MKT ch 14-17

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Public Service Announcement (PSA)

free space or time donate by the media

response

the impact the message had on the receiver's knowledge, attitudes, or behaviors during the communication process

sender

the individual that creates the message

bots

electronic shopping agents or robots that search websites to compare prices and product or service features

marketplace

face-to-face exchange relationships in a material environment characterized by physical facilities (stores and offices) and mostly tangible objects

types of appeals

fear, sex, humorous

internet companies' marketspace

-90% of the U.S. internet users aged 15+ shop online

7 key design elements

1. context 2. content 3. customization 4. connection 5. communication 6. community 7. commerce

Developing an IMC Program

1. selecting the right promotional tools 2. designing the promotion 3. scheduling the promotion

Reasons why people shop online

1. you avoid crowds 2. you can shop anytime you want (cant do that in person cause store hours) 3. saves times 4. cheaper??? 5. don't have to wait in lines 6. easier to search for what you want

context

-The circumstances, atmosphere, attitudes, and events surrounding a text -a websites aesthetic appeal and the functional look and feel of the sites layout and visual design

Developing the Promotional Mix

1) The Target Audience 2) The Product Life Cycle 3) Channel Strategies

physical noise

-any sound that prevents a person from being heard -environmental: its too loud for you to hear, or you cannot see TV for Zoe Kravitz ASMR Michelob Ultra

Customer Purchasing Process funnel

-awareness -interest/desire -research -comparison -purchase -loyalty

physiological noise

-biological influences on reception of message -you're too cold. tired, hungry to listen

Factors to consider when scheduling the advertisement:

-buyer turnover -purchase frequency -forgetting rate

noise

-consists of extraneous factors that can work against effective communication by distorting a message or the feedback received during the communication process -includes extraneous factors that can work against effective communication by distorting a message or the feedback received

schedule approaches

-continuous -flighting -pulse

scheduling advertising

-continuous -flighting -pulsing or burst

psychological noise

-the thoughts and feelings that distract people from listening to what is said -you won't listen to message or messenger because you disagree or make judgements

Why make a persona?

-your marketing department may be huge -you have multiple departments or sub-contractors creating materials, ads, commercials, new product ideas in various locations

Monroe's Motivated Sequence

1. Grade audience Attention 2. Show a Need/problem to be fixed 3. Show product or service Satisfying need 4. Visualization of benefits of satisfied need 5. Call to Action

how to develop advertising program

1. Identify the target audience 2. Specifying objectives 3. Setting the advertising budget

Stages of Product Life Cycle

1. Introduction 2. Growth 3. Maturity 4. Decline

pulse schedule

Burst, Flighting and Continuous, good for introducing New Product

Taco Bell Case Study

From its California burger roots, Taco Bell has grown into a Mexican-style quick service powerhouse with over 6,500 locations and $7 billion in sales. Even in its earliest days, Taco Bell utilized creative promotional activities to attract its target audience. In fact, one of its more unusual promotional activities entailed giving away free tacos to everyone when a player stole a base in the World Series. It's not just being clever that helped Taco Bell reach its current level of success. On the contrary, Taco Bell's success can be largely attributed to its understanding and implementation of its integrated marketing communication plan. Promotion is the fourth element in the marketing mix and consists of five communication tools: advertising, personal selling, sales promotion, public relations, and direct marketing. The combination of two or more of these tools is called the firm's promotional mix. When the elements of the promotional mix are combined in a way such that a consistent message across audiences is provided, it is called integrated marketing communications (IMC). The goal of IMC is to coordinate all promotional activities such that consumers receive a message that has the same look, tone, and feel regardless of the communication channel

flighting schedule

Intermittent, Reflect Seasonal Demand

Nonpersonal Advertising

Involves mass media Message is transmitted to large groups of individuals No opportunity for immediate feedback

If the management team needed to hire a product manager to manage Body Glove's new line of shoes for men and women, which social media network would be the best source of leads?

LinkedIn

Paid Aspect

The space for the advertising message normally must be bought

Kellogg's Case Study

This activity is important because advertising plays a critical role in attracting new customers and retaining existing customers. In fact, Kellogg's spends over $1 billion a year on advertising. One of the challenges facing Kellogg's is choosing the appropriate form and type of advertising, given the firm's advertising objectives for the campaign. The goal of this exercise is to demonstrate your understanding of advertising strategy. Read the case below and then answer the questions that follow as you consider Kellogg's advertising strategy. To keep its product line fresh, Kellogg's must continually develop new products. A recent new product introduction, Blue Ginger® Multi-grain Blue Rice Chips: Black Sesame and Sea Salt flavor from Kellogg's is a light and crispy blend of brown rice, corn, and oats, combined with black sesame seeds and sea salt. The chips are positioned as a healthier alternative for snacking, with 70 percent less fat than potato chips, 3 grams of fiber, and 23 grams of whole grains per serving. Blue Ginger® Multi-grain Blue Rice Chips: Black Sesame and Sea Salt flavor will be available for sale at wholesale clubs including select Costco® Wholesale, Sam's Club®, and BJ's® Wholesale Club stores throughout the United States. Kellogg's now needs to develop an advertising campaign for its Blue Ginger® Multi-grain Blue Rice Chips product. The product managers for the chips recognize that U.S. consumers are unfamiliar with blue rice chips and its related health benefits. Therefore, they feel that the primary objective of any advertising for this new product must be to tell the consumer about what the product is. A secondary objective for the advertising would be to inform the target market about the product's availability through the wholesale distribution network. Kellogg's Blue Ginger® Multi-grain Blue Rice Chips product managers must make a decision between a pioneering advertising format and reminder advertising format before they develop the specifics for their campaign.

Body Glove Case Study

With a simple focus on great products, great customer service, and a fair price, the Meistrell brothers introduced the innovative wetsuit to the market and the Body Glove brand was born. With strategic licensing agreements in place, Body Glove expanded its product line to include bathing suits, surfboards, boogie boards, snorkel gear, and apparel. With the product line expansions, the pioneering brothers parlayed their love for the water and outdoors into the global lifestyle brand Body Glove. The marketing team at Body Glove sets the direction for the business every year through the annual marketing plan. Each plan uses a combination of traditional and emerging marketing tools to support its many products and markets with social media is playing an increasingly prominent role in Body Glove's marketing plan. New initiatives including its environmental efforts, new product introductions, and "Create Happiness" campaign promise a bright future for Body Glove.

Body Glove's social media managers have been creating a series of lifestyle videos that highlight the benefits of physical fitness and yoga through its "Create Happiness" campaign. ________ allows customers to become subscribers to ensure they never miss a new posting.

Youtube

LinkedIn

a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople, who are also called connections

source

a company or person who has information to convey during the communication process

product placements

a consumer sales promotion tool that uses brand-name product in a movie, television show, video game, or a commercial for another product

cross-channel consumer

a consumer who shops online but buys offline, or shops offline but buys online

pulse (burst) schedule advertising

a flighting schedule is combined with a continuous schedule because of increases in demand, heavy periods of promotion, or introduction of a new product

public relations

a form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other public about a company and its products or services

field of experience

a mutually shared understanding and knowledge that the sender and receiver apply to a message so that it can be communicated effectively during the communication process

publicity

a nonpersonal, indirectly paid presentation of an organization, product, or service

collaborative filtering

a process that automatically groups people with similar buying intentions, preferences, and behaviors and predicts future purchases

direct marketing

a promotion alternative that uses direct communication with consumers to generate a response in the form of an order, a request for further information, or a visit to a retail outlet

premiums

a promotion tool which consists of merchandise offered free or at a significant savings over its retail price

point-of-purchase displays

a promotional display set up at the retailer's location to build traffic, advertise the product, or induce impulse buying

samples

a sales promotion in which is offering the product free or at a greatly reduced price

sweepstakes

a sales promotion that requires participants to submit some kind of entry but are purely games of chance requiring no analytical or creative effort by the consumer

loyalty programs

a sales promotion tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as a purchases accumulate

contests

a sales promotion tool used to encourage consumers to apply their skill or analytical or creative thinking to try to win a prize

sales promotion

a short-term inducement of value offered to arouse interest in buying a product or service

youtube

a video-sharing website in which users can upload, view, and comment on videos

eight second rule

a view that customers will abandon their efforts to enter and navigate a website if download time exceeds eight seconds

twitter

a website that enables users to send and receive "tweets", messages up to 280 characters long

facebook

a website where users may create a personal profile, add other users as friends, and exchange comments, photos, videos, and "likes" with them

cooperative advertising

advertising programs whereby a manufacturer pays a percentage of the retailers local advertising expense for advertising the manufacturers products

reinforcement advertising

advertising that is used to assure current users they made the right choice

institutional advertisements

advertisements designed to build goodwill or an image for an organization rather than promote a specific product or service -advocacy -pioneering -competitive -reminder

product advertising

advertisements that focus on selling a product or services and which take three forms (1) pioneering (2) competitive and (3) reminder

As part of its integrated marketing communication strategy, Taco Bell utilized commercials aired during the Super Bowl. This form of ________ has an extremely large reach and hefty price tag.

advertising

reminder advertising

advertising that is used to reinforce previous knowledge of a product. good for products that have achieved a well-recognized position and are in the mature phase of the product-life cycle

competitive advertising

advertising that promotes a specific brand's features and benefits. key objective is to persuade the target market to select the firms brand rather than that of a competitor

comparative advertising

advertising that shows one brand's strengths relative to those of competitors. firms that use this form of advertising need marketing research to provide legal support for their claims

pioneering advertising

advertising to tell people what a product is, what is can do, and where it can be found. key objective is to inform the target market

aided recall

after being shown an ad, respondents are asked whether their previous exposure to it was through reading, viewing, or listening

marketspace origin

amazon, google, eBay, E*trade -are challenged to discover and deepen presence both online and in a traditional space in the future

marketspace

an Internet-enabled digital environment characterized by face-to-screen exchange relationships and electronic images and offerings

viral marketing

an Internet-enabled promotional strategy that encourages individuals to forward marketer-initiated messages to others via e-mail, social networking websites, and blogs

limited-service agency

an agency that provides one or more specialized services, such as media buying or creative development

new release

an announcement regarding changes in the company or the product line

Message Content

an appeal or theme that will produce the desired response -informational element -persuasive element

choiceboard

an interactive, Internet enabled system that allows individual customers to design their own products and services by answering a few questions and choosing from a menu of product or service attributes (or components), prices, and delivery options

Advertising

any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor

traditional marketplace

buyers and sellers engage in face-to-face exchange relationships in a material environment characterized by physical facilities and mostly tangible objects -legacy companies

comparison

can appraise the brand on important attributes

semantic noise

can't understand words

secondary data

census, claritas

mass selling

communicating with large numbers of potential customers at the same time

spam

communications that take the form of electronic junk mail or unsolicited e-mail

cookies

computer files that a marketer can download onto the computer and mobile phone of an online shopper who visits the marketer's website

receiver

consist of consumers who read, hear, or see the message sent by a source during the communication process

in-house agencies

consist of the company's own advertising staff, who may provide full services or a limited range of services

message

consists of the information sent by a source to a receiver during the communication process ex: such as a description of a new smartphone

personal selling

consists of the two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person's or group's purchase decision

One goal for Body Glove's social media managers is to create content that will result in a high level of ________ which can be measured by the number of likes, comments, shares, and content interactions.

consumer engagement

purchase

consumer's 1st purchase and use (of product & support services)

target audience

demographics, interests, preferences, media use, purchase behavior

the value of direct marketing

direct orders, lead generation, and traffic generation

purchase frequency

how frequently the product is purchased

buyer turnover

how often new buyers enter the market

humor appeals

imply either directly or subtly that the product is more fun or more exciting than competitors offerings. widespread in advertising and can be found in many product categories

Assume that Body Glove paid Kylie Jenner to wear its 80s throwback hot pink one-piece swimsuit on her vacation in Mexico with an expectation that Kylie would be photographed in the Body Glove swimsuit and appear across social media channels. Body Glove is using ________ to promote their swim line.

influencer marketing

actionable

information that can drive brand forward

personas reveal:

insights about your your buyers' attitudes, concerns, and criteria that drive them to choose you

Taco Bell allocates its promotional budget to 70 percent traditional media, which includes television advertising; 20 percent to digital media, which includes website development; and 10 percent to new media channels. The fact that the message consumers receive is the same regardless of which channel delivers it reflects Taco Bell's dedication to

integrated marketing communications

Blue Ginger Multi-grain Blue Rice Chips are in the ________ stage of the product life cycle.

introduction

product life cycle

introduction, growth, maturity, decline

attitude tests

involve asking respondents questions to measure changes in their attitudes after an advertising campaign

inquiry tests

involve offering additional product information, product samples, or premiums to an ad's readers or viewers

jury tests

involve showing the ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it was

sales tax

involve studies such as controlled experiments (radio market vs newspaper market) and consumer purchase tests (measuring sales from a specific campaign)

unaided recall

involved asking respondents a question such as "What ads do you remember seeing yesterday?" without any prompting to determine whether they saw or hear advertising messages

pull strategy

involves directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product

push strategy

involves directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product

customer persona ( or buyer / user persona)

is a semi-functional archetype that represents the key traits of a large segments of your audience, based on the data you've collected from user research and web analytics

traffic generation

is the outcome of a direct marketing offer designed to motivate people to visit a business

Brand Personas

is the personification of your company: its goals, how it wants to present itself to customers, and what it can offer. That is why this is such an important tool in creating a successful online brand. Building a brand persona is just a part of a complete online presence strategy

interactivity centric approach

listen and respond to customers

During the creative process, Taco Bell considered a number of different slogans, finally setting on Live Mas! The Live Mas! campaign reinforces Taco Bell's position as a dynamic brand whose customers enjoy experiencing the world and trying things first. Live Mas! is Taco Bell's ________ in the communication process.

message

allowances and discounts

method of encouraging increased purchases by intermediaries - incentives to the retailer to feature the product, carry the product or mitigate the risk of selling it

publicity tools

methods of obtaining non-personal presentation of an organization, product, or service without direct cost, such as news releases, news conferences, and public service announcements (PSA's) -new release -news conference -PSA

Blue Ginger Multi-grain Blue Rice Chips would be considered a(n) ________ for Kellogg's.

new product

communication process

noise, channel of communication, message, sender, receiver, encode, decode, feedback, response, field of experience, context

social media

online media where users submit comments, photos, and videos - often accompanied by a feedback process to identify "popular" topics

fighting (intermittent) schedule advertising

periods of advertising are scheduled between periods of no advertising to reflect seasonal demand

customized interaction

personal selling and direct marketing

technological, global, and ethical issues in direct marketing

privacy issues

The Blue Ginger Multi-grain Blue Rice Chips advertisement would be classified as a(n)

product advertisement

infomercials

program-length (30 minute) advertisements that take an educational approach to communication with potential customers

competitive institutional advertisements

promote the advantages of one product class over another and are used in markets where different product classes compete for the same buyers

full-service agency

provides the most complete range of services, including market research, media selection, copy development, artwork, and production

customerization

the growing practice of not only customizing a product or service but also personalizing the marketing and overall shopping and buying interaction for each customer

Gross Rating Points (GRPs)

reach x frequency

awareness

recognize product or brand name

loyalty

repeats purchase

new conference

representatives of the media are all invited to an informational meeting, and advance materials regarding the content are sent

To give consumers an incentive to try its new Doritos Locos tacos, Taco Bell gave out free samples of the new tacos to its customers. The free Doritos Locos tacos giveaway is an example of

sales promotion

rebates

sales promotions that allow the customer to recover part of the product's cost based on proof of purchase

coupons

sales promotions that usually offer a discounted price to the consumer, which encourages trial

consumer-oriented sales promotion

sales tools used to support a company's advertising and personal selling directed to ultimate consumers. "consumer promotions" -coupons -deals -premiums -contests -sweepstakes -samples -loyalty programs -point-of-purchase displays -rebates -product product placements

trade-oriented sales promotions

sales tools used to support a company's advertising and personal selling directed to wholesalers, distributors, or retailers. "trade promotions" -allowances and sales promotions -cooperative advertisements -salesforce training and conferences

primary data

sales, website traffic, google analytics, other in-house data

deals

short-term price reductions, commonly used to increase trial among potential customers or to retaliate against a competitors actions

reminder institutional advertisements

simply bring the company's name to the attention of the target market again

apps

small, downloadable software programs that can run on smartphones and tablet devices. also, called mobile apps or applications

Twitter, Facebook, Vine, Instagram, and Snapchat were all utilized to engage customers during the Doritos Locos tacos introduction as part of the ________ component of the campaign.

social media

To accomplish a successful repositioning of the brand, Taco Bell needed to inform its consumers that Taco Bell food should be thought of as an experience rather than as just fuel. In the communication process, Taco Bell would be the ________ and the consumer would be the ________.

source, reciever

advocacy advertisements

states the position of a company on an issue

continuous schedule

steady, seasons not important

sex appeals

suggest to the audience that the product will increase the attractiveness of the user - can be found in almost any product category

fear appeals

suggest to the consumer that he or she can avoid some negative experience through the purchase and use of a product or service, a change in behavior, or a reduction in the use of a produc

post-tests

tests conducted after an advertisement has been shown to the target audience to determine whether it accomplished its intended purpose -aided recall tests -unaided recall tests -attitude tests -inquiry tests -sales tests

pre-tests

tests conducted before an advertisement is placed in any medium to determine whether it communicates the intended message or to select among alternative versions of the advertisements -portfolio tests -jury tests -theatre tests

social media marketing program

that portion of a company's integrated marketing communications effort to create and deliver compelling online media content that attracts viewer attention and encourages readers to share it with their social network

introduction stage

the PLC stage in which a new product is first distributed and made available for purchase

decline stage

the PLC stage in which a product's sales fade away

maturity stage

the PLC stage in which a product's sales growth slows or levels off

growth stage

the PLC stage in which a product's sales start climbing quickly

Frequency

the average number of times a person in the target audience is exposed to a message or advertisement

mobile marketing

the broad set of interactive messaging options that enable organizations to communicate and engage with consumers through any mobile device

promotional mix

the combination of one or more communication tools used to: -(1) inform prospective buyers about the benefits of the product -(2) persuade them to try it -(3) remind them later about the benefits they enjoyed by using the product

Integrated Marketing Communications (IMC)

the concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences

personalization

the consumer-initiated practice of generating content on a marketer's website that is custom tailored to an individual's specific needs and preferences

cost per thousand (CPM)

the cost of reaching 1,000 individuals or households with the advertising message in a given medium

Customer Engagement

the degree and depth of brand-focused interactions a customer chooses to perform online with his or her friends

social media richness

the degree of acoustic, visual, and personal contact between two communication partners - face to face communications, say, being higher in media richness than telephone or e-mail communications

channel of comunication

the means (e.g., a salesperson, advertising media, or public relations tools) of conveying a message to a receiver during the communication process

theatre tests

the most sophisticated form of pretesting where consumers are invited to view new television shows or movies in which test commercials are also shown. feelings about the ads are recorded via questionnaires or recording devices

reach

the number of different people or households exposed to an advertisement

subscription commerce

the payment of a fee to have products and services delivered on a recurring schedule

rating

the percentage of households in a market that are tuned to a particular TV show or radio station

dynamic pricing

the practice of changing prices for products and service in real time in response to supply and demand conditions

showrooming

the practice of examining products in a store and then buying them online for a cheaper price

webgrooming

the practice of examining products online and then buying them in a store

influencer marketing

the practice of focusing on the identification and recruitment of influencers to advocate a company's products, services, and brands rather than focusing exclusively on prospective buyers

communication

the process of conveying a message to others that requires six elements: a source, a message, a channel of communication, a receiver, and the processes of encoding and decoding

decode

the process of having the receiver take a set of symbols, the message, and transform them back to an idea during the communication process

encode

the process of having the sender transform an idea into a set of symbols during the communication process

lead generation

the result of a direct marketing offer designed to generate interest in a product or service and a request for additional information

direct orders

the result of a direct marketing offer that contains all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction

feedback

the sender's interpretation of the response, which indicates whether a message was decoded and understood as intended during the communication process

hierarchy of effects (marketing funnel & consumer journey steps)

the sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action that includes awareness, interest, evaluation, trial, and adoption

permission marketing

the solicitation of a consumers consent (called "opt-in") to received e-mail and advertising based on personal data supplied by the consumer

forgetting rate

the speed with which buyers forget the brand if advertising is not seen

online consumers

the subsegment of all Internet users who employ this technology to research products and services and make purchases

social commerce

the use of social networks for browsing and buying

user-granted content

the various forms of online media content that are publicly available and created by consumers or end users

The primary goal for the Blue Ginger Multi-grain Blue Rice Chips campaign should be

to inform

When communicating with its target audience, Taco Bell considered each of its ________, including social media channels, packaging, point of purchase displays, and advertising. These places of contact between a firm and its customers are critical elements for building an integrated marketing communication plan.

touch points

individually centric approach

treat customers are individuals

interactive marketing

two-way-buyer-seller electronic communication in which the buyer controls the kind and amount of information received from the seller

pioneering institutional advertisements

used for announcements about what a company is, what it can do, and where it is located (like pioneering ads)

portfolio tests

used to test copy alternatives

Body Glove encourages its consumers to post photographs and videos of themselves enjoying their Body Glove products on social media websites with the hashtag #bodyglove. These images and videos would be classified as ________.

user generate content

behavioral targeting

uses information provided by cookies to direct online advertising from marketers to those online shoppers whose behavioral profiles suggest they would be interested in such advertising

legacy compancies

walmart, GM, GE, P&G -must discover ways to integrate and bolster presence online

interest/desire

wants to learn more

web communities

websites that allow people to congregate online and exchange views on topics of common interest

Continuous (steady) advertising schedule

when seasonal factors are unimportance, advertising is run at a continuous or steady schedule throughout the year


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