module 11 Flashcards
Identify and define elements of the Promotion Mix
The elements of promotion, including advertising, sales promotion, public relations (PR), personal selling, direct marketing, and interactive marketing.
What are the three goals (capabilities) of Promotion
To inform
To persuade
To remind
What are the elements of the Marketing Manager’s role in promotional strategy?
Identify targets for promotion Establish goals for promotion Select the promotion mix Develop the message Select media for use in promotion Prepare promotion budget Establish measures of results
What are the pros and cons of Digital and social media marketing, Advertising, Sales promotion, Public relations, Personal selling?
Identify targets for promotion Establish goals for promotion Select the promotion mix Develop the message Select media for use in promotion Prepare promotion budget Establish measures of results
Digital and social media marketing pros/cons
Pros:
• Message customization without high costs of personal selling
• Strong relationship building, especially when customer can control the interaction
Cons:
• Spam and other unwanted correspondence when targeting is poorly executed
• Reliance on CRM and database marketing requires constant updating
advertising pros and cons
- Many media choices
- Efficiently reaches large numbers of customers
- Great creative flexibility
Cons:
• Shotgun approach reaches many outside the target
• Oversaturation of ads lessens impact
• High production costs
sales promotion pros/cons
- Stimulates purchase directly through incentive to buy
- Serves as an effective accompaniment to other promotion forms
Cons
• Can lead customers to continually wait for the next coupon, rebate, etc.
• Brand may be impacted by price-cutting image
public relations pros/cons
Pros
• Unpaid communication seen as more credible than paid forms
• Association of offering with quality media outlet enhances brand
Cons
• Low control of how the message turns out
• Highly labor intensive cost of mounting PR campaigns
personal selling pros/cons
pros
• Strong two-way communication of ideas
• Directly eases customer confusion and persuades purchase
cons
• Very expensive cost per customer contact
• Salesperson may go “off message” from brand to secure the sale
What is the focus in a Push strategy? What should a company do in a Push strategy?
The fosuc in a push strategy is on the channel of distribution and in getting the offering into the channel.
Push the offering through personal selling and sales promotion
What is the focus in a Pull strategy? What should a company do in a Pull strategy?
Stimulating demand for an offering directly from the end user.
Creating a demand that results in the channel making an offering available for purchase
What is the AIDA model?
model designed to illustrate the hierarchy of effects in the context of customer response to marketing communications Attention Interest Desire action
Paid media:
marketer pay someone else for customer access i.e. display ads,
Owned media:
marketing communication channel that the marketer’s org has complete control over i.e. firm’s website, email, firm’s blog
Earned media
either a customer or a commercial entity chooses to act as a marketing communication channel at no cost. i.e. social media shares, user reviews
Interstitials:
Graphic, visually interesting Internet advertisements that move across the web page.
What is retargeting?
When user visits your websites looking at products, leaves, sees an ad for the product on your website, returns to your website and ideally purchases the related product
Search ads:
Paid advertisements featured in Internet search engine results based on analysis of keywords entered in the search field.
Native ads:
digital ads designed to fit the format and style of content that is offered through the website on which the ad is being displayed
What are the two major types of advertising?
Institutional
product
What are goals of Institutional advertising?
Promote an industry, company, family of brands or other issues broader than a specific product.
What are the three principal types of product advertising
- Pioneering: stimulates primary demand
- Competitive
- comparative
What are some common approaches to advertising execution.
Slice of life Humor Mood/affect Research-based Demonstration Musical Endorser Lifestyle Fantasy creation Animation/animal
What are the Consumer sales promotion options?
Product sampling Coupons Rebates Contests and sweepstakes Premiums Multiple-purchase offers Point-of-purchase materials Product placements Loyalty programs
What are some of the sales promotion approaches for use with members of a companies channel of distribution?
Trade shows
Cooperative advertising and promotion
allowance
Define Public Relations (PR)?
Systematic approach to influencing attitudes, opinions, and behaviors of customers and others.
What are Event sponsorships?
Having your brand and company associated with events in the sports, music, arts, and other entertainment communities.
What is Crisis management?
A planned, coordinated approach for disseminating information during times of emergency and for handling the effects of unfavorable publicity.
What are three distinct advantages of Personal selling over other marketing communications methods?
Immediate feedback to the customer
Ability to tailor the message to the customer
Enhance the personal relationship between company and customer
What are the four major selling activities?
Communicate
Sell
Build customer relationships
Manage info
How does sales differ in B2C and B2B?
B2C sells products to end users for personal use
B2b sells products to businesses, salespeople are more expensive and technically complex, customers tend to be larger and engage in extensive decision-making processes involving many people
What are the four major types of sales positions
trade servicer
missionary seller
technical seller
solution seller
