Promotions

Question 1

promotions

Answer 1

the coordination of marketing communications to influence attitudes and behavior

Question 2

Communication Model

Answer 2

Source to communications channel to receiver
Noise to source, communications channel, receiver, and feedback
Receiver to feedback
Feedback to Source

Question 3

source

Answer 3

company or spokesperson

Question 4

communications channel

Answer 4

magazine, newspaper, TV, radio, billboard, social media, email, etc.

Question 5

receiver

Answer 5

consumer

Question 6

noise

Answer 6

competing messages, lack of clarity, flow in the channels

Question 7

feedback

Answer 7

purchase data
product awareness (Tweets, likes)

Question 8

Source to communications channel is encoding/decoding

Answer 8

encoding

Question 9

Communications channel to receiver is encoding/decoding

Answer 9

decoding

Question 10

Goals of Promotions

Answer 10

AIDA
Awareness
Interest
Desire
Action

Think -> Feel -> Do

Question 11

awareness

Answer 11

aided recall-customers recognize a name that has been presented to them
unaided recall (top-of-mind awareness)

Question 12

lagged effect

Answer 12

people don’t immediately respond and buy

they think, feel, and then do

Question 13

Types of promotion

Answer 13

Advertising
Sales Promotions
PR
Direct Marketing
Personal Selling
Online/Digital
Word of Mouth

Question 14

Non-personal promotion

Answer 14

targeted to groups of people, mass media
marketers control message completely
can reinforce brand image, be persuasive, or provide factual info
contests, coupons, and other incentives designed to build interest or encourage action

Can be expensive

Question 15

Public Relations

Answer 15

communication activities that create or maintain a positive image of a firm and its products

mostly press releases

relatively low cost
highly credible
poor message control: no guarantee that message will even reach the target
difficult to track the results

Question 16

direct marketing

Answer 16

efforts to gain a direct response from individual customers

use database technology to target customers
track and measure results
can provide extensive information and multiple offers with a single appeal
higher cost per contact than mass appeals

postcards, catalogs, email, mobile

Question 17

personal selling

Answer 17

direct interaction between company rep and a customer

flexible because salespeople can modify message to match customer needs
sales rep can get immediate feedback
high cost per contact
difficult to ensure message consistency between different sales representatives

Question 18

online/digital

Answer 18

websites, blogs, social media

consumer-generated media which generates Word of Mouth or viral marketing

Question 19

Integrated Marketing Communication

Answer 19

Process that manufacturers use to plan, develop, execute, and evaluate ads
Doing multiple things at once

Question 20

Passive vs. Interactive

Answer 20

Interactive and offline: personal selling, sales promotions, direct marketing

Passive and offline: advertising, sales promotions, PR, direct marketing

Interactive and online: direct marketing, online marketing

Passive and online: direct marketing

Question 21

IMC Plan

Answer 21

unifies all marketing communication tools to send a consistent, persuasive message in order to create and maintain long-term relationships with customers by satisfying their needs

1. Who is the audience?
2. Objectives
3. Budget
4. Design mix
5. Evaluate-show a return on investments

Question 22

1. Identifying Target Audience

Answer 22

Who is the primary target audience for these products?

Question 23

2. Establish communication objectives

Answer 23

The Hierarchy of Effects

Communication awareness, awareness, knowledge, desire, purchase, loyalty

Question 24

awareness

Answer 24

repetitive advertising, slogans and jingles, publicity stunts

Question 25

knowledge

Answer 25

descriptive copy, brochures, infomercials, PR, personal selling, website

Question 26

desire

Answer 26

status or sex appeals, celebrity endorsements

Question 27

purchase

Answer 27

point-of-purchase displays, coupons, contests, samples

Question 28

loyalty

Answer 28

mailing to users, licensed merchandise, product placement

Question 29

3. Determine and allocate Marketing Communications budget

Answer 29

Budget: objective and task method | Push or pull strategy

Question 30

push strategy

Answer 30

firm moves products through the channel by convincing channel members to offer them push product to consumer and have it available for customers to buy drugs, pharmaceutical sales manufacturer -> wholesaler/retailer -> consumer

Question 31

pull strategy

Answer 31

firm mosts products through channel by building desire among consumers, convincing retailers to respond to demand most commonly used advertise to consumer so that the consumer wants product cars manufacturer-> consumer -> wholesaler/retailer -> manufacturer

Question 32

4. Design Promotion Mix

Answer 32

appeals | type: rational and emotional

Question 33

Budgeting rules of thumb

Answer 33

% sales, competitive parity

Question 34

5. Evaluate the Effectiveness

Answer 34

Return on Investments Communication objectives Other measures: reach, frequency, gross rating points, Google Analytics time and external factors can affect accuracy

Question 35

Return on Investments

Answer 35

(Sales - promotional costs)/(Promotional costs)

Question 36

Communication objectives

Answer 36

awareness, knowledge, attitude

Question 37

Promotional objectives for each step of the product life cycle

Answer 37

Introduction: to inform Growth: to persuade Maturity: to remind Decline: --

Question 38

encoding

Answer 38

converting the sender's ideas into a message that can be verbal, visual, or both

Question 39

decoding

Answer 39

process by which receiver interprets the sender's message

Question 40

advertising

Answer 40

non-personal communication from an unidentified sponsor using mass media ``` provides marketers with total control rich and dynamic advertising images can help to build or reinforce brand image lacks credibility with cynical consumers extremely expensive passive ```

Question 41

sales promotions

Answer 41

contests, coupons, and other incentives designed to build interest or encourage product purchase during a specified period ``` provides retailers with incentives to support a brand builds retailer and consumer excitement encourages immediate purchase and trial reaches price-sensitive consumers does not focus on building brand loyalty ```

Question 42

Word of Mouth or viral marketing

Answer 42

activities that give people a reason to talk about the product

Question 43

The Hierarchy of Effects

Answer 43

Awareness, Knowledge, Desire, Purchase, Loyalty

Question 44

Alternative to ROI evaluation

Answer 44

look at how well communication objectives such as Awareness, knowledge, and attitude improved after the ad campaign

Question 45

percentage of sales budgeting

Answer 45

a way to determine how much to spend on ads. They say, if you think it will increase sales to 2 million, you can spend 200,000. or something.

Question 46

Competitive parity

Answer 46

promoting as much as your competitor