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Marketing > Deck 11 - Promotion - Lecture 12 > Flashcards

Deck 11 - Promotion - Lecture 12 Flashcards

1
Q

what is communications theory (promotional mix)

A

process of establishing a commonness or oneness of thought between a sender and receiver

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2
Q

aims of promotion

A

creating category need,
gaining brand awareness,
influencing brand attitude,
generating brand purchase intention

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3
Q

what is the initial promotional objective for a new product

A

creating category need

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4
Q

what are tools for promotion ***

A 
advertising,
sales promotion,
public relations,
personal selling,
direct marketing
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5
Q

what is advertising

A

public presentation, pervasiveness,
amplified expressiveness,
impersonality

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6
Q

what is sales promotion

A

communication, incentive, invitation (BOGOF, happy meal toys)

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7
Q

what is public relations

A

article in newspaper for example,
high credibility (review from respected figure),
ability to catch buyers off guard,
dramatisation

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8
Q

example of public relations

A

Neutrogena ‘Caras’ magazine cover where you can remove the models makeup with wipes provided by the magazine

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9
Q

what is personal selling

A

personal confrontation, cultivation, response

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10
Q

example of personal selling

A

local avon representatives who encourage friends to but makeup

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11
Q

what is direct marketing

A

sale of the product directly from seller to buyer

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12
Q

example of direct marketing

A

products on amazon that are direct from seller to buyer

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13
Q

features of direct marketing

A 
from seller to buyer,
non-public,
customised,
up to date,
interactive
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14
Q

what is word-of-mouth marketing

A

giving people a reason to talk about your product and services

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15
Q

what is buzz marketing

A

using high profile entertainment or news to get people to talk about your brand

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16
Q

what is viral marketing

A

creating entertaining and informative messages designed to be passed along in an exponential fashion, often electronically or by email

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17
Q

what is guerrilla marketing

A

unconventional promotions that attempt to gain maximum exposure with a limited budget

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18
Q

example of guerrilla marketing

A

volkswagen made a slide to replace an escalator in a train station with the slogan ‘fast lane, driven by fun’

19
Q

what does a company need to take into account when deciding which promotion tools to use

A

promotional resources and objectives,
characteristics of target market,
push or pull strategy,
product characteristics

20
Q

example of having to create category need

A

when they first brought out dvd players no one thought they needed one because they had vhs but needed to emphasise benefits of dvd

21
Q

what are the two stages of gaining brand awareness

A

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)

22
Q

example of changing brand attitude (promotion)

A

BP oil spill had to change public perception that they are trying to protect the environment

23
Q

talk about advertising (promotional mix)

A

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)

24
Q

what are two different uses of advertising (promotional mix)

A

long term image building (coke),
trigger quick sales (dfs or other jan sales company),]
reach geographically dispersed buyers

25
Q

what are two different forms of advertising that vary in price (promotional mix)

A

TV - very expensive,

local newspaper - cheap

26
Q

features of sales promotion (promotional mix)

A

tactical short-term initiatives to encourage target to behave in certain way,
gains attention,
concession or inducement adds value,
distinct message to buy now

27
Q

what are the 3 benefits of sales promotion (promotional mix)

A

gains attention,
the concession or inducement adds value,
distinct message to buy now

28
Q

what is the main aim of sales promotion (promotional mix)

A

for quick and strong response in short term

29
Q

features of public relations (promotional mix)

A

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)

30
Q

what does public relations also include (promotional mix)

A

things like sponsorship,

enhanced company or brand reputation/awareness

31
Q

example of a known public relation/sponsorship (promotional mix)

A

gary linekar with crisps one of longest standing celebrity endorsements,
creates positive image of the brand

32
Q

features of personal selling (promotional mix)

A

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)

33
Q

what is personal selling good for (promotional mix)

A

B2B as you can establish a personal friendship

34
Q

what is an example of personal selling (promotional mix)

A

charities do a lot of personal ‘selling’,

UNICEF door to door asling for donations

35
Q

features of direct marketing (promotional mix)

A

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

36
Q

what is an example of direct marketing (promotional mix)

A

emails from asos addressed to you saying would you like this it’s similar to what you’ve been looking at

37
Q

what’s the difference between buzz and viral marketing (promotional mix)

A

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

38
Q

why are marketers starting to find alternatives to traditional advertising (promotional mix)

A

there is so much advertising it is hard to get noticed,

alternatives are buzz viral and guerrilla marketing

39
Q

example of buzz marketing (promotional mix)

A

video game creators release games early to influencers so they talk about it to their audience to create a buzz for the game

40
Q

why is buzz marketing good (promotional mix)

A

seems more credible if people are talking about it because they want too not being forced too

41
Q

feature of guerrilla marketing (promotional mix)

A

ambushing consumers with promotional content in places where they are not expecting to encounter this kind of activity

42
Q

what do you need to consider when deciding which promotional tool to use (promotional mix)

A 
resources such as budget,
objectives,
size of target segment,
geography of target segment,
age of target segment
43
Q

what does integrated marketing communications mean (promotional mix)

A

need to make sure marketing communications are co ordinated and aligned (need to be same theme etc)

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