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promotion mix

(marketing communication mix)The combination of promotional tools an organization uses


Message that is carried by a non-personal medium and identified by a sponsor

advertising, sales promotion, public relations, personal selling, & direct marketing

What promotion mix consists of:

sales promotion

Short term activities and offers, intended to increase purchases

public relations

Managed efforts to create a message to be carried by a non-personal medium delivered by a third party and non-paid for by the sponsor stories, and events.

personal selling

Person to person interaction between a buyer and seller

direct marketing

any activity that directly links manufacturers with consumer

broadcasting; narrowcasting

Companies are doing less ________ and more ________ as a result of an explosion of more focused media that better match today's targeting strategies.

personal selling

Which promotional tool is most effective in building up buyers' preferences, convictions, and, most importantly, actions?

integrated marketing communications (IMC)

carefully integrating and coordinating the company's communications channels to deliver a clear, consistent, and compelling message about the organization and its products

one that meets its objectives

A good advertisement is.....

1. Generate attention
2. Be understood
3. Be believed
4. Be remembered

A good advertisement is expected to:

Specific Communication Task
Accomplished with a specific Target audience
During a specific period of Time

3 T's: Specifying Advertising Objectives

Informative Advertising

Building Primary demand, advertising that benefits consumers by giving information about a product

Persuasive Advertising

Build Secondary/Selective demand, communication used to motivate consumers to take action

Comparison Advertising

Comparing one Brand to Another

Reminder Advertising

Keeps consumers thinking about a product

2 major ad decisions

1. Plan the message strategy
2. Choose an ad advertising appeal that is:

1. Plan the message strategy

a. Identify customer benefits
b. Develop compelling creative concept - the 'Big Idea'

2. Choose an ad advertising appeal that is:

a. Meaningful
b. Believable
c. Distinctive

Rational Appeal

Focus on customers
Practical utility oriented needs

Emotional Appeal

focus on customers psychological
needs and feelings

pull; push

Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while business-to-business companies are more likely to emphasize a ________ promotion strategy.

ad objectives

________ define the task that advertising must do with a specific target audience during a specific period of time.

integrated method

A company decides on its promotion budget by using four common methods to set the total budget for advertising

media planning

Soaring media costs, focused target marketing strategies, and the growing array of new media have increased the importance of ________.

audience quality

n selecting media vehicles, the planner must balance media cost measures against several media impact factors. First, the planner should balance costs against the media vehicle's ________.

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