Mktg 409 Exam 3
Characteristics of online media
1. Addressability ex. amazon installs cookies on a users computer...allow company to identify the user when he or she returns to the website. 2. Interactivity ex. texas instruments interacts w/ customers on fb by answering their concerns and posting updates 3. Accessibility ex. google can use web searches done through its search engine to learn about customer interests 4. Connectivity ex. mary kay offers users opportunity to sign up for my MK a system which connects customers w/ beauty consultants and permits them to make their own personalized space. 5. Control ex. consumers use Kayak.com to discover the best travel ideas.
4 elements of promotion mix
1. Advertising 2. Personal Selling 3. Public Relations 4. Sales Promotion plus word of mouth (WOM)
possible objectives of promotion
1. Create Awareness 2. Stimulate Demand 3. Encourage Product Trial 4. Identify Prospects 5. Retain Loyal Customers 6. Facilitate Reseller Support 7. Combat Competitive Promotional Efforts 8. Reduce Sales Fluctuations
General Steps in the Personal Selling Process
1. Prospecting 2. Preapproach 3. Approach 4. Making the presentation 5. Overcoming objections 6. Closing the sale 7. Following up
Social Technographics
1. creators 2. conversationalists 3. critics 4. collectors 5. joiners 6. spectators 7. inactives
email marketing
3% of website visitors buy the first time 65% of consumers say they'll purchase as a result of a well-planned email campaign Email Branding must have Personality and voice Consistent template Branded preview pane Branded landing page Consistent style
the challenges of intellectual property in digital marketing
65% of adults use social media... Intellectual Property (IP)... impacts copyright/trademarks... youtube is a violator....lawsuits
Storyboard
A blueprint that combines copy and visual material to show the sequence of major scenes in a commercial
informal contract
A contract that does not require a specified form or formality in order to be valid.
merchandise allowance
A manufacturer's agreement to pay resellers certain amounts of money for providing special promotional efforts, such as setting up and maintaining a display
free merchandise
A manufacturer's reward given to resellers that purchase a stated quantity of products
scan-back allowance
A manufacturer's reward to retailers based on the number of pieces scanned
feature article
A manuscript of up to 3,000 words prepared for a specific publication
continuous schedule
A method of scheduling media in which advertising runs steadily with little variation.
source
A person, group, or organization with a meaning it tries to share with a receiver or an audience
consumer sweepstakes
A sales promotion in which entrants submit their names for inclusion in a drawing for prizes
Communication
A sharing of meaning through the transmission of information
viral marketing
A strategy to get consumers to share a marketer's message, often through e-mail or online videos, in a way that spreads dramatically and quickly
advocacy advertising
Advertising that promotes a company's position on a public issue
product advertising
Advertising that promotes the uses, features, and benefits of products
reminder advertising
Advertising used to remind consumers about an established brand's uses, characteristics, and benefits
cooperative advertising
An arrangement in which a manufacturer agrees to pay a certain amount of a retailer's media costs for advertising the manufacturer's products
An internet search engine. first arrived 1998 intuitive.. expanded into email.. competition: baidu (chinese equivalent of google)
online fraud
Any attempt to conduct fraudulent activities online, including deceiving consumers into releasing personal information
noise
Anything that reduces a communication's clarity and accuracy
guerilla tactics and buzz marketing
Attempts to incite publicity and public excitement surrounding a product through a creative event and get people talking about it Flash Mobs were a popular form of guerilla tactics Shark week uses good guerilla tactics for marketing
Nederlander gives audiences a reason for a standing ovation
Audience rewards program... members for free... promotional emails... sales promotion and personal selling...
podcast
Audio or video file that can be downloaded from the Internet with a subscription that automatically delivers new content to listening devices or personal computers; podcasts offer the benefit of convenience, giving users the ability to listen to or view content when and where they choose
Gallup Research Process "Brisk Tea" Clips (Stimulating recall and Persuasion)
Babe Ruth Brisk Tea Clip - Babe Ruth was sweating and not performing well. - Many baseball legends were present in the commercial - After Babe Ruth drank the Brisk tea, he hit a homerun and felt better - Commercial was positive and had a happy ending
Marriot International
Bill Marriot has a blog "Marriot on the move"
physical stores
Bricks and mortar stores
objective-and-task approach
Budgeting for an advertising campaign by first determining its objectives and then calculating the cost of all the tasks needed to attain them
Nonbusiness Advertising
Cayman Islands advertisements meant to attract tourists....
tactile communication
Communicating through touching
cost comparison indicator
Compares the costs of ad vehicles within a specific medium relative to the number of people reached
electronic word of mouth
Computer mediated communication where consumers can share their opinion... Maui... twitter uses hashtag #LetHawaiiHappen encourage customers to visit their site.
trade promotion tools
Contests Premiums Displays Discounts/Price-off/Off-invoice/Off-list Allowances Free goods Push money Specialty advertising items
Bad Publicity Stunts: marketing stunts that went bad
Dell headquarters - swat came Sony psp - created a fake fan site Us dept of defense manhattan - organized photo op with low flying plane pursued by a fighter jet causing widespread panic (after 9/110 Vodafone australia - streakers disrupted a rugby match, had ad painted on them Dr pepper, boston - scavenger hunt in historic burial ground Les ressources de quinola, france - empty house Snapple - wordls largest popsickle melted Phillip morris, chezk republic - lung issues would save the gov money Cartoon network - bomb scare bc of one of the characters m&T - staged train crash actually ended up killing 3 people
competition-matching approach
Determining an advertising budget by trying to match competitors' advertising outlays
Prospecting
Developing a database of potential customers
Internet Disadvantages
Difficult to measure ad effectiveness and ROI Ad exposure relies on "click through" from banner ads Not all consumers have access to Internet
DDA
Digital Advertising Alliance.... privacy guidelines for users "trusted mark" for websites following guidelines. self-regulartory
native advertising
Digital advertising that matches the appearance and purpose of the content in which it is embedded
Best Game 2014 Video
Drove sales of soft drinks Turn people into slot machines on their phones Something that people actually wanted to play Had to scan the code, had to have the drink in front of you to play the game
POM Wonderful: Crazy Healthy
FTC federal trade commision...ruled not enough evidence to support their healthiness... 2 clinical trials.. US court of appeals.... ruled ftc to be excessive...
Internet Advantages
Fast growing Ability to reach narrow target audience Short lead time Moderate cost
FTC
Federal Trade Commission. Protects consumers from misleading and fraudulent advertising. Reviews advertising claims. Can order a company to change their ad
Napoletana: taking a bite at WOM Promotion
Frank PePe Pizzeria...uses WOM.... reputation... "old reliable" new CEO Ken Berry//emphasis on quality... expanding... free pizza during opening week while ovens are being broken in...
GE: E-Connecting the World
General Electric...40% marketing on digital media. "badass machines" - Pinterest "6 Second Science" -Vine... "instawalks" - instagram 56,000 subscribers - youtube 1.3 million -facebook best fortune 500 brand on social media
Magazines Advantages
Good reproduction Demographic selectivity Regional/local selectivity Long advertising life High pass-along rate
digital products
Goods that can be transformed to digital format and delivered over the Internet. Inc. offers digital content of its magazine that can be viewed on a variety of tablet devices.
IMC campaign versus advertizing campaign
IMC will have the other dimensions of promotion
Idea Pitch and Final Ad Execution - tamu team examples
Idea pitch to the client - first ad is a mockup and it needs to fit in with ad platform Final tied in insights about grandmas cooking and holiday ideas Creative thought activity - curry on the roof Toilet paper on fire with the name of the restaurant on the bottom right corner Might want different executions in case the client thought it was too risky or offensive
Preapproach Before contacting prospects:
Identify key decision makers Review accounts Identify product needs Prepare sales presentations Know your specific products well! Ex: You need to know about your strengths and weaknesses
Entrepreneurship in marketing
Instacart: uber of grocery shopping... started in san fran.. founder- apporva mehta.. extra cost..., partners with grocery store...increases customer volume.
search engine marketing (SEM)
Involves the promotion of websites by increasing their visibility in search engine pages (SERPs) Includes pay-per-click advertising (PPC)
Premiums
Items offered free or at a minimal cost as a bonus for purchasing a product
Newspaper Disadvantages
Limited demographic selectivity Limited color Low pass-along rate May be expensive
Magazines Disadvantages
Long-term advertiser commitments Slow audience build-up Limited demonstration capabilities Lack of urgency Long lead time
Ritz Carlton
Marriott
Sales Force Size
May range from only a few to thousands •Many companies use some form of workload approach to set sales force size •Company first groups accounts into different classes according to size, account status, or other factors •Then determines the number of salespeople needed to call on each class of accounts
marketing of harmful products
Native american spirit ...organic tabacco...has disclaimer stating that it isnt healthier but critics say it is wronng to market benefits of products that can cause harm
Goodbye Guesswork: V8 Pretest consumer jury video
Needed a campaign to remind people to buy the product Ask people the first time they tried V8 Overall healthiness, comparative, preventative, vegetable goodness Commercial was a lot for the average consumer to understand-- too much to consume in thirty seconds Too many messages were going into the first cut Wanted a more consistent and fun message
Radio Disadvantages
No visual treatment Short advertising life High frequency to generate comprehension and retention Background distractions Commercial clutter
Types of Salespeople
Order Getter Sells to new customers and increases sales to current customers Actively go out and seek new customers Order Taker Primarily seeks repeat sales Ongoing account maintenance Support Personnel Facilitate selling but usually are not involved solely with making sales. Facilitate selling Missionary salespeople- Help customers sell to their own customers usually employed by manufacturers, assist the producer's customers in selling to their own customers. Missionary salespeople may call on retailers to inform and persuade them to buy the manufacturer's products. Trade salespeople- Help retailers promote are not strictly support personnel, because they usually take orders as well. However, they direct much effort toward helping customers—especially retail stores—promote the product. Technical salespeople- Help customers apply products give technical assistance to the organization's current customers, advising them on product characteristics and applications, system designs, and installation procedures.
Organic vs. Paid Search Results
Organic Appear in SERPS because of their relevance to search terms Not paid Doesn't mean not a business issue Paid (Pay per click) Appear in SERPs because of their relevance to search terms Paid by advertiser Indicated with "ad" in green
Scentsy: the sweet smell of success
Orville and Heidi Thompson Scentsy... 2004 Meridian Idaho.. 38th largest direct seller.. revenues of $419 million. // selling parties at people's homes..
personal selling
Paid personal communication that attempts to inform customers and persuade them to buy products in an exchange situation
value of advertising agencies...
Patron tequila....developed an additional tagline to support "simply perfect" ad platform...
straight commission compensation plan
Paying salespeople according to the amount of their sales in a given time period
Word of Mouth Communications (WOM)
Personal= informal exchanges of communication that consumers share with one another about the products, brands and companies Non-paid, personal = Not controllable by marketers WOM is very important when people are selecting restaurants and entertainment along with automotive, medical, legal, banking, and personal services like hair care. Overall, consumers are more likely to share negative WOM information than positive WOM communication.Footnote Considered an earned media
illustrations
Photos, drawings, graphs, charts, and tables used to spark audience interest in an advertisement
direct mail advantages
Produce your own "publication" instead of renting space in an existing one Select your prospects Send copies directly to prospects
yellow pages disadvantages
Proliferation of competitive directories in many markets; difficult to keep up to date
pull policy
Promoting a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel
push policy
Promoting a product only to the next institution down the marketing channel
trade salespeople
Salespeople involved mainly in helping a producer's customers promote a product
SEO
Search Engine Optimization...Techniques used to increase a web page's search engine rankings.
SERP
Search Engine Results Page
Competition Matching
Set advertising budget to match competitors' spending on advertising
Television Disadvantages
Short life of message Consumer skepticism High campaign cost Little demographic selectivity with stations Long-term advertiser commitments Long lead times for production Commercial clutter
sales promotion
Short-term incentives to encourage the purchase or sale of a product or service
point-of-purchase (POP) materials
Signs, window displays, display racks, and similar devices used to attract customers
widgets
Small bits of software on a website, desktop, or mobile device that performs a simple purpose, such as providing stock quotes or blog updates
mobile applications
Software programs that run on mobile devices and give users access to certain content
Advertising Objectives
Stated clearly Precise and measurable Specify a target audience Have a benchmark - need a starting point to see if the objective is achieved Specify a time period
Trade Promotion Planning Tool Video
Stop spending on ineffective campaigns Plan promotion at a detailed level Measure actual performance costs Highly tailored planning on any level of detail Marketing definitely relies on a lot of analytics and software
Video Ad Elements
Storyboard -A blueprint that combines copy and visual material to show the sequence of major scenes in a commercial Animatic -an animated storyboard
missionary salespeople
Support salespeople, usually employed by a manufacturer, who assist the producer's customers in selling to their own customers
relationship selling
The building of mutually beneficial long-term associations with a customer through regular communications over prolonged periods of time
Feedback
The receiver's response to a decoded message
product placement
The strategic location of products or product promotions within entertainment media content to reach the product's target market
electronic marketing or e-marketing
The strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing
Digital Marketing
The use of the telephone, Internet, and nonpersonal media to introduce products to customers, who can then purchase them via mail, telephone, or the Internet
B2B promotions
Tools designed to stimulate B2B purchases such as trade shows, conventions, sales incentives and specialty items IBM markets cloud based services to businesses.
competitive advertising
Tries to stimulate demand for a specific brand by promoting its features, uses, and advantages relative to competing brands
Which Ad Pulled Best? Tropicana versus capri sun
Tropicana ad pulled best with a recall value of 28, four times higher than the capri sun which had a recall score of 8 It is eye catching - b&w photo with color of the juice Unexpected nature/inconsistency can add extra time to the add Concept imagry - increases memorability - juice wraps her in health and it draw the eyes down the page to the product Persuasion score of 83 Capri sun ad didn't have enough recall to even have persuasion Borring ppl standing around the product Tells brand right at the top, but most people wouldnt use the equation and take the time to figure it out - prior image of capri sun is already in the consmers head Brand confusion - red drink in a clear glass pitcher seems like kool aid
media sharing sites
Web sites that allow users to upload and distribute multimedia content like videos and photos
earned media
a category of promotional tactic based on a public relations or publicity model that gets customers talking about products or services
paid media
a category of promotional tactic based on the traditional advertising model, whereby a brand pays for media space
promotion mix
a combination of promotional methods used to promote a specific product
Customer Relationship Management (CRM)
a company-wide business strategy designed to optimize profitability, revenue, and customer satisfaction by focusing on highly defined and precise customer groups
institutional advertising
a form of advertising designed to enhance a company's image rather than promote a particular product...monsanto not directly promoting product but rather describing its supplier diversity in hopes of building a better relationship among its various stakeholders...
dealer loader
a gift, often part of a display, given to a retailer that purchases a specified quantity of merchandise
creative brief
a guideline or blueprint for the marketing communication program that guides the creative process
cost comparison indicator
a means of comparing the costs of advertising vehicles in a specific medium in relation to the number of people reached
press conference
a meeting used to announce major news events
tumblr
a microblogging and social networking website sold to Yahoo...
owned media
a new category of promotional tactic based on brands becoming publishers of their own content in order to maximize the brands' value to customers
publicity
a news story type of communication about an organization and/or its products transmitted through a mass medium at no charge
consumer jury
a panel of a product's existing or potential buyers who pretest ads
captioned photograph
a photograph with a brief description of its contents
media plan
a plan that specifies the media vehicles to be used and the schedule for running advertisements
unaided recall test
a posttest in which respondents are asked to identify advertisements they have seen recently but are not given any recall clues
recognition test
a posttest in which respondents are shown the actual ad and are asked if they recognize it
aided recall test
a posttest that asks respondents to identify recent ads and provides clues to jog their memories
news release
a short piece of copy publicizing an event or a product
buy-back allowance
a sum of money given to a reseller for each unit bought after an initial promotion deal is over
buying allowance
a temporary price reduction to resellers for purchasing specified quantities of a product
a website that enables users to send and receive "tweets," messages up to 140 characters long... taco bell uses twitter.... 70% of companies ignore complaints on twitter
social network
a website where users can create a profile and interact with other users, post information, and engage in other forms of web-based communication Facebook is the most popular social networking site in the world. The network has surpassed 1.5 billion users. Approximately 70 percent of companies ignore complaints on twitter
service products
activities, benefits, or satisfactions that are offered for sale
dealer listings
advertisements that promote a product and identify the names of participating retailers that sell the product
External to firm
advertising agencies
reinforcement advertising
advertising that assures users they chose the right brand and tells them how to get the most satisfaction from it
pioneer advertising
advertising that tries to stimulate demand for a product category rather than a specific brand by informing potential buyers about the product
Benefits of Magazine Advertising
allow marketers to show their advertisements using bold colors and patterns.UPS Store ad....colorful stickers highlight company's ability to create customized printing solutions.
dynamic advertising
allows a company, such as DirecTV or Comcast, to obtain subscriber information from marketing research firms and combine it with the company's data to send targeted ads to subscribers that meet specific criteria and live in targeted areas.
CPM (cost per thousand)
amount it will cost to reach 1,000 potential customers with a particular advertising type and time slot
artwork
an advertisement's illustrations and layout
flighting schedule
an advertising schedule in which communications are present only at peak times during the year
buzz marketing
an attempt to incite publicity and public excitement surrounding a product through a creative event
advertising platform
basic issues or selling points to be included in an advertising campaign
IKEA
branded content featuring it's catalog. press release... "eternal battery life" praised catalogs > other technology...
arbitrary approach
budgeting for an advertising campaign as specified by a high-level executive in the firm
percent-of-sales approach
budgeting for an advertising campaign by multiplying the firm's past and expected sales by a standard percentage
new business opportunities
businesses like Blue Bottle- coffee roaster in oakland california use the messaging app slack to integrate communication tools and bring all their communication to one place.
unfavorable public relations
coca cola ad in germany "the good old times" backlash because nazi... target...credit card information stolen..
pulsing schedule
combines the continuous and flighting schedules by maintaining a base level of advertising but increasing advertising intensity during certain periods
proxemic communication
communicating by varying the physical distance in face-to-face interactions
kinesic communication
communicating through the movement of head, eyes, arms, hands, legs, or torso
Public Relations
communication efforts used to create and maintain favorable relations between an organization and its stakeholders
promotion
communication to build and maintain relationships by informing and persuading one or more audiences
comparative advertising
compares the sponsored brand with one or more identified brands on the basis of one or more product characteristics
Because you're worth it. IMC at Loreal
consistent brand image...diverse brand ambassadors.. empowered women celebrities... content marketing based on: 1.) education 2.) empowerment 3.) aspiration
Three types of media schedules
continuous, flighting, pulsing
coding process
converting meaning into a series of signs or symbols
decoding process
converting signs or symbols into concepts and ideas
Integrated Marketing Communications
coordination of promotion and other marketing efforts for maximum informational and persuasive impact on customers
free sample examples
costco...free samples... JadeYoga gave free smaller yoga mat samples..
Television Advantages
creativity and impact, coverage and cost effectiveness, captivity and attention, selectivity and flexibility
primary demand
demand for a product category rather than for a specific brand
selective demand
demand for a specific brand
Omaha Steaks Sales Promotion
depicts quality steak dinner and price reductions...and free items...if customers place an order within a certain time period....
the advantages of customer-loyalty programs
don't pay off... consumers take advantage of it... companies should offer more pleasurable rewards rather than functional rewards...starbucks excels at this.
patagonia IMC
dont buy this jacket...made from recycled material...is environmentally damaging... climbing clothes... WOM communication is important... advertising, public relations, personal selling, sales promotion...
Digital Media
electronic media that function using digital codes; when we refer to digital media, we are referring to media available via computers, cellular phones, smartphones, and other digital devices that have been released in recent years
market direct: sleep goes viral...
encourage customers to send videos of them unboxing the product...
cost per click facebook
est. $227 billion global economic impact ... increasing ad revenue... free publicity. air china can interact with customers despite china banning fb in mainland...best use of international marketing... 30% consumers claim social media impacts them...
pretest
evaluation of advertisements performed before a campaign begins
posttest
evaluation of advertising effectiveness after the campaign
yellow pages advantages
excellent coverage of geographic segments; long use period; available 24 hours/365 days
premium money (push money)
extra compensation to salespeople for pushing a line of goods
Celebrity Endorsers
famous people who promote a product... Jessica Alba endorses coconut water for ZICO
the importance of personal selling
financial advisors engage in personal selling as a way to provide financial advice and form relationships with customers. Personal selling is generally the most expensive element in the promotion mix, the average cost of a sales call for industrial products and business-to-business sales is about $400
rational appeal
focus on logic and provide facts to back up the message Ad for the advantage granola bar bc it offers statistics Main focus is on facts
Building selective demand
focusing on a specific product...Ex. Mars Drink Ad.
Identity protection
forgerock. com protect identity of users and connect them to devices (like a VPN)
Execute Campaign
fully execute the campaign across all media throughout the year Account executive or account manager - serves as the team leader on a project and keeps everything moving along - oversees campaign exectution If the account planner is the liaison with, and expert on, the customer, the account manager is the liaison with, and expert on the client and its business Requires extensive planning and coordination Requires detailed schedule for the various phases to ensure completion
Humor Appeal
good way to help with attention and recall, but can be dangerous if the humor is offensive in some way or if the humor overshadows the brand and message Example: peanut ad, the elephants distract from the brand that the ad is for
direct mail disadvantages
high cost, delivery issues, bad or wrong lists, environmental concerns and negative attitudes, antispam laws
In-game advertizing
in video games opportunities to be more creative
IMC
integrated marketing communications
accenture and visa
internet of things. billions of items will be connected through the internet to allow cars to store payment info.
How to get Ginned up @ home
joe sarah jack molly. homemade gin kit... 2012 arlington VA sell through ecommerce site... expanded to a facility... strong SEO presence... sent samples...press release to bloggers... media, and gift guide currators...
socially responsible companies helped through public relations
keurig, patagonia, sustainable harvest, honest tea
Print Ad Elements
layout and copy
outdoor advantages
location specific, high repetition, easily noticed
Fear Appeal
mainly used for marketing ideas or changing behaviors, if they are too graphic or the fear is too high it shuts out the message Example: stop smoking ads and drunk driving
Eaton Corporation experts at targeting different markets
manufactures truck axels... spreads awareness.. 900,000 different industrial components....employs 99000 people globally. business markets- electrical and industrial large and small products.... IT industries.... "things have changed" Consumer markets golf pride... residential... solicits customer feedback... Customer Relationship Review (CRR) conducts 1000 in-person interviews per year. executive summary- strengths and weaknesses of company and individual employee.. Global Business and social media UK 1946 multinational... 55% outside of united states Asia Pacific region...
outdoor disadvantages
message must be short and simple; low selectivity of audience; criticized as a traffic hazard
trade sales promotion methods
methods intended to persuade wholesalers and retailers to carry a producer's products and market them aggressively
Cozi app
mobile application...allows consumers to manage their schedules and activities to make their lives easier.
In 1988, the Trademark Law Revision Act
must not misrepresent qualities/ characteristics of competing products....
Radio Advertising Advantages
offer easily identified target audiences; time can be bought on short notice with changes possible almost until airtime comparatively inexpensive; repeated play of ads to drive home a message; jingles contribute to a lasting image mobile media that people carry with them
zappos drives sales through relationship building on social media
one of first companies to incorporate social media. communication building...generates interest... build relationships (networking)
Advertising
paid non personal communication about an organization and its products transmitted to a target audience through mass media
New Zealand
partnered with facebook to launch webseries..featuring a couple's encounters as they drive across europe.
combination compensation plan
paying salespeople a fixed salary plus a commission based on sales volume
straight salary compensation plan
paying salespeople a specific amount per time period, regardless of selling effort
word-of-mouth communication
personal informal exchanges of communication that customers share with one another about products, brands, and companies
Domino's pizza
pizza emoji.. new ordering method. 50% of orders done digitally. NFL ordering pizza ad on twitter...
advergaming
placing advertising messages in Web-based, mobile, console, or handheld video games to advertise or promote a product, service, organization, or issue
pioneer promotion
promotion that informs consumers about a new product
cents-off offers
promotions that allow buyers to pay less than the regular price to encourage purchase
National Geographic...
reaches well-educated consumers/ influential decision makers...31 million readers in the US...
UAE (United Arab Emirates)
restauranteurs in UAE (biggest city in dubai) use instagram to promote dubai as a foodie hotspot. has 82,000 followers.
European Union (EU)
right to be forgotten...need consent to use cookies.
demonstrations
sales promotion methods a manufacturer uses temporarily to encourage trial use and purchase of a product or to show how a product works
consumer contests
sales promotion methods in which individuals compete for prizes based on their analytical or creative skills
consumer games
sales promotion methods in which individuals compete for prizes based primarily on chance ex. mcdonalds...
rebates
sales promotion techniques in which a consumer receives a specified amount of money for making a single product purchase
consumer sales promotion methods
sales promotion techniques that encourage consumers to patronize specific stores or try particular products
money refunds
sales promotion techniques that offer consumers a specified amount of money when they mail in a proof of purchase, usually for multiple product purchases
support personnel
sales staff members who facilitate selling but usually are not involved solely with making sales
free samples
samples of a product given out to encourage trail and purchase
Penske Logistics
supply chain solutions...uses depiction of wilting flowers to demonstrate how delays can be costly for businesses....trying to create awareness...
technical salespeople
support salespeople who give technical assistance to a firm's current customers
seasonal demand
swimsuit apparel is subject to seasonal demand.
Oatmeal target audience
targets the health conscious consumer
Scripps Networks Interactive: An expert at connecting advertisers with programming
television advertisers impacted due to netflix/hulu internet platforms... use social media platforms instead... Scripps network initiative...speaking to lifestyle... seem like natural extensions of show...product placement in brick and mortar stores... foodnetwork...
Mistine's mystique: great promotional strategies....
thai direct selling market... asian brand for asian women... korean band to promote BB product... donates to Thailand Association for the blind... advertising, public relations, personal selling... expanding to other countries will have to change promotional strategies for different cultural values..
Concept Imagery
the ability to create an imaged whole from oral or written language.
advertising appropriation
the advertising budget for a specific time period
advertising campaign
the creation and execution of a series of advertisements to communicate with a particular target audience
Sales Training
the effort an employer puts forth to provide the opportunity for the salesperson to receive job-related culture, skills, knowledge, and attitudes that result in improved performance in the selling environment ex. the container store provides 263 hours of training to retail employees.
target audience
the group of people at whom advertisements are aimed
Components of a print ad
the lexus ad has a headline...subheadline...body copy, signature, and illustration...
channel capacity
the limit on the volume of information a communication channel can handle effectively
Communications channel
the medium of transmission that carries the coded message from the source to the receiver
receiver
the person who decodes a message
layout
the physical arrangement of an advertisement's illustration and copy
Recruiting
the process of developing a pool of qualified job applicants
closing
the stage in the personal selling process when the salesperson asks the prospect to buy the product
team selling
the use of a team of experts from all functional areas of a firm, led by a salesperson, to conduct the personal selling process
spokescharacters
the use of animated characters or fictional mascots as product representatives ex. Keebler uses elves to promote the taste and quality of its cookies
copy
the verbal portion of advertisements
Starbucks Media Plan...
took a number of ads using the internet, newspapers, magazines, and an in-store graphic describing the differences between its espresso options
Brick-and-mortor business
traditional businesses with actual stores in which trade or retail occurs; it does not exist solely on the Internet
Wiki
type of software that creates an interface that enables users to add or edit the content of some types of websites
regional issues
versions of a magazine that differ across geographic regions
Emotional Appeal
want to elicit a response Mastercard ad using a cute lil pupper
Relax and Recline: La-Z-Boy's IMC Strategy
wants customers to know it sells more than recliners... Brooke Shields as an employer... target women and younegr consumer. "comfort is what we do" --> shift to "Live life comfortably" . Urban collection... personal selling...
Blogs
web-based journals in which writers editorialize and interact with other internet users
Green Washing harms companies and consumers..
when companies deceptively market products as environmentally friendly... FTC has a set of green guides... EU - Pinocchio awards.
Coupons
written price reductions used to encourage consumers to buy a specific product
Icelands cool play to drive tourism
"ask guomundur" uses volunteers with that name to answer online questions and promote country....
Braathens Safe (Norwegian Airline) Clip
(Did the Campaign Reach its Objectives) - We attempted to determine if the ad was effective - Guy stripped naked and wanted to surprise his wife in the other room - When he walked in naked, her parents were also in the room - The clip increased the airlines "half priced" tickets - The in-laws used the half-priced tickets to see their daughter, surprising her and her husband
Marcom Voice Clip
- A&M Yell leaders were in time square in New York to raise awareness to the university - Dude perfect took pringles and created a video about so much more than just chips - The dude perfect guys made pringles a more fun experience and even made a hashtag for people to use on pringles can to show off their trick shots - We want a voice for inhuman objects, such as Stouffers using the word "Bae" - Brands often have voices over social media such as Taco Bell and Old Spice talking via twitter - Brands like Whataburger and Taco bell have been used to host Prom and the brands have even embraced the ideas of customers - Whataburger even used their ketchup to sketch pictures of famous people, workers, and customers - Having a voice is being true to yourself/product - Brands love to keep up with slang - A&M is on twitter, Facebook, Instagram, YouTube, Pinterest, Snapchat, LinkedIn, Spotify, Google Plus - Dr. Henry Musoma told a student to bring her baby to class when she could not find childcare for him. The mom posted a video and picture on Facebook of the professor lecturing with the child in his arms. - Ellen flew Dr. Musoma, the child, and his mom out to be on her show for his random act of kindness - The baby, Dr. Musoma, the mom, and Ellen all wore maroon and the baby even had a Texas A&M logo on his shirt - The marketing team also made a video for Muster and posted it on Instagram and Facebook - The Instagram video lead to people commenting "here" while Facebook lead to people commenting their stories of Muster and where they are located The tradition of Muster was broadcasted over social to raise awareness, educate, and inform people of Muster and what it is and means to students and alumni - The associated press twitter account was hacked and said there was an explosion, after that, the stock market crashed for 2 minutes. Once the press cleared the news, the market returned to its normal state
Amazon Go Clip (Mobile Digital Marketing)
- Amazon has a concept of just walking into a store with no lines, registers, or anything - Amazon Go will be used to get into the store and as you take things off the shelves, they are added to the virtual cart - "Just Walk Out Technology" allows customers to walk out and you are charged for your groceries as you walk out the store without having to wait in line or check out
Tuna Comparison Clip (Stimulating recall and Persuasion)
- Bumble Bee Tuna was compared to Chicken of the sea - Bumble Bee was scored higher on recall and persuasion
Campbell's V8 Clip (Pretest - Consumer Juries)
- Campbells had declined sales in their V8 product - At first, they questions consumers what they wanted and found out that a bunch of consumers believed V8 what a product stuck in the past - Campbells developed new commercials to boost sales - The first commercial had too many negatives such as "it has vegetables in it? It doesn't have vegetables" Consumers also thought it was too jumpy and a lot of information to convey in 30 seconds - Campbell analyzed the feedback of the first commercial - The 2 nd commercial was good and focuses on one message and reminded consumers at the end to "Drink your vegetables" - The 2 nd commercial also cut out the negatives that were in the first commercial - Recall also increased with the 2 nd commercial - The 2 nd commercial resulted in double digit sales increase - The first commercial had too many messages - The 2 nd commercial kept the same fun feel as the first, but had a more consistent, positive message.
Apple MacBook Clip (Word of Mouth)
- Clip bashed apple for focusing so much on how thin the new MacBook is, instead of how well it actually performs
Stephen Colbert Clip (Digital Product Placement)
- Colbert talks about the ad's on his tv show and how they pay him and make his show possible - Colbert introduces a company that digitally places products - Colbert learns that his show will soon have digital product placement - Colbert begins to eat and pour blank products as a joke to allow products to be digitially placed
Apple Clip (Promotion, reinforcing map)
- Commercial featured a MacBook air being pulled out of a shipping envelope - The commercial eventually revealed the MacBook is the world's thinnest notebook - Commercial was designed to inform and persuade consumers to purchase Apple products
Heritage Paint Clip (Point of Purchase Display)
- Company developed a new display for its retailers and wanted retailers to see the potential of it for their own store - Highlighted key features of the displays
10 Bad Publicity Stunts Clip
- Dell had masked men gather the office to tell them about a new tablet - Sony made a fake fan forum to promote the PSP - US department of defense took photos with a plane followed by a fighter jet. Because of 9/11, the ad was viewed horribly - Vodafone, 2 people streaked and disturbed a football match with the company logos painted on - Dr. Pepper organized a scavenger hunt in a cemetery - Les Resources de Quinola told people his play was sold out to build publicity, but ended up opening to an empty house - Snapple, attempted to create the world's largest popsicle, but it melted all over the street - Phillip Morris, the cigarette company showed information about smoker's deaths - Cartoon Network, had circuit boards cut into the shape of a character, but they caused a bomb scare - MK&T, the railroad company staged a Collison but ended up killing 3 people
SlateV Clip (Digital "Retroactive" Product Placement)
- Digital product placement is when a product is put in a show after the show was created - The products are inserted digitally. Example would be showing an Ad on a Tv in the background of a show, or a billboard in a tv show - The brain tries to make sense of the digitally inserted product, but it is confused as to why it looks out place (raises a flag)
Dr. Pepper Underwear Clip (Successful Viral Contest)
- Dr Pepper was doing a contest to give away xboxs and underwear - Customers actually ended up wanting the underwear - The campaign resulted in more Fakebook likes and engagement
Eminem Brisk Tea Clip
- Eminem was talking about what he needs in order to do a commercial for a certain product or company - He also mentions how he usually does not like the products, but he liked Brisk Tea - The commercial had a negative tone and was very edgy, all about himself - Both ads were tested to see which could be recalled better. Babe Ruth vs Eminem - Babe Ruth was scored higher on recall - Babe Ruth commercial was black and white except for the colored Brisk can - Celebrities should be easily recognizable, in this case Eminem is not super well known compared to Babe Ruth.
ZS Associates Clip #2 (Salesforce Management Top Mistakes)
- First common mistake is role pollution in which sales people get involved in a lot of things that are not core to their jobs of selling; spend too much time in service or support. The problem is not structuring the company to reduce the burden of non- selling activities on salespeople - 2 nd common mistakes is field sales people spend too much time chasing small opportunities, customers and prospects that have very limited sales potential - 3 rd common mistake, is an inconsistent approach to key account management as opposed to consistently implementing best practice - 4 th common mistake, is company's make sales force size and effort allocation decisions without using leading analytics. They rely on intuition instead of data - 5 th common mistake, poorly designed sales territories. Some territories have too much to do, or don't have enough customers
Victor Antonio Guest Speaker Clip (Sales Excellence)
- First, you must understand your product - 2 nd , you must know who your target audience is - 3 rd , do you have a process to follow? - The sales puzzle can be breakdown to figure out what to say when we first meet the customer - If you understand the product, understand who you're selling to, and if you have sales process, you will be successful - A consumer who walks into a store wants to buy - Antonio defines insight as the ability to provide information that's beyond the obvious - You have to be the expert on the product in order to sell it - The responsibility of selling is yours. It is up to you to determine your sales numbers - A training program is not enough - Don't wait for a company to train you or marketing to give you all the information - Talk to veteran of the sales team for advice - Organization your presentation to be centered with your sales process - Sell your product to the group that will buy it today - The most powerful tool today is the internet - If you can sell well, you will never need a job, people will come after you - If you're a good salesmen, you'll o 1, never have to worry about having a job o 2, never have to doubt your abilities - It is important to always sell yourself and have personal responsibility - Antonio puts a lot of emphasis on the pre-approach stage, needing to provide insight to the consumer information that is beyond the obvious
Marcom Guest Speaker Clip ( Insights on what it is like to Market a major university)
- Krista Smith is the director of social media - Michael Green is the manager of emerging and interactive media - The first goal Krista and Michael want in marketing is to make people "aware of Texas A&M University" - The 2 nd thing is when people have experiences with Texas A&M, that those experiences are memorable - Their last goal for marketing is for those experiences to grow your affinity for Texas A&M - The conversion funnel is what the goals combine to become - A brand answers 2 questions: You have to know who you're selling to and who your audience is - 3 themes of a brand include voice, feel, and look
Cold Medicine Comparison Clip
- Liquid Cold Medicine was compared to a nose strip - The ad for the liquid cold medicine is more obvious for readers but the nose strip was more persuasive and scored higher on recall
Jack Dempsey with Pretium Solutions Clip (Retaining Loyal Customers)
- Loyalty is driven by one on one communications - Loyalty is won one customer at a time - Loyalty is a one to one proposition - Cards reward loyalty but do not create it. Relationships create loyalty - You generate customers by listening
Old Spice Clip
- Old Spice began to target males and females in their ads to stop women from purchasing female scented products for their husbands body want - "The man your man could smell like" took off after super bowl weekend - The response campaign was used by old spice to respond to fans of the original commercial - The actor made tons of videos responding to fans comments and reviews
Snapple Commercial Clip (Born in New York Campaign)
- People in New York want the rest of America to enjoy Snapple just as they do in New York - Snapple began in New York but it wants to clearly attract people from other states
SAP Hana Clip (Trade Promotion Planning)
- Sales promotion drive turnover - Timely and accurate promotion planning is key to maximize return on trade investments - Data must be used for promotion planning - Strategic account planning uses analytics to drive sales and promotional planning
Stephen Colbert Clip (Branding as Storytelling)
- Stephen was helping brand Wheat Thins - Stephen followed the memo and showed his guests the do's and don'ts of Wheat Thins - He told his guest everything Wheat Thins can be used for and what exactly the benefits of them are - The serving size of Wheat Thins is 16 crackers - Stephen showed what Wheat Thins are not to be used for and what they do not stand for as a product. - Stephen had to apologize for attempting to eat 17 crackers instead of 16 - Colbert essentially produced a 6 minute ad in a fun way because it would be difficult for a consumer to follow a typical commercial that last 6 minutes
7-11 Clip (Reverse Procut Placement)
- The 7-11 stores were transformed into "Kwik-E-Mart" to promote the new Simpson movie - The store was organized and designed to look exactly like the stores in the tv show - The cereal and comic books from the tv show were put in the actual store to be sold - The donuts from the tv show were also featured in the store
Val Pack partnering with Ford Clip (Coupon Technologies)
- The Ford voice system used Val Pack to give the driver coupons for places nearby - The driver asked for lunch and his car gave him restaurants and coupons for some
The office chili's Clip (Product Placement)
- The actors were eating at Chili's during the tv show and ordered food to promote Chili's and their food - The Office was contracted with Chili's to have their tv show meetings at Chili's, thus promoting the restaurant through the tv show
Marcom Feel Clip
- The clip begins by showing a commercial for Texas A&M and the core values it instills - Another commercial shown is an Extra Gum commercial in which 2 teenagers have a crush on each other which started from him offering her a piece of Extra Gum. They eventually get married. The man kept gum wrappers since the beginning and drew on each one to symbolize the significance of each time he gave her gum, leading up to when he proposes to her after she sees the proposal drawn on a gum wrapper - Apple has made opening their boxes an experience in itself - A big ad they talked about is the iPod ad where the people were blacked out an had white headphones with a white iPod. - The video ends with an apple commercial talking about all they do and the true experience of a product
Nike Clip (Institutional Advertising)
- The commercial had a bike rider going past many people, hospitals, animals, and through various terrains and weather - The rider soon had tons of other riders following him until eventually a little kid is behind him - The commercial does not have Nike symbols anywhere except for in the middle and their slogan. - Because Nike does not try to over promote their self-image, the consumers view the commercial as uplifting and beneficial to the company's image
Train Safety Clip (Advocacy Advertising)
- The commercial showed dumb ways to die In order to promote awareness to the situations - A song "dumb ways to die" was even sang by the characters that died - The song eventually began to discuss train safety - It showed dumb ways to die near trains and train stations in order to bring awareness to the public to increase safety near those areas - The promotion "be safe around trains" was created from the commercial
ZS Associates Clip (Salesforce Management Case Study)
- The company was facing a changing environment and making changes in salesforce management - Once the company lost its position as the number one product, it found that the company was not as good at sales as they thought - The company had to get better at covering their important accounts and spend less time on the wrong customers - The solution ZS offered was to implement a strategic account management program that focused efforts on top customers - After the solution was put into places, sales increased 13%
Marcom Case Studies Clip
- The first case study is by "South by Southwest" - The video of SXSW showcased what all TAMU did at the festival - At SXSW TAMU took over a hotel and made the hotel look like Aggieland, giving people a little taste of the school - TAMU had a conference at SXSW, showcased the F1 street car, and did some music sessions - TAMU came off a friendly and happy feeling to the public at SXSW - TAMU even gave away coffee with maroon cups and our logos on it - 360 goggles gave people the opportunity to see what aggies all around the world are doing - The 2 nd case was about Reveille - Most people know TAMU has a live mascot and how much she means to our everyday campus life - Rev has created an experience for fans. Rev has a twitter for fans to follow and the twitter gives her a voice to talk to students and fans - Rev interacts with fans and students through social media and Rev responds pretty frequently - Rev even got verified by Twitter and got tweeted to by Twitter themselves - Rev has even met celebrities and other stars, which connects her to people other than aggies too! - ESPN SEC Nation even discussed Rev's picture with Tim Tebow
Best Game of 2014 Clip (Sales Promotion)
- The game promoted people to drink more by involving the app within bars - The coasters used by the drinks were used to play the game
Old Spice Clip #2 (Were the commercials CG or not CG?)
- The man was talking about how the actor from the "man your man could smell like" commercial, went from being in the shower, to on a boat, to on a horse - The man was curious if all of that was real or not - Wieden and Kennedy made the commercial and are based out of Portland - 2 men from Wieden and Kennedy confirmed there was no CG except for the fake hand used for the diamond scene, and the machine that took him to the horse had to be covered from the scene - The man rode a mechanism to go from the boat to the horse
Smart Car Clip (Product Advertising)
- The smart car was attempting to drive off-road and failed often - However, when there was a small parking spot that a SUV could not fit in, the smart parked in it! - The smart car was labeled as the "perfect city car" - This commercial showed what the smart car CANT do, but also what the smart car is better at. In this case, parking and driving in the city
Snapchat World Lenses (Mobile Marketing)
- The snapchat filters were actually in the real world - Snapchat developed this feature on their mobile app for users to interact with it in their everyday life
Guest Speaker Travis Clip (Identify and Analyze Target Audience through Account Planning)
- Travis believes the account planner is the liaison between the consumer and the client - It is the planner's job to know the consumer and develop ideas to reach the target market - Insight is the overlap between the brain's problem that the advertising has to solve, and what we learn about the consumer through the research - The account planner is a marketing anthropologist - The account planner job is to understand the key target market insights to make sure the final creative product meets those insights
Val Pack partnering with Apple Watch Clip (Coupon Technologies)
- Val Pack always Apple Watch owners to have access to their coupons through their watch - The commercial showed the technology of the Apple Watch and how Val Pack will utilize Apples technology to promote their coupon technology
100 Monkeys Clip (Branding as Storytelling)
- Various people described what the word "Branding" is and what it means to consumers and companies - Stronger connections are made when Brands make stories instead of make claims - Branding is most effective when presented in the same form as storytelling
Texas A&M JCPenney Advertising Competition
- Was designed to resonate in the minds of 25-44 year old shoppers - They needed a sponsor in the same age group with a wholesome image, and a high "q" score - The Advertisement was based around Carrie Underwood and the slogan "Color your life" - The team came in 3 rd place with their advertising campaign but won best 360 overall campaign - Sidewalk paint and floor stickers that said "color your life" would be placed near JCP - JCP has switched logo almost every time a new CEO is hired - The following year, the competition placed 1 st in district, and 9 th at nationals
Marcom Look Clip
- What a brand looks like determines the brand's "look" - Cattle branding and ring branding were popular back in the day - The way we brand companies has to evolve - As a marketer you must stand out from your competitors - The soccer team Juventus changed their logo completely and rebranded the font and everything of the team - A brand is much more than a logo - Over time Texas A&M has changed their logo - Consistency is key for looks, for example, A&M keeps constant shades of maroon for their vendors to use - Texas A&M does a lot of coffee research - There are many aggies that play for the Seattle Seahawks - Our colors are maroon, white and gray - "Fearless on every front" is our current motto
As Seen on TV Clip (Ron Popeil's personal selling)
- began pitching his father's inventions - Once ads began to run on TV, he could reach millions of people at once, not just 100 - His egg scrambler scrambled eggs inside their shell - eventually went to high end products - biggest product was high rotisserie that had 1.2 billion in sales - started the catch phrase "Set it, and forget it" about the timer on his rotisserie
Internal to firm
- individuals in smaller firms, larger firms there may be an advertising group Disney's Yellow Shoes creative group
Newspaper Advantages
-Extensive penetration -Flexibility -Geographic selectivity -Involvement, acceptance -Services offered
Static Advertising
-virtual billboards -product placement
