WK 6: Promotion

Question 1

Define Communication Mix

Answer 1

Blend of communication vehicles including advertising, public relations, personal selling, sales promotion and direct marketing, used by a company to reach current and target customers and communicate value.

Question 2

3 things communications strategies must do:

Answer 2

• Establish clear communication goals
• Define compelling messages to help achieve these goals
• Outline a cost-effective media mix to engage target audiences.

Question 3

1) Establishing clear communication goals involve:

Answer 3

• Generating awareness.
• Providing information and creating positive emotional connections.
• Building preference.
• Stimulating action.
• Reminding past customers.

Question 4

2) Defining compelling messages involves:

Answer 4

• Define core message.

Model of persuasive communication:

• Attention
• Interest
• Desire
• Action

Question 5

3) Outlining a media mix to target audiences involves:

Answer 5

• Combination of advertising, direct marketing, personal selling, sales promotion, social media and public relations.
• Product, market and distribution channel factors.
• Push strategies producer focuses on intermediaries.
• Pull strategy appeals directly to end customers.

Question 6

Define Adverstising

Answer 6

“Placement of announcements and persuasive messages in time or space purchased in any of the mass media.”

Question 7

5 Types of Advertising?

Answer 7

Product: Promote features and benefits of specific products.

Comparative: one adds better than the other.

Attack: Emphasising negative aspects of the products in question.

Institutional: Designed to create goodwill and build a desired image, rather than a product.

Advocacy: Institutional ads that address public issues are called advocacy advertising.

Question 8

7 Advertising Appeals?

Answer 8

• Logic: Claim based on a rational argument supported by solid evidence.
• Emotion: Calls on audience feelings rather than facts.
• Humour: Balance between recalling the joke and the product.
• Celebrity: Audience will identify with/want to be like this person.
• Sex: Sex-oriented appeals.
• Music: Create emotional bonds and “embed” itself in listeners memories. Can be jingles, popular songs, working with artists.
• Scarcity: Encourage customer response through scarcity/limited supply.

Question 9

Define direct marketing:

Answer 9

Direct communication with potential customers other than personal sales contacts.

Question 10

How does direct marketing differ from advertising?

Answer 10

Personally addressable media, direct response e.g. letters, emails.

Question 11

Define Personal Selling:

Answer 11

One-on-one interaction between a salesperson and a prospective buyer.

Question 12

(Personal Selling) Define consultative selling:

Answer 12

Salesperson acts as a consultant and advisor to help customers find the best solutions to their personal and business needs.

Question 13

7 Steps of the Personal Selling Process?

Answer 13

1) Prospecting
2) Preparing
3) Approaching
4) Aligning with Customer Needs
5) Handling Objectives
6) Closing
7) Following Up

Question 14

Define Sales Promotion:

Answer 14

Short term incentives to build the reputation of a brand. Encourage purchase of product, or simply enhance relationship with current and potential customers.

Question 15

Consumer promotions:

Answer 15

Consumer promotions:

• Contests and other audience involvement tactics
• Coupons
• Rebates
• Point-of-purchase
• Samples and trial-use versions
• Special-event sponsorship
• Other promotions

Question 16

Trade Promotions:

Answer 16

Aimed at inducing wholesalers or retailers to sell a company’s products.
Trade allowances: Discounts on product prices, free merch, other payments such as retail slotting allowances. Usually when adopting a push-marketing strategy.

Question 17

Define Social Media in the Marketing Process:

Answer 17

Combination of newest communication tech with word of mouth – personal convos.

Question 18

(Social Media) Define conversation marketing:

Answer 18

Initiate and facilitate conversations in a networked community of customers, bloggers, etc.

Question 19

(Social Media) Define Brand communities:

Answer 19

People united by interest in and ownership of particular G/S.

Question 20

Define Public Relations

Answer 20

Nonsales communication that businesses have with their various audiences (including both communication with the general public and press relations).

Question 21

(PR) Define Press Release

Answer 21

A brief statement or video program released to the press announcing new products, management changes, sales performance, and other potential news items; also called a news release.

Question 22

(PR) Define Press Conference

Answer 22

An in-person or online gathering of media representatives at which companies announce new information; also called a news conference.