Chapter 9: Marketing Mix: promotion Flashcards
what is marketing communication/ Promotion?
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.
what is marketing communications? ( 3)
・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.
4 Roles of marketing communications
- differentiate
- reinforce
- inform
- persuade
(DRIP Model)
the promotional/ communication mix
- advertising
- direct marketing
- public relations
- personal selling
- sales promotion
what is advertising?
any paid form of non-personal promotion transmitted through a mass medium.
media decisions
media class decisions: television printed media outdoors cinema radio on-line options
media vehicle decisions:
which TV programme, newspaper, event film
public relations
the management of relationships between organisations and their stakeholder.
PR’s Objectives
- Prestige and reputation
- promotion of products
- Dealing with issues and opportunities
- Goodwill of customers, suppliers, distributors, employees and government
- Overcoming misconceptions
- dealing with unfavourable publicity
- attracting and keeping good employees
consumer oriented sales promotions (7)
Coupons Premiums Money off bonus packs free samples prize promotions loyalty cards
sponsorship’s benefits
- surrounding the customer
- Enhanced company image
- create positive associations
above the line
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.
below the line
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)
unconventional marketing: the concept of white space
AIDA model
Attention
Interested
Desire
Action
alternative strategy to communicate a product and service and is about taking the consumerby surprise to make a big impression about the brand.
Guerrilla Marketing
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
Ambient and street marketing
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.
Astroturfing
forms of advertising that use vehicles in the streets.
Roadshows
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
ambush marketing
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.
Viral marketing
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
Flash mobs
