The promotion mix is used by companies to ________________ consumers and persuasively __________________________customer value and ____________ customer relationships.
-Engage
-Communicate
-Build
What is the key word associated with the Promotion "P"?
Communication
How many promotion mix items are there?
5
List the the 5 promotion tools:
DAPPS
1. Advertising
2. Personal selling
3. Sales promotion
4. Public relations
5. Direct and digital marketing
Advertising
Personal selling
Sales promotion
Public relations
Direct and digital marketing
What does IMC stand for:
Integrated Marketing Communications
IMC: Carefully integrating and coordination the company's many communications channels to deliver a _________, ___________, ________ about the organization and its products.
Clear
Consistent
Compelling message
IMC is increasingly accepted:
-Coordinate/manage promotional efforts
-Synchronization of promotional elements
-Use more precisely targeted promotional tools
-Consistent message to customers
-Use of database marketing
What brand did we discuss that was a "good" example of IMC?__________________________
Smart Water
Figure 12.1 Integrated Marketing Communications:
And MORE!
-packaging
-pricing
-distribution
MAKE SURE
IT ALL is
CONSISTENT
Push strategy...calls for using the:
Sales force and trade promotion to push the product through channels. The producer promotes the product to channel members with in turn promote to the final consumer
Pull strategy...calls for spending a lot on:
consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that "pulls" the product through the channel.
Define advertising:
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor
Model associated with the major advertising decisions
List the three advertising objectives.
-Informative advertising
-Persuasive advertising
-Reminder advertising
List the four budgeting methods
-Affordable method
-Competitive parity method
-Percentage-of-sales method
-Objective-and-task method
_______________: Determining the campaign objectives and calculating the costs of the tasks needed to accomplish them
Objective-and-task approach
_________________: setting the budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price
Percent-of-sales approach
________________: setting the promotion budget to match competitors' outlays
Competitive Parity
____________: setting the promotion budget at the level management thinks the company can afford
Affordable method
Major advertising strategy elements:
-Creating advertising messages
-Selecting advertising media
____________: % of people in the target market who are exposed to the ad campaign during a given period of time
Reach
_____________: a measure of how many times the average person in the target market is exposed to the message
Frequency
__________: the qualitative value of message exposure through a given medium. (ad in Time vs. National Enquirer)
Impact
List the 7 major media types.
1. TV
2. Online, mobile, social media
3. Newspapers
4. Direct mail
5. Magazines
6. Radio
7. Outdoor
Define public relations:
-Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories and events
Public relations promotes:
products, people, ideas, organizations, and nations
Define publicity:
-Non-personal communication in a news-story form about an organization, its products, or both
-Is transmitted through a mass medium at no charge
List the six major PR tools.
1. News
2. Audiovisual materials
3. Special events
4. Corporate identity materials
5. Written materials
6. Public service activities
List the six major functions of the PR department.
1. Press relations or press agency
2. Lobbying
3. Product publicity
4. Investor relations
5. Public affairs
6. Development
Possible reasons for a press release: