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Marketing > Promotion > Flashcards

Promotion Flashcards

1
Q

What is the promotion mix?

A

Also called marketing communications mix, is the specific blend of promotion tools that the company uses to persuasively communicate customer value and build relationships

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2
Q

What does an IMC do?

A

Carefully integrates and coordinates the company’s many communications channels to deliver a clear, consistent and compelling message about the organisation and its products.

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3
Q

What are the five major promotion tools?

A
  1. Advertising
  2. Sales promotion
  3. Personal selling
  4. Public relations
  5. Direct and digital marketing
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4
Q

What are the elements of the communications process?

A

Sender: The party sending the message to another party.

Encoding: The process of putting thought into symbolic form e.g. making an advert

Message: The set of symbols that the sender transmits e.g. the advert

Media: The communication channels through which the message moves from sender to receiver.

Decoding: The process by which the receiver assigns meaning to the symbols encoded by the sender e.g. consumer psychology

Receiver: The party receiving the message sent by another party.

Response: The reactions of the receiver after being exposed to the message.

Feedback: The part of the receiver’s response communicated back to the sender e.g. sales figures, reviews.

Noise: The unplanned static or distortion during the communication process that results in receivers getting a different message than the one the sender sent. E.g. H&M jumper controversy.

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5
Q

What is needed for a message to be effective?

A

the senders encoding process must mesh with receivers decoding process.

o Awareness
o Interest
o Desire
o Action

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6
Q

Steps in IMC?

A
  1. Identify target audience
  2. Determine communication objectives
  3. Design the message
  4. Choose the media to send message
  5. Collect feedback
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7
Q

Target audience examples?

A
  • Potential buyers? Current users?
  • Final consumers? Decision-makers?
  • Other stakeholders? (friends, family)
  • Want to advertise differently for children e.g. may want to advertise to the children or to the parents to buy for them.
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8
Q

Communication objective examples?

A
  1. Awareness stage - they just know brand not product yet.
  2. Knowledge stage - actually showcasing product.
  3. Desire - show rich people with product, people will want e.g. celeb endorsement
  4. Purchase - such as coupons to actually get people to buy in the end.
  5. Loyalty - to keep the customers buying your products.
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9
Q

Message designs?

A
  1. Message content
  2. Message Structure (three message structure issues)
    - The first is whether to draw a conclusion or leave it to the audience.
    - whether to present the strongest arguments first or last. Presenting them first gets strong attention but may lead to an anticlimactic ending.
    - whether to present a one-sided argument (mentioning only the product’s strengths) or a two-sided argument (touting the product’s strengths while also admitting its shortcomings).
  3. Message Format
    - in a print ad, the communicator has to decide on the headline, copy, illustration, and colour.
    - over the radio, the communicator has to choose words, sounds, and voices.
    - on television or in person, then all these elements plus body language have to be planned. Presenters plan their facial expressions, gestures, dress, posture, and hairstyles.
  4. Selecting the Message Source
    - e.g. hire celebrity endorsers to deliver their message. But companies must be careful when selecting celebrities to represent their brands. e.g. Kendall Jenner Pepsi backfire for drawing on the protests of the Black Lives matter.
    e. g. David Beckham for H&M.
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10
Q

Two options to send media?

A
  1. Personal channels
    - Anything where you are directly connecting with consumers.
    - Opinion leaders/Buzz marketing - people whose opinions are sought by others, by supplying influencers with the product on attractive terms or by educating them so that they can inform others.
  2. Non-personal channels
    - Media that carry messages without personal contact or feedback
    e. g. Major media e.g. print media, broadcast media, display media, online media, atmospheres (e.g. Waitrose and Tesco v diff) and events - staged occurrences that communicate messages to target audiences.
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11
Q

What feedback can be collected?

A
  • Sales volume (but difficult to tease apart causality , as its just one number, no qualitative data)
  • Brand awareness
  • Brand attitude
  • Behavioural measures (e.g., likes or retweets)
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12
Q

What are the IMC budgeting steps?

A
  1. Determine total marketing communication budget
  2. Decide on push or pull strategy e.g. Pushing through retailers to consumers e.g. Fairy send people to supermarket to sell products to, offer them discounts to purchase. Pulling consumers to retailers e.g. Fairy market to consumers through retailer advert.
  3. Allocate budget to specific promotion mix e.g. PR or digital media advertising.
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13
Q

What is advertising?

A

Any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

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14
Q

Pros/cons of advertising?

A

+ can chose to aim at target market
+ marketer has control over who likely to see it, what message will say and when it will appear

  • Consumers constantly looking for persuasion attempts, if advert doesn’t work you will be ignored
  • High cost to produce and distribute so may not be most efficient way of communicating with certain target audiences
  • low credibility will be ignored
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15
Q

3 options of advertising objectives?

A
  1. Informative e.g. new products/correcting false impressions e.g.
  2. Persuasive e.g. Arial vs persil
  3. Reminder e.g. for product in maturity phase
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16
Q

Advertising elements?

A
  1. Appeals e.g. informative/emotional/reminder
  2. Format e.g. comparison (fairy 2x longer than next best selling brand), (lidl vs brands) demonstration (Vanish), testimonial (Sensodyne).
  3. Tonality e.g. humour, dramatic, romantic, uplifting
  4. Tactics e.g. celebs, animations, jingles, slogans (go compare)
17
Q

What is sales promotion?

A

Short-term incentives to encourage the purchase or sale of a product or service.

18
Q

Pros/cons of sales promotion?

A

+ incentives to retailers to support your product
+ Encourages immediate purchase and trial of new products
+ cater to price sensitive customers

  • Short term emphasis
  • customer perception of fair price may be lowered if done too much
19
Q

Three types of sales promotion?

A
  1. Price-Based Consumer Sales Promotion
    e. g. Coupons, refunds, loyalty program, bonus pack
  2. Attention-Getting Consumer Sales Promotions
    e. g. contests, free product, product sampling
  3. Trade Sales Promotion: Targeting the B2B
    e. g. discount promotions, co-op advertising, trade shows, incentive programs, push money - bribing company into pushing product.
20
Q

What is personal selling?

A

Personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships

21
Q

Pros/cons of personal selling?

A

+ direct contact with customer
+ tailor promotion to meet individual customer

  • high cost per contact with customer
  • difficult to ensure consistency when done by many diff employees
22
Q

What is direct and digital marketing?

A

Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships-using telephone, mail, e- mail, the internet, and social to communicate directly with specific customers.

direct e.g. mail, telemarketing, face-to-face selling
digital e.g. email, social media, mobile

23
Q

Pros/cons of digital marketing?

A 
\+can target using cookies
\+ Interactive so can participate in feedback and communicate 
\+cost effective 
\+immediate and timely 
\+engagement and social sharing
  • still unsure how to use effectively
  • can be portrayed in wrong way
  • fine line between adding value for consumers and being intrusive and annoying.
24
Q

What is PR?

A

Building good relations with the company’s various publics by obtaining favourable publicity, building up a positive corporate image, and handling or heading off unfavourable rumours, stories, and events

25
Q

Pros/cons of PR?

A

+low cost
+high credibility

  • Difficult to measure effectiveness of PR efforts
  • lack of control over final message that is transmitted
  • no guarantee message will even reach target
26
Q

PR objectives?

A
  1. introduce new products
  2. influence government legislation
  3. enhance image of brand, city, country
  4. provide advice
  5. call attention to firms involvement with a community
27
Q

PR activities?

A
  1. Press releases
  2. Lobbying
  3. Speech writing
  4. Media relations
  5. Sponsorship
  6. Special events
  7. Product and brand publicity
  8. Investor relations

Marketing (9 decks)

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