chapter 15b

communication process and promotional mix: promotional tactics can be categorized according to media type
paid, earned, owned
communication process and promotional mix: paid media
based on traditional advertising model where brand pays for media space (TV, radio)
communication process and promotional mix: earned media
based on public relations or publicity model to get people talking about the brand through media coverage (traditional) ,or word of mouth (social media)
communication process and promotional mix: digital media types- where social media falls
between owned and earned media with some but not much paid media
communication process and promotional mix: owned media
new form of promotional tactic where brands are becoming publishers of own content in order to max brand value (websites, fb pages)
advertising: mode of communication, communicator control over situation, amount of feedback, speed of feedback, direction of message, control over message content, identification of sponsor, speed in reaching large audience, message flexibility.
indirect and impersonal, low, little, delayed, one way, yes, yes, fast, same message to all audience
public relations: mode of communication, communicator control over situation, amount of feedback, speed of feedback, direction of message, control over message content, identification of sponsor, speed in reaching large audience, message flexibility.
usually indirect and impersonal, moderate to low, little, delayed, one way, no, no, usually fast, no direct control over message
sales promotion: mode of communication, communicator control over situation, amount of feedback, speed of feedback, direction of message, control over message content, identification of sponsor, speed in reaching large audience, message flexibility.
usually indirect and impersonal, moderate to low, little to moderate, varies, mostly one way, yes, yes, fast, same message to varied targets
personal selling: mode of communication, communicator control over situation, amount of feedback, speed of feedback, direction of message, control over message content, identification of sponsor, speed in reaching large audience, message flexibility.
direct and face to face, high,much, immediate, two way, yes, yes, slow, tailored to prospective buyer
social media: mode of communication, communicator control over situation, amount of feedback, speed of feedback, direction of message, control over message content, identification of sponsor, speed in reaching large audience, message flexibility.
indirect but instant, moderate, much, intermediate, two ways/ multiple ways, varies but generally no, yes, fast, some of the most targeted opportunities
ultimate goal of any promotion
get someone to buy good or take action (nonprofit)
AIDA concept- what does it mean
attention, interest, desire, action- stages of consumer involvement with a promotional message
AIDA concept- what does it propose
consumers respond to marketing messages in a cognitive, affective (feeling) and connotative(doing) sequence
AIDA: 1. attention
gain attention of target market
AIDA: 2. interest
create interest in product- demonstrations to early adopters and innovators, extensive media coverage
AIDA 3. desire
create brand preference, convince potential customers that this product is best solution
AIDA 4. action
continue advertising to communicate features and benefits ore effectively until action
the promoters task is to determine where on the purchase ladder most consumers are located and design a promotional plan to meet their needs
true
AIDA does not explain… but it suggest
how all promotions influence purchase decisions. suggests that promotional effectiveness can be measured in terms of consumer progressing from one stage to the next (order of stages and whether consumers go through them all is debatable)
advertising: AIDA
very effective, very effective, somewhat effective, not effective
public relations: AIDA
very effective, very effective, somewhat effective, not effective
sales promotion: AIDA
somewhat, somewhat, very, somewhat
personal selling: AIDA
somewhat, very, very, very
social media: AIDA
very, very, somewhat, somewhat
ideally, marketing communications from each promotional mix element should be
integrated- message reaching consumer should be the same regardless of what mode its from
integrated marketing communications
careful coordination of all promotional messages- assure consistency of messages at every contact point where company meets customer. roles, timing and results are monitored
promotional mixes vary from one product and one industry to the next
true
the particular promotion mix chosen by a firm for a product depends on several factors
nature of product, stage in product life cycle, target market characteristics, type of buying decision, funds available for promotion, push/pull strategy
factors affecting promotional mix: nature of product- business
custom tailored to buyers exact needs, not well suited for mass promotion. rely more on personal selling than advertising
factors affecting promotional mix: nature of product- consumer
non custom made, promoted mainly through advertising and social media to create brand familiarity.
sales promotion, brand name and products packaging are twice as important for business products than consumer goods
false- other way around
factors affecting promotional mix: nature of product- costs and risk
as cost or risk of buying product increases, personal selling becomes more important- social risk is an issue also
factors affecting promotional mix: product life cycle- introduction
basic goal is to inform target audience that product is available. extensive advertising and public relations- heighten awareness levels. sales promotion- encourages early trial. personal selling- gets retailers to carry product
factors affecting promotional mix: life cycle- growth
sales promotion reduced because consumers need fewer incentives, emphasize products differential advantage- persuasive promotion used to build and maintain brand loyalty
factors affecting promotional mix: life cycle- maturity
persuasive and reminder advertising, sales promotion comes back to increase market share
factors affecting promotional mix: life cycle- decline
all promotion is reduced- personal selling and sales promotion efforts can be maintained
factors affecting promotional mix: target market characteristics
widely scattered potential customers, highly informed buyers, brand loyal repeat purchasers require promotion mix with more advertising and sales promotion than personal selling
factors affecting promotional mix: types of buying decisions: routine
promotion calls attention to brand, reminds customer about brand- advertising and sales promotion (buying toothpaste)
factors affecting promotional mix: types of buying decisions- neutral
advertising and public relations help establish awareness
factors affecting promotional mix: types of buying decisions- complex
more extensively involved- personal selling
factors affecting promotional mix: available funds
firm will try to optimize its return on promotion dollars while minimizing cost/contact
factors affecting promotional mix: push strategies
use aggressive personal selling and trade advertising to convince a wholesaler/ retailer to carry and sell their merchandise- walmart
factors affecting promotional mix: pull strategy
focus promotional efforts on end consumers and opinion leaders- social media and content marketing (quality content) heavy sampling, introductory consumer advertising, couponing