product to consumers, usually through advertising and sales promotion, which then generates demand upward through the marketing distribution channel
* For example, the consumer becomes interested in a product through the producer’s television advertisement and then enquires at a retailer. The retailer asks its suppliers about the product and the suppliers seek out the producer
What is a push policy?
An approach in which the product is promoted to the next organisation down the marketing distribution channel
* For example, a producer promotes its product to a wholesaler, which in turn promotes the product to a retailer, who finally promotes the product to consumers
What are free samples?
Sample of a product provided for free to consumers so they can experience the benefits and features of the product without having to commit to a purchase
What are premium offers?
Are somewhat similar to free samples, but are given as a bonus for purchasing a product
What are loyalty programs?
Are designed to encourage repeat purchases by rewarding consumers based on the amount they spend
What are contests?
This is a clever promotion, as only people who want the product will be motivated to enter (so they are potential customers), and the contest requires the entrants to think about and articulate the benefits of the product to them
What are coupons?
Coupons are vouchers that offer consumers a discount price on a product or service
What are discounts?
Discount offers provide a certain amount off the regular price
What are rebates?
Rebates are the return of some of the purchase price to consumers upon presentation of proof of purchase
What are point of purchase promotions?
Such promotions include signage and displays in stores and free product trials or demonstrations in stores
What are the message appeals?
Rational appeal - Promotes factual information
Emotional appeal - Stir emotions
Moral appeal - Relies on what is right or wrong
What is product placement?
The paid inclusion of products in movies, tv shows, video games and books
What is sponsorship?
The paid association of a brand with an event or a person
What is ambush marketing?
The presence of marketing messages at an event that is sponsored by an unrelated business or competitor
What is viral marketing?
The use of social networks to spread a marketing message
What is permission marketing?
Marketing that aims to build an ongoing relationship with the customer
What is guerilla marketing?
The use of aggressive and unconventional marketing approach to grab attention
