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Marketing > Session 19 - Promotion 1 > Flashcards

Session 19 - Promotion 1 Flashcards

1
Q

What is promotion?

A
  • Process of communicating product and service information to target customers and other stakeholders
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2
Q

What are promotional objectives?

A
  • Inform customers about a product - built awareness, increase knowledge
  • Persuade them to buy - awarness without purchase is poor business
  • Built repurchase rates - create loyal customers
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3
Q

How does promotion work? What is hierarchy of effects model

A

AIDAS: Awareness, Interest, Desire, Action, Satisfaction

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4
Q

What is traditional promotions management?

A
  • separate functions handled by experts in separate departments
  • Begin with organization’s goals and products/services
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5
Q

What is Integrated Marketing Communications

A

IMC

  • Process of coordinating all promotional activities to provide a consistent message across all media
  • All elements of promotional mix strategically integrated
  • all elements viewed from consumer perspective
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6
Q

What are the types of product promotion?

A
  1. Advertising
  2. Personal selling
  3. Public relations
  4. Sales promotion
  5. Direct marketing
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7
Q

What is advertising?

A

Any paid form of nonpersonal communication about an organization, goods, serice or idea by an identified sponsor

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8
Q

What is personal selling

A

Two-way communication between buy and seller, desinged to influence the buyer’s purchase intentions

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9
Q

What is public relations?

A

A nonpersonal, indirectly paid presentation of an organization, good or service (new articles, product launch announcemnets, editorials)

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10
Q

What are sales promotions?

A

Short term inducement of value (both consumers and sales channels) offered to arouse interest in buying a good or service (coupons, rebates)

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11
Q

What is direct marketing>?

A

Any direct communicstion with the consumer designed to induce a response in the form of order, enquiries, or visit (email, telephone, etc)

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12
Q

What are the objectvies of advertising (new vs established)?

A

For new products: Informative to build awareness and induce trial

For established brands: Be persuasive by reminding people to use product, increasing frequency of use (penetration strategy), distinguish the brand from competitors and other brands on product line

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13
Q

What is the impact of influencers on promotion?

A
  • 10% of americans determine how the rest consume and live by chatting about their likes and dislikes. Often everyday people, who are active in civics, charities and religious institutions
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14
Q

How do you plan a message strategy?

A
  1. Develop a position: focus on consumer benefits (e.g. easy/quick food at mcdonals)
  2. Creative concept “big idea”: visualization or phrase (I’m lovin’ it)
  3. Advertising appeal: approach to attract attention (actual execution of big idea) (Humor with clown)
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15
Q

How do you execute the big idea?

A
  • Determine an idea that communicates the positioning impact
  • Be unique
  • be generative (can extend beyond the initial execution to have evolution in campaign)
  • Be communicative (revel some truth about the product)
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16
Q

How do you put advertising appeal into affect?

A
  1. Affect feelings/moods/emotions
    Positive affect:
    - humor, excitement, warmth (kids/animals)
    Negative affect:
    - Fear, guilt
  2. Cognitive (rational) beliefs/attitudes
    - product/service advertising
    - celebrity advertising
    - Reminder (reinforce purchasing behavior)
    - advocacy (communicate marketer’s position “dont drink and drive”)
    - comparative adveritising
17
Q

What is cognitive appeal and comparative advertising?

A

Competitors are directly or indirectly referred to in the ad, either on an attribute or an overall basis.

Creating a differential advantage by comparing a product with a competitor

18
Q

What are the advantages/disadvantages of television advertising?

A

Advantages: High reach, some targeting, auditory and visual

Disadvantages: Wasted coverage leading to high total cost, hard to convey complex information

19
Q

What are advantages/disadvantages of radio advertising?

A

advantages: targeting (physician’s network, farm radio network), low cost, quick to product

Disadvantages: Auditory only, low attention, competes with other activities, hard to convey complex info, little research info available

20
Q

What are advantages/disadvantages of print advertising?

A

Advantages:
- Newspaper (timeliness, good local market coverage)
- Magazines (Good market selectivity, high quality reproduction, long life, good pass-along readership)

Disadvantages:
-Newspaper (short life, little demographic selectivity, poor reproduction quality)
- Magazines (high cost)

21
Q

What are advantages/disadvantages of outdoor advertising?

A

Advantages: Location specific, high repetition, easily noticed

Disadvantages: short exposure time requires shrot ad, poor image, local restriction

22
Q

What is non-traditional media and why use it?

A

Online (internet and social media) and product placement

Use it because:
- rising prices of traditional media
- loss of attention and control by advertisers (media fragmentation)
- new postmodern philosophy of marketing (blurring distinctions between adverting and entertainment)

23
Q

What are advantages/disadvantages of advertising on the internet?

A

advantages: availability of more data enables better ad targeting, relatively inexpensive but this is changing rapidly

Disadvantages: privacy issues, click fraud

24
Q

What is product placement?

A

Form of promotion where products or services of a specific brand are placed in the media such as movies or TV programs, not in the TV commercials

25
Q

How do we dermine how much we need to spend on advertising?

A
  1. Percent of expected sales
  2. competitve parity (share of advertising expenses)
  3. Quantitative modeling (relationship between advertising spending and sales)
26
Q

What is an effective ad campaign?

A

Communication effects: the ability to attract attention and be memorable by conveying the message clearly and unambiguously to target market

Sales effect: the ability to affect purchase behavior

Marketing (14 decks)

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