WK 6: Promotion Flashcards
Define Communication Mix
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.
3 things communications strategies must do:
- Establish clear communication goals
- Define compelling messages to help achieve these goals
- Outline a cost-effective media mix to engage target audiences.
1) Establishing clear communication goals involve:
- Generating awareness.
- Providing information and creating positive emotional connections.
- Building preference.
- Stimulating action.
- Reminding past customers.
2) Defining compelling messages involves:
- Define core message.
Model of persuasive communication:
- Attention
- Interest
- Desire
- Action
3) Outlining a media mix to target audiences involves:
- 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.
Define Adverstising
“Placement of announcements and persuasive messages in time or space purchased in any of the mass media.”
5 Types of Advertising?
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.
7 Advertising Appeals?
- 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.
Define direct marketing:
Direct communication with potential customers other than personal sales contacts.
How does direct marketing differ from advertising?
Personally addressable media, direct response e.g. letters, emails.
Define Personal Selling:
One-on-one interaction between a salesperson and a prospective buyer.
(Personal Selling) Define consultative selling:
Salesperson acts as a consultant and advisor to help customers find the best solutions to their personal and business needs.
7 Steps of the Personal Selling Process?
1) Prospecting
2) Preparing
3) Approaching
4) Aligning with Customer Needs
5) Handling Objectives
6) Closing
7) Following Up
Define Sales Promotion:
Short term incentives to build the reputation of a brand. Encourage purchase of product, or simply enhance relationship with current and potential customers.
Consumer promotions:
Consumer promotions:
- Contests and other audience involvement tactics
- Coupons
- Rebates
- Point-of-purchase
- Samples and trial-use versions
- Special-event sponsorship
- Other promotions
Trade Promotions:
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.
Define Social Media in the Marketing Process:
Combination of newest communication tech with word of mouth – personal convos.
(Social Media) Define conversation marketing:
Initiate and facilitate conversations in a networked community of customers, bloggers, etc.
(Social Media) Define Brand communities:
People united by interest in and ownership of particular G/S.
Define Public Relations
Nonsales communication that businesses have with their various audiences (including both communication with the general public and press relations).
(PR) Define Press Release
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.
(PR) Define Press Conference
An in-person or online gathering of media representatives at which companies announce new information; also called a news conference.
