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Advertising Final Review I Love Saving Money Promotion Price Incentive Sales Integrated Marketing Communication A management concept designed to make all aspects of marketing communication work together as a unified force This includes Advertising Sales Promotion Public Relations Sales Promotion A direct inducement which offers an extra value or incentive for the product to the sales force distributers or the final consumer with the primary objective of creating an immediate sale Incentive to behave a certain way example little kids need an incentive to get dessert they must finish their dinner Gives an incentive to change behavior Short term behavior oriented ADVERTISING vs Sales Promotion Adv creates an image over time Relies on emotional appeals Advertising to the heart Sales promotion to the wallet Contributes somewhat to profitability Adds intangible value to a product SALSES PROMOTION vs Advertising Creates immediate action rather than long term affect Rational appeals Ex buy one get one free Contributes significantly to short term profitability Adds tangible value Ex BOGO on shampoo you re getting more than what you paid for Changes what happens at the store Coordinating Promotions Awareness before promotion awareness of brand name and benefits Speak with one voice use the same basic strategy The tone of advertising has to match the tone of sales promotion If one is uplifting and energetic the other must match Behavioral Learning Future behavior is determined by reinforcement accompanying past behavior Promotional tools act as reinforcers along with product performance the primary reinforcement to increase the probability of repeat purchase The product is the primary reinforcer If consumers don t like the product they won t take the promotion Promotions cannot save bad products Shaping The process of learning a complex behavior by learning a series f successive approximations of the final behavior Errors of Implementation o Improper fading when you pull the plug too quickly Ex BOGO on a new brand ppl will still go back to old brand uncommon to buy a pizza without a deal too many coupons Ex pizza deals Now it is o Overuse Price Oriented Promotional Tools Samples Product given to costumer free of charge This gives an opportunity to try the product before making a purchase Eliminates financial risk Eliminates inconvenience the product is literally placed in your hand Samples Effective When Brand is clearly superior Product comes in limited varieties Purchase cycle is short sample buy it then and there Attitudes or behaviors must be created or changed Ex diet coke wanted to market for men try it and liked it men thought it tasted better than diet coke through samples Taste buds advertising Coupons Certificates presented to a dealer that give the bearer a stated savings on the purchase of the product Likely users are current users of the product Retains current users keeps current users from switching to competitors Encourages brand switching Increases in home inventory keeps its brand within the household Lengthens purchase cycle If one has a coupon for a larger size of a product it will stay in their house longer before needing a new one This way they won t buy competitors brand Money Refunds Rebates A partial refund following a purchase 1 Consumer purchases product at full retail price 2 Mail in proof of purchase 3 Refund sent at later time Redemption Problems Delay of reinforcement ppl would rather buy the product you can get on sale today than wait to receive the money off in the future Effort required save the barcode fill out a form etc Many don t participate I Don t have to Pay for It Added Sales Promotion Added Value Promotions Product is sold at full price no discounts Consumers get more for their money sometimes 30 more in a bottle or something tied to the product It doesn t reduce price value Premium An extra item offered at a low price or free as an extra incentive to purchase Ex a bag with purchase of lipstick Objectives of Premiums Encourages brand switching Trade up to larger size Ex only wanting 2 new tires might as well upgrade to 4 Increase repeat purchase Ex Happy meal toy sets change throughout the weeks kids want different toys so will continue buying happy meals Methods of distribution In package In store Package itself Ex FSU souvenir cup Mail Online Sweepstakes A game where participants have an equal chance of winning a prize but make no payment to enter No purchase necessary Increasing engagement with product more actively involved Increases awareness especially if trying to introduce a product Lottery Sweepstakes with a charge to enter Illegal in most situations usually only okay for sate govt to run a lottery Donations from non profit organizations Contest Winners selected based on skill Charge to enter Promotions to Retailers More money spent on retailers than on consumer promotions Objectives Retail incentive to push into stores vs pull product Maintain or increase distribution new territories more space in stores where it s already sold Maintain or expand shelf space Preempt competition Change consumer purchase patterns increase Types of Retail Promotions Buying allowances Company gives retailer steep discount Temporary price reductions Incentive by putting it on sale short term From manufacturer to retailer Advertising allowances co operative advertising Payments by the manufacturer to the retailer Funding of the retailer s advertising of the product Contests motivation to buy product for the prize Sweepstakes good for new product awareness has already been generated through sweepstakes Point of Purchase P O P placed at the store level Promotional materials placed at this point of purchase Types of P O P Outside signs Window displays Counter displays the rack where you check out Display rack draws more attention Banners Posters Shelf talkers Increase consumer learning Increase purchase behavior Low cost production and implementation no need to buy media time or space P O P Objectives Easy to evaluate Good P O P for retailers Monetary incentive adv allowance buying allowance Tied to other items Ex pb and jelly The more you can compliment your product with another the more your retailer will cooperate Easy to set up more cooperation if it is easy to set up for employees I Want You to Want Me Public Relations Public Relations PR is not free advertising PR is a management function that formulates and executes a program of action to earn the


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FSU ADV 3008 - Advertising Final Review

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