Lecture 12: Promotion Strategy Flashcards
what is promotion?
getting the right messge to the right audience through the right media
integrated marketing communications (7 things)
- advertising
- personal selling
- sales promotion
- public relations
- direct marketing
- digital marketing
- mobile
noise
unsuccessful message content
how does advertising work
- advertising input
- filters/mediation
- consumer
- consumer behaviour
what is advertising input?
message content, scheduling, repetition
what are filters/mediation?
motivation, ability to process knowledge, attitudes towards ad/brand
what is done in the consumer phase?
congition/thinking, awareness, experience
what is consumer behaviour?
intention, consumption, loyalty, experience
what is (2) setting objectives?
- what is the desired response?
short term: awareness, generate leads
long term: behaviour, sales, market share - buyer-readiness stages
buyer readiness stages (6 things)
- awareness
- knowledge
- liking
- preference
- conviction
- purchase
what is (3) determining the budget?
- objective-and-task method
- competitive parity method
- percentage-of-sales method
- affordable method of budgeting
what is (4) convey message?
- communicate benefits/problem solving
- communicate unique selling proposition
- rational, emotional, moral appeals
what is (5) evaluate and select media?
- evluating and selecting media mix (e.g., TV, radio, magazines)
- consider mass vs. niche media
- AIDA
AIDA
promotion should ove consumer toward action
A: attention
I: interest
D: desire
A: action
what is (6) creating communication?
getting people to talk about it
