MKGT: CH. 15 – Marketing Communications – Flashcards

Unlock all answers in this set

Unlock answers
question
the firm's overall goals for the marketing mix
answer
The marketing manager determines the goals of the company's promotional strategy in light of
question
convince target customers that the goods and services offered provide a competitive advantage over the competition
answer
The main function of a marketer's promotional strategy is to...
question
process of communication
answer
Promotional strategy is closely related to the
question
interpersonal (salesperson speaking directly with a customer) and mass communication (TV/newspapers)
answer
Communication can be divided into two major categories:
question
the company often cannot respond immediately to consumers' reactions to its messages (unless they are using social media or other internet-based marketing tools)
answer
What is a disadvantage of mass communication
question
BOTH
answer
Marketers are _________ senders and receivers of messages
question
attempt to inform, persuade, and remind the target market to take actions compatible with the need to promote the purchase of goods and services
answer
As senders, marketers....
question
listen to the target market in order to develop the appropriate messages, adapt existing messages, and spot new communication opportunities
answer
As receivers, marketers....
question
what the source says is not what matters, but what the receiver hears
answer
A basic principle of encoding =
question
the message is detected by the receiver and enters his or her frame of reference
answer
Reception occurs when...
question
high and the reception level is low
answer
In some media overcrowded with advertisers, such as newspapers and television, the noise level is
question
A common understanding between 2 communicators, or a common frame of reference
answer
What is required for effective communication?
question
properly decoded because of selective exposure, distortion, and retention
answer
Even though a message has been received, it may not necessarily be
question
bright colors and bold graphics
answer
What has been shown to increase consumers' comprehension of marketing communication?
question
- verbal ("I agree") - nonverbal (nodding) - digitally (FB like)
answer
Feedback may be -
question
market research, social media, or analysis of viewer responses for indirect feedback
answer
Mass communicators are often cut off from direct feedback so they must rely on
question
more
answer
With the increase in online advertising, marketers are able to get ___________ feedback than before the internet became such a driving social force
question
1. Consumers are now able to become senders (as opposed to only brands // this also means communication model is much more complicated today) 2. The communication model shows the feedback channel as primarily impersonal and numbers driven
answer
How have the internet and social media had such an impact on the communication model?
question
1. Inform the target audience 2. Persuade the target audience 3. Remind the target audience 4. Connect with the audience *often a marketer will try to accomplish 2 or more of these tasks at the same time*
answer
Promotion can perform one or more of four tasks:
question
the ability to connect to consumers
answer
What is one promotion task that can be facilitated through social media?
question
seeks to convert an existing need into a want or to stimulate interest in a new product - more prevalent during the early stages of the product life cycle - important for promoting complex and technical products (cars, computers) - important for a "new" brand being introduced into an "old" product class
answer
Informative promotion -
question
- potential buyers are aware of them - value their benefits - understand their positioning in the marketplace
answer
New products cannot establish themselves against more mature products unless:
question
designed to stimulate a purchase or an action - main promotion goal when the product enters the growth stage - emphasizes product's real and perceived competitive advantages, often appealing to emotional needs - important when the goal is to inspire direct action - important goal for very competitive mature product categories (soft drinks)
answer
Persuasive promotion -
question
used to keep the product and brand name in the public's mind - prevails during maturity stage of the life cycle - triggers a memory
answer
Reminder promotion -
question
social networks, social games, social publishing tools, social commerce
answer
Tools for connection include:
question
advertising, public relations, sales promotion, personal selling, and social media
answer
Most promotional strategies use several ingredients to reach a target market -
question
management believes will meet the needs of the target market and fulfill the organization's overall goals (more funds and more management = more important that element is)
answer
The proper promotional mix is the one that
question
TV, radio, newspapers, magazines, pay-per-click online adv, display ad, direct mail, billboards, transit ad
answer
Traditional Media
question
digital ads - web sites, email, blogs, videos, and interactive games
answer
Marketers' ad budgets are shifting more and more towards
question
communicate to a larger number of people at one time - can reach the masses, but it can also be micro targeted to small groups of potential customers
answer
One of the primary benefits of advertising is its ability to
question
v high
answer
Although the cost per contact in advertising is very low, the total cost to advertise is typically
question
educate the public about the company's goals and objectives, introduce new products, and help support the sales effort
answer
Marketers use public relations not only to maintain a positive image, but also to
question
they can tremendously benefit from it (publicity is not viewed as free however)
answer
Organizations generally do not pay for the publicity and are not identified as the source of info, but
question
stimulate immediate increases in demand
answer
Sales promotion is generally a short-run tool used to
question
free samples, contests, premiums, trade shows, vacation giveaways, coupons, and experiential marketing
answer
Sales promotion includes:
question
other ingredients in the promotional mix, especially advertising and personal selling
answer
Marketers often use sales promotion to improve the effectiveness of
question
than on advertising
answer
In many instances, more marketing money is spent on sales promotion
question
a planned presentation that attempts to persuade the buyer to accept a point of view - objectives of salesperson are at the expense of the buyer (win-lose)
answer
Traditional methods of personal selling include -
question
win-win outcome and the accomplishment of mutual objectives that benefit both buyer and salesperson in the long term
answer
Relationship selling emphasizes a
question
social media
answer
Content created by brands is typically distributed through
question
blogs, microblogs (twitter), video platforms (youtube), podcasting, social networks (pinterst, tumblr, snapchat) *initially these were used for self-expression however now have become a "layer" in promotional strategy
answer
Social media includes
question
the communication space is now increasingly controlled by the consumer, as is the brand message, and the information is positioned as more valuable now
answer
Traditionally, marketing managers had been in charge of defining the essence of a brand, and the focus of many campaigns was pure entertainment, however
question
customization and adaption of the message
answer
Instead of repetition, social media rely on the idea of
question
bc consumers are able to both take existing content and modify it to create completely new content for a brand
answer
Why is the aspect of consumer-generated content so important?
question
paid, earned, or owned
answer
As a result of the impact of social media as well as the proliferation of new platforms, tools, and ideas, promotional tactics can also be categorized by media type:
question
TV, magazine, outdoor, radio, newspaper, display ad, pay-per-click ad on search engines, and pro,noted tweets on Twitter
answer
Paid Media ex -
question
- Media coverage - WOM - Talk and share content on social media - SEO
answer
Earned Media ex -
question
Company website as well as official presence on FB, Twitter, youtube, blogs, and other platforms (controlled by brand but continuously keeps customers' needs in mind)
answer
Owned Media (aka content marketing) ex -
question
indirect and impersonal when used to communicate with a target market, providing only one direction of message flow (ad, PR, sales promotion)
answer
Most elements of the promotional mix are:
question
direct, two-way (social media is also considered this)
answer
Personal selling entails __________,_____________ communication
question
buy a good or service, or to take some action (donate to a cause org like Susan G. Komen)
answer
The ultimate goal of any promotion is to get someone to
question
AIDA concept (attention, interest, desire, action)
answer
A classic model for reaching promotional goals is called the -
question
respond to marketing messages in a cognitive (thinking), affective (feeling), and conative (doing) sequence
answer
AIDA proposes that consumers
question
determine where on the purchase ladder most of the target consumers are located and design a promotion plan to meet their needs
answer
The promoter's task is to
question
terms of consumers progressing from one stage to the next, however the order/whether consumers go through all steps has been much debated
answer
The AIDA model suggests that promotional effectiveness can be measured in
question
which promotional strategy will be most effective
answer
The AIDA concept helps marketers by suggesting
question
gaining attention for g/s
answer
Advertising is most useful in
question
gaining attention for a company, good, or service
answer
Public relations' greatest impact is as a method of
question
strong desire and purchase intent
answer
Sales promotion's greatest strength is in creating a
question
gain attention and interest in a brand
answer
Social media are a strong way to
question
integrated (message reaching the consumer should be same regardless of in newspaper or on FB)
answer
Ideally, marketing communications from each promotional mix element (personal selling, ad, sales promotion, social media, and PR) should be
question
personal selling and the other elements of the promotional mix
answer
The most common rift typically occurs between
question
1. proliferation of thousands of media choices beyond TV has made promotion a more complicated tasks 2. Mass market has fragmented more selectively segmented markets and an increase in niche marketing have replaced the traditional broad market groups 3. Marketers have slashed their ad spending in favor of promotional techniques that generate immediate sales responses and those that are more easily measured
answer
IMC concept has been growing in popularity for several reasons -
question
scrutiny that marketing communications has come under, and to suggestions that uncoordinated promotional activity leads to a strategy that is wasteful and inefficient
answer
The interest in IMC is largely a reaction to the
question
one product and one industry to the next
answer
Promotional mixes vary a great deal from
question
1. The nature of the product 2. The stage in the product life cycle 3. TM characteristics 4. Type of buying decisions 5. Funds available for promotion 6. Push/Pull strategy
answer
A firm may choose not to use all 5 promotional elements in its promotional mix, or it may choose to use them in varying degrees. The particular promotional mix chose by a firm for a product or service depends on:
question
personal selling than on ad, but ad still serves a purpose in the promotional mix
answer
Producers of most business goods rely more heavily on
question
ad or social media to create brand familiarity
answer
Consumer goods are promoted mainly through
question
Sales promotion, the brand name, and the product's packaging
answer
What are about twice as important for consumer goods than for business products?
question
more important
answer
As a general rule, when the costs or risks of buying and using a product or service increase, personal selling becomes
question
1. intro - ad, PR, sales promotion, and personal selling 2. growth - ad, PR, personal selling 3. maturity - sales promotion 4. decline - all promotion, especially ad, is reduced (personal selling and sales promo efforts may be maintained)
answer
The Stages in the Product Life Cycle and the Promotional Mix --
question
print advertising
answer
Often firms sell g/s in markets where potential customers are hard to locate - what can be used to find them
question
routine or complex
answer
The promotional mix also depends on the type of buying decision -
question
ad and sales promotion
answer
What are the most productive promotion tools to use for routine decisions?
question
ad and PR
answer
If the decision is neither routine nor complex, what helps establish awareness for the g/s?
question
personal selling
answer
For consumers making complex buying decisions, what is most effective in helping these consumers decide?
question
print advertising
answer
In addition to online resources ____________________ may also be used for high involvement purchase decisions because it can often provide a large amount of information to the consumer
question
money, or the lack of it
answer
What may easily be the most important factor in determining the promotional mix?
question
optimize its return on promotion dollars while minimizing the cost per contact, or the cost of reaching one member of the target market
answer
When funds are available to permit a mix of promotional elements, a firm will generally try to
question
personal selling, public relations, and sales promotions like sampling
answer
The cost per contact is very high for
question
low
answer
Given the number of people national ad and social media reach, they have a very __________ cost per contact
question
the funds available, the number of people in the TM, the quality of communication needed, and the relative costs of the promotional elements
answer
For funds in the promotional mix, there is usually a trade off among
question
end consumers or opinion leaders
answer
Manufacturers using a pull strategy focus its promotional efforts on
question
heavy sampling, introductory consumer advertising, cents-off campaigns, and couponing
answer
Examples of pull strategies -
Get an explanation on any task
Get unstuck with the help of our AI assistant in seconds
New