Marketing Chapter 12: The Promotion Mix
Public Relations
Building good relations by getting good publicity and building up a good public image.
Sales Promotion Characteristics
Includes coupons, discounts, and contests. Gets customers attention
Public Relations Characteristics
Involve news stories, sponsorships, and events. Very effective.
Brand Integrations
Making a brand inseparable from some other form of entertainment. Ex: TV actors using bing.
4 Steps of Effective Advertising
Message Strategy Creative Concept Execution Format
Personal Selling Characteristics
Most effective! Most expensive and requires commitment
Advertising Affordable Method
Set the promotion at the level they think they can afford. Used a lot for small businesses.
Advertising Percentage of Sales Method
Setting promotion budget at a certain percentage of current or forecasted sales OR percentage of unit price.
Advertising Competitive-Parity Method
Setting promotion budgets to match competitors- get industry estimates. Competitors budget can represent collective wisdom.
Sales Promotion
Short-term incentives to encourage the purchase or sale of a product or service
Marketing Managers
create, inspire, and share brand messages among customers across shared communication channels
Total Promotion Mix
specific blend of advertising, public relations, personal selling, sales promotion, and direct marketing tools the company uses to engage customers and build customer relationships.
Madison and Vine
the idea of commercials being like little movies.
Native Advertising
Advertising or other brand content native to the site. Ex: posts integrated to Instagram so it all looks like one stream.
Advertising Budget Methods
Affordable method, percentage of sales, competitive-parity method, objective task method.
Advertising
Any paid form of non-personal presentation and promotion of ideas, goods, or services by a sponsor.
Integrated Communications
Company carefully integrates and coordinates its many communication channels to deliver clear, consistent, and compelling message about the organization.
Advertising Objective-Task Method
Company sets budget based on what it wants to accomplish. Must define promotion objectives, determine tasks, and estimate costs. Also forces management to say their assumptions.
Personal Selling
Personal customer interactions by the firms sales force for the purpose of engaging customers, making sales, and building relationships.
Pull Strategy
Producer directs its marketing activities toward final consumers to get them to buy the product
What are the two promotion mix strategies?
Push strategy and pull strategy
Push Strategy
Pushing the product through marketing channels to final consumers. Directs marketing towards channel members
Reach, Frequency, and Impact
Reach is the percentage of people in the target market who are exposed to the ad campaign. Frequency is how often the average person in target market is exposed to this message. Impact is the value
Advertising Characteristics
Reach masses at low costs, a lot of exposure. Impersonal and lacks direct persuasiveness.
Direct and Digital
Through technology and mail. Best for highly targeted marketing efforts