Ch 18 – Flashcard
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*Push Pull Strategy
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PRODUCER/MFCT → WHOLESALERS → RETAILERS → CONSUMERS
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*Push
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Producer relies heavily on salesforce and sales promotions + incentives Rely on special financial incentives (discounts) Displays Spiff- special finanicial incentives
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*Pull
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Directly to consumer (coupon, sweepstakes) Goes in reverse, no special discounts
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THE PRIMARY DIFFERENCE BETWEEN ADVERTISING AND PUBLICITY IS THAT ADVERTISING IS
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A PAID FORM OF MARCOM
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UNLIKE ADVERTISING, PUBLIC RELATIONS
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SUPPORTS PROMOTIONAL EFFORTS BY GENERATING FREE MEDIA ATTENTION
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BECAUSE ADVERTISING IS THE MOST VISIBLE FORM OF MARKETING,
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MANY PEOPLE THINK OF MARKETING AND ADVERTISING AS SYNONYMOUS
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GENERALLY, LESS MONEY IS SPENT ON ADVERTISING IN B2B MARKETS BECAUSE
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B2B MARKETING USUALLY INVOLVES A MORE PERSONAL SELLING
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ADVERTISERS OFTEN FACE THE PROBLEM OF CONSUMERS
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-SCREENING OUT THEIR MESSAGE -NOT REACTING TO THEIR MESSAGE -NOT REMEMBERING THEIR MESSAGE -REMEMBERING THE MESSAGE BUT FORGETTING THE BRAND
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First step in advertising campaign
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IDENTIFY THE TARGET AUDIENCE
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GENERALLY SPEAKING, ALL ADVERTISING MESSAGES RE DESIGNED TO
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INFORM, PERSUADE, OR REMIND CUSTOMERS
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THE FTC
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PRIMARY ENFORCEMENT AGENCY FOR MASS MEDIA ADVERTISING
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REACH, FREQUENCY, IMPACT, AND CPM ARE ALL MOST CLOSELY ALIGNED WITH ______ MADE WHEN DEVELOPING AN ADVERTISING PROGRAM
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MEDIA DECISIONS
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ADVERTISERS CAN DETERMINE HOW EFFECTIVE THEIR MEDIA MIX HAS BEEN IN REACHING THEIR TARGET AUDIENCE BY CALCULATING ____ OF THE ADVERTISING SCHEDULE
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TOTAL GRP
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REACH, FREQUENCY AND IMPACT ARE ALL ____ MADE WHEN DEVELOPING AN ADVERTISING PROGRAM
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MEDIA DECISIONS
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GENERALLY, WHEN ADVERTISING TO CONSUMERS, THE OBJECTIVE OF AN ADVERTISING CAMPAIGN IS
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A PULL STRATEGY- TO GET THE PRODUCT INTO STORES BY HAVING CONSUMERS DEMAND IT
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FLORIDA HEAT PUMP IS OFFERING A SWEEPSTAKE. IT IS USING A
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PUSH STRATEGY
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WHENEVER A MAJOR BEVERAGE COMPANY DEVELOPS A NEW PRODUCT, THEY ADVERTISE IT HEAVILY USING TELEVISION AND PRINT MEDIA. THESE ARE DESIGNED TO
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PULL THE PRODUCT INTO RETAIL STORES THROUGH CONSUMER DEMAND
