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the firm's overall goals for the marketing mix

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The marketing manager determines the goals of the company's promotional strategy in light of

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convince target customers that the goods and services offered provide a competitive advantage over the competition

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The main function of a marketer's promotional strategy is to...

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process of communication

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Promotional strategy is closely related to the

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interpersonal (salesperson speaking directly with a customer) and mass communication (TV/newspapers)

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Communication can be divided into two major categories:

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the company often cannot respond immediately to consumers' reactions to its messages (unless they are using social media or other internet-based marketing tools)

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What is a disadvantage of mass communication

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BOTH

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Marketers are _________ senders and receivers of messages

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attempt to inform, persuade, and remind the target market to take actions compatible with the need to promote the purchase of goods and services

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As senders, marketers....

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listen to the target market in order to develop the appropriate messages, adapt existing messages, and spot new communication opportunities

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As receivers, marketers....

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what the source says is not what matters, but what the receiver hears

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A basic principle of encoding =

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the message is detected by the receiver and enters his or her frame of reference

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Reception occurs when...

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high and the reception level is low

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In some media overcrowded with advertisers, such as newspapers and television, the noise level is

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A common understanding between 2 communicators, or a common frame of reference

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What is required for effective communication?

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properly decoded because of selective exposure, distortion, and retention

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Even though a message has been received, it may not necessarily be

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bright colors and bold graphics

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What has been shown to increase consumers' comprehension of marketing communication?

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- verbal ("I agree") - nonverbal (nodding) - digitally (FB like)

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Feedback may be -

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market research, social media, or analysis of viewer responses for indirect feedback

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Mass communicators are often cut off from direct feedback so they must rely on

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more

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With the increase in online advertising, marketers are able to get ___________ feedback than before the internet became such a driving social force

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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

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How have the internet and social media had such an impact on the communication model?

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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*

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Promotion can perform one or more of four tasks:

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the ability to connect to consumers

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What is one promotion task that can be facilitated through social media?

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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

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Informative promotion -

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- potential buyers are aware of them - value their benefits - understand their positioning in the marketplace

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New products cannot establish themselves against more mature products unless:

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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)

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Persuasive promotion -

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used to keep the product and brand name in the public's mind - prevails during maturity stage of the life cycle - triggers a memory

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Reminder promotion -

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social networks, social games, social publishing tools, social commerce

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Tools for connection include:

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advertising, public relations, sales promotion, personal selling, and social media

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Most promotional strategies use several ingredients to reach a target market -

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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)

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The proper promotional mix is the one that

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TV, radio, newspapers, magazines, pay-per-click online adv, display ad, direct mail, billboards, transit ad

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Traditional Media

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digital ads - web sites, email, blogs, videos, and interactive games

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Marketers' ad budgets are shifting more and more towards

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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

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One of the primary benefits of advertising is its ability to

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v high

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Although the cost per contact in advertising is very low, the total cost to advertise is typically

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educate the public about the company's goals and objectives, introduce new products, and help support the sales effort

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Marketers use public relations not only to maintain a positive image, but also to

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they can tremendously benefit from it (publicity is not viewed as free however)

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Organizations generally do not pay for the publicity and are not identified as the source of info, but

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stimulate immediate increases in demand

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Sales promotion is generally a short-run tool used to

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free samples, contests, premiums, trade shows, vacation giveaways, coupons, and experiential marketing

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Sales promotion includes:

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other ingredients in the promotional mix, especially advertising and personal selling

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Marketers often use sales promotion to improve the effectiveness of

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than on advertising

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In many instances, more marketing money is spent on sales promotion

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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)

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Traditional methods of personal selling include -

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win-win outcome and the accomplishment of mutual objectives that benefit both buyer and salesperson in the long term

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Relationship selling emphasizes a

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social media

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Content created by brands is typically distributed through

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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

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Social media includes

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the communication space is now increasingly controlled by the consumer, as is the brand message, and the information is positioned as more valuable now

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Traditionally, marketing managers had been in charge of defining the essence of a brand, and the focus of many campaigns was pure entertainment, however

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customization and adaption of the message

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Instead of repetition, social media rely on the idea of

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bc consumers are able to both take existing content and modify it to create completely new content for a brand

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Why is the aspect of consumer-generated content so important?

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paid, earned, or owned

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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:

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TV, magazine, outdoor, radio, newspaper, display ad, pay-per-click ad on search engines, and pro,noted tweets on Twitter

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Paid Media ex -

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- Media coverage - WOM - Talk and share content on social media - SEO

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Earned Media ex -

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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)

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Owned Media (aka content marketing) ex -

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indirect and impersonal when used to communicate with a target market, providing only one direction of message flow (ad, PR, sales promotion)

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Most elements of the promotional mix are:

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direct, two-way (social media is also considered this)

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Personal selling entails __________,_____________ communication

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buy a good or service, or to take some action (donate to a cause org like Susan G. Komen)

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The ultimate goal of any promotion is to get someone to

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AIDA concept (attention, interest, desire, action)

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A classic model for reaching promotional goals is called the -

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respond to marketing messages in a cognitive (thinking), affective (feeling), and conative (doing) sequence

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AIDA proposes that consumers

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determine where on the purchase ladder most of the target consumers are located and design a promotion plan to meet their needs

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The promoter's task is to

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terms of consumers progressing from one stage to the next, however the order/whether consumers go through all steps has been much debated

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The AIDA model suggests that promotional effectiveness can be measured in

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which promotional strategy will be most effective

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The AIDA concept helps marketers by suggesting

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gaining attention for g/s

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Advertising is most useful in

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gaining attention for a company, good, or service

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Public relations' greatest impact is as a method of

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strong desire and purchase intent

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Sales promotion's greatest strength is in creating a

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gain attention and interest in a brand

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Social media are a strong way to

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integrated (message reaching the consumer should be same regardless of in newspaper or on FB)

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Ideally, marketing communications from each promotional mix element (personal selling, ad, sales promotion, social media, and PR) should be

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personal selling and the other elements of the promotional mix

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The most common rift typically occurs between

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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

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IMC concept has been growing in popularity for several reasons -

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scrutiny that marketing communications has come under, and to suggestions that uncoordinated promotional activity leads to a strategy that is wasteful and inefficient

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The interest in IMC is largely a reaction to the

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one product and one industry to the next

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Promotional mixes vary a great deal from

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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

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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:

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personal selling than on ad, but ad still serves a purpose in the promotional mix

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Producers of most business goods rely more heavily on

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ad or social media to create brand familiarity

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Consumer goods are promoted mainly through

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Sales promotion, the brand name, and the product's packaging

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What are about twice as important for consumer goods than for business products?

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more important

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As a general rule, when the costs or risks of buying and using a product or service increase, personal selling becomes

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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)

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The Stages in the Product Life Cycle and the Promotional Mix --

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print advertising

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Often firms sell g/s in markets where potential customers are hard to locate - what can be used to find them

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routine or complex

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The promotional mix also depends on the type of buying decision -

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ad and sales promotion

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What are the most productive promotion tools to use for routine decisions?

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ad and PR

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If the decision is neither routine nor complex, what helps establish awareness for the g/s?

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personal selling

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For consumers making complex buying decisions, what is most effective in helping these consumers decide?

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print advertising

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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

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money, or the lack of it

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What may easily be the most important factor in determining the promotional mix?

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optimize its return on promotion dollars while minimizing the cost per contact, or the cost of reaching one member of the target market

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When funds are available to permit a mix of promotional elements, a firm will generally try to

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personal selling, public relations, and sales promotions like sampling

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The cost per contact is very high for

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low

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Given the number of people national ad and social media reach, they have a very __________ cost per contact

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the funds available, the number of people in the TM, the quality of communication needed, and the relative costs of the promotional elements

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For funds in the promotional mix, there is usually a trade off among

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end consumers or opinion leaders

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Manufacturers using a pull strategy focus its promotional efforts on

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heavy sampling, introductory consumer advertising, cents-off campaigns, and couponing

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Examples of pull strategies -

MKGT: CH. 15 – Marketing Communications – Flashcards

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