Chapter 9: Promotions Mix Flashcards
To create product awareness. And invite more users increasing customer traffic
Importance of promotion
2 types of Promotional Methods
Marketer controlled methods
Marketer Influence
The message, the medium and delivery are directly managed through monetary payment.
Marketer-controlled methods
Is said to be the person or entity that delivers the message
Compensation
It is any paid, non personal presentation promoting ideas goods or services
Advertising
Is the most expensive medium of promiting otc
Tv advertising
Print message
Newspaper Magazine Newsletter Outdoor ads Yellow pages
Broadcast message
Radio
Prodcasting
Internet advertising
Website banners
Is any oral presentation to customers as individuals or group
It involves interaction bet 2 or more people
It is one of the most expensive but most effective forms
Personal selling
A short, scripted discourse to deliver a message in the time it takes a ride an elevator
Elevator speech
5 step process for personal selling
Prelim stage: Gather Patient info Assess information Ask probing questions Present features and benefits Address concerns Make the offer
Also known as database marketing, direct mail, mail order, interactive technology
It is individualized nonpersonal
Non personal bec consumer contacts come from a database
Direct marketing
Primary components of direct marketing
- Customer database
- delivery vehicle
Contains demographic information, purchasing habits credit history
Customer database
Is the medium used to contact database customer with a message or offer
Delivery vehicle
Any promotional communication used to promote a quick sale or action
Are best conduced in combination with other forms of marketing communication
Sales promotion
Sales promotion aimed at a business
They are used by manufacturers and others to encourage retail business to put extra effort
Trade promotions
Sales promotion
Discount coupons for patients Prescription for a cause Gifts for the needy Medical mission or free clinic Other sales promotion
Touches on humanitarian nature of the prescriber of allowing patients to enjoy discounts
Discount coupon for patients
Touched on civic mindedness of the prescriber to endorse certain ethical drug product
Prescription for a cause
Touches on the generosity of prescribers to render service for free
Gifts for the needy
2 types of marketer influenced method
Public relations
Buzz marketing
Commonly called PR
Process of builing a positive image in the minds of the public
Public reaction
Is the key to the element of PR
Publicity
Commonly called as “Word of month”
Technique that attempts to make each encounter with a consumer appear
Buzz marketing
Is an outline for accomplishinh marketing objectives
Element of overall marketing plan
Promotional plan
Should be originated from and complement the overall objectives
Usually based on a statement about POSITIONING STRATEGY
Defining the objective
Describe the personality of the band, which established and reinforced in all promotional communication
Positioning statement
Inform
Persuade
Remind
The desire outcome of promotional pharmacy products
Involves deciding what one wants to say to target customers and determining how to say it
Crafting a message and strategy
Formulating a message to customers requires the marketer
What to say(message content)
How to say it in words (message structure)
How to say it in images (message format)
Who should say it (message source)
Measuring the result ff:
- Recording responses
- Opinions
- Surveys
One of the most important ways to improve you advertising is to record info
Recording response
One of the easiest ways to get info
Opinions
A full survey can give you good results that tell you about reactions of potential customer
Surveys
Is any type of communication designed to inform, educate or persuade
- Is communicating a message to prompt some immediate
Promotions
