Lecture 12 Promotion Flashcards
How does Fill define promotion (2009)?
“Marketing communications is a management process through which an organisation attempts to engage with its various audiences. By understanding an audience’s communication environment, organisations seek to develop and present messages for its identified stakeholder groups, before evaluating and acting upon the responses. BY conveying messages that are of significant value, organisations are encouraged to offer attitudinal and behavioural responses”
What does DRIP stand for?
Differentiate
Reinforce
Inform
Persuade
What does the D is DRIP mean?
Differentiate
To position a brand so that it is perceived to be different to its competitors
What does the R in DRIP mean?
To remind or reassure customers about a brand
What does the I in DRIP mean?
To make customers aware of a brand’s existence or attributes
What does the P in DRIP mean?
To encourage customers to behave in particular ways
What is the promotion mix also known as?
The marketing communications mix
What is the promotion mix not?
It is not the marketing mix
What are the 5 tools in the promotion mix?
Advertising Public relations Personal selling Sales promotion Direct marketing
How do companies use the promotion mix?
They use it to engage customers in a persuasive way to make them perceive that their products/ services will add value to their lives
What is advertising?
Any paid form of non-personal presentation and promotion of ideas, goods or service by an identified sponsor
What is sales promotion?
Short term incentives to encourage the sale of a product or service
What is personal selling?
Personal presentations by the firm’s sales force for the purpose of engaging customers, making sales and building customer relationships
What is public relations?
Building good relations with the company’s various publics by obtaining favourable publicity, building up a good corporate image and handling rumours, stories and events
What is direct and digital marketing?
This is engaging directly with carefully targeted individual consumers and customer communications to both obtain immediate responses and build lasting customer relationships
What does digital marketing do?
All of the elements of the promotion mix but a different channel and direct to consumers
Give 5 examples of advertising?
Broadcast, print, online, mobile, outdoors
Give 5 examples of sale promotion
Discounts, coupons, displays, demonstrations, events
Give 3 examples of personal selling
Sales promotions, trade shows and incentive programmes
Give 4 examples of public relations
Press releases, sponsorships, events and webpages
Give 6 examples of direct and digital marketing
Direct mail, email, catalogue, online and social media, mobile marketing, SEO
What is IMC?
Integrated Marketing Communications
What have organisations traditionally used for marketing?
Mass marketing
Why can mass marketing no longer be the only option?
Because customers are now becoming engaged
What is IMC about?
It is about using the whole range of communications to all the individuals being targeted in an effective manner
What do marketers view themselves as?
Content marketing managers
What do marketers do as content managers?
They manage the content of their messages across a range of platforms
How do marketers use techniques to target the market they want to reach?
They integrate their techniques
What is the aim of brand storytelling?
To inspire and engage customers to go on a journey with them over the platforms with the same content and messages to be consistent
What happens if customers don’t understand the message?
They don’t purchase
Confused messages create confused views of the company, brand associations and impact on the relationship we have with the brand
Why is IMC needed?
It brings all the elements of the marketing communications mix together which is good because whilst digital marketing is great, it come with challenges and complicates and fragments overall marketing communications
What should the brand message be?
Consistent and clear
What is the desired response from communications?
A purchase of some kind or a change of behaviour if its social marketing
How many buyer-readiness stages?
6
What are the 6 stages of buyer readiness?
Awareness Knowledge Liking Preference Conviction Purchase
What is AIDA?
Attention
Interest
Desire
Action
What is the role of personal selling?
Representation
What are the advantages of personal selling?
It is a highly potent form of communication
Messages can be adapted to meet the requirements of both parties
Objections can be overcome
Can give information based on the buyer’s environment
Can demonstrate
How does communication happen with personal selling?
Face to face
What is a disadvantage of personal selling?
Expensive
How do sales promotions work?
By offering customers an incentive to buy now rather than in the future. They accelerate sales
What is used extensively in consumer markets?
Sales promotions
What type of activity is public relations?
It is a management activity that attempts to shape the attitudes and opinions held by an organisation’s stakeholders.
How do public relations develop relationships?
It identifies its own policies with the interests of its stakeholders and formulates and executes a program of action to develop mutual goodwill and understanding
What does public relations not require?
It does not require the purchase of airtime or space in media vehicles such as TV or magazines
What is an outcome of PR messages?
Greater perceived credibility than those messages passed through paid media such as advertising
What is the main role of direct marketing?
To reach the target audiences with personalised and customised messages that aim to provoke a change in the audience’s behaviour
What is the secondary role of direct marketing?
It is to collect customer information, in order to feed future strategies and campaigns
Why does direct marketing use a variety of media?
To reach audiences with call-to-action messages
