MAR3023 Basic Marketing Final Exam Review Marketing Communications Today is a macro view of marketing communication strategy Promotions MixIMC Push Pull Communication Process Response Models What is Promotion pro mo tion pro mo shun n Encouragement of the progress growth or acceptance of something furtherance In Marketing Promotion One of the four elements of the marketing mix The communication link between sellers and buyers for the purpose of influencing informing or persuading a potential buyer s purchasing decision Dave Kurtz Contemporary Marketing Marketing Communications You might remember your favorite ad For me it s the Terry Tate Office linebacker ad from Reebok Originally aired during the 2003 Super Bowl Reebok Commercial Full Terry Tate video not for the squeamish Best tv ad of the week Advertising Promotion Expenditure in Billions of Dollars U S Advertising U S Sales Promotion Advertising Outside U S 0 75 150 225 300 2002 1980 Top Advertisers Promotion Mix Advertising is a paid non personal communication about an organization and its products transmitted to a target audience through mass media Personal selling is a paid personal communication that seeks to inform customers and persuade them to purchase products in an exchange situation Public relations is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders Sales promotion is an activity or material that acts as a direct inducement offering added value or incentive for the product to resellers salespeople or customers free samples games rebates sweepstakes contests premiums and coupons Promotions Mix APPS Integrated Communications Integrated Marketing Communications Coordination of promotion and marketing efforts for maximum impact Like the Taco bell marketing Traditional Promotion Mix IMC Integrated Communications Goals of IMC Consistent message to customers Coordinate manage promotional efforts Synchronization of promotional elements Use more precisely targeted promotional tools How would you target guys with diet drinks Make the can manly Colors design Don t use the word diet Sponsor a NASCAR Promoting a product only to the next institution down the marketing channel The producer promotes the product to wholesalers the wholesalers promote it to retailers and Push money also known as spiffs An extra commission paid to retail employees to push 2 General Promo Strategies Push policy the retailers promote it to consumers Trade shows and personal selling products Pull policy through the marketing channel Children s toys Promoting a product directly to consumers to develop strong demand that pulls products Ford Australia only produces a car when one is ordered by a customer Dell did the same thing The process that describes the exchange of information between two or more people Communication Process Messages are sent through channels letters email in person The Source the person organization that has information to share Company Salesperson Celebrity have Q scores Ex Lebron James The Q scores Q score Q stands for quality considers two factors Consumers level of familiarity with a name who have heard of her him The number of respondents who indicate that a person program or character is a favorite The score is calculated by dividing the two numbers Some argue that Q is better than Nielsen So if 50 are familiar and 10 list as a favorite then the score is 20 The average is 18 TVQ rates broadcast television programs Cable Q rates cable television programs Performer Q rates living celebrities Dead Q rates the current popularity of deceased celebrities Sports Q rates sports figures Cartoon Q rates cartoon characters video games toys and similar products Brand Attachment Q rates brand and company names Kids Product Q rates children s responses to brand and company names Encoding the process of putting words thoughts messages into symbolic form in such a way that they will be understood by the receiver consumer symbols are particularly good for this Sony Ericsson used undercover marketers to act like tourists for the purpose of promoting its digital camera phone Having a person use the phone so others could get excited and want to purchase the product P G s Tremor company employs 250 000 teens between the ages of 13 19 to promote its products Pantene shampoo Pringles Covergirl cosmetics Tremor also has other customers like 500 000 Moms and charges 1 million per campaign The Channel how the communication travels from the source to the receiver Two types 1 Nonpersonal channels no personal contact with consumer Print broadcast 2 Personal channels involves direct contact Direct selling Salespeople WOM Buzz marketing Buzz Marketing a subset of viral marketing wherein companies hire socially active consumers to promote products to their friends relatives and acquaintances consumers are typically unaware that the person is on the payroll Respose Models Describe the process that receivers must go through before a desired behavior occurs Each Model has three successive stages 1 Where the receiver becomes aware of the message Cognitive stage the thinking stage Affective stage the feeling stage Behavioral stage the doing stage Where the receiver forms a liking or preference for the ad object Where the receiver acts on the preference AIDA Model developed for personal selling represents the stages a salesperson must take a customer through to induce purchase attention interest desire action What is Advertising A paid form of nonpersonal communication that is transmitted to a target audience through mass media Effective advertising can influence customers purchasing behavior throughout their lifetimes 2 3 Most organizations even nonprofits engage in advertising Six Point Advertising Strategy Primary Purpose What is the primary purpose of our ad Primary Benefit What unique benefit can we offer customers Secondary Benefit What other key benefits will customers receive from our products or services Target Audience At whom what market segments are we aiming this ad Audience Reaction What response do we want from our audience Company Personality What image do we want to convey in our ads Source http www foodsci purdue edu outreach vap materials marketing pd Advertising Mediums Movies TV and Video Games Product placement Mentions Interactivity Newspaper direct mail magazines Coupons Flyers Classified ads Sports Soccer Nascar Volleyball Advertising Pervasiveness Types
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