Sesssion 24/25 PROMOTION

Question 1

Components/elements of Promotion

Answer 1

i- PPASD the test
Personal Selling
Public Relations
Advertising--> placement
Sales Promotion
Direct Marketing

Question 2

Personal Selling

Answer 2

-Two-way flow of communication between buyer and seller, designed to influence the buyer’s purchase intentions (e.g., see Chapter on
Sales Mgt.)

Question 3

Public Relations

Answer 3

• A nonpersonal, indirectly paid presentation of an organization, good, or service (e.g., articles, reviews).

Question 4

Advertising–> placement

Answer 4

• Any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor (e.g., traditional TV,
  print ads)

Question 5

Sales Promotion

Answer 5

• A short-term value offered to arouse interest in buying a good or service (e.g., coupons, rebates, groupon)

Question 6

Direct Marketing

Answer 6

Any form of direct communication with the consumer designed to induce a response (e.g.,
catalogs, telephone)

Question 7

Placements:

Answer 7

• A contractual agreement to work sponsor product in program plot

Question 8

Integrated Marketing Communications

IMC

Answer 8

IMC:
The process of coordinating all promotional activities to provide a consistent message across all audiences
• All elements of promotional mix strategically integrated.
• All elements viewed from consumer perspective.

Question 9

Example Of Integrated Communications

Answer 9

M&M/Mars Launch of M&M Crispy
–50 Million In Advertising
–75 Million Free Samples
–100 Million Coupons
–Tagline: “The Feeding Frenzy Has Begun”

Question 10

IMC Strategy

Answer 10

Focus on the management of: CVC
1. Consistency
● In message across media
2. Variation
● Use different types of media to effectively reach the most possible
3. Complementarity
● Some methods are better at generating interest, some better at convincing, some better after sales

Question 11

Major Decisions (DRAW OUT

Answer 11

"TOMM-BE"
Target
Objective
Message- Media
Budget 
Evaluation

Question 12

Who Should be the Communications TARGET?

Answer 12

● Customers
● Influencers (celebrities)
● Channels partners

Question 13

Major OBJECTIVES of Communications (DRAW OUT)

Answer 13

• Build Awareness
• Create Associations
• Develop Motivation to Act

Will:

1. Build brand equity (long term)
2. Increase purchase intentions (short term)

Question 14

Approaches to Promotion

Answer 14

CAB

1. Cognitive Stage
2. Affective Stage
3. Behavioral Stage

Question 15

Promotional Tools and AIDA (DRAW OUT)

Answer 15

(y) Effectiveness
(x) Awareness-> Interest-> Desire-> Action

Advertising Personal selling
P.R. and publicity Sales promotion

Question 16

Promotional tools over PLC of Purina Dog Chow

Answer 16

Stage of PLC
Promotional Objective
Promotional Activity

Question 17

Plan a Message Strategy (DRAW OUT)

Answer 17

Master Card Ex.

1. Develop a Position and a Personality
2. Creative Concept “Big Idea”
3. Advertising Appeals

Question 18

What is a “Big Idea” (or Creative Concept)?

Answer 18

● An idea that creates impact, where
● Relevance + Originality = Impact
(a lot of ads that we watch in class are original but not relevant or good at associated product to ad
- Use Vivid Imagery
- Use Symbols & Colors  
- Surprise Them: Incongruent Images

Question 19

Advertising Appeals

Answer 19

The actual execution of the “Big Idea”

- Spider Graph (ie. Image, humor appeal, sex appeal, humor appeal, comparative advertising)

Question 20

2 Types of Advertising Appeals

Answer 20

A. Affective: Feelings, Moods, Mind States
● “Emotional” (ie. pro life)
1. Positive affect
2. Negative affect
B. Cognitive: Thoughts, Beliefs, Attitudes
● “Rational” (ie. pro choice)

Question 21

The “Benign Violation Theory”

Answer 21

Throw the baby:
for something to be funny, three conditions must be met.
1. there must be a violation of the norm.
2. the violation must be perceived to be benign
3. both these perceptions must occur simultaneously.

Question 22

Advertising Appeals: Affective Appeals

Answer 22

Attitude to the Brand = f(Attitude to the Ad)
● Positive Affect
● Humor (Yahoo!, Got Milk?)
● Excitement: sex, money
● Warmth: kids, animals (LRNA, MasterCard)
● Negative Affect
● Fear; Guilt (Drug, PSA’s from 90’s)

Question 23

Fear Appeals and Message Acceptance

Answer 23

GRAPH:
Faciliating effects–> inhibiting effects
As level of fear goes up on X axis

Question 24

Advertising Appeals: Cognitive Appeals

Answer 24

Rational Appeal

Ad says: “technically speaking, the best news source in the world”

Question 25

Advertising Spokespeople

Answer 25

● Celebrities 
     ● Grab attention
     ● Likable (POSITIVE affective appeal)
● Are useful when they are
     ● Credible
     ● Consistent with image
● But issues of
     ● cost, credibility, control

Question 26

Comparative Advertising

Answer 26

● Definition: Competitors are directly or indirectly referred to in the ad, either on an attribute or an “overall” basis

Question 27

Weaknesses Of Comparative Advertising

Answer 27

● Poor attitude towards the ad (dislike the “tone”)

● Ad for competitor (e.g., Duracell/Energizer Bunny?)

Question 28

Strengths of Comparative Advertising

Answer 28

● Strengths
● Helps position competitively (e.g., Xerox vs.HP)
● Higher encoding and recall (brand + attrib. + comp.)
● Attention getting (e.g., Virgin, Reebok)

Question 29

Sleeper effect In Comparative Advertising

Answer 29

● A “weak” message becomes “stronger” over time,

● when argument seems credible, source non-credible, because people forget source but argument sticks

Question 30

MEDIA Strategy: in “Major Decisions” Drawing

Answer 30

Two Main Issues
● Where: Selecting the Medium or Media Mix
● Efficiency (e.g. max. reach, min. cost)
● Contextual fit

Question 31

Media Strategy: Where?

Answer 31

1. Increased Usage: Some TRADITIONAL FORMS
   ● Addressable Media (e.g., direct mail, e-mail – permission based & other)
2. Increased Usage:NON TRADITIONAL FORMS
   ● Placements
   - Product / Plot / Issue last class (e.g., Coke during American Idol)
   - Audio-Visual Prod. (Video Games)
   ● Personal Documentaries

Question 32

Media Strategy: Where? (Non traditional forms)

Answer 32

● Placements

    - Product / Plot / Issue last class (e.g., Coke during American Idol)
     - Audio-Visual Prod. (Video Games)

● Personal Documentaries

● Internet Advertising
- Besides “Banner” Ads – digitized video clips, flash tech.

● Product Props (e.g., Parkay’s “Talking Tubs”)

● Buzz Marketing

  - Also “Viral” Marketing (Online Counterpart)  
  - Spread word-of-mouth through trendsetters

Question 33

Media Strategy: Scheduling

Answer 33

1. Frequency
   ● Duplication
   ● Wear-out
2. Timing
3. Timing patterns:
   ● Continuous (steady) schedule
   ● Flighting (intermittent) schedule
   ● Pulse (burst) schedule

Question 34

BUDGET: How much do we need to spend?

Answer 34

● Percent of (Expected) Sales
● Competitive Parity
         ● i.e., “share of voice”
● Affordability
● Objective & Task
● Experimentation
● Quantitative Modeling
         ● regression and other econometric approaches

Question 35

BUDGET Setting: (DRAW OUT)

Answer 35

Do you always get more for the buck?

Question 36

EVALUATION: Campaign Evaluation

Answer 36

Advertising Program Evaluation–

1. Communication Effects: Is the Ad Communicating Well?
2. Sales Effects: Is the Ad Increasing Sales?