Chapter 11: Integrated Marketing Communications – Flashcards

question
Mass marketing
answer
Advertising Public relations Sales promotion
question
Customised marketing
answer
Personal selling
question
Advertising
answer
An form of paid non-personal communication about good, brand or idea
question
Advantages of Advertising
answer
Attention getting Large audience Company has control over their perception
question
Disadvantages of Advertising
answer
Costs to produce and place an ad are high Lack of direct feedback
question
Personal selling
answer
Two way flow of communication between a buyer and seller Influence people
question
Advantages of Personal Selling
answer
Salesperson controls who the presentation is made for Salesperson can see/hear feedback
question
Disadvantages of Personal Selling
answer
Flexibility Different salespeople can change message/no consistent message High cost
question
Public relations
answer
Influence the feelings, opinions or beliefs held by consumers Special events, lobbying, reports etc
question
Advantages of Public Relations
answer
Credibility
question
Disadvantages of Public Relations
answer
Little control over what is said
question
Sales promotion
answer
Short term offer of value
question
Advantages of Sales Promotion
answer
Short-term often increases sales for their duration
question
Disadvantages of Sales Promotion
answer
Can't be the only basis Continuous promotion decreases effectiveness Customers delay purchase until their favourite items are on sale Some aspect are regulated by state and federal government
question
Promotional mix
answer
A cost-effective combination of advertising, selling, sales promotion, and public relations used to attract customers
question
Target audience
answer
Directed to ultimate consumers or intermediary
question
Channel strategies
answer
Achieving control is difficult for the manufacturer, promotional strategies can assist in moving a product through the channel of distribution Whether to push a strategy, pull a strategy or both
question
Push strategy
answer
A marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise
question
Pull strategy
answer
A marketing strategy that stimulates consumer demand to obtain product distribution
question
Integrated Marketing Communications
answer
The coordination of marketing messages through every promotional vehicle to communicate a unified impression about a product.
question
Developing the promotional program
answer
- Identifying the Target Audience - Specifying Promotion Objectives - Set the budget - Select the right promotional elements - Design the promotion - Schedule the promotion
question
Executing the promotion program
answer
- Pretest the promotion - Carry out the promotion
question
Evaluating the promotion program
answer
- Posttest the promotion - Make needed changes
question
Specifying promotion objectives
answer
Hierarchy of effects; Awareness Interest Evaluation Trial Adoption
question
Setting the promotion budget
answer
Methods to use to set the promotion budget; Percentage of sales Competitive parity All you can afford Objective and task
question
Execution and evaluating the promotion program
answer
- Ideal execution involves pretesting each design - Post tests are recommended to evaluate the impact of each promotion - Companies must create a test-result database that allows comparisons of the impact of promotional tools
question
Direct marketing
answer
Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
question
Direct orders
answer
The result of direct marketing offers that contain all the information necessary for a potential buyer to make a decision to purchase and complete the transaction
question
Lead generation
answer
Identification of those firms and people most likely to buy the seller's offerings
question
Traffic generation
answer
The outcome of a direct marketing offer designed to motivate people to visit a business
1 of

Unlock all answers in this set

Unlock answers
question
Mass marketing
answer
Advertising Public relations Sales promotion
question
Customised marketing
answer
Personal selling
question
Advertising
answer
An form of paid non-personal communication about good, brand or idea
question
Advantages of Advertising
answer
Attention getting Large audience Company has control over their perception
question
Disadvantages of Advertising
answer
Costs to produce and place an ad are high Lack of direct feedback
question
Personal selling
answer
Two way flow of communication between a buyer and seller Influence people
question
Advantages of Personal Selling
answer
Salesperson controls who the presentation is made for Salesperson can see/hear feedback
question
Disadvantages of Personal Selling
answer
Flexibility Different salespeople can change message/no consistent message High cost
question
Public relations
answer
Influence the feelings, opinions or beliefs held by consumers Special events, lobbying, reports etc
question
Advantages of Public Relations
answer
Credibility
question
Disadvantages of Public Relations
answer
Little control over what is said
question
Sales promotion
answer
Short term offer of value
question
Advantages of Sales Promotion
answer
Short-term often increases sales for their duration
question
Disadvantages of Sales Promotion
answer
Can't be the only basis Continuous promotion decreases effectiveness Customers delay purchase until their favourite items are on sale Some aspect are regulated by state and federal government
question
Promotional mix
answer
A cost-effective combination of advertising, selling, sales promotion, and public relations used to attract customers
question
Target audience
answer
Directed to ultimate consumers or intermediary
question
Channel strategies
answer
Achieving control is difficult for the manufacturer, promotional strategies can assist in moving a product through the channel of distribution Whether to push a strategy, pull a strategy or both
question
Push strategy
answer
A marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise
question
Pull strategy
answer
A marketing strategy that stimulates consumer demand to obtain product distribution
question
Integrated Marketing Communications
answer
The coordination of marketing messages through every promotional vehicle to communicate a unified impression about a product.
question
Developing the promotional program
answer
- Identifying the Target Audience - Specifying Promotion Objectives - Set the budget - Select the right promotional elements - Design the promotion - Schedule the promotion
question
Executing the promotion program
answer
- Pretest the promotion - Carry out the promotion
question
Evaluating the promotion program
answer
- Posttest the promotion - Make needed changes
question
Specifying promotion objectives
answer
Hierarchy of effects; Awareness Interest Evaluation Trial Adoption
question
Setting the promotion budget
answer
Methods to use to set the promotion budget; Percentage of sales Competitive parity All you can afford Objective and task
question
Execution and evaluating the promotion program
answer
- Ideal execution involves pretesting each design - Post tests are recommended to evaluate the impact of each promotion - Companies must create a test-result database that allows comparisons of the impact of promotional tools
question
Direct marketing
answer
Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships
question
Direct orders
answer
The result of direct marketing offers that contain all the information necessary for a potential buyer to make a decision to purchase and complete the transaction
question
Lead generation
answer
Identification of those firms and people most likely to buy the seller's offerings
question
Traffic generation
answer
The outcome of a direct marketing offer designed to motivate people to visit a business