Engaging Customers and Communicating Customer Value Flashcards
The promotion mix
the specific blend of promotion tools that
the company uses to persuasively communicate customer
value and build customer relationships.
Advertising
any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor. • Broadcast • Print • Online • Mobile • Outdoor
Sales promotion
a short-term incentive to encourage the purchase or sale of a product or service. • Discounts • Coupons • Displays • Demonstrations
Personal selling
the personal interaction by the firm’s sales
force for the purpose of engaging customers, making sales, and building customer relationships
Public relations
involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events.
Direct and digital marketing
involves engaging directly with
carefully targeted individual consumers and customer
communities to both obtain an immediate response and build lasting customer relationships.
The New Marketing Communications Model
•Consumers are changing. •Marketing strategies are changing. •Advances in digital technology
Integrated marketing communications (IMC)
involves carefully integrating and coordinating the company’s many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.
what does noise mean in marketing?
the clutter of messages, so many sponsored adverts that you dont pay attention to.
Steps in Developing Effective Marketing Communication
Identify the target audience ↓ Determine the communication objectives (raise awareness of product to ppl/let ppl try it out) ↓ Design the message ↓ Choose the media to send the message ↓ Select message source and collect feedback
1) Identifying the Target Audience
= What will be said? = How it will be said? = When it will be said? = Where it will be said? = Who will say it?
2) Determining the Communication Objectives
Awareness ↓ Knowledge ↓ Liking ↓ Preference ↓ Conviction ↓ Purchase
3) Designing a Message
AIDA Model •Get Attention •Hold Interest •Arouse Desire •Obtain Action
4) Designing a Message and message content
Message content is “what to say.”
Message structure and format is “how to say it.”
Rational appeal = relates to the audience’s self-interest.
Emotional appeal = is an attempt to stir up positive or negative emotions to motivate a purchase.
Moral appeal = is directed to an audience’s sense of what is right and proper.
(Choosing Communication Channels and Media)
Personal communication
Personal communication involves two or more people communicating directly with each other. • Face to face • Phone • Mail or e-mail • Texting or Internet chat
(Choosing Communication Channels and Media)
Opinion leaders and Buzz marketing
Opinion leaders are people whose opinions are sought by others.
Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities.
(Choosing Communication Channels and Media)
Nonpersonal communication
channels are media that carry messages without personal contact or feedback, including major media, atmospheres, and events
Selecting the Message Source
The message’s impact depends on how the target audience views the communicator. • Celebrities • Athletes • Entertainers • Professionals • Health care providers
Collecting Feedback
Collecting feedback involves the communicator understanding the effect on the target audience by measuring behavior resulting from the content.
(Setting the Total Promotion Budget)
The affordable method
sets the promotion budget at the
level management thinks the company can afford.
(Setting the Total Promotion Budget)
The percentage-of-sales method
The percentage-of-sales method sets the promotion budget
at a certain percentage of current or forecasted sales or as a
percentage of the unit sales price.
(Setting the Total Promotion Budget)
The competitive-parity method
The competitive-parity method sets the promotion budget to
match competitors’ outlays.
(Setting the Total Promotion Budget)
The objective-and-task method
The objective-and-task method develops the promotion
budget by specific promotion objectives and the costs of tasks
needed to achieve these objectives.
(The Nature of Each Promotion Tool)
Advertising
Advertising can reach masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times.
(The Nature of Each Promotion Tool)
Personal selling
Personal selling is the most effective method at certain stages of
the buying process, particularly in building buyers’
preferences, convictions, actions, and developing customer
relationships.
(The Nature of Each Promotion Tool)
Sales promotion
includes coupons, contests, cents-off deals, and
premiums that attract consumer attention and offer strong
incentives to purchase.
(The Nature of Each Promotion Tool)
Public relations
Public relations is a very believable form of promotion that includes
news stories, features, sponsorships, and events
(The Nature of Each Promotion Tool)
Direct and digital marketing
Direct and digital marketing is an immediate, customized, and
interactive promotional tool that includes direct mail, catalogs,
telephone marketing, online, mobile, and social media.
(Socially Responsible Marketing Communication)
Advertising and Sales Promotion
- Communicate openly and honestly with consumers and resellers
- Avoid deceptive or false advertising
- Avoid bait-and-switch advertising
- Conform to all federal, state, and local regulations
(Socially Responsible Marketing Communication)
Personal Selling
- Follow rules of “fair competition”
- Do not offer bribes
- Do not attempt to obtain competitors’ trade secrets
- Do not disparage competitors or their products
