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Marketing > Marketing Comm Management > Flashcards

Marketing Comm Management Flashcards

1
Q

What is the purpose?

A 
Primary and selective demand
Brand advertising 
Corporate image advertising 
Commercial / non-commercial advertising 
Action/response advertising 
Retail advertising
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2
Q

Target audience?

A

Consumer advertising

Business to business advertising :

  • industrial advertising
  • professional advertising
  • trade advertising
  • agricultural advertising
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3
Q

Geographic area?

A

National advertising
Regional advertising
Local advertising
International advertising

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4
Q

Medium used?

A

Print advertising( newspapers and magazines)

Broadcast/electronic advertising(radio,cinema,tv)

Outdoor advertising(fixed sites and transit)

Digital(Internet, cellphones)

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5
Q

How advertising works?

A

Strong theory

Weak theory

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6
Q

The Strong theory

A

Advertising can increase sales @ the brand and product-type levels.

Through: manipulative, persuasive and psychological techniques

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7
Q

The weak theory

A

Consumer era pattern is driven more by habit

Through: promotion

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8
Q

What advertising can do

A 
🎨 position a brand
🎨 remind to buy
🎨 announce new brand/service 
🎨 create brand awareness 
🎨 inform target audience 
🎨 stimulate impulse buying
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9
Q

What can advertising not do?

A 
😰 'sell' an inferior product
😰 reach everybody
😰 lead to immediate sales 
😰 fight off better competitors 
😰 solve marketing problems 
😰 save a dying brand 
😰 persuade everyone
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10
Q

The role of advertising in brand equity

A

Advertising can create and build brand awareness

Build brand associations

Create perceived trust in quality of brand

Build a brands reputation

Build brand loyalty

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11
Q

What are the types of advertising media?

A

Above-the -line media

Digital media

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12
Q

What is above the line media?

A 
Print media : newspapers, magazines - use visual and verbal comm
- newspapers: news. 
☕️lower quality paper, short life span.
☕️ immediacy, coverage and news 
☕️ retail inserts

-magazines:
🍭 more targeted, high quality publications
🍭create a particular image, position brand

Electronic/ broadcast: tv, radio
📺 reach mass audiences @ low cost
📺 add visual/sound dimensions 
📺 tv uses sight, sound, movement
🎙radio uses audio

Cinem and out of home : buses, mini-buses.

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13
Q

Digital media?

A

World Wide Web, Internet, e-mail, mobile media, social media

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14
Q

Advertising may be classified according to?

A

Purpose
Target audience
Geographic area
Medium

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15
Q

List the 4 specific ways in which sales promotion affects sales

A
  1. Brand switching
  2. Repeat purchasing
  3. Purchase acceleration
  4. Category expansion
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16
Q

Briefly explain Brand switching

A
  • ‘Aggressive’ and ‘Defensive’
  • Aggresive: promo induces consumer to buy diff brand from brand bought previously
  • Defensive : Remain loyal to a particular brand
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17
Q

Briefly explain repeat purchasing

A
  • 2 types of RP effects
    1. Purchase brand,sustains habit, learns about performance of brand

-2. Change in purchase profitability as result of purchasing brand on promotion

18
Q

what are the 5 considerations of sales promotion?

A
  1. Is ACTION focused
  2. planned as a SPECIFIC MARKETING event
  3. often has TANGIBLE COMPONENT or specific sales promo materials
  4. targeted to three distinct audiences :INTERNAL, TRADE, CONSUMERS
  5. Designed to achieve SHORT TERM RESULTS
19
Q

Name the Sales promotion objevtives?

A
  1. Salespeople
  2. Trade
  3. Consumers
20
Q

what is the objective of Salespeople?

A
  • encourage them to INTENSIFY efforts to sell a ‘slow moving’ prod
  • challenge them to SELL MORE of a certain prod to customers
  • encourage them to LOCATE and QUALIFY more prospects
  • encourage them to set up more IN-STORE DISPLAYS
  • encourage them to TRAIN more DISTRIBUTOR EMPLOYEES
21
Q

What are the objectives of Trade?

A
  • Induce WHOLESALERS to carry a particular PRODUCT LINE
  • persuade DISTRIBUTORS to PROMOTE a particular BRAND in the promo activities
  • persuade RETAILERS to give a particular BRAND shelf space
  • encourage RETAILERS to SUPPORT sales promotion by CARRYING more INVENTORY of particular prod
  • encourage RETAILERS to SELL OLD stock before brand RE-LAUNCHED or taken OFF market
  • persuade RETAILERS to participate in CONTACT-OPERATIVE in store prom
22
Q

Briefly explain purchase acceleration

A

Induced to buy in greater quantities or frequently than they would normally buy

23
Q

Briefly explain category expansion

A

Objective to shift demand curve to the right
Do this by: creating a new PURCHASE OCCASION/reason OR
INCREASING USAGE or consumption rate

24
Q

What CAN sales promotion do?

A
  • stimulate sales force enthusiasm
  • rekindle sales of mature prod
  • facilitate introduction of new prods
  • increase on &off shelf merch space
  • neutralise competitive advertising
  • obtain trial purchases
  • retain existing users by repeat purchases
  • increase prod usage
  • pre-empt competition
  • reinforce advertising
25
Q

What sales promotion CANNOT Do?

A
  • Compensate for poorly trained sales force
  • compensate for insufficient advertising
  • give trade/consumers compelling reason to continue purchase
  • permanently stop an established prods declining sales
26
Q

What are the objectives of consumers?

A
  • Induce PROD TRIAL by consumers
  • Encourage EXISTING consumes to buy MORE of prod
  • MINIMISE brand switching
  • build CONSUMER GOODWILL
  • encourage REPEAT PURCAHSES
  • enhance MARKTING COMMUNICATIONS EFFORTS and build brand EQUITY
27
Q

What is Direct Response Marketing?

A

INTERACTIVE system of marketing designed to CREATE and KEEP customers by developing LONG-TERM PERSONAL relationships with EACH of them through increasingly RELEVANT prod or service offerings

28
Q

List the key elements of Direct Response Marketing

A
  1. The ‘right’ TARGET MARKET
  2. The ‘right’ OFFER
  3. The ‘right’ TIMING
  4. The ‘right’ CREATIVE APPEAL
  5. CUSTOMER SERVICE
29
Q

Briefly explain the right TARGET MARKET

A

Highly efficient use of the advertising , as there is little or no wastage

30
Q

Briefly explain the right OFFER

A

The sales PROPOSITION made to customer

31
Q

Briefly explain the right TIMING

A

Focuses on one-shot messages vs campaign, pulsing vs steady flow

32
Q

Briefly explain CREATIVE APPEAL

A

Incl: copy, design elements, story boards, involvement techniques…

33
Q

Briefly explain cuatro service

A

The efficiency is crucial to customers purchase and re-purchase decision

Excellent fulfilment is key to building customer loyalty

34
Q

List the advantages of Direct Response marketing

A
  • Accountable
  • Added Value
  • Answer Back
  • Allegiance
  • Automated
  • Appropriate
  • Action
35
Q

What is Sponsorship?

A

The alignment of a brand with an activity to exploit the commercial potential created by the association

36
Q

List the Sponsorship objectives?

A
  • Launch a new prod
  • sponsor own event
  • reinforce, enhance or alter brand image
  • strengthen corporate image
  • create the opportunity for prod sampling and trial
  • increase and maintain market share
  • open new channels of distribution
  • forge new links with opinion leaders
  • improve employees morale
  • gain a competitive advantage
37
Q

Name and explain sponsorship selection criteria

A
  • Target Market Coverage: reach consumers want to communicate with
  • Communication factors: ‘type’ ownership as convey diff messages and determine comm strategies
  • Timing:
  • Competitor Activity: info on competitor sponsorship involvement
  • Event Profile: degree which previous sponsor created lasting bond with event
  • Potential Media Exposure: media exposure through on-site branding
  • Prod or brand Relevance: perceived synergy bet sponsor and event be an advantage. Be direct brand link
  • Image: event fit corporate and brand image and conform to policy.
  • Budget/costs:sufficient funds available for leveraging sponsorships and budget flexible
  • Hospitality opportunities: examine suitability of events, venue and facilities for entertaining.
  • Return on Sponsorship investment: financial and changing brand perceptions, cross-selling opportunities.
  • Exclusivity: other sponsors could dilute impact of main sponsor
38
Q

Types of Sponsorships:

A
  • International events: Nedbank sponsor Golf Challenge
  • National team sponsorship: ABSA sponsors Springbok
  • Provincial team sponsorship: MR Price sponsors the Sharks
  • junior sports sponsorship:
  • individual athlete sponsorship:Nike sponsors Roger Federer
  • Development sponsorship: PPC cement sponsors cricket
  • multi-sponsorship: Energade sponsors cycling and comrades
39
Q

Name the benefits of Sponsorship?

A
  • Flexibility
  • Brand Equity
  • Media Exposure
  • Cost Effectiveness
  • Industrial Labour Relations
  • Opens doors
  • Crosses all frontiers
  • presents new challenges
  • Attracts national and international events
  • unites the nation
40
Q

List the pitfalls of sponsorship

A
  • Ignorance of contractual rights: au feit with legal aspects
  • Ambush Marketing : impression being sponsor without paying fee
  • Broadcast rights: not included in sponsorship contract
  • Staff: qualified, skilled and trained
  • Expense: rights fee
  • Once off sponsorship
  • Agents
  • The media
  • frustration at events

Marketing (6 decks)

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