Marketing Chapter 14

A personal communication channel is​ ________, which involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.

Companies must put personal communication channels to work for them. Buzz marketing involves cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.

Which of the following statements regarding the changing marketing communications landscape is NOT​ correct?

Despite the shift toward​ digital, traditional mass media remain important.​ Thus, rather than the​ old-media model collapsing​ completely, most marketers foresee a shifting mix of both traditional mass and digital media that engages​ more-targeted consumer communities in a more personalized way.

What are the two decisions marketing communicators must make when designing a​ message?

Having defined the desired audience​ response, the marketing communicator must then craft the message—deciding what to say​ (message content) and how to say it​ (message structure and​ format).

What is the first step in developing effective marketing​ communications?

In preparing marketing​ communications, the​ communicator's first task is to identify the target audience and its characteristics.

One reason there is a need for integrated marketing communications is that​ ________.

In the​ consumer's mind, brand content from different sources all become part of a single message about the brand or company. Conflicting content from these different sources can result in confused company​ images, brand​ positions, and customer relationships.

What is the goal of integrated marketing​ communications?

Integrated marketing communications is a strategy whereby the company carefully integrates its communication channels to deliver a​ clear, consistent, and compelling brand and company message.

Marketing communicators aim to build customer-brand relationships and guide customers through the five As of the customer journey. What is the first of the five​ As?

Marketing communicators aim to build customer-brand relationships and guide customers through the five As of the customer​ journey: awareness​ (I know about the​ product), appeal​ (I like the​ product), ask​ (I want to know more and be engaged with the​ brand), act​ (I'm buying and relating to the​ product), and advocacy​ (I'm telling others about the​ product).

Which element of the promotional mix is most effective in building up​ buyers' preferences,​ convictions, and​ actions?

Personal selling is the most effective tool at certain stages of the buying​ process, particularly in building up​ buyers' preferences,​ convictions, and actions. It involves personal interaction among two or more​ people, so each person can observe the​ other's needs and characteristics and make quick adjustments.

Which of the following statements is correct regarding the promotion​ mix?

Poorly planned sales promotions can be unprofitable​ because, instead of attracting and retaining​ competitors' customers, they end up attracting existing customers who simply stock up at a lower price. To be​ successful, sales promotions must be tightly targeted at​ competitors' customers and new customers.

​________ is the promotion mix tool that consists of​ short-term incentives to encourage the purchase or sale of a product or service.

Sales promotion consists of​ short-term incentives to encourage the purchase or sale of a product or service and includes a wide assortment of tools—​coupons, ​contests, discounts,​ premiums, and others—all of which have many unique qualities.

Sales Promotion

Short term incentive to encourage the purchase or sale of a product

Specific promotional tools used in​ ________ include trade shows and incentive programs.

Specific promotional tools used in personal selling include sales​ presentations, trade​ shows, and incentive programs.

Specific promotional tools used in​ ________ include​ stories, sponsorships,​ events, and webpages.

Specific promotional tools used in public relations include​ stories, sponsorships,​ events, and webpages. These are used in building good relations with the​ company's various publics by obtaining favorable​ publicity, building up a good corporate​ image, and handling or heading off unfavorable​ rumors, stories, and events.

The five As of the customer journey are​ ________.

The five As are awareness​ (I know about the​ product), appeal​ (I like the​ product), ask​ (I want to know more about the​ product), act​ (I am buying the​ product), and advocacy​ (I'm telling others about the​ product).

Which of the following is NOT one of the four tools in the promotion​ mix?

The four tools in the promotion mix are​ advertising, sales​ promotion, personal​ selling, and public relations. Social media is not one of the​ tools, though it is used extensively today in marketing communications.

Which promotional mix budget approach involves three steps and is difficult to​ use?

The most logical—and recommended—​budget-setting method is the​ objective-and-task method.​ Here, the company sets its promotion budget based on what it wants to accomplish. This budgeting method entails​ (1) defining specific promotion​ objectives, (2) determining the tasks needed to achieve these​ objectives, and​ (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget. This is also the most difficult method to use.

Which method for setting the total budget for advertising is the most difficult to​ use?

The most logical​ budget-setting method is the​ objective-and-task method, whereby the company sets its promotion budget based on what it wants to accomplish with promotion. But it is the most difficult budgeting method to use.

Intergrated Marketing communications:

The need for integrated marketing communications (IMC) involves carefully integrating and coordinating the company's many communication channels to deliver a clear, consistent, and compelling message about organization and its product aka OmniChannel marketing.

IMC OmniChannel

The new marketing communications model -Consumers are changing -more informed with access to info -more segmented markets -improving ability of markets to pinpoint specific target markets

What are the six steps to design an effective marketing communications program in correct​ order?

The six steps to design an effective marketing communications program are as​ follows: identify the target​ audience, determine the communication​ objectives, design a​ message, choose the media through which to send the​ message, select the message​ source, and collect feedback.

What are the six steps to develop integrated marketing communications and promotions in the correct​ order?

To develop an effective integrated communications and promotion​ program, marketers must do the​ following: identify the target​ audience, determine the communication​ objectives, design a​ message, choose the media through which to send the​ message, select the message​ source, and collect feedback.

Advertising:

any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor

Emotional Appeal

attempt to stir up positive or negative emotions to motivate a purpose

Public Relations

building good relations with the companies various publics by obtaining favorable publicity, building up a good corporate image and handling or heading off unfavorable rumors stories and events -press release -events (press briefing) -product review -book also includes sponsorship and webpages

The objective and task method

develops the promotion budget by specific promotion objectives and the costs of task needed to achieve outcomes

Moral Appeal

directed to an audiences sense of what is right and proper

Rational Appeal

relates to audiences self interest

The percentage of sales method

sets the promotion budget at a certain percentage of current or forecasted sales or as a percentage of unit sales prices

The affordable method

sets the promotion budget at the level the mangagement thinks the company can afford

The competitive parity method

sets the promotional budget to match competitors outlays

The Promotional Mix Parts

-Advertising -PR -Personal Selling -Sales Promotion -Direct and Digital Mix

Content Marketing

-Creating, inspiring, and sharing brand messgaes and conversations with and among customers across a mix of paid, owned earned and shared channels

Direct and Digital Marketing

-Engaging directly with carefully targeted individual consumers and customer communities to both obtain and immediate response and build lasting customer relationships

Advertising Parts:

-Outdoor -Print -Broadcast -Advertainment, product placement, Native advertising -Digital (online, internet, mobile, in app)

Content Marketing Parts

-Paid: Advertisements -Owned: company website -Earned: public relations -Shared: social media, blogs, word of mouth

What to say:

-Rational Appeal -Emotional Appeal -Moral Appeal

Selecting the message source

-The messages impact depends on how the target audience views the communicator -celebrities, athletes, entertainers (emotional appeal) -Professionals(often for rational appeal) -Healthcare providers, chefs , photographers B2B competitors in the same market

Setting thhe total promotional budget and mix

-affordable method -percentage of sales method -competitive-parity method -objective and task method

Advertising and Sales promotion "Rules"

-communicate openly and honestly with consumers and resellers -avoid deceptive or false advertising -conform to all federal, state, and local regulations

Direct and Digital Marketing Parts

-direct mail -email -digital: online social and mobile

Sales promotion parts:

-discounts / coupons -games / contests -displays -demonstrations

Designing a Message: AIDA Model

-get attention -hold interest -arouse desire -obtain action

Personal Selling Parts:

-inside/outside sales -client meetings/presentation -trade shows

"Doing Good" with advertising and marketing

-many examples of companies making social commentaries -oil company environmental ads -AT&T "it can wait" -Covid-19 Messaging

The Promotional Mix (Marcomm Mix)

-specific blend of promotional tools that the company uses to persuasively communicate customer value and build customer relationships

Personal Selling

-the personal interaction by the firms sale force for the purpose of engaging customers, making sales, and building customer relationships

John Deere does very little promoting of its lawn​ mowers, garden​ tractors, and other residential consumer products to final consumers.​ Instead, John​ Deere's sales force works with​ Lowe's, The Home​ Depot, and other channel members. This is an example of using​ __________for promotion.

A push strategy involves​ "pushing" the product through marketing channels to final consumers. John Deere does very little promoting of its lawn​ mowers, garden​ tractors, and other residential consumer products to final consumers.​ Instead, John​ Deere's sales force works with​ Lowe's, The Home​ Depot, independent​ dealers, and other channel​ members, who in turn push John Deere products to final consumers.

Which two promotional mix elements are primarily used in a push​ strategy?

A push strategy involves​ "pushing" the product through marketing channels to final consumers. The producer directs its marketing activities​ (primarily personal selling and trade​ promotion) toward channel members to induce them to carry the product and promote it to final consumers.

A company wants to reach a large number of geographically dispersed buyers at a low cost per exposure. Which tool in the promotional mix should the company​ use?

Advertising can reach masses of geographically dispersed buyers at a low cost per​ exposure, and it enables the seller to repeat a message many times.

​________ is the promotion mix tool that consists of any paid form of non-personal presentation and promotion of​ ideas, goods, or services by an identified sponsor.

Advertising is any paid form of non-personal presentation and promotion of​ ideas, goods, or services by an identified sponsor.

Which of the following statements regarding the changing communications landscape is​ correct?

Although network​ television, magazines,​ newspapers, and other traditional mass media remain very​ important, their dominance is declining. In their​ place, advertisers are now adding a broad selection of more specialized and highly targeted media to engage smaller customer segments with more​ personalized, interactive content. Next question

Any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified sponsor is considered​ __________.

Any paid form of nonpersonal presentation and promotion of​ ideas, goods, or services by an identified sponsor is considered a major promotion tool under the broad category of advertising.

Which of the following is NOT part of the changing marketing communications​ landscape?

As mass markets have​ fragmented, marketers are shifting away from mass marketing. More and​ more, they are developing focused marketing programs designed to engage customers and build customer relationships in more narrowly defined​ micro-markets.