MKT ch 14-17
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?
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
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
a website that enables users to send and receive "tweets", messages up to 280 characters long
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
