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Terms in this set (73)
what is the famous got milk commercial?
aaron burr enthusiast, makes the viewer think "what would happen if i don't have this product?"
who leads in per-capita ad spending?
how is advertising paid for?
in-house agency or external agency
is influencer marketing advertising?
what is advertising?
a paid, mass-mediated attempt to persuade
3 things to remember about advertising
attempt to persuade
is public relations paid?
quote about advertising vs. pr
"advertising you pay for, pr you pray for"
a strategic communication process that builds mutually beneficial relationships between organizations and their publics
what does earned mean regarding pr
you do something good or bad and people (newspapers, TV stations) come to interview/talk to you and you earn media exposure
do PSA's pay the media to broadcast them?
why does advertising have a problem with credibility?
people know they're paid
difference between advertising and personal selling
advertising uses mass media to persuade, personal selling is a face-to-face attempt to persuade
what does personal selling rely on?
are ads unbiased?
difference between advertising and sales promotion
most advertising objectives are long-term and attitude-based, sales promotion has short-term objectives
examples of sales promotion
free samples, holiday specials, coupons, telemarketing, infomercials, discounts, frequent user programs, premiums, rebates, trial offers
integrated marketing communications definition
the use of a wide range of promotional tools working together to create widespread brand exposure
what can be advertised?
a good or service, brands, unbranded commodities, events, ideas, competitive products
what was the old model like?
linear format - from a sender to a receiver through a medium
what has happened to our mass media over time?
it has become more segmented and targeted
forms of promotion through IMC
advertising, sales promotion, website, pr, personal selling
why is IMC more efficient than the old model
you get more choices due to more platforms
why is wikipedia considered social media?
there's user-generated content
is the IMC model more linear or circular?
what did the old model focus on?
what does the IMC model focus on?
why is the IMC model more long term?
to build brand loyalty
what does dialogue between brand and consumer in the IMC model do?
provides you with more instant feedback
is data important in the IMC model?
what's the long-term goal of sales?
to retain consumers
what happens if you don't keep the brand consistent?
the loyalty of consumers might change
even though your message will stay the same, why might your promotional materials change?
to reach different audiences
what is key within the IMC campaign?
why is consistency important within an IMC campaign
customer doesn't get confused, everything needs a coherent format
IMC promotional mix definition?
a blend of tools used to communicate with audiences
what does the IMC promotional mix consist of?
advertising, sales promotion, personal selling, blogs, influencer communications, public relations, direct marketing, event sponsorships, branded entertainment, corporate advertising
what is personal selling?
salesperson, a physical person
what does personal selling include?
what are some direct marketing examples?
things in the mail, a happy birthday card from a brand
what did the bing/jay-z campaign do?
took a boring search engine and made it interesting
marketing objectives - four p's, what are they?
product, place, price, promotion
the four p's - product
what is it?
the four p's - price
what do i have to give up for this?
the four p's - place
where can i find it?
the four p's - promotion
how is it communicated?
business activities that direct the exchange of goods and services between producers and consumers
when defining your product in the marketing mix, what are three definitions to think about
functional, literal, symbolic
what do ads do for the product?
product differences can be _______ and ________
perceptible and imperceptible
example of perceptible product differences?
mountain dew v. code red, mountain dew v. diet mountain dew
example of imperceptible product differences?
coke v. pepsi
do we always want the lowest price?
why is it not always good to have the lowest price?
psychological association that lower price = lower quality
how is value determined?
quality of the product divided by price
what are the two meanings of place in marketing
1. location of exchange
2. distribution network
examples of location of exchange
retail store, mail, specialty store
four types of promotion
advertising, personal selling, sales promotion, public relations
target audience definition
a group of consumers singled out for an advertising campaign or promotional strategy
household consumers, members of business organizations, members of the trade channel, professionals, government officials and employees
examples of members of the trade channel
retailers, wholesalers, distributors
as a business process, what are three things promotion can do?
1. support brand development and management
2. implement market segmentation, differentiation and positioning
3. enhance revenue and profits
marketing segmentation definition
the process of breaking down a heterogeneous market into a homogeneous one
the process of creating a perceived difference in the mind of the consumer
the process of designing a brand to occupy a distinct and valued place in the target consumer's mind relative to other brands and then communicating this distinctiveness through advertising
what is the only part of a business organization that has revenue generation as its primary objective?
promotion contributes to profits by giving an organization greater flexibility in pricing through...
economies of scale and inelasticity of demand
economies of scale definition
this occurs when costs per-unit become lower due to larger volumes of production
inelasticity of demand definition
a situation in which consumers are relatively insensitive to price increases for the brand
the online distribution of tasks to groups of experts, enthusiasts or general consumerss
examples of trade resellers
walmart, publix, macy's
example of a social or not-for-profit organization
american red cross
examples of manufacturers and service firms
proctor&gamble, ibm, merrill lynch
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