MKT 300 1nd Edition Lecture 20 Outline of Last Lecture XXXV Chapter 9 Terms part 2 XXXVI Chapter 9 Concepts to Apply part 2 Outline of Current Lecture XXXVII Chapter 13 Terms XXXVIII Chapter 13 Concepts to Apply Current Lecture XXXVII Chapter 13 Terms Promotion communicating information between seller and potential buyer or others in the channel to influence attitudes and behavior Mass Selling communicating with large numbers of potential customers at the same time Advertising any paid form of non personal presentation of ideas goods or services by an identified sponsor Publicity Any unpaid form of non personal presentation of ideas goods services Sales Promotion those promotion activites other than advertising publicity and personal selling that stimulate interest trial or purchase by final customers or others in the channel Public Relations communication with noncustomers including labor public interest groups stockholders and the government Integrated Marketing Communications the intentional coordination of every communication from a firm to a target customer to convey a consisten and complete message AIDA Model consists of four promotion jobs 1 to get Attention 2 to hold Interest 3 to arouse Desire and 4 to obtain Action Communication Process a source trying to reach a receiver with a message Source the sender of the message Receiver the target of a message in the communication process usually a potential customer Noise any distraction that reduces the effectiveness of the communication process These notes represent a detailed interpretation of the professor s lecture GradeBuddy is best used as a supplement to your own notes not as a substitute Encoding the source in the communication process deciding hat it wants to say and translating it into words or symbols that will have the same meaning to the receiver Decoding the receiver in the communication process translating the message Message Channel the carrier of the message Pushing using normal promotion effort personal selling advertising and sales promotion to help sell the whole marketing mix to possible channel members Pulling using promotion to get consumers to ask intermediaries for the product Adoption Curve shows when different groups accept ideas Task Method an approach to developing a budget basing the budget on the job to be done Sales Method XXXVIII Chapter 13 Concepts to Apply 1 What is the purpose of sales promotion vs advertising What key advantage does sales promotion have over traditional advertising 2 What does IMC involve Why both with IMC Who are the different audiences for communication integration a Integrated Marketing Communications b Three Challenges to Achieve IMC i Staying on message keeping focused with inundated w new media and promotion tactics daily ii Maintaining consistent messages internally iii Maintaining consistent messages to consumer across all media 3 What are three or 6 basic promotion objectives a Old Inform Persuade Remind b Now empower demonstrate and involve 4 What is a common frame of reference important to effective communication Give an example of when not having a common frame of message can lead to consumer misunderstanding a Encoder I want to use the words that are relevant to my target Show images that are relevant to my target so they b Decoder hear the correct message c The more overlap there is with what I m sending and what they re hearing more likely message will get through d Important to keep it simple and direct and pay attention to how you shape that message 5 What constitutes noise What does it affect promotion messages a Anything that interferes with the message being sent i e squirrel from Up 6 What is the difference between a push and a pull strategy Why would you use them together a Push aimed at the channel Push through channel Probably setting up promotions to excite retailers to display your product Fill the pipeline Get the wholesaler and retailer to stock carry and display your product b Pull consumers pull products through channel Get the consumer to ask for the product by name c Typically you do both first push through pipeline Then want consumer to pull it i Smucker s PUSH new brand to grocery stores Then get consumers to PULL all three brands by giving them coupons 7 What is the most common budgeting method and what is most preferred why How do companies resolve this difference a Most Common Percentage of Sales easiest Marketing budget based on sales for next year or previous years b Most preferred Task Method Marketing comes before Selling 8 Give an example of a promotion that fits the brand image and experience Give an example of one that does not a Promotion that fits infomercial demonstrating use b Does not fit Geico funny commercials