Terms in this set (65)
combination of 1.inform prospective buyers about the benefits of the product 2. persuade them to try it and 3. remind them later about the benefits they enjoyed by using the product
Integrated marketing communications
referred as a way to provide a consistent message across all audiences. Within the marketing communication programs that coordinate all promotional activities
is the process of conveying a message to others and it requires six elements; a source, a message, a channel of communication, a receiver and the processes of encoding and decoding.
may be a company or person who has information to convey
information sent by a source such as description of a new cellular phone
Channel of Communication
message given though people such as salesperson, advertising media, or public relations tools
Consumers who read, hear, or see the message
is the process of having the sender transform an idea into a set of symbols
the process of having the receiver take a set of symbols, the message and transform the symbols back to an idea
Field of Experience
a similar understanding and knowledge they apply to the message
which consists of response and feedback
is the impact the message had on the receiver's knowledge, attitudes or behaviors
is the sender's interpretation of the response and indicates whether the message was decoded and understood as intended
which ensures that messages are decoded properly
includes extraneous factors that can work against effective communication by distorting a message or the feedback received. can be a simple error such as a printing mistake that affects the meaning of the newspaper
Often used by advertising, sales promotion, and public relations because they are used in groups of prospective buyers
used by personal selling between a seller and a prospective buyer including face to face, telephone, and interactive electronic communication
any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor.
aspects of definition is important because the space for the advertising message normally must be bought
component of advertising is also important; involving mass media and does not immediate feedback look
is the two way flow of communication between a buyer and seller designed to influence a person's or group's purchase decision
communication with consumers who are not in the target audience
form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers prospective customers stockholders suppliers, employees and other public about a company and its products or services
non-personal indirectly paid presentation of an organization product or service
a short term inducement of value offered to arouse interest in buying a product or service. offered to both intermediaries and to ultimate sellers
uses direct communication with consumers to generate a response in the form of an order a request fro further info or a visit to a retail outlet. also used to encourage first time or repeat purchaser
who are the focus of promotional efforts?
Informing consumers in an effort to increase their level of awareness is the primary promotional objective in this stage.
stage where we persuade the consumer to buy the product rather than the substitute; brand managers seek to gain brand preference and solidify distribution
stage the need is to maintain existing buyers, and advertising's role is to remind buyers of the product's existence. sales promotion in the form of discount and coupons offered to both ultimate costumers and intermediaries.
usually a period of phaseout for the product and little money is spent in the promotional mix
refers to the technical sophistication of the product and hence the amount of understanding required to use it
for the buyer this can be assessed in terms of financial, social, and physical.
pertain to the degree of services or support required after the sale. Common to many industrial products and consumer purchases
advertising is more helpful than personal selling because advertising informs the potential customer of the existence of the product and the seller
the importance of personal selling is highest, whereas the impact of advertising is lowest. Mostly in the form of coupons, deals, point of purchase displays and rebates.
the salesperson is still important. More personal contact after the sale, the more the buyer is satisfied. Assure the buyer is satisfied
Directing the promotional mix to channel members to gain their corporation in ordering and stocking the product. personal selling and sales promotion play a huge role.
Directing its promotional mix at ultimate consumers to encourage them to ask the retailer for a product. Retailers order the product from whole-sellers and thus the item is pulled through the intermediaries.
Direct to consumer
prescription drug advertising to complement traditional personal selling and free samples directed only at doctors. Designed to consumers to ask their doctor for a specific drug.
Planning developing the promotion program
identify the target audience, specify the objectives, set the budget, select the right promotional tools, design the promotion , schedule the promotion
Implementation executing the promotion program
pretest the promotion, carry out the promotion
Evaluation assessing the promotion program
Posttest the promotion, make needed changes
who, what, where, when
what are the four W's of development of the promotion program
the group of prospective buyers toward which a promotion program will be directed. including demographics, interest, preferences, and behaviors.
collecting information about your web browsing behavior to determine the banner and display ads that you will see as you surf the web
Hierarchy of effects
which is the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action
the consumer's ability to recognize and remember the product or brand name
an increase in the consumer's desire to learn about some of the features of the product or brand
the consumer's appraisal of the product or brand on important attributes
through a favorable experience on the first trial the consumer's repeated purchase and use of the product or brand
the Consumer's actual first purchase and use of the product or brand
1.be designed for a well defined target audience 2. be measurable 3. cover a specified time period
what are the 3 important qualities a promotion objective should have?
Percentage of sales budgeting
approach of funds are allocated to promotion as a percentage of past or anticipated sales, in terms of dollars or units sold.
Competitive parity budgeting
matching the competitor's absolute level of spending or the proportion per point of market share. important to consider the competitions budgeting.
All you can afford
where money is allocated to promotion only after all other budget items are covered
Objective and task budgeting
whereby the company determines its promotion objectives; outlines the task it will undertake to accomplish those objectives; determines the promotion cost of performing those tasks. takes into consideration what the company wants to accomplish
what is the central element of a promotion?
by sending coupons through emails and text messages
how does a company begin a campaign?
level of use
what is the most visible indicators of the value of direct marketing for consumers.
are the results of offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction
is the result of an offer designed to generate interest in a product or service and a request for additional info
is the outcome of an offer designed to motivate people to visit a busness.
lifestyle, media use, and demographics data is better collected from who?
Business when purchase is made
price, quantity, and brand are better collected from where?
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