promotional mix
the combination of one or more communication tools used to: 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
the concept of designing marketing communications programs that coordinate all promotional activities-- advertising, personal selling, sales promotion, public relations, and direct marketing-- to provide a consistent message across all audiences
communication
the process of conveying a message to others that requires six elements: a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding.
source
a company or person who has information to convey during the communication process
message
the information sent by a source to a receiver during the communication process
channel of communication
the means (a salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process
receivers
consumers who read, hear, or see the message sent by a source during the communication process
encoding
the process of having the sender transform an idea into a set of symbols during the communication process
decoding
the process of having the receiver take a set of symbols, the message, and transform them back to an idea during the communication process
field of experience
a mutually shared understanding and knowledge that the sender and receiver apply to the message so that it can be communicated effectively during the communication process
response
in the feedback loop, the impact the message had on the receiver's knowledge, attitudes, or behaviors during the communication process
feedback
in the feedback loop, the sender's interpretation of the response, which indicates wheter the message was decoded and understood as intended during the communication process
noise
extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process
advertising
any paid form of nonpersonal communication about an organization, good, service, or idea by an identified sponsor
personal selling
the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision
public relations
a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services
publicity
a nonpersonal, indirectly paid presentation of an organization, good, or service
sales promotion
a short-term inducement of value offered to arouse interest in buying a good or service
direct marketing
a promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet
Introduction stage
To inform. publicity in magazines, advertising, salesforce calling on intermediaries, sales promotion in form of free samples
growth stage
to persuade. personal selling to intermediaries, advertising to differentiate Dog Chow attributes from those of competing brands
maturity stage
to remind. reminder advertising, sales promotion in form of discounts coupons and events, limited personal selling, direct-mail reminders
decline stage
to phase out. little money spent on promotion
complexity
the technical sophistication of the product and hence the amount of understanding required to use it
risk
for the buyer can be assessed in terms of financial risk, social risk, and physical risk
ancillary services
pertain to the degree of service or support required after the sale
prepurchase stage
advertising is more helpful than personal selling because advertising informs the potential customer of the existence of the product and the seller. sales promotion plays an important role
purchase stage
importance of personal selling is highest, whereas the impact of advertising is lowest. sales promotions such as coupons can be very helpful
postpurchase stage
the salesperson is still important. more personal contact after the sale, the more the buyer is satisfied. advertisement is important again to reassure customers purchase
push strategy
directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product
pull strategy
directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product
advertising
the most efficient means for reaching large numbers of people
personal selling and direct marketing
which two promotional elements are considered customized instead of mass
Public relations
which promotional element is considered the most credible source in the consumer's mind?
sales promotion
effective at changing short run behavior