Marketing Comm Management Flashcards
What is the purpose?
Primary and selective demand Brand advertising Corporate image advertising Commercial / non-commercial advertising Action/response advertising Retail advertising
Target audience?
Consumer advertising
Business to business advertising :
- industrial advertising
- professional advertising
- trade advertising
- agricultural advertising
Geographic area?
National advertising
Regional advertising
Local advertising
International advertising
Medium used?
Print advertising( newspapers and magazines)
Broadcast/electronic advertising(radio,cinema,tv)
Outdoor advertising(fixed sites and transit)
Digital(Internet, cellphones)
How advertising works?
Strong theory
Weak theory
The Strong theory
Advertising can increase sales @ the brand and product-type levels.
Through: manipulative, persuasive and psychological techniques
The weak theory
Consumer era pattern is driven more by habit
Through: promotion
What advertising can do
🎨 position a brand 🎨 remind to buy 🎨 announce new brand/service 🎨 create brand awareness 🎨 inform target audience 🎨 stimulate impulse buying
What can advertising not do?
😰 'sell' an inferior product 😰 reach everybody 😰 lead to immediate sales 😰 fight off better competitors 😰 solve marketing problems 😰 save a dying brand 😰 persuade everyone
The role of advertising in brand equity
Advertising can create and build brand awareness
Build brand associations
Create perceived trust in quality of brand
Build a brands reputation
Build brand loyalty
What are the types of advertising media?
Above-the -line media
Digital media
What is above the line media?
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.
Digital media?
World Wide Web, Internet, e-mail, mobile media, social media
Advertising may be classified according to?
Purpose
Target audience
Geographic area
Medium
List the 4 specific ways in which sales promotion affects sales
- Brand switching
- Repeat purchasing
- Purchase acceleration
- Category expansion
Briefly explain Brand switching
- ‘Aggressive’ and ‘Defensive’
- Aggresive: promo induces consumer to buy diff brand from brand bought previously
- Defensive : Remain loyal to a particular brand
Briefly explain repeat purchasing
- 2 types of RP effects
- Purchase brand,sustains habit, learns about performance of brand
-2. Change in purchase profitability as result of purchasing brand on promotion
what are the 5 considerations of sales promotion?
- Is ACTION focused
- planned as a SPECIFIC MARKETING event
- often has TANGIBLE COMPONENT or specific sales promo materials
- targeted to three distinct audiences :INTERNAL, TRADE, CONSUMERS
- Designed to achieve SHORT TERM RESULTS
Name the Sales promotion objevtives?
- Salespeople
- Trade
- Consumers
what is the objective of Salespeople?
- 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
What are the objectives of Trade?
- 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
Briefly explain purchase acceleration
Induced to buy in greater quantities or frequently than they would normally buy
Briefly explain category expansion
Objective to shift demand curve to the right
Do this by: creating a new PURCHASE OCCASION/reason OR
INCREASING USAGE or consumption rate
What CAN sales promotion do?
- 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
What sales promotion CANNOT Do?
- 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
What are the objectives of consumers?
- 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
What is Direct Response Marketing?
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
List the key elements of Direct Response Marketing
- The ‘right’ TARGET MARKET
- The ‘right’ OFFER
- The ‘right’ TIMING
- The ‘right’ CREATIVE APPEAL
- CUSTOMER SERVICE
Briefly explain the right TARGET MARKET
Highly efficient use of the advertising , as there is little or no wastage
Briefly explain the right OFFER
The sales PROPOSITION made to customer
Briefly explain the right TIMING
Focuses on one-shot messages vs campaign, pulsing vs steady flow
Briefly explain CREATIVE APPEAL
Incl: copy, design elements, story boards, involvement techniques…
Briefly explain cuatro service
The efficiency is crucial to customers purchase and re-purchase decision
Excellent fulfilment is key to building customer loyalty
List the advantages of Direct Response marketing
- Accountable
- Added Value
- Answer Back
- Allegiance
- Automated
- Appropriate
- Action
What is Sponsorship?
The alignment of a brand with an activity to exploit the commercial potential created by the association
List the Sponsorship objectives?
- 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
Name and explain sponsorship selection criteria
- 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
Types of Sponsorships:
- 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
Name the benefits of Sponsorship?
- 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
List the pitfalls of sponsorship
- 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
