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Marketing > Promotion > Flashcards

Promotion Flashcards

1
Q

Promotion

A

communication used to build/maintain relationships by informing and persuading targeted

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2
Q

Communication

A

sharing of meaning between sender and receiver

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3
Q

Functions of promotion

A

informing, creating demand, persuading, reminding, assisting, supporting other mix elements, building relationships

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4
Q

Persuading

A

customers to choose one brand over another

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5
Q

Reminding

A

encouraging brand loyalty and repurchases

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6
Q

Communicating process

A

source - encoded message - medium (media) - decoded message - receiver - feedback

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7
Q

Source

A

group with meaning to be shared

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8
Q

Encoding

A

converting meaning into symbols, signs and indexes symbolic with target audience

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9
Q

Media

A

channel the message is passed through

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10
Q

Decoding

A

conversion of signs and symbols into concepts and ideas and assigning meaning

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11
Q

Receiver

A

consumer who decodes the message

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12
Q

Communication channel

A

medium of transmission that carries encoded message from source to receiver

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13
Q

Noise

A

distractions that reduce clarity of the message

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14
Q

Feedback

A

receiver’s response communicated back to source

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15
Q

IMC

A

efficient and effective coordination of promotional efforts for max info and persuasion on customers and consistent brand image

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16
Q

Promotional tools

A

advertising, PR, personal selling, sales promo, direct and digital marketing

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17
Q

IMC mix

A

paid, owned, earned, shared

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18
Q

Paid promotional activities

A

promotional activities paid for by marketer

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19
Q

Owned promotional activities

A

promotional channels owned and controlled by company

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20
Q

Earned promotional activities

A

PR media channels not directly paid for or controlled but incorporate content from interest

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21
Q

Shared promotional activities

A

by consumers for consumers - word of mouth, influencers

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22
Q

IMC process

A

process (promotion) - tools (mix) - management (IMC)

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23
Q

Types of integration

A

message (tactical) and strategic

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24
Q

Selecting promotional mix

A

resources/objectives/policies, market and product characteristics, cost/availability, push and pull, location, PLC and buyer readiness

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25
Q

Promotional objectives

A

create awareness, stimulate demand, encourage product trial, identify prospects

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26
Q

Push strategy

A

channel members focus on pushing product to market

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27
Q

Pull strategy

A

getting consumers to create demand through building excitement

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28
Q

Advertising

A

paid non personal communication about org and its products to target

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29
Q

Advantages of advertising

A

controllable, build brand image and equity, wide reach, low cost per person, connect with customer

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30
Q

Disadvantages of advertising

A

impersonal, one-way, media and production cost high, cluttered, difficult to measure effectiveness

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31
Q

Advertising process

A

objectives - budget - message +media - evaluation

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32
Q

Advertising objectives

A

move people for just aware to purchase. cognitive, affective or conative

33
Q

Cognitive advertising

A

thoughts - ads provide info and facts

34
Q

Affective advertising

A

emotions - ads influence attitudes and feelings

35
Q

Conative advertising

A

motives - ads stimulate or direct desire

36
Q

Buyer awareness process

A

aware - knowledgable - liking (ads, PR, sponsors) - preference - conviction - purchase (sales promo, personal, direct)

37
Q

Creating advertising message (encoding)

A

copy (verbal), illustrations, art, layout, appeal

38
Q

Message appeal styles

A

creative emphasis. rational (facts), emotional (stir emotion) or comparative (competitors)

39
Q

Media types

A

TV, digital, direct mail, magazine, radio, outdoor

40
Q

NZ Ad regulation

A

voluntary self regulation run and funded by industry - changes as society changes

41
Q

Benefits of self advertising regulation

A

industry fund rather than taxpayer, flexible, no gov. interference, respond to public, free to complain

42
Q

Disadvantages of advertising regulation

A

no enforcement and no government power to make sure people follow through

43
Q

Industry COPs

A

COPs: direct marketing NZ, telemarketing, free to air, ISP Spam

44
Q

Direct marketing COP

A

testimonials are current, typical and genuine, claims made are verified

45
Q

Telemarketing COP

A

identity and purpose clearly disclosed

46
Q

Free to air COP

A

news/factual programming are truthful and accurate

47
Q

ISP SPAM COP

A

spam filters offered direct or prominent

48
Q

PR

A

building positive relationships with stakeholders, not focussed on selling products but can be used to promote

49
Q

Publicity

A

favourable/unfavourable public commentary not controlled by sponsor (earned)

50
Q

PR advantages

A

credible, low cost, not replicable, engages and involves customers

51
Q

PR disadvantages

A

less control, specialists required, time consuming, potentially negative

52
Q

PR tools

A

press release, internal PR, consumer info release, speeches, lobbying (persuading gov.), corporate identity, events, media, advice..

53
Q

PR objectives

A

intro to new products, call attention to org. , involve with community

54
Q

Bad publicity

A

respond quick, coordinate comms, stay honest and positive, monitor public opinion

55
Q

Personal selling

A

paid personal communication attempts to inform and persuade customers in exchange situation

56
Q

Personal selling advantages

A

freedom to adjust message, customisable, immediate feedback, close relationship

57
Q

Personal selling disadvantages

A

expensive, limited reach, time consuming

58
Q

Salesperson

A

individual personal selling on behalf of an org

59
Q

Sales promo

A

short term incentives build interest or encourage purchase for specific time

60
Q

Sales promo techniques

A

refunds/rebates, coupons, bonus packs, contests, sweepstakes, point of purchase display, samples

61
Q

Sales promo advantages

A

financial incentives, short term sales, excitement

62
Q

Sales promo disadvantages

A

expense for short term gain at long term equity, shifts rather than increases sales, trade wars, overused, copied

63
Q

Consumer sales promo

A

priced based sales promo, short term price reduction to encourage buying

64
Q

Attention getting promo

A

contests, sweepstakes, samples, cross promo

65
Q

Direct and digital marketing

A

interacting directly with consumers to obtain immediate response

66
Q

Direct marketing

A

tailoring offers and content to needs and interests of individuals or segments

67
Q

Types of direct marketing

A

direct response, direct print, telemarketing, kiosks

68
Q

Digital marketing

A

market offerings over internet and cellular networks

69
Q

Types of digital marketing

A

websites, online advertising, email, social media

70
Q

Benefit of D+D to buyers

A

convenient, easy, private, interactive, immediate

71
Q

Benefit of DND to sellers

A

low cost, efficient, fast, targeted, interactive, flexible, real time

72
Q

Customer databases

A

organised collection of comprehensive data about individuals.

73
Q

Database fields

A

customer data, item data, invoice data, reports

74
Q

Database management

A

customer + item + invoice data used to make a report

75
Q

Rich media

A

new forms of digital ads: pop ups, interstitial (clicks but can return) and superstitial (pops up on click)

76
Q

Interactivity

A

high customer to customer and customer to company interaction

77
Q

5 objectives of digital marketing

A

sell, serve, speak, save, sizzle

78
Q

C2C communication tools

A

Social media and blogs

79
Q

Promotional strategy

A

identify and understand target audience

Marketing (6 decks)

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