Marketing Chapter 14 Extra

Message structure and format

"how to say it"

Message content

"what to say" When determining message content, you should contemplate: what do people want? do they care about the rational or the emotional appeal? Message content contains rational, emotional, and/or moral appeal.

The competitive-parity method

sets the promotion budget to match competitors' outlays. This method encourages to spend a little more than competitors

When constructing your IMC, what is the first component to utilize?

the first thing we should get is public relations its free! its credible! you cant control what they say though :/

When is a good time to do a price promotion?

When there isn't very much differentiation ex. Shower Gels

Direct and digital marketing

an immediate, customized, and interactive promotional tool that includes direct mail, catalogs, telephone marketing, online, mobile, and social media. involves engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships. Cheaper and more efficient than advertising

Personal selling

the most effective method at certain stages of the buying process, particularly in building buyers' preferences, convictions, actions, and developing customer relationships. the personal interaction by the firm's sales force for the purpose of engaging customers, making sales, and building customer relationships. Most expensive PM tool - 2 way communication - customization and feedback possible 1 visit of personal selling costs $500 -so you better make it worth it -should just be used occasionally

The third step in developing effective marketing communication is to design the message. What does that entail?

create emotions and identification *a picture of someone using the thing ***EYES **Lips 3 things in message: 1. USP 2. Brand Logo/ brand name 3. Picture that connects the above 2 The message should be focusing on the communication objective- one of the following stages. AIDA Model • Get Attention • Hold Interest • Arouse Desire • Obtain Action The message shouldn't be so creative that the audience cannot discern what the advertisement is for. Effectiveness should be a higher priority.

Sales promotion

includes coupons, contests, cents-off deals, and premiums that attract consumer attention and offer strong incentives to purchase. ( AIDA leads to action) a short-term incentive to encourage the purchase or sale of a product or service. Discounts Coupons Displays Demonstrations Best either at the beginning or at the end of the PLC (he doesn't like doing this)

Integrated marketing communications (IMC)

involves carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

Buzz marketing

involves cultivating opinion leaders and geIng them to spread information about a product or service to others in their communities.

Personal communication

involves two or more people communicating directly with each other. • Face to face • Phone • Mail or e-mail • Texting or Internet chat

Nonpersonal communication channels

media that carry messages without personal contact or feedback, including major media, atmospheres, and events.

The New Marketing Communications Model

• Consumers are changing. • Marketing strategies are changing. • Advances in digital technology

What are the four rules that are a part of Socially Responsible Marketing Communication for Personal Selling?

• Follow rules of "fair competition" • Do not offer bribes • Do not attempt to obtain competitors' trade secrets • Do not disparage competitors or their products

Opinion leaders

people whose opinions are sought by others.

What are the five components that the promotion mix contains?

public relations advertising direct and digital marketing personal selling sales promotion

Rational appeal

relates to the audience's 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 the unit sales price.

The affordable method

sets the promotion budget at the level management thinks the company can afford.

What three things should emails contain?

Emails should contain the brand logo, (more models (during maturity)), pictures, 1 short message containing USP

What is the promotion mix now called?

IMC: Integrated marketing communication strategy

Steps in Developing Effective Marketing Communication

Identify the target audience Determine the communication objectives Design the message Choose the media to send the message Select message source and collect feedback

The fifth step in developing effective marketing communication is to select message source and collect feedback. What does that entail?

Selecting the Message Source The message's impact depends on how the target audience views the communicator. • Celebrities = Testimonials • Athletes • Entertainers • Professionals • Health care providers when should we use a testimonial? when they have a good image when our brands dont differentiate much the brand then takes on the attributes of the testimonial and appeals to emotion B to B cares about attributes, not testimonials Collecting Feedback Collecting feedback involves the communicator understanding the effect on the target audience by measuring behavior resulting from the content. this is a big challenge what do they think how do they react where are we in the AIDA process? what do we have to do to move along? are our current methods effective?

What are the four strategies when setting the total promotion budget?

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

Which of the four strategies for setting the total promotion budget is actually good?

The objective-and-task method

The second step in developing effective marketing communication is to determine the communication objectives. What does that entail?

Use the AIDA process to determine which stage we should be tailoring our message for.

The first step in developing effective marketing communication is to identify the target audience. What does that entail?

Utilizing the different means of segmentation You must think about What will be said- 1 Sentence How it will be said-use creative teams When it will be said Where it will be said Who will say it-testimonial- make sure they have a good reputation

Public relations

a very believable form of promotion that includes news stories, features, sponsorships, and events. AIDA : attention involves 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. Free & credible but not always what you want to communicate

What is the benefit of narrowcasting?

advertising reaches a ton of people that dont care about what we are talking about narrowcasting is a new way to narrow down the people that we direct our attention trade journals are a very good way to carry out narrowcasting

Emotional appeal

an attempt to stir up positive or negative emotions to motivate a purchase

Push and Pull strategies

are we gonna push or pull? usually both (big companies do push: new companies need to pull) push: persuade intermediaries to carry it (wholesalers and retailers) pull: over facebook or through some remote source- moreso for individual customers

is personal selling more important in b to b or b to c?

b to b

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. AIDA : interest any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an iden9fied sponsor. Broadcast Print Online Mobile Outdoor Challenge : are we reaching our TM and is it efficient and effective ?

The objective-and-task method

develops the promotion budget by specific promotion objectives and the costs of tasks needed to achieve these objectives. This method is the only actually good one. it asks the question; did we reach the objectives? we can then start persuading the finance peeps that marketing isn't a cost but rather is an investment

Moral appeal

directed to an audience's sense of what is right and proper

When is it a good time to use a billboard?

he thinks most billboards suck- he likes the ones that give directions (that encourage you to act now)

The promotion mix

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

selective retention

to only remember what is currently interesting

The fourth step in developing effective marketing communication is to choose the media to send the message. What does that entail?

where does the target audience spend time and get information? narrowcasting emails endorsements personal communication opinion leaders buzz Marketing non-personal communication choose when and where