L8 - Space & Promotion Flashcards
What are the 4 “P”s?
Product, Price, Placement, Promotion
What does “Promotion” include?
Advertising
Personal Selling
Sales Promotion
Public Relations
Mass + Paid Promotion includes?
Advertising
Promotion
Point of Purchase
Mass + Free Promotion includes?
Publicity
Corporate Image
Sponsorship
Personal + Paid Promotion includes?
Personal Selling
Personal + Free Promotion includes?
Word of Mouth
What is Integrated Marketing Communications? (IMC)
IMC is the process of developing and implementing various forms of persuasive communication programs with customers and prospects over time.
What are the IMC Tools?
Affect the Behavior (bio products) Use all forms of Contact Start with the Customer or Prospect Achieve Synergy (company image) Build Relationships
Public Perception of Space?
Rocket, Astronauts
Stars, Universe
Planets
Projects
Public Perception of Space Organisations?
Nasa
None
Less ESA
Public Perception of European Programs?
Don’t know
Mistakes
Ariane
Public Perception of Non-European Programs?
Don’t know
Nasa (public mistake, not a program ^^)
Apollo
Mistakes
Public Knowledge of Space Programs?
Apollo Mir Shuttle Ariane Voyager ISS Galileo
Pourcentage of US public interested by return to Moon and Mars?
15% and 18%
What are the prerequisites to a new communication strategy?
- Setting of communication objectives
- Generating possible messages
- Overcoming selective attention (1400/day)
- Overcoming perceptual distortion
