comm 296 Nov.17,22 promotion strategy 1, 2

The ad can have a product focus, an institutional focus, or a public service focus.

1. product-focused advertisement Advertisement used to inform, persuade, or remind consumers about a specific product or service. 2. institutional advertisement A type of advertising that promotes a company, corporation, business, institution, or organization. Unlike product-focused advertisements, it is not intended to sell a particular product or service. 3. public service advertising (PSA) Advertising that focuses on public welfare and generally is sponsored by nonprofit institutions, civic groups, religious organizations, trade associations, or political groups; a form of social marketing. , PSAs also inform, persuade, or remind consumers, but the focus is for the betterment of society.

There are 3 elements in any IMC strategy:

1. the consumer how consumers r ceive communications, whether via media or other methods, as well as how the delivery of that communication affects a message's form and contents. 2. the channels through which the message is communicated examines the v ous communication channels that make up the IMC arsenal and how each is used in an overall IMC strategy. 3. the evaluation of the results of the communication. how the level of complexity in IMC strategies leads marketers to design new ways to measure the results of IMC campaigns.

dynamic effect

1. the dynamic effect describes the way in which information is exchanged to network participants through back-and-forth communications in an active and effective manner. 2. It also expands the impact of the network effect by examining how people flow in and out of networked communities as their interests change (see also network effect ). -

contest

A brand-sponsored competition that requires some form of skill or effort.

AIDA model

A common model of the series of mental stages through which consumers move as a result of marketing communications: -Awareness leads to Interests, which lead to Desire, which leads to Action. -AIDA model is also known as the think, feel, do model. -the steps may not a ways follow the AIDA order. For instance, during an impulse purchase, a consumer may feel and do before he or she thinks.

rebate

A consumer discount in which a portion of the purchase price is returned to the buyer in cash; the manufacturer, not the retailer, issues the refund.

lagged effect

A delayed response to a marketing communications campaign.

sweepstakes

A form of sales promotion that offers prizes based on a chance drawing of entrants' names.

conversion rate

A measure that indicates what percentage of visitors or potential customers click, buy, or donate at the site.

point-of-purchase (POP) display

A merchandise display located at the point of purchase, such as at the checkout counter in a grocery store. -point-of-purchase (POP) displays and product placements are usually categorized as advertising, not sales promotions.

advertising

A paid form of communication delivered through media from an identifiable source about an organization, product, service, or idea designed to persuade the receiver to take some action now or in the future. -Traditionally, advertising has been passive and offline (e.g., television, magazines, newspapers), though recently there has been a growth in online advertising and interactive features.

advertising

A paid form of communication delivered through media from an identifiable source about an organization, product, service, or idea designed to persuade the receiver to take some action now or in the future. 1. advertising is not free; someone has paid, with money, trade, or other means, to get the message shown. 2. advertising must be carried by some medium television, radio, print, the web, Tshirts, sidewalks, and so on. 3. legally, the source of the message must be known or knowable. 4.advertising represents a persuasive form of communication designed to get the consumer to take some action.

top-of-mind awareness

A prominent place in people's memories that triggers a response without them having to put any thought into it. -the highest level of awareness,

in-app purchase

A purchase made on a freemium app that enables the user to enhance the app or game.

push strategy

A strategy designed to increase demand by motivating sellers, wholesalers, distributors, or salespeople—to highlight the product, rather than the products of competitors, and thereby push the product onto consumers.

pull strategy

A strategy in which the goal is to get consumers to pull the product through the marketing channel by demanding it.

advertising plan

A subsection of the firm's overall marketing plan that explicitly analyzes the marketing and advertising situation, identifies the objectives of the advertising campaign, clarifies a specific strategy for accomplishing those objectives, and indicates how the firm can determine whether the campaign was successful.

sentiment analysis

A technique that allows marketers to analyze data from social media sites to collect consumer comments about companies and their products

deal

A type of short-term price reduction that can take several forms, such as a "featured price," a price lower than the regular price; a "buy one, get one free" offer; or a certain percentage "more free" offer contained in larger packaging; can involve a special financing arrangement, such as reduced percentage interest rates or extended repayment terms . -Deals encourage c ers to try a product because they lower the risk for consumers by reducing the cost of the good.

__________ are special incentives or excitement-building programs that encourage consumers to purchase a particular product, often used in conjunction with advertising or personal selling programs. A. Sales promotions B.Trade incentives C.Push programs D. B2B programs

A. Sales promotions

Generally, when promoting directly to consumers, the objective of a promotional campaign is A. a pull strategy - to get the product into stores by having consumers demand it. B. to offset sales promotion costs. C. a push strategy - to stimulate interest among members of the supply chain. D. to maximize media planning.

A. a pull strategy - to get the product into stores by having consumers demand it.

Desire

After the firm has piqued the interest of its target m ket, the goal of subsequent IMC messages should move the consumer from "I like it" to "I want it."

feedback loop

Allows the receiver to communicate with the sender and thereby informs the sender whether the message was received and decoded properly. -Feeback can take many forms: a customer's purchase of the item, the use of a Pepsi emoji, a complaint or compliment, the redemption of a coupon or rebate, a tweet about the product on Twitter, and so forth.

transmitter

An agent or intermediary with which the sender works to develop the marketing communications; for example, a firm's creative department or an advertising agency. - The marketing department or external agency receives the information and transforms it for use in its role as the transmitter.

aided recall

An awareness metric that occurs when consumers recognize a name (e.g., of a brand) that has been presented to them.

keyword analysis

An evaluation of what keywords people use to search on the Internet for their products and servicesHow to Do a Digital Marketing Campaign

premium

An item offered for free or at a bargain price to reward some type of behavior, such as buying, sampling, or testing.

blog (weblog)

An online diary with periodic posts that allows people to share their thoughts, opinions, and feelings with the entire world. - A well-received blog can communicate trends, announce special events, create positive word of mouth, connect customers by forming a community, allow the company to respond directly to customers' comments, and develop a longterm relationship with the company. -transsparent and honest

noise

Any interference干预 that stems from competing messages, a lack of clarity in the message, or a flaw in the medium; a problem for all communications channels. （noise cause the diffeence between encoding and decoding) (ex. pepsi print their ads on newspaper that target do not read)

freemium apps

Apps that are free to download but include in-app purchases that enable the user to enhance an app or game (see also in-app purchase).

ad-supported apps

Apps that are free to download but place ads on the screen when using the program to generate revenue.

paid apps

Apps that charge the customer an up-front price to download the app ($0.99 is the most common), but offer full functionality once downloaded.

paid apps with in-app purchase

Apps that require the consumer to pay initially to download the app and then offer the ability to buy additional functionality.

Even the best marketing communication can be wasted if the sender does not first A. stimulate interest among stealth marketing consumers. B. gain the attention of the consumer. C. determine the level of desire needed to sustain action. D. generate consumer action.

B. gain the attention of the consumer.

When a product has gained a certain level of brand awareness, firms use _____________ promotion to motivate consumers to take action. A. informative B. persuasive C. reminder D. active

B. persuasive

The right communication channel to use in IMC is A. the traditional channel used in that particular retail sector. B. the one that will connect to the desired recipients. C. network advertising, local newspapers, and regional radio stations. D. the one with the best encoding capabilities.

B. the one that will connect to the desired recipients.

Cross-promotion is most successful when A. the two brands are similar in price. B. the two brands appeal to the same target market. C. the promotion takes place over a very short time period. D. one brand is well-known and one brand is less known.

B. the two brands appeal to the same target market.

Which of the following is NOT true about public relations? A. PR has become increasingly important as costs of other forms of marketing communications continue to increase. B. Consumers have become increasingly skeptical of marketing claims made in conventional media. C. With the growth of the internet, PR is quickly losing its impact. D. Media coverage generated by PR is seen as more credible than paid advertising.

C. With the growth of the internet, PR is quickly losing its impact.

cause-related marketing

Commercial activity in which businesses and charities form a partnership to market an image, a product, or a service for their mutual benefit; a type of promotional campaign. (e)x. spend 1 dollar at store for donation to kids)

showrooming

Customers visit a store to touch, feel, and even discuss a product's features with a sales associate, and then purchase it online from another retailer at a lower price.

One important measure of social media's effectiveness is the percentage of site visitors who take the action the company hoped for - for example, making a purchase, subscribing to a service, or donating money. This measure is called the site's A. hits. B. bounce rate .C. churn rate. D. conversion rate.

D. conversion rate.

The primary federal agencies that regulate advertising activities are the

- Federal Trade Commission (FTC), - the Federal Communications Commission (FCC) - the Food and Drug Administration (FDA). - The FTC is the primary enforcement agency for most mass media advertising, - In addition to these agencies, others such as the Bureau of Alcohol, Tobacco, Firearms and Explosives and the U.S. Postal Service regulate advertising to some degree.

Step 2: Set Advertising Objectives

- Pull strategy - Push strategy - Inform - Persuade - Remind

Regulatory and Ethical Issues in Advertising

- Regulation is a mix of formal laws & informal restrictions - Designed to protect consumers from deceptive practices - Many federal & provincial laws, self-regulatory agencies & agreements

Step 1: Identify Target Audience

-conduct research -use the information to set the tone -select the media

Types of Sale Promotions

-coupon -deal -premium -contest -sweepstakes -sampling -loyalty program -rebate

hit

-total requests for a page A request for a file made by web browsers and search engines. Hits are commonly misinterpreted as a metric for website success; however, the number of hits typically is much larger than the number of people visiting a website.

Companies can find out a lot about customers using sentiment analysis on sites like Facebook and Twitter, or put another way, by A. reacting .B. listening. C. educating. D. engaging.

.B. listening.

Steps in Planning and Executing an Ad Campaign

1. Identify target audience 2. Set advertising objectives 3. Determine the advertising budget 4. Convey the message 5. Evaluate and select media 6. Create advertisements 7. Assess impact

The Wheel of Social Media Engagement

1. Information 2. Connected 3. Network 4. Dynamic 5. Timeliness

Step 3: Determine the Advertising Budget

1. firms must consider the role that advertising plays in their attempt to meet their overall promotional objectives. 2. advertising expenditures vary over the course of the product life cycle. 3. the nature of the market and the product influence the size of advertising budgets.

how to do a digital marketing campaign

1. identify strategy and goals 2. identify the target audience 3. develop the budget 4. develop the campaign 5. monitor and change

Compared to mass media advertising, a key advantage of direct marketing is that A. it is most effective in B2B marketing. B. it involves face-to-face contact. C. it reaches a larger audience. D. it allows for personalization of the message.

D. it allows for personalization of the message

cross-promoting

Efforts of two or more firms joining together to reach a specific target market. -To achieve a successful crossprom the two products must appeal to the same target market and together create value for consumers.

product placement

Inclusion of a product in nontraditional situations, such as in a scene in a movie or television program. By doing so, they increase the visibility of their products

interest

It isn't enough to let people know that the product exists; consumers must be persuaded that it is a product worth investigating.

mobile marketing

Marketing through wireless handheld devices such as cellular telephones.

brand awareness

Measures how many consumers in a market are familiar with the brand and what it stands for; created through repeated exposures of the various brand elements (brand name, logo, symbol, character, packaging, or slogan) in the firm's communications to consumers. -There are several awareness metrics, including aided recall and top-of-mind awareness.

sampling

Offers potential customers the opportunity to try a product or service before they make a buying decision.

event sponsorship

Popular PR tool that occurs when corporations support various activities (financially or otherwise), usually in the cultural or sports and entertainment sectors. (ex.Red Bull is a frequent s sor of various kinds of sports event)

-coupon

Provides a stated discount to consumers on the final selling price of a specific item; the retailer handles the discount.

integrated marketing communications (IMC)

Represents the promotion dimension of the four Ps; encompasses a variety of communication disciplines—general advertising, personal selling, sales promotion, public relations, direct marketing, and electronic media—in combination to provide clarity, consistency, and maximum communicative impact. -This integration of channels provides the firm with the best means to reach the target audience with the desired message, and it enhances the value story by offering a clear and consistent message.

direct marketing

Sales and promotional techniques that communicate directly with target customers to generate a response or transaction. -Direct marketing contains a variety of traditional and new forms of marketing communications initiatives. -Traditional direct marketing includes mail and catalogs sent through the mail; direct marketing also includes e-mail and mobile marketing.

sales promotions

Special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples

sales promotions

Special incentives or excitement-building programs that encourage the purchase of a product or service, such as coupons, rebates, contests, free samples, and point-ofpurchase displays.

loyalty program

Specifically designed to retain customers by offering premiums or other incentives to customers who make multiple purchases over time.

beacon technology

Technology that allows companies to detect where customers (who have enabled the feature) are at each moment through their smartphones.

various integrative communications channels

The channels can be viewed on two axes: - passive and interactive (from the consumer's perspective) - offline and online.

social marketing

The content distributed through online and mobile technologies to facilitate interpersonal interactions.

sender

The firm from which an IMC message originates; the sender must be clearly identified to the intended audience. (ex. pepsi use same same color- and shape-based visual reminders that they are Pepsi products, so the sender of the message remains clear and obvious at all times.)

puffery 夸大广告

The legal exaggeration of praise, stopping just short of deception, lavished on a product.

communications channel

The medium—print, broadcast, the Internetthat carries the message (ex. television, radio) -The media chosen must be appropriate to connect the sender with the desired recipients.

page view

The number of times an Internet page gets viewed by any visitor.

The goal of any sales promotion is to create value for both the consumers and the firm. By understanding the needs of its customers, as well as how best to entice them to purchase or consume a particular product or service, a firm can develop promotional messages and events that are of interest to and achieve the desired response from those customers.

Traditionally, the role of sales promotion has been to generate short-term results, whereas the goal of advertising was to generate long-term results

connected effect

With regard to the Wheel of Social Media Engagement, the connected effect is an outcome of social media that satisfies humans' innate need to connect with other people. -This connection in social media is bidirectional: People learn what their friends are interested in, but they also broadcast their own interests and opinions to those friends.

information effect

With regard to the Wheel of Social Media Engagement, the information effect is the outcome of social media in which relevant information is spread by firms or individuals to other members of their social network. -But the relevance of the i tion, and therefore its impact, depends on its context and the receiver.

network effect

With regard to the Wheel of Social Media Engagement, the network effect is the outcome of social media engagement in which every time a firm or person posts information, it is transferred to the poster's vast connections across social media, causing the information to spread instantaneously. (ex. repost or share)

timeliness effect

With regard to the Wheel of Social Media Engagement, the timeliness effect of social media engagement is concerned with the firm being able to engage with the customer at the right place/time—its ability to do so 24/7 from any location.

How do firms engage their customers?

listening to what customers have to say, analyzing the information available through various touchpoints, implementing (or doing) social media tactics to excite customers.

Seven Primary Motivations for Mobile App Usage

me time, socializing, shopping, accomplishing, preparation, discovery, self expression

Decoding

refers to the process by which the receiver interprets the sender's message.

click path

shows how users proceed through the information on a website not unlike how grocery stores try to track the way shoppers move through their aisles.

Online marketing is not its own promotional mix category; rather, offline and online are simply different ways to carry out the promotional mix elements. There are offline and online options for each of the five promotional mix categories, as shown in the table below.

true

Firms often distribute PR toolkits to communicate with various audiences. Some toolkit elements are designed to inform specific groups directly, whereas others are created to generate media attention and disseminate information.

true -elements of a public relations toolkit

Online Marketing

websites, blogs, social media

Identify three objectives of advertising

• 1. Informative advertising communication used to create and build brand awareness, with the ultimate goal of moving the consumer through the buying cycle to a purchase. (ex use ad to inform sale event) • 2. Persuasive advertising: communication used to motivate consumers to take action; .generally occurs in the growth and early maturity stages of the product life cycle; in later stage may be used to reposition an established brand by persuading consumers to change their existing perceptions of the advertised product. • 3. Reminder advertising: Communication used to remind consumers of a product or to prompt repurchases, especially for products that have gained market acceptance and are in the maturity stage of their life cycle.

social media

The online and mobile technologies that distribute content to facilitate interpersonal interactions, with the assistance of various firms that offer platforms, services, and tools to help consumers and firms build their connections. -The three most popular facilitators of social media are YouTube, Facebook, and Twitter. -These social media also allow users to interact among themselves (e.g., form a community) as well as provide other like-minded consumers (i.e., members of their community) and marketers their thoughts and evaluations about a firm's products or services - help facilitate the consumer decision process by encouraging need recognition, information search, alternative evaluation, purchase, and postpurchase reviews.

public relations (PR)

The organizational function that manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media. - the importance of PR has grown as the costs of other forms of marketing communications have increased. - PR has become more powerful as consumers have become increasingly skeptical of marketing claims made in other media. consumers view media coverage generated through PR as more credible and objective than any other aspects of an IMC program because the firm does not buy the space in print media or time on radio or television.

public relations (PR)

The organizational function that manages the firm's communications to achieve a variety of objectives, including building and maintaining a positive image, handling or heading off unfavorable stories or events, and maintaining positive relationships with the media. -this tactic is relatively passive in that customers do not have to take any action to receive it. Public relations activities support the other promotional efforts by the firm by generating free media attention

bounce rate

The percentage of times a visitor leaves the website almost immediately, such as after viewing only one page.

receiver

The person who reads, hears, or sees and processes the information contained in the message or advertisement. - decoding

encoding

The process of converting the sender's ideas into a message, which could be verbal, visual, or both. (ex. Pepsi new package with an emoji)

the Communication Process

The sender the transmitte encoding the communication channel the receiver noise feedback loop

personal selling

The two-way flow of communication between a buyer and a seller that is designed to influence the buyer's purchase decision. -Personal selling can take place in various settings: face-to-face, video teleconferencing, on the telephone, or over the Internet. -The cost of communicating directly with a potential customer is quite high compared with other forms of promotion, but it is the best and most efficient way to sell certain products and services.

Action

The ultimate goal of any form of marketing c nications is to drive the receiver to action

point-of-purchase (POP) displays and product placements are usually categorized as

advertising, not sales promotions.

there are only five promotional mix elements:

advertising, sales promotions, personal selling, public relations (PR), and direct marketing.