Chapter 9: Marketing Mix: promotion

Question 1

what is marketing communication/ Promotion?

Answer 1

An audience centred activity which attempts to encourage engagement between participants and provoke conversations.

It’s underlying goal is to initiate conversation and sustain long-term relationship w/ consumers.

Question 2

what is marketing communications? ( 3)

Answer 2

・it is the means by which firms inform, persuade and remind consumers- directly or indirectly about the products/ services and brands that they sell.

・it represents the voice of brands and are a mean by which it can establish a conversation and build relationships w/ costomers.

・It can therefore help build customers loyalty and contribute to customer equity.

Question 3

4 Roles of marketing communications

Answer 3

1. differentiate
2. reinforce
3. inform
4. persuade

(DRIP Model)

Question 4

the promotional/ communication mix

Answer 4

1. advertising
2. direct marketing
3. public relations
4. personal selling
5. sales promotion

Question 5

what is advertising?

Answer 5

any paid form of non-personal promotion transmitted through a mass medium.

Question 6

media decisions

Answer 6

media class decisions:
television
printed media
outdoors
cinema
radio
on-line options

media vehicle decisions:
which TV programme, newspaper, event film

Question 7

public relations

Answer 7

the management of relationships between organisations and their stakeholder.

Question 8

PR’s Objectives

Answer 8

1. Prestige and reputation
2. promotion of products
3. Dealing with issues and opportunities
4. Goodwill of customers, suppliers, distributors, employees and government
5. Overcoming misconceptions
6. dealing with unfavourable publicity
7. attracting and keeping good employees

Question 9

consumer oriented sales promotions (7)

Answer 9

Coupons
Premiums
Money off
bonus packs
free samples
prize promotions
loyalty cards

Question 10

sponsorship’s benefits

Answer 10

1. surrounding the customer
2. Enhanced company image
3. create positive associations

Question 11

above the line

Answer 11

traditional techniques that allow you to promote a product or a service to a mass audience through media like TV, Radio, the press and billboards.

Question 12

below the line

Answer 12

all activities ( usually implemented at lower costs) that serve the same purposes but through activities that can involve a higher word of mouth engagement( creating the buzz)

Question 13

unconventional marketing: the concept of white space

Answer 13

AIDA model

Attention
Interested
Desire
Action

Question 14

alternative strategy to communicate a product and service and is about taking the consumerby surprise to make a big impression about the brand.

Answer 14

Guerrilla Marketing

Question 15

uses element of the environment( benches, bus tops, pavements) as support for advertising
very effective and visible
may require lots of permissions and involve some ethical issues

Answer 15

Ambient and street marketing

Question 16

involves generating an artificial publicity around a particular product, service, movement or brand using reviews or discussion on online blogs or forums created by one or multiple individuals who is incentivised to provide positive view.

Answer 16

Astroturfing

Question 17

forms of advertising that use vehicles in the streets.

Answer 17

Roadshows

Question 18

it is utilised by an organisation to capitalize upon the awareness, attention, goodwill, and other benefits, generated by having an association with an event or property, without that organisation having an official or direct connection to that event or property

Answer 18

ambush marketing

Question 19

any marketing technique that induces websites or users to pass on a marketing message to other sites or users, creating a potentially exponential growth in the ,essage’s visibility and effect.

Answer 19

Viral marketing

Question 20

is a group of people who assemble suddenly in a public place, performing an unsual act for a brief time, often without an apparent reason, dispering straight after that

Answer 20

Flash mobs