Promotion & Design Flashcards
What is Advertising & Promotion?
- Inform customers of a product of service
- Convince them of its ability to satisfy their wants and needs
- Help develop and sustain relationships
What are Nonprofit Organisations?
- Offer intangible social and psychological satisfactions
What is marketing?
Customer perception of all the benefits of a product or service (Weighed against cost of acquiring and consuming it)
What are the 4P’s?
Product, Price, Placement, Promotion
What is the IMC approach?
Packaging, sales promotion, direct response, point of purchase, publicity, mass media marketing, public relations, interactive marketing, special events
Where is the Value in IMC?
- Avoids duplication of marketing efforts
- Synergy among promotional tools
- More efficient and effective marketing
What is the role of IMC Branding?
- Gives a brand identity, through the use of logo, name, symbols, design packaging
What is The Promotional Mix?
Advertisingm direct marketing, interactive/internet marketing, sales promotion,m publicity/public relations. personal selling
What is advertising?
Paid, non personal communication
What are some examples of Non-personal media?
Examples include: TV, radio, magazines, newspaper Benefits include: Cost effective and tend to reach large audiences (however this is declining)
Advertising classifications
Consumers (national, retail, primary/selective demand) Organizations (Business-to-business, professional, trade)
What are some forms of direct marketing?
Direct mail, catalogs, direct response ads, telemarketing, direct selling, database management, shopping channels, internet sales
What is DRA or Direct response advertising?
- Encourages consumers to purchase directly from the manufacture.
What is interactive marketing?
Interactive media includes, internet, kiosks, interactive television, cell phones, and mobile devices.
What is sales promotion?
Marketing activités that provide extra value or incentives to the customer (Sales force, retailer, final consumer)
What is Consumer vs Trade Promotions?
Consumer Oriented - couponing, smaling, premiums, rebates, POP materials
Trade Oriented - Wholesalers, distributors, retailers
What is Public relations?
Managment Function - Evaluates attitudes - Identifies items of public interest Primary Objectives - Establish and maintain a positive image of the company among various publics
What is Personal Selling?
Person to person communication
- A seller attempts to assist and/or persuade prospective buyers to make a purchase or act on an idea.
Control vs Impact
The less control you have over a campaign the most risk and potentially more return. However with more control, the impact of your advertising tends to drop dramatically.
