Promotion 2 (Lecture #20) Flashcards
what are some recent media trends
- TV started high but decreasing, digital steadily taking over
- however:
- digital is looking more and more like TV
- increasing popularity of video content
T or F: core principles of promotion campaigns are changed by media choice
False
T or F: core principles should influence your media choices
true
What are the three components of designing a message?
- develop a position
- creative concept “big idea”
- appeals
describe develop a position
focus on customer benefits
ex. Mastercard “priceless”
- -positioning–compnay that shares your values, “not materialistic”, “family values”
describe creative concept/ “big idea”
imagery, themes, mood
ex. “it’s priceless”–focus on what money can’t buy
- -evoke a mood of appreciation for family
- -the ‘experience’ rather than the ‘purchase’
describe appeals
-specific message content
ex. MasterCard “priceless” • The actual execution of the “big idea” • Warm feelings about family, relationships • Relatable examples of things money can’t buy
What is a good “big idea”(creative concept)?
- Based on solid positioning
* Communicates the positioning with impact
where does impact (of a big idea) come from?
- Relevant: a message that matters to people
- Unique: novel, attention getting, memorable
- Generative: it can extend beyond the initial execution into related ideas to permit evolution
- Emotion: it makes people feel something
def. product ad
focused on selling a good/service
def. institutional ads
focused on building the image of the organizatiom
-similar goals to PR
def. rational appeal
• Presenting rational arguments or information to consumers to influence their beliefs/knowledge
examples:
- product demonstration
- product comparisons
- customer testimonials
def. emotional appeals
• Evoke strong emotions in consumers to
achieve marketing objectives
examples:
- positive emotional appeals (e.g., humour, hope, love)
- negative emotional appeals (e.g., fear, disgust)
- mixed emotional appeals (e.g., nostalgia)
- sex appeals
describe personal selling
- a wide variety of careers involve some element of personal selling
- most interpersonal element of the promotional mix
- critical link between the company and customers
describe the positions sales person covers
- “order-taker”
- e.g., clerk who takes an order at a restaurant or dept store
- “order-getter”
- selling in a more conventional sense of creating demand
- e.g., car salesperson, insurance salesperson
What are the six stages of personal selling?
- Prospecting
- Preapproach
- Approach
- Presentation
- Close
- Follow-up
describe the prospecting stage
search and qualify prospects
-getting lists, website, tradeshows, cold canvassing
describe the preapproach
gather information and decide how to approach the prospect
describe the approach
gain a prospect’s attention, stimulate interest, and make transition to the presentation
describe the presentation
begin converting a prospect into a customer by creating a desire for the product or service
- *using persuasive techniques
- *the main substance
- *need emotional intelligence, understand consumer and what might hold them back
- need to effectively handle objectives
- ethical manner is key
describe the close
obtain a purchase commitment from the prospect and create a customer
describe the follow-up
ensure that the customer is satisfied with the product or service
what is the question you need to ask to decide what channel to use?
what are we trying to do in general and how can our channels help us reach our goal
