Chapter 15 Marketing Communications

STUDY
PLAY

Terms in this set (...)

Promotional Strategy
-Advertising
-Public Relations
-Personal Selling
-Sales Promotion
Competitive Advantage
-High product quality
-Rapid Delivery
-Low Prices
-Excellent Service
-Unique Features
Communication
The process by which meanings are exchanged or shared through a common set of symbols
Marketing Communication Categories
1. Interpersonal Communication
2. Mass Communication
____ ___ direct, face-to-face communication between two or more people
Interpersonal Communication
_____ ____ the communication of a concept or message to large audiences
Mass Communication
Marketing Communication as Senders
1. Inform
2. Persuade
3. Remind
The originator of the message in the communication process
Sender
Marketing Communication as Receivers
1. Develop messages
2. Adapt messages
3. Spot new communication opportunities
Traditional Advertising for Communication and the Internet
-Impersonal
-Numbers driven
-Unquantifiable consumer behavior
Internet and Social Media Advertising for Communication and the Internet
-Personal
-Direct communication
-Feedback driven
-Highly visible communication
Informative Promotion
-Increase awareness
-Explain how product works
-Suggest new uses
-Build company image
Persuasive Promotion
-Encourage brand switching
-Change customers' perceptions of product attributes
-Influence immediate buying decisions
-Persuade customers to call
Reminder Promotion
-Remind customers that product maybe needed
- Remind customers where to buy product
-Maintain customer awareness
Connect Promotion
-Form relationships through social media
-Encourage transparent information exchange
-Customers become brand advocates
Promotional Mix Categories
1. Advertising
2. Public Relations
3. Personal Selling
4. Sales Promotion
5. Social Media
Promotional Mix
The combination of promotional tools used to reach the target market and fulfill the organization's overall goals
Advertising
-Impersonal, one-way mass communication about a product or organization that is paid for by a marketer
-Most commonly distributed by traditional media such as web-sites, email, blogs, and interactive video kiosks in malls and supermarkets
Traditional Advertising Media
-Television
-Radio
-Newspapers
-Magazines
-Books
-Direct Mail
-Billboards
-Transit Cards
New Advertising Media
-Internet
-Banner Ads
-Viral Marketing
-E-mail
-Interactive Video
Advantages of Advertising
-Reach large number of people
-Low cost per contact
-Can be micro-targeted
Disadvantages of Advertising
-Total cost is high
-National reach is expensive for small companies
Public Relations
The marketing function that evaluates public attitudes, identifies area within the organization the public may be interested in, and executes a program of action to earn public understanding and acceptance
The Functions of Public Relations
-Maintain a positive image
-Educate the public about the company's objectives
-Introduce new products
-Support the sales effort
-Generate favorable publicity
Sales Promotion
Marketing activities other than personal selling, advertising, and public relations that stimulate consumer buying and dealer effectiveness
Sales Promotion Examples
-Free samples
-Contests
-Premiums
-Trade Shows
-Vacation Giveaways
-Coupons
Personal Selling
Planned presentation to one or more prospective buyers for the purpose of making a sale
Traditional Personal Selling
-Attempts to persuade the buyer into a specific point of view
-Win-lose outcome
Relationship Personal Selling
Long-term relationships create a win-win outcome
Social Media
Promotion tools used to facilitate conversations among people online
Social Media allows marketer to
-Manage brand images
-Engage with consumers
-Generate interest
Different Types of Social Media
-Blogs
-Microblogs
-Podcasts
-Vodcasts
Social Networks
Communication Process and the Promotional Mix
Shift from one-way communication to customer-controlled, customized, many-to-many communication
Communication Process and the Promotional Mix Types
1. Consumer Generated Media
2. Paid Media
3. Earned Media
4. Owned Media
Paid Media
A category of promotional tactic based on the traditional advertising model, whereby a brand pays for media space
Earned Media
A category of promotional tactic based on a public relations or publicity model that gets customers talking about products or services
Owned Media
A new category of promotional tactic based on brands becoming publishers of their own content in order to maximize their brands' value to customers
What does AIDA stand for
1. Attention
2. Interest
3. Desire
4. Action
AIDA
A model that outlines for achieving promotional goals in terms of stages of consumer involvement with the message
A Promotional Manager may focus on attracting a consumer's ____ by training a salesperson to use a friendly greeting and approach by using a loud volume, bold headlines, movement, bright colors, and the like in an advertisement.
Attention
A good salesperson presentation, demonstration, or advertisement creates ____ in the product.
Interest
By illustrating how the product's features will satisfy the customer's needs this arouses _____.
Desire
A special offer or a strong closing sales pitch may be used to obtain purchase which is ____.
Action
Cognitive (thinking) in the AIDA Concept is
Attention
Affective (feeling) the AIDA Concept is
-Interest
-Desire
Conative (doing) the AIDA Concept is
Action
Integrated Marketing Communications (IMC)
The careful coordination of all promotional messages to assure the consistency of messages at every contact point at which a company meets the consumer
IMC Popularity Growth
-Proliferation of thousands of media choices
-Fragmentation of the mass market
-Slash of advertising spending in favor of promotional techniques that generate immediate response
Factors Affecting the Choice of Promotional Mix
1. Nature of the Product
2. Stage in the Product Life Cycle
3. Target Market Characteristics
4. Type of Buying Decision
5. Promotion Funds
6. Push-Pull Strategy
Push Strategy
A marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise
Pull Strategy
A marketing strategy that stimulates consumer demand to obtain product distribution
Product Life Cycle
Exhibit 15.6
1. Introduction
2. Growth
3. Maturity
4. Decline
Target Market Promotional Mix
1. Advertising
2. Sales Promotion
3. Less Personal Selling
Target Market Characteristics
Widely scattered market
Informed buyers
Brand-loyal repeat purchases
Types of Buying Decisions
1. Routine
2. Neither Routine Nor Complex
3. Complex
Routine Buying Decision
-Advertising
-Sales Promotion
Neither Routine Nor Complex Buying Decision
-Advertising
-Public Relations
Complex Buying Decision
-Personal Selling
-Print Advertising
Available Funds
-Trade-offs with funds available
-Number of people in the target market
-Quality of communication needed
-Relative costs of promotional elements