Deck 11 - Promotion - Lecture 12 Flashcards
what is communications theory (promotional mix)
process of establishing a commonness or oneness of thought between a sender and receiver
aims of promotion
creating category need,
gaining brand awareness,
influencing brand attitude,
generating brand purchase intention
what is the initial promotional objective for a new product
creating category need
what are tools for promotion ***
advertising, sales promotion, public relations, personal selling, direct marketing
what is advertising
public presentation, pervasiveness,
amplified expressiveness,
impersonality
what is sales promotion
communication, incentive, invitation (BOGOF, happy meal toys)
what is public relations
article in newspaper for example,
high credibility (review from respected figure),
ability to catch buyers off guard,
dramatisation
example of public relations
Neutrogena ‘Caras’ magazine cover where you can remove the models makeup with wipes provided by the magazine
what is personal selling
personal confrontation, cultivation, response
example of personal selling
local avon representatives who encourage friends to but makeup
what is direct marketing
sale of the product directly from seller to buyer
example of direct marketing
products on amazon that are direct from seller to buyer
features of direct marketing
from seller to buyer, non-public, customised, up to date, interactive
what is word-of-mouth marketing
giving people a reason to talk about your product and services
what is buzz marketing
using high profile entertainment or news to get people to talk about your brand
what is viral marketing
creating entertaining and informative messages designed to be passed along in an exponential fashion, often electronically or by email
what is guerrilla marketing
unconventional promotions that attempt to gain maximum exposure with a limited budget
example of guerrilla marketing
volkswagen made a slide to replace an escalator in a train station with the slogan ‘fast lane, driven by fun’
what does a company need to take into account when deciding which promotion tools to use
promotional resources and objectives,
characteristics of target market,
push or pull strategy,
product characteristics
example of having to create category need
when they first brought out dvd players no one thought they needed one because they had vhs but needed to emphasise benefits of dvd
what are the two stages of gaining brand awareness
brand recognition - yes heard of it know what it does,
brand recall - asked to name 3 MP3 players and names apple as one of them)
example of changing brand attitude (promotion)
BP oil spill had to change public perception that they are trying to protect the environment
talk about advertising (promotional mix)
public nature,
non personal mass communication,
pervasive (repetitive everywhere suggests something about sellers size power success),
monologue (one way audience doesn’t feel obliged to pay attention or respond)
what are two different uses of advertising (promotional mix)
long term image building (coke),
trigger quick sales (dfs or other jan sales company),]
reach geographically dispersed buyers
what are two different forms of advertising that vary in price (promotional mix)
TV - very expensive,
local newspaper - cheap
features of sales promotion (promotional mix)
tactical short-term initiatives to encourage target to behave in certain way,
gains attention,
concession or inducement adds value,
distinct message to buy now
what are the 3 benefits of sales promotion (promotional mix)
gains attention,
the concession or inducement adds value,
distinct message to buy now
what is the main aim of sales promotion (promotional mix)
for quick and strong response in short term
features of public relations (promotional mix)
all about building relationships with range of stakeholders,
news stories seem more true than ads so audience more likely to believe,
reach people who avoid sales people and don’t read or look at ads,
good for putting over a good story (memorable)
what does public relations also include (promotional mix)
things like sponsorship,
enhanced company or brand reputation/awareness
example of a known public relation/sponsorship (promotional mix)
gary linekar with crisps one of longest standing celebrity endorsements,
creates positive image of the brand
features of personal selling (promotional mix)
face to face personally tailored,
good for B2B,
immediate interactive can see reactions and respond,
builds relationships (personal friendship in B2B),
some obligation from buyer to respond (can’t just walk away harder to say no)
what is personal selling good for (promotional mix)
B2B as you can establish a personal friendship
what is an example of personal selling (promotional mix)
charities do a lot of personal ‘selling’,
UNICEF door to door asling for donations
features of direct marketing (promotional mix)
form of mass marketing but creates 1-1 relationships,
addressed to specific person,
specifically prepared to appeal to interests needs and wants of that person,
changed rapidly and according to the person’s response
what is an example of direct marketing (promotional mix)
emails from asos addressed to you saying would you like this it’s similar to what you’ve been looking at
what’s the difference between buzz and viral marketing (promotional mix)
buzz is using high profile entertainment or news to get people to talk about your brand,
viral is creating entertaining and informative messages that are designed to be passed along in an exponential fashion
why are marketers starting to find alternatives to traditional advertising (promotional mix)
there is so much advertising it is hard to get noticed,
alternatives are buzz viral and guerrilla marketing
example of buzz marketing (promotional mix)
video game creators release games early to influencers so they talk about it to their audience to create a buzz for the game
why is buzz marketing good (promotional mix)
seems more credible if people are talking about it because they want too not being forced too
feature of guerrilla marketing (promotional mix)
ambushing consumers with promotional content in places where they are not expecting to encounter this kind of activity
what do you need to consider when deciding which promotional tool to use (promotional mix)
resources such as budget, objectives, size of target segment, geography of target segment, age of target segment
what does integrated marketing communications mean (promotional mix)
need to make sure marketing communications are co ordinated and aligned (need to be same theme etc)
