Promotion Lecture Flashcards
Integrated Marketing Communications (IMC):
Modern Promotion
As control over marketing communications increases _______ decreases
influence
Unique Selling Proposition (USP):
What’s differentiating and sustainably superior about your product
Reach =
% of target market
Frequency =
of impressions
GRP =
Gross ratings points (mean reach x Frequency)
CPM =
Cost per thousand impressions
ROI =
Return on Investment
ROO =
Return on Objective
-Used when it’s hard to quantify success
CPA =
Cost per Acquisition
-Especially important online
PPC =
Pay per click
Search Engine Optimization:
Buying keywords/search terms
Search Engine Marketing
Uses PPC
Push vs. Pull
- Push is giving incentives to channels and having them advertise for you to get people to buy
- Pull is advertising directly to the customer, whose demand will get retailers to carry your product
Spiffs:
Incentives to salespeople
Personal Selling Characteristics:
-Sales Force
-High Cost-per-Action (CPA); expernsive to close deals
B2B; most important here
-Training required
Public Relations:
Not direct advertisement…chapter..something..has better definition
Word of Mouth:
Viral Marketing, interactive media/social network..
-MOST influential in decision making
What is the point of Advertising?
- Branding –> Positioning
- Message –> USP (unique selling proposition)
- Creative Strategy –> Appeal
