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MKTG100 > Promotion Lecture Week 10 > Flashcards

Promotion Lecture Week 10 Flashcards

1
Q

Define Promotion

A

Promotion is the Communication to build and maintain relationships by informing and persuading one or more audiences.

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2
Q

Define Communication

A

Communication is a sharing of meaning between a sender and a receiver, it involves both the encoding and decoding processes. Via a selected medium.

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3
Q

What are the 5 key functions of promotion?

A
  1. To persuade consumers to choose one brand over others (selective demand)
  2. To remind consumers to continue using certain products (brand loyalty)
  3. To inform consumers about new products (primary demand)
  4. To build strong relationships with customers.
  5. To assist with other elements of the marketing mix (increase support offered by retailers).
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4
Q

The Communication Process:

A

Source - Encoding - Media Channel (media) - Decoding - Receiver - Feedback - Response to the feedback. During the Communication process, there is plenty of noise and messages being heard, said out loud and suggested.

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5
Q

Describe and Explain the Eight elements of the Communication Proces

A

Source/sender - a person, group or organisation with a meaning it tires to share.
Receiver - the individual, group or organisation that decodes a coded message
Encoding Process - Converting meaning into a series of signs or symbols that are meaningful to the intended receiver.
Message - The communication in physical form that goes from a sender to a receiver.
Communications Channel - The medium of transmission that carries out the encoded message from the source to the receiver or audience.
Decoding process - converting signs or symbols into concepts and ideas, assigns meaning.
Noise - Anything that reduces a communications clarity and accuracy. Feedback - The receivers response to a message as perceived by the sender.

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6
Q

Feedback

A
  • Part of the response of the receiver to the message in communicating back to the sender.
  • Personal selling - questions, comments, objections, frowns.
    When mass media are used
  • Sales
  • Customer enquiries, store visits, coupon redemptions, reply cards.
    Website/Facebook visits, likes, tweets
  • Research-based
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7
Q

Encoding and Decoding Depend on a common frame of reference

A

Encoder

Decoder

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8
Q

MESSAGE APPEAL STYLES (ways to encode the message, main creative emphasis)

A
  • Rational appeal- general creative emphasis (promotes factual information)
  • Emotional appeal - Stirs emotions such as humour, fear, warmth, irritation and sexual arousal, attributes and benefits.
    Humour
    Fear
    Sex appeals
    Comparative appeal
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9
Q

What is Integrated Marketing Communications? (IMC)

A

The coordination of promotional efforts for maximum informational and persuasive impact on customers. The major goal is to send and convey a consistent message to customers (to avoid confusing them) and to other stakeholders. Also fostering long-term relationships.

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10
Q

What are the advantages, characteristics, jobs, functions and roles of IMC?

A 
ADVERTISING PUBLIC SALES AND PROMOTION
COORDINATE THE PROMOTIONAL MIX ELEMENTS
MAXIMUM PERSUASIVE EFFECT
CONSISTENT MESSAGE TO TARGET AUDIENCE - EASY MESSAGE TO UNDERSTAND FOR CONSUMERS- COMMUNICATION.
LESS EXPENSIVE
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11
Q

IMC (integrated marketing communications) - full definitions and descriptions

A

A process that evaluates the strategic role of a variety of communication disciplines and combines them to provide clarity, consistency and maximum communications impact. Also is an attempt to have all the company`s marketing and promotion. Activities project a consistent, unified image to the workplace (one voice).

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12
Q

Reasons for the growing importance of IMC

A

From Media advertising toward multiple forms of communication.
From Mass Media (TV, magazines towards specialised media (mobile, web).
From manufacturer dominance toward Retailer dominance.
From a general focus towards Data-based marketing.
From low agency accountability to greater agency accountability.
Traditional compensation toward Performance-based compensation
Limited internet availability toward widespread internet availability and other technologies.

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13
Q

What three marketing concepts make up IMC? Use the picture diagram with arrows.

A

Promotion - Promotional Mix - IMC

PROCESS TOOLS MANAGEMENT

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14
Q

In IMC there are two types of integration what are they?

A
  • Message integration (tactical) (MIT)

- Strategic Integration (SI)

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15
Q

Marketing Communication Mix Variables

A

A combination of marketing communication methods used to promote a specific product.

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16
Q

Define the variable/concept of Advertising

A

Paid non-personal communication about an organisation and its products transmitted to a target audience through mass media.

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17
Q

Define the variable/concept of Personal Selling (PS)

A

Paid for personal presentations aiming to inform and/or persuade the customers.

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18
Q

Public Relations (PR

A

Communication efforts used to create and maintain favourable relations between an organisation and its stakeholders. Characterised by subtle, long-term image building.

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19
Q

Sales Promotion (SP)

A

Activity and/or material supposed to induce resellers or salespeople to sell a product or consumers to buy it.

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20
Q

Product Placement (PP)

A

The strategic location of products or product promotions within the entertainment content (such as movies, games and music videos) to reach the products target market

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21
Q

Digital Marketing (DG)

A

Marketing communications mix elements that rely on digital technology; for example, mobile coupons or banner advertisements.

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22
Q

Word-of-mouth communication (WOM)

A

Personal, informal exchanges of information that customers share with one another about products, brands and companies (outlined in the digital promotion part of 12.4: The changing media landscape.

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23
Q

Selecting Promotional Mix ACTIVITIES

A

An effective promotional activity requires the right combination of components.
Promotional Mix

Resources, objectives, policies & Characteristics of the target market & Characteristics of the product & Cost and availability of promotional methods & Push and pull channel policies.

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24
Q

Objectives of Promotion

Create Awareness:

Stimulate Demand:

Encourage product trial:

Identify Prospects:

A

For new or improved products, brands, new distribution outlets or to highlight how much the organisation engages in socially/environmentally responsible behaviour (e.g., create awareness for an important cause.

When new products or services are introduced.

To move customers through the product adoption process.

To identify customers who are interested in the products the organisation offers, potential figure customers.

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25
Q

Push Strategy Definition:

A

Mainly focusing and concentrating on channel members, trying to push the products into the market.

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26
Q

Pull Strategy Definition:

A

Mainly focusing and concentrating on end-consumers trying to create demand for their products in the market.

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27
Q

Push Strategy:

A

Manufacturer (marketing communications) to the Wholesaler (marketing communications to the Retailer (marketing communications) to the Target consumer. Manufacturer and wholesaler create demand and are created through demand.

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28
Q

Pull Strategy:

A

Manufacturer (demand) to the wholesaler (demand) to the retailer (demand) to the target consumer. All of these are linked to marketing communications.

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29
Q

Advertising Definition:

A

Paid (identified sponsor) non - personal communication about an organisation and it`s products transmitted to a target audience through mass media.

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30
Q

Advertising channels:

A

TV, Radio, Internet, Newspapers, magazines, direct mail, outdoor displays, signs on vehicles.

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31
Q

Advertising campaign:

A

designing a series of ads and placing them in various advertising media to reach a particular target audience.

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32
Q

Advertising Advantages:

A
  • control
  • create images and appeals (multiple senses)
  • Brand equity
  • Connects with the consumer
  • Wide reach, low cost per person
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33
Q

Advertising Disadvantages:

A
  • Costs of media and production
  • Credibility
    Turn off
  • Clutter
  • Weak force
  • Difficult to measure the effectiveness
34
Q

What are the eight steps for developing an advertising campaign:

A
  1. Identify and analyse the target audience.
  2. Define advertising objectives
  3. Create an advertising platform
  4. Determine advertising appropriation
  5. Develop a media plan.
  6. Create an advertising message
  7. Execute campaign.
  8. Evaluate advertising effectiveness.
35
Q

Advertising Steps explained in greater detail:

A
  1. Target audience: The group of people at whom advertisements are aimed.
  2. What the firm hopes to accomplish with the campaign.
  3. Basic issues or selling points ti be included in the advertising campaign.
  4. The advertising budget is the total amount of money allocated for advertising for a specific period of time.
  5. Selecting media vehicles and schedule for running advertisements.
  6. Encoding the message.
  7. Running the campaign.
  8. Control: Measuring and taking corrective action.
36
Q

Describe and Identify the Hierarchy of Effects (Setting objectives)

A

Conative (motives) - ads stimulate or direct desires.
Affective (emotions - ads influence attitudes and feelings.
Cognitive (thoughts) - Ads provide information and facts.

Purchase 
Conviction 
Preference
Liking
Knowledge
Awareness

(all of these factors are increasing)

37
Q

Characteristics of good objectives:

A

Concrete and measurable
Specifies target audience
Benchmarks the desired degree of change
Specifies time period

38
Q

Setting Objectives using the PLC (PRODUCT LIFE CYCLE)

A

Introduction- build awareness and encourage trial.
Growth - stress product benefits.
Maturity - reinforce the brand and encourage switching
Decline- reduce spending.

39
Q

Developing the media plan

A

Newspapers:
Pros: Reaches a large audience. Flexible.
Cons: Not selective for socioeconomic groups of the target market, short-life span.
Direct mail:
Pros: Little wasted circulation, highly selective.
Cons: Very expensive
Magazines:
Pros: Long life, prestige.
Cons: High costs, high level of competition.
Radio:
Pros: Reaches 95% of consumers.
Cons: Lacks visual imagery.

40
Q

Creating the advertising message (Encoding)

A

Copy - the verbal portion of ads.
Artwork- illustrations, images layout (physical arrangement)
Illustrations- photos, drawings, graphs, charts, tables.
Layout- the physical arrangement of an ad`s illustration and copy.

41
Q

Public Relations (PR):

A

PR attempts to build favourable relationships with an organisations ‘publics’
Publics include customers, the media, the government, shareholders, lobby groups and so on.
Publicity: is any unpaid communication about an organisation that appears in the mass media.
Publicity can be negative or positive.
Mainly aimed to enhance the total image of the total organisation or to maintain positive public perceptions and interactions with the customers.

42
Q

Public Relation Tools:

A

PR TOOLS EXAMPLES FOLLOWING SLIDES WITH DEFINITIONS:

43
Q

What is a Press release?

A

Information, facts, and data sent directly to media outlets.

44
Q

What are examples of Internal Public Relations?

A

Newsletters and other information targeted at the company`s employees.

45
Q

What are consumer information releases (consumer education)?

A

Information provided to help consumers make purchase decisions.

46
Q

What does speech writing mean and refer to?

A

Speeches prepared for company executives to deliver

47
Q

Explain lobbying:

A

Providing information to government officials in order to persuade them on future legislation.

48
Q

Define corporate identity and provide some examples

A

How a business organisation presents itself to the public. Includes logos, brochures, and letterhead.

49
Q

Give some examples of special events

A

Includes hospitality, trade shows, conferences and seminars, and so on.

50
Q

Define media relations

A

Developing positive relationships with the media, in order to enhance media exposure.

51
Q

Identify some special events:

A

Includes hospitality, trade shows, conferences and seminars, sporting events, musical concerts etc.

52
Q

What do both advice and counsel mean and represent?

A

Advising executives on communications and other publicity activities.

53
Q

Name two to three advantages of PR (public relations)

A
  • Credibility
  • Lower cost
  • Difficult to copy, repeat and imitate for competitors.
54
Q

Name two to three disadvantages of PR (public relations)

A
  • Less control and precision
  • Variety of specialists required
  • Can be relatively time-consuming
55
Q

Identify two types of proactive PR objectives

A
  1. Introducing new products to channel

2. Introducing new products to consumers

56
Q

Name the only Reactive PR objective

A

Calling attention to a company`s involvement with the community.

57
Q

Outline and identify the steps in the process of encountering negative/bad publicity

A
  1. Have a plan- pre-prepared organised in advance communications.
  2. Gather/collect information
  3. Get top management involved
  4. Respond quickly & efficiently
  5. Coordinate all Communications- integrated approach.
  6. Be honest/show integrity
  7. Look for good/positive news to counter the bad.
58
Q

Describe and explain what is personal selling

A

Personal selling is the paid personal communications that attempt to inform customers and persuade them to purchase products in an exchange situation (a direct method of selling)

59
Q

List some advantages of Personal selling in the Promotion mix

A
  • Provides the greatest freedom to adjust the message.
  • Customise delivery and message to receive a greater influence.
  • Often the closest relationship with customers.
60
Q

List some disadvantages of Personal selling in the promotion mix

A
  • Time-consuming.
  • Advertising - lots of waste.
  • Limited reach/scope.
61
Q

Define Sales Promotion

Consumer Trade Salesperson

A

Programmes designed to build interest in or encourage the purchase of a product during a specified time period

62
Q

Name 4-6 techniques of Sales Promotion

A
  1. Refunds & Rebates
  2. Coupons
  3. Bonus packs
  4. Point-of-purchase displays
  5. Contests & Sweepstakes
  6. Samples
63
Q

What are some Pros of Sales Promotion?

A
  1. Creates joy & excitement - extra benefit or incentive
  2. Word of mouth, interest - contests and sweepstakes, premiums- benefits.
  3. Play a supporting role - utilize a coupon with advertising.
64
Q

What are some Cons of Sales Promotion?

A
  1. Can lead to trade wars.
  2. Can be overused.
  3. Can be easily copied.
65
Q

Describe price based promotions

A

Using short-term price reductions to encourage consumers to choose their brand.

66
Q

Sales promotions include:

A

Price deals
Frequency programmes
Rebates
Special/bonus packs

67
Q

What are price deals?

A

Price deals are temporary price reductions.

68
Q

What are frequency programmes?

A

These are loyalty programmes that offer incentives for multiple purchases over a period of time.

69
Q

What are rebates?

A

Rebates are partial refunds directly from the manufacturer.

70
Q

What are Special/bonus packs?

A

Special/bonus packs provide additional products with the purchase.

71
Q

What are Contests and sweepstakes?

A

Competitions used as an incentive to buy more products.

72
Q

What are Point-of-purchase promotions (POP)?

A

Exciting displays and/or in-store activities.

73
Q

What are Premiums?

A

Premiums are an item of merchandise either free or at a low price.

74
Q

What are samples?

A

Samples are the free trials of a product.

75
Q

What is a cross-promotion?

A

Joint promotion with another product.

76
Q

Define the Code of Practice for Direct Marketing in NZ

A

Testimonials used in any form of advertising must be current, typical and genuine and it must be possible to verify any claims made.

77
Q

Define Code of Practice for Telemarketing

A

At the commencement of call, telemarketers must clearly disclose their identity & state the general purpose of call.

78
Q

Define Free-to-Air Codes of Broadcasting practice

A

News, current affairs & other factual programming must be truthful and accurate.

79
Q

Define ISP SPAM Code of Practice

A

Spam filters must be offered either directly to consumers or information provided in a reasonably prominent position.

80
Q

What is Self-Regulation of Advertising?

A

A system of voluntary self-regulation as well as a proper and generally acceptable standard of advertising.

81
Q

Name and Identify 6 benefits of Self-Regulatory Advertising: (puts onus on advertiser- something that is ones duty of responsibility)

A
  1. Costs of administration and enforcement are borne by the industry rather than government (taxpayers)
  2. More flexible to change than legislation.
  3. Responds to both industry needs and public opinion.
  4. Limited government interference.
    (Government Perspective - Free to complain)
    (Advertising Industry Perspective- Faster process)
    (Consumer Perspective - More responsive than Government)
82
Q

Name and identify the Disadvantages of Self-Regulatory Advertising:

A
  • No enforcement, following ASA is voluntary.

- Short campaigns may be over by the time complaint has been deliberated over.

MKTG100 (5 decks)

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