Topic 8 - Marketing Promotions Flashcards
Advertising
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
Sales promotion
Short-term incentives to encourage the purchase or sale of a product or service
Personal selling
Personal customer interactions by the firm’s sales force for the purpose of engaging customers, making sales, and building customer relationships
Public relations
Building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events
Direct and digital marketing
Engaging directly with carefully targeted
individual consumers and customer communities to both obtain an immediate
response and build lasting customer relationships
Promotion mix (marketing communications mix)
The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships
A company’s total promotion mix consists of ____
the specific blend of advertising, public relations, personal selling, sales promotion, and direct marketing tools that the company uses to engage consumers, persuasively communicate customer value, and build customer relationships. The five major promotion tools are advertising, sales promotion, personal selling, public relations, and direct and digital marketing.
What are the five promotional tools?
Advertising, sales promotion, personal selling, public relations, and direct and digital marketing
What elements of the product communicate something to the buyers?
design, price, shape, color, venue in which it is sold
Although the promotion mix is the company’s primary engagement and communications activity, _____
the entire marketing mix - promotion, as well as product, price, and place - must be coordinated for greatest impact
What factors are changing the face of today’s marketing communications?
First, consumers are changing. In this digital, wireless age, consumers are better informed and more communications empowered. Second, marketing strategies are changing. As mass markets have fragmented,
marketers are shifting away from mass marketing. More and more, they are developing focused marketing programs designed to build closer relationships with customers in more narrowly defined micromarkets. Finally, sweeping advances in digital technology are causing remarkable changes in the ways companies and customers communicate with each other.
As the marketing communications environment shifts, so will the role of marketing communicators. How so?
Rather than just creating and placing “TV ads” or “print ads” or “Facebook display ads,” many marketers now view themselves more broadly as content marketing managers. As such, they create, inspire, and share brand messages and conversations with and among customers across a fluid mix of paid, owned, earned, and shared communication channels. These channels include media that are both traditional and new, and controlled and not controlled
Content marketing
Creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels.
What are the four major types of media used by content marketing managers?
Paid media, owned media, earned media, shared media
Paid media
promotional channels paid for by the marketer, including traditional
media (such as TV, radio, print, or outdoor) and online and digital media (paid search ads, Web and social media display ads, mobile ads, or e-mail marketing).
Owned media
promotional channels owned and controlled by the company, including company Web sites, corporate blogs, owned social media pages, proprietary brand communities, sales forces, and events.
Earned media
PR media channels, such as television, newspapers, blogs, online
video sites, and other media not directly paid for or controlled by the marketer but that include the content because of viewer, reader, or user interest.
Shared media
media shared by consumers with other consumers, such as social
media, blogs, mobile media, and viral channels, as well as traditional word-of-mouth.
integrated marketing communications (IMC)
Under this concept, the company carefully integrates its many communication channels to deliver a clear, consistent, and compelling message about the organization and its brands.
Integrated marketing communications (IMC)
Carefully integrating and
coordinating the company’s many communications channels to deliver a clear,
consistent, and compelling message about the organization and its products.
Encoding
The process of putting thought into symbolic form −for example,
McDonald’s ad agency assembles words, sounds, and illustrations into a TV advertisement that will convey the intended message.
Message
The set of symbols that the sender transmits −the actual McDonald’s
ad.
Media
The communication channels through which the message moves from
the sender to the receiver −in this case, television and the specific television programs that McDonald’s selects.
Decoding
The process by which the receiver assigns meaning to the symbols encoded by the sender −a consumer watches the McDonald’s commercial and interprets the words and images it contains.