Promotion Flashcards
What is promotion according to Pickton and Broderick (2006, p.26)?
- “…a process which involves the management and organisation of all “agents” in the analysis, planning, implementation and control of all marketing communications contacts, media, messages and promotional tools focused at selected target audiences in such a way to derive the greatest enhancement and coherence of marketing communications effort in achieving predetermined product and corporate marketing communications objectives.
- In its simplest form, IMC can be defined as the management process of integrating all marketing communications activities across relevant audience points to achieve greater brand coherence”.
What is promotion according to Fill (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 is Integrated marketing communications (IMC)?
- The management process of integrating all marketing communications across relevant audience points to achieve greater brand coherence.
- Traditionally organisations have used mass marketing approaches.
- Things have changed – and continue to do so – you will be working in a very fast paced environment.
- IMC is a hot topic – the way consumers use media has changed so much recently and marketers need to keep pace with this.
- Customer engagement means mass marketing can no longer be the only option and therefore IMC is about using the whole range of communications to all the individuals being targeted in an effective manner.
What are the components of the promotional mix?
- Advertising
- Personal selling
- Public relations
- Direct marketing
- Sales promotion
What are the features of situational analysis?
- The Target Market
- The Product
- The Environment
What are the features of situational analysis in B2B?
- Fewer often identifiable customers.
- Complex products tailored to individuals.
- High value, high risk infrequent purchases.
What are the features of situational analysis in B2C?
- Mass, aggregated markets.
- Standardised products with little for negotiation.
- Low value, low risk frequent purchases.
What is the strong theory?
- AIDA model by Strong 1925.
- Cognitive –> Awareness
- Affective –> Interest –> Desire
- Behaviour –> Action
What is the weak theory?
- Jones 1991.
- Cognitive –> Awareness
- Affective –> Reinforcement
- Behaviour –> Trial
What are the 4 parts to buyer readiness?
- Attention
- Interest
- Desire
- Action
What are the features of buyer readiness?
- Cognitive – sowing the seeds of a thought – catching the attention of the target market and generating awareness of the product at the most basic level (I know the product exists).
- Affective – creating or changing an attitude – giving the consumer enough information to pass judgement on the product and to develop positive attitudes towards it (I understand what this product can do for me and I like the idea of it!).
- Behaviour – taking action, where the strengths of the positive attitudes generated in the affective stage leads the consumer to desire the product and to something about it (I want this product and I’m going to buy it).
What are the promotional tools?
- Advertising
- Public relations
- Sales promotion
- Personal selling
What are the downsides to situational analysis?
- Too simplistic to say B2B = PR and B2C = Advertising.
- So many other factors to be taken into account (specific target market, objectives, product, other mix elements).
What are the communication objectives?
- Cognitive: Increase brand awareness, increase product knowledge.
- Affective: Improve brand image, improve company image.
- Behaviour: Stimulate search behaviour, increase trial purchases.
- Corporate: Improve financial performance, build up management ego.
What are MARCOM’s 3 elements?
- A set of tools
- The media
- The message
What is direct marketing?
- Engaging directly with carefully targeted individual consumers and customer communications to both obtain immediate responses and build lasting customer relationships.
- Also – consider sponsorship, word of mouth.
- Digital Marketing – still does all the elements of the promotion mix, different channels and direct to consumers.
What are examples of types of promotional types?
- Advertising – broadcast, print, online, mobile, outdoors.
- Sales Promotion – discounts, coupons, displays, demonstrations, events.
- Personal Selling – sales presentations, trade shows and incentive programmes.
- Public Relations – press releases, sponsorships. Events, webpages.
- Direct and Digital Marketing – direct mail, email, catalogue, online and social media, mobile marketing, SEO.
What is the message?
- Consumers are changing.
- Marketing strategies are changing.
- Advances in digital technology.
- Digital First strategies – for example Nike and P&G, spend more on digital than they do traditional advertising.
- Old methods – interruption marketing, force feed them to listen and watch.
- New methods – reach smaller communities in more engaging ways.
What is content marketing?
- Whereby they manage the content of their messages across the range of platforms they have available to them.
- They don’t necessarily do digital only, or traditional only – instead they integrate them to suit the segment and target market they are reaching.
- Tell a story – brand storytelling, to inspire and engage customers to go on a journey with them and retain them over the platforms with the same content and messages to be consistent.
What is the role of budgeting?
- Rarely free – though sometimes can be!
- Tight budget or ask for more resources.
- Develop a budget that is realistic in order to achieve objectives.
What are the 6 types of budget setting?
- Judgemental
1. Arbitrary
2. Affordable
3. % of past sales method
4. % of future sales method - Data Based:
1. Competitive parity
2. Objective and task budgeting
