MKTG CH 16, 17, 18, 10
Hundred Monkeys Video
"Branding is storytelling" and helps us from strong communications.
TECHNOLOGY IMPACTING MARKETING AND PROD PLACEMENT
"is that a thing" (SEAMBI EXAMPLE) of a product being placed after it's already been filmed/ PPL are skipping commercials to address problem of ads and so they do these less intrusive ways thats not really an ad.
Monitoring Digital Media Behaviors of Consumers
"pull" medium because users determine which websites they're going to view, they just have the control to which users are exposed to their marketing and advertisements. There are a lot of methods for capturing digital marketing analytics and methods, and many key performance indicators should be embedded at the onset of a social media strategy to allow real time measurement. (Shares, likes, click troughs, subscribers, sales, ect).
Noise
(in the decoding process), anything that reduces the clarity and accuracy of the communication.
Copy, Storyboard, Artwork, Ect!
- Copy: the verb. portion of the advertisements (headlines, sub headlines, body copy, ect). I.T should attract readers' attention and create interest for them to continue reading. - Storyboard: a blueprint that combines copy and visual material to show the sequence of major scenes in a commercial, I.T is very cost affective and this is after a parallel script is approved. EXAMPL: Animatic story board of Volkswagen and Darth vater commercial! - Artwork = advertisements layout and. illustrations, illustrations are the photos, drawings, ect that are used to create interest and encourages the audience to continue with he ad, they communicate an idea quickly and help consumers recall the visual portions of advertisements.
Types of Appeals, How to Appeal to Consumers?
- Rational appeals: logic, facts, statistics - Emotional appeals: Using puppies aw so cute - Humor appeals: Helps with recall, but can be dangerous and hard to translate - Fear appeal: "Dumb ways to die", mainly used to change behaviors, stop smoking, example of cholesterol drug. If fear level is too high then people will shut out the message.
Team Selling and Relationship Selling
- Team selling is when a team of experts are led by a sales person to conduct the personal selling process, maybe because its very high tech and very complex. - Relationship selling: super long term and you're very focused on building a long term relationship with someone (like maybe financial planning)?
Media Scheduling methods
- continuity (like soda), we use all of the time - flighting (seasonal things) like holiday baking) sometime no ads are run_ - pulsing: combination of both, like imperial but also imperial during the holidays, in order to even out.
ethical and legal issues
- privacy problem - online fraud - intellectual property and copyright issues.
When sales representatives for Owens Corning meet potential customers, it offers stuffed pink panthers to promote its insulation. This example illustrates Owens Corning's use of which of the following elements of the promotion mix?
.Sales promotions, ACTS AS A DIRECT INDUCEMENT
8 different areas of sales management
1. Establishing Sales Force Objectives (what they are expected to accomplish during a certain period, they should be clear and measurable). 2. Determining Sales Force Size: How big I.T should be 3. Recruiting and Selecting Salespeople: Select the right people for the position 4. Training Sales Personnel: Training programs or on the job training usually.
Steps of the personal selling process
1. Prospecting 2. Pre-approach 3. Approach 4. Making the presentation 5. Overcoming objections 5. Closing the sale 7. Following up
E-Mail Marketing
65% will purchase because of an email campaign
Public Relations
A broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders. Uses a variety of tools and the goal is to create and ENHANCE a positive image of the organization. Publicity- a tool of public relations. Publicity is a NON PERSONAL and NON-PAID communication and I.T can be both good and bad (usually bad tbh). PUBLICITY IS NOT FREE!!!!
Promotion Mix
A combination of promotional methods used to promote a specific product. When an org develops specific methods to manage the IMC for a particular product! FOUR ELEMENTS: Advertising, Personal Selling, Public Relations, and Sales Promotion
You are a brand manager for a major retailer, and you just completed developing a series of advertisements with the help of your outside ad agency. You are excited about the ads and you are anxious to get the marketing vice president's opinion of the ads. Unfortunately, the vice president does not believe the ads will be effective. She wants you to do some type of effectiveness evaluation of the ads before the company spends a lot of money running them.
A consumer jury
Creating the Advertising Platform; Creative Brief
A document that expands the advertising platform. This is the "Who, what, when, where, why", it's an INFORMAL document between the client and the agency (not legally signed or anything like that), but it keeps designers on track as they make advertisements and it guides campaign development. **Brand brief is different :_ And the campaign Brief is just for ad campaign. EXAMPLE: Imperial sugar was leading brand until the accident blow ip in Georgia factory. Their goal was to become the leading brand again and targeted women age 25-50 around the holiday season who baked. They thought "sugar was sugar" and were trying to convince ppl that imperial is best because of it's history (their grandmothers used it for a specific recipe). You just want to punch the idea pitch because the actual is too much money. Idea pitch was "Sugar is sugar until grandma finds out its not imperial" and then the actual plan was a Real grandma and it said "If you're going to use her recipe you better use her sugar".
publicity
A news-story type of communication about an organization and/or its products transmitted through a mass medium at no charge. The cost of publicity is low compared to the cost of advertising (duh). Most common publicity tools: - news release, feature article, captioned photography, and a press conference (meeting to announce major news events). For bad publicity there should be clear procedures, and companies should be forthright and immediately take action.
Integrated Campaign message should...
ALWAYS BE CONSISTENT AND INTEGRATED DUH
Sales Promotion
Acts as a direct inducement, offering added value or incentive for the product to resellers, salespeople, or consumers. Sales Promotion is not the same thing as "promotion!". Marketers spend more on sales promotion than on advertising. Coupons are an important factor! Sales promotion is less consistent than personal selling or advertising.
When a product's target market consists of millions of customers, organizations tend to rely on _______ and _______.
Advertising and Sales Promotion (they reach masses of people with low costs!!!).
Advocacy Advertising
Advertising that promotes a company's position on a public issue. Recycling, texting and driving, ect. It has social benefits and helps build org image. EXAMPLE: "Dumb ways to die" train safety video
Which of the following is the best example of the promotional objective of combating competitive promotional efforts?
After Ford promotes the towing capacity of its F-series trucks, Chrysler soon emphasizes the towing capacity of its Dodge trucks.
Sales Promotion
An activity or material that acts as a direct inducement that offers added value or incentive for the product to resellers, salespeople, or consumers. It induces trial, purchase, or patronage. (has decreased w the rise of advertising).
5. Overcome Objectives
Anticipate and know how to counter objectives and if you're not able to anticipate of certain things then you need to know how to think on your feet.
Apple IMC Example
Apple mental associations: Steve jobs, the support products, the slogan, positioning statement about computers there's a consistent message and everything works together.
Which personal selling process step may involve calling on customers without prior consent?
Approach
Which is the best example of noise that originates with the receiver in the communication process?
Aroon simply tunes out pop-up ads on the internet so that they don't even enter his awareness.
Pringles is planning to release two limited edition flavors for a two-month period this fall, Cinnamon Sugar and Spicy Sriracha. Pringles would like to gather a qualitative metric to determine which flavor is more popular. Which of the following should they use?
Ask customers to tweet their opinions! they want QUALITATIVE DATA.
6. Close Sale
Ask them to buy the product and then there are certain trial closes by asking questions that assume the prospect will buy (like which color would they want ext). (what, how, why to probe and then who, when, where to clarify and close the sale).
Lipton Brisk Campaign Commercial and Tuna Ad, Cold Remedy Ad
Babe Ruth vs. Eminem using Brisk- storyline should be interesting and easy to follow, people need to be interested from the beginning. Humor is good but can also be dangerous, and the product needs to be an integral part of the story line. Celebrities need to be easily recognizable! Tuna Ad: All ads should connect ppl w the brand- Chunkiest Tuna and "Look Mom No Cans" Ads. You want ads that easily are connectable and aren't hard to translate. Cold Remedy ads: You have to see your target market (women ages 25-45), the product has to be easily recognizable.
ACME Corp. is running a sales promotion in which it offers to give retailers $1 for each case of widgets purchased during the promotion. This best describes _______.
Buying Allowance
Firms that link the purchase of their product to philanthropic efforts practice cause-related marketing.
CAUSE RELATED MARKETING
Which of the following contrasts the promoted brand with one or more identified competing brands on the basis of one or more product characteristics?
COMPARATIVE ADVERTISING
Who develops the campaign??
Can be by an individual, a few people, or the firms advertising department, or an advertising agency. Really depends on the size of the firm! Many firms employ an advertising agency to develop advertising campaigns, and the firm and the company will develop the campaign jointly.
Reduce Sales Fluctuations (Or seasonal variations)
Can't be fluctuating based on seasons and stuff always. Green and Red M&Ms on Christmas
Encourage Product Trial
Certain types of promotion are really important (before the evaluation stage in the product adoption cycle), these are free samples, coupons, test drives, contests, and games in order to encourage product trial. This is especially important for new products and stimulates product adoption.
The limit on the volume of information a communications channel can handle effectively is known as _______.
Channel Capacity
Public Relations
Communication efforts used to create and maintain favorable relations between an organization and its stakeholders. Also used to respond to negative events. Can be used to promote people, places. ideas. activities, and countries. Focuses on enhancing the image of the total organization.
Promotion
Communication to build and maintain relationships by informing and persuading one or more audiences. Promotion is communication that can be MANAGED. Four P's : Price, Place, Product, and Promotion. MacBook Air EXAMPLE: enforces thinnovation and focuses on key product about how thin I.T actually is, this is a good example of persuasion.
These vehicles through which the coded message is transmitted from the source, Forever 21, to the receiver, the prospective customer, are called
Communications channel
OWNED MEDIA
Companys website or social media, they own it
Reinforcement Advertising
Confirms the decision to buy, usually already established by the customer. This assures users that they chose the right brand and tells Tham how to get the most satisfaction from it. EX: Baking soda ppl reminding people to keep using baking soda for a variety or purposes.
Coding Process (encoding)
Converting meaning into a series of signs or symbols- should be easy for the receiver to decode without much time or attention.
Integrated Marketing Communications
Coordination of promotion and other marketing efforts for maximum informational and persuasive impact on customers. The main goal is to send a consistent message to customers.
Marilyn works for the Chicago Department of Tourism. She has been analyzing its advertising campaign and has recommended that it changes the overall message of the advertising campaign from Chicago being a destination for families on a tight budget to a city where families can engage in many cultural activities. Marilyn's suggestion focuses most on which step of developing an advertising campaign?
Creating the advertising platform. Target audience is the same but the platform is different! (Platform is the basic selling points).
Which of the following is the most important attribute of a ratings website?
Credibility!
Native Advertising
DIGITAL ADVERTISING that matches the appearance and purpose of the content in which it is embedded. Meant to resemble the content itself. I don't really understand this.
1. Prospecting
Developing a database of potential customers- this could be referrals from existing customers or new people.
ACME Corp. is using all digital media, including the internet and mobile and interactive channels, to develop communication and exchanges with customers. This is best described as _______
Digital Marketing
Wilson Sporting Goods serves its regional market with equipment and uniforms for Little League, junior high, and high school athletic teams. It has embraced new technology and considers itself innovators in the use of _______ to communicate with its customers via its company website, Facebook, Twitter, and blog.
Digital Marketing
Today's consumer is changing their information searches and consumption behaviors to fit with emerging technologies and trends. Epiphany Farms is an organic farm specializing in vegetable and meat products and also owns a farm-to-table restaurant. The restaurant is implementing _______ that functions using digital codes that are available via computers, cellular phones, smartphones, and other digital devices as part of its business activit
Digital media. Digital media functions through digital codes.
Encourage Product Trial, Gallup "Which ad pulled best?" EXAMPLE
Effectiveness is measured by: RECALL PERSUASION LIKING (not as strong as recall or persuasion)
Which of the following refers to the strategic process of distributing, promoting, and pricing products, and discovering the desires of customers using digital media and digital marketing?
Electronic Marketing
Sales promotion can increase sales by providing _______.
Extra Purchasing Incentives
Digital marketing is a term used for any electronic media that functions using digital codes.
FALSE.DEgital MEDIA is a term....
Consumer contests and sweepstakes are used to promote established products and tend to generate similar levels of consumer response.
FALSE: Sweepskates are more often and usually more people participate.
Hallmark is using a strategy of running advertisements for set periods of time, alternating with periods in which no ads run. This is best described as
FLIGHTING
Creating Awareness
For an org that is creating a new product, this step is crucial in the product adoption process. You want to generate awareness quickly in order to offset the developmental cost of the product. (This is also important for existing products too like to remind people that the products are there). Ben and Jerrys focuses on the core concoctions that are new (like peanut butter in the center of the ice cream)
The number of times target customers are exposed to an advertisement is referred to as ______
Frequency
WOM TACTICS
Guerrilla Tactics and Buzz Marketing: An attempt to incite publicity and public excitement surrounding a product through a creative event. This is earned media and the GOAl is to create POSITIVE WOM (like mobs used to be a big thing). Viral Marketing: A Strategy to get consumers to share a marketing message, often through email or online videos, in a way that speaks dramatically and quickly. (LIKE SHARK WEEK ADS #scary)
The most critical copy in an advertisement is the _______.
HEADLINE
7. Follow up
Hand written thank you in an interview, and then even a follow up later on. This is important if you plan on keeping them as a customer! You need to create strong relationships with them.
Which of the following is NOT true about digital marketing as a new distribution channel?
I.T increases inefficiencies throughout the marketing channel. (I.T does increase speed and decrease the cost! So I.T reduces inefficiencies).
Product Placement in Video Games.
In game advertising (video games), because that target market is hard to reach, Static advertising is virtual billboards and product placement, dynamic advertising is variations placed on time of day or geographical location, and advergaming would be red and green M&Ms AS the game.
Trade Sales Promotion Method
In order to persuade wholesalers and retailers to carry a producer's product and market them aggressively. In order to incite them they might: - Give them trade allowances: rewards or money to carry a product (like a temporary price reduction for purchasing a certain amount of stuff). - Cooperative Advertising (like the company pays some of the advertising cots for their products). - Free gifts or games
Which of the following support personnel or take orders, follow up on deliveries, and provide technical information?
Inside Salespeople
Characteristics of online media
It's addressability, interactivity, accessibility, connectivity, and control. Two major trends that encourage online marketing is 1. the increased tendency of customers to publish their own thoughts, and their tendencies to trust other consumers over corporations.
Building a brand persona
It's an actual strategic document and has a slogan that associates with different people. I.T should be a long term image that doesn't change overtime because we don't want to confuse people. (SNAPPLE). AND SHOWS THE HERITAGE OF SNAPPLE: Born in NY campaign video that shows that Snapple is made for everyone.
Content Marketing
It's owned media and drives awareness and purchases. It's Creative.
Before creating a social media advertising campaign, Sarah embeds quantitative and qualitative metrics at the onset of her strategy that can allow almost real-time measurement and evaluation. What are these metrics called?
KPI (Key Performance Indicators)
Retaining Loyal Customers
Major goal of marketers, costs or retaining customers are lower than costs of getting new ones. Loyalty programs and special offers to existing customers are usually good. Dropbox example of if they refer people then they get more dropbox storage. Jack Dempsey Guest Speaker from Petium Solutions: Talking about customer loyalty an loyalty programs, driven by one-on-one communications. relationships determine loyalty and loyalty is based on how you TREAT me, not on how you REWARD me. Loyalty is more than convenience and programs reward loyalty not CREATE it!
Push and Pull Channel Policies (see graphic)
Marketers need to choose whether to use a push or pool policy. Push policy = the producer promotes a product only to the next institution down the marketing channel. Push policy normally stresses personal selling to push it down through the channel. (younger people usually accept this more) Pull Policy: the producer promotes a product directly to consumers to develop strong consumer demand that pulls products through the marketing channel. Mainly through advertising and sales promotion. They want to create demand at consumer level. THE FLOW OF PRODUCTS IS THE SAME BUT THE FLOW OF COMMUNICATION IS DIFFEREN
Which of the following is the best method a company can use to determine how many people heard the company's public relations message?
Measure changes in product awareness, knowledge, and attitudes resulting from the publicity campaign
OLD SPICE COMMERCIAL
Men were the target market (men in 80s), but also women bc they needed to stop buying their men women body wash. "Man you man could smell like" needed to be something that both men and women liked. They wanted it to be more personal so they asked for inquiries and answered questions live and this was a super effective commercial. None of it was computer generated!
Which of the following trade sales promotion methods is best suited to high-volume, high-profit, easily handled products?
Merchandise Allowance
Digital advertising that matches the appearance and purpose of the content in which it is embedded is called _______.
Native Advertising
5. (Sales management areas) COMPENSATING PEOPLE
Needs to attract and motivate individuals. There is straight salary (gives security but no incentive), straight commission (no security but maximum incentive), and a combination of the two (there is some security but I.T might be difficult to predict).
Which of the following is appropriate for stimulating primary demand?
New Introductory Promotion
Order Getter
New customers and increase sales to current customers
Word-of-mouth communication is most effective for _______ and _______.
New to market products and expensive products.
Advertising
PAID, NON PERSONAL communication about an organization and its products transmitted to a target audience through MASS MEDIA. This is constantly changing! It can reach a very large target audience or a very small defined segment. BENEFITS: -low cost-efficient (reaches people at a low-cot per person), even if it's expensive the cost per person is not! - lets the source repeat it's message a lot. - Advertising can allow companies to enhance their image. (through celebrity endorsements and that stuff). (this can also create a bad image tho like think violent ppl w Nike). DISADVANTAGES: - the money overall is expensive (could cost like 5 million for a 20 second commercial). - rarely provides rapid feedback@
Personal Selling
PAID, PERSONAL communication that attempts to inform customers and persuade them to buy products in an exchange situation. It's one-on-one or one to a few, so major thing is that you can get instant feedback. It's a super large industry!!! Most precise of all promotion methods and most effective way to form relationships. Most important with business-to-business transactions involving purchasing expensive products. MOST EXPENSIVE ELEMENT IN PROMOTION MIX! PERSONAL SELLING EXAMPLE: Ron Poneil who was always selling and pitching but on live TV, used to sell inventions that were made by his father. He used the appeal of TV and made things like electric egg scrambler or rotesseri chicken. Famous quote from that was "Jet it and forget it". He was passionate and determined even though he moved hybrid.
Personal Selling
PAID, PERSONAL communication that seeks to inform customers and persuade them to purchase products in an exchange situation. Usually used in the business-to-business market but also business-to-consumer. Involves more specific communication directed at one or a small group of individuals. BENEFITS: - immediate feedback so they can adjust their messages and respond to customers' needs. - Greater impact on customer Disadvantages: Costs considerably more than advertising on a person-to-person basis. - time consuming Kinetic Communication: Communicant through movement of head, eyes, arms, hands, legs ur whole body. Proxemic Communication: Communicating by varying the physical distance in face-to-face interactions. Tactile communication: less popular in US, communicating through touching.
Word Of Mouth!!!
PERSONAL, NON-PAID, informal exchanges of communication that customers share with one another about products, brands, and companies. Not apart of the mix because It's not controllable! Most customers are likely to be influences by WOM. Electronic WOM is also becoming a heavy thing because of reviews, social media, opinions online, celebrity attitudes, and all that. Organizations should proactively manage their WOM communications. Marketers might try to urge famous people to try their products and stuff like that. EARNED MEDIA EXAMPLE: Macbook video example mocking the thinnovation thing where the guy is like omg it can't play DVDs but it can fit in an envelope! Bad WOM! It can't be controlled.
Which of the following focuses on a product category rather than a specific brand?
PIONEER ADVERTISING
If Marathon Petroleum developed a new plant-based alternative to fossil fuels, the best way to announce this to the public and get wide media coverage would most likely be through a _______.
PRESS CONFERENCE...bc media ppl r invited
The internet is viewed as a _______ medium because users determine which material they are going to view.
PULL (the marketer has limited ability to what the consumer views)
Rosalie is a sales consultant for Avon Cosmetics. This illustrates
Personal Selling
If a company's promotional budget is extremely limited, the firm is likely to rely on ______
Personal Selling (It's a lot easier to measure)!
PAID MEDIA
Placed and bought by the marketer
Garrett Almar tells a fellow buyer at Robins Wholesale Parts that the last salesperson who called on him before lunch was a real loser: "He has done a poor job of _______. He didn't even know what brands we carry or what types of retailers we service!"
PreApproach: Preapproach is preparing the presentation and knowing key factors and indicators.
Whenever ACME Corp. introduces a new product, it sends out a single page with typewritten copy containing fewer than 300 words and describing a company event or product called a(n) _______ and a photograph with a brief description explaining its contents, called a(n) _______.
Press Release, Captioned Photograph
Stimulate Demand
Primary Demand" Demand for a product category rather than for a specific brand (EX:: the Almonds are my beauty secret ad- doesn't say what kind of almonds). Companies use this when they introduce an innovative product. New introductory promotion is promotion that informs consumers about a new product. (There are no competing brands in the marketplace). Selective Demand = Demand for a specific brand. Points out why you need THAT brand, not just an almonds. This is done by differentiating the product from competing brands in the marketplace.
Which of the following is NOT a public relations tool?
Product sample
product advertising
Promotes the uses, features, benefits or products. There are TWO types of Product advertising!!!! Ex of prod advertising: the smart car commercial "the ultimate city car" promotes the smart car! - Pioneer Advertising: Advertising that tires to stimulate demand for a product CATeGORY rather than a specific brand by informing potential buyers about that product. Also employed when the product Is in the introductory stage of the product life cycle. Focuses on explaining the KEY BENEFITS!! (SLIM PACK GUM example focuses on showing the benefits of the packaging) - Competitive advertising: Promotes features and benefits through indirect or direct comparisons with competitive brands. (Smart car add comparing to other car but not specifically and ZIPLOCK bag "Hard vs. Easy" examples comparing). - Comparative Advertising: two or more brands are compared DIRECTLY. (EXAMPLE: Campbells vs. Progresso soup ad). Normally, the #2 company is comparing itself to the #1 leading brand!
Institutional Advertising:
Promoting an ORG IMAGE, NOT JUST A PRODUCT. Advertising that promotes organizational images, ideas, and political issues. May deal with broad issues (such as organization strengths). Can be proactive to create a favorable view of the organization or its industry, or a reactive response to something that may negatively impact an organization. EXAMPLE: Nike video of the guy riding his bike is promoting Nike, not a specific product!
Which of the following is NOT one of the criticisms of promotion cited in your text?
Promotion Lowers PRICES!!! (it's often criticized for RAISING them).
Which of the following uses tools such as annual reports, brochures, event sponsorship, and sponsorship of socially responsible programs?
Public Relations (PR)
Which of the following is a broad set of communication efforts used to create and maintain favorable relationships between an organization and its stakeholders?
Public Relations <3
Which of the following is used to assess an organization's image among the public or to evaluate the effect of a specific public relations program?
Public Relations Audit
Which of the following trade sales promotion methods is appropriate when personal selling is an important part of the marketing effort?
Push Money
In the communication process, the _______ is the individual, group, or organization that decodes a coded message.
Receiver
If a smartphone manufacturer launches a series of online advertisements with a slogan of "Get the Most Out of Your Device," the advertisements are most likely using _______ advertising.
Reinforcement ; assures them that they choose the right brand
Reminder Advertising
Reminds of established brand (just reminding people that they are still there), and reminds them of the brand's uses, characteristics, and benefits.
Native Advertising
Resembles a publication's editorial content but is paid for by an advertiser and intended to promote the product. EFFECTIVE native advertising is huffed and not original (like on buzzed I.T looks like it's part of it bc company logo is taken away). They are deceitful and some ppl think it harms the credibility of the actual website.
7. (Sales Management Area) Managing Sales Territories
Routing and scheduling salespeople is super important there needs to be balanced sales territory. They must consider size, geographic shape, routing, and scheduling. EXAMPLE VIDEO: ZS Sales and Marketing case study, they needed to regain sales force to become #1 again but they were spending too much time on small accounts.. These people helped them for 9 months and within 12 months they had increased market profitability a ton. A company (big company) can become complacent when they don't have to try hard to sell! ANOTHER EXAMPLE: From ZS, 5 common and avoidable mistakes that Sales Force makes is: 1. Role pollution (they're doing other things and should be focused on selling), 2. People chasing small opportunities, 3. Inconsistent approach to key account management, 4. companies ignoring the power of analytics, and 5. poorly designed sales territories.
Search: SEM and SEO
SEM = the promotion of websites by increasing their visibility in search engine results pages. (PPC advertising, (paid per click)) There are two results while searching: 1. Organic: not paid and appears based on relevance 2. PPC (paid per click) are paid by an advertiser (says AD).
Firehouse Subs is conducting a contest in which customers are asked to name a new sub. The winner gets a free sub each day for one year and an appearance in one of the company's TV commercials. This contest illustrates Firehouse Sub's use of the ____ elements of the promotion mix.
Sales Promotion
Sales force objectives for the entire force are normally stated in terms of all of the following, except _______.
Sales Territory
Sales Force Management
Salespeople are in charge of making and generating sales revenue, and so they need to be in a positive environment with sufficient training and management support. If they are not provided with these things then they might not sell very well. Important things to consider are: - Training and development (they should have seminars, on-site classroom instruction), and on-job training. -They should also be compensated very well (THIS IS THE MOST CRITICAL THING), it shouldn't be too risky and there should be bonuses and things should remain competitive. - Work/Life Autonomy: flexible hours or WFM -Product quality and service: there should be service after sale and goods should meet customer needs
Realizing that her firm's sales promotion budget was small and cut by 30% for the coming year, Stacey Baronas rules out _______ as playing a role in her sales promotion plan.
Samples: money refunds actually aren't that expensive
Which of the following can be stimulated by increasing the number of product uses and promoting them through advertising campaigns, as well as through price discounts, free samples, coupons, consumer contests and games, and sweepstakes?
Selective Demand
Warables
Shirts that people can wear to swipe music or do other electronic things.
7. Executing the Campaign
Some changes might be made to meet objectives more effectively! The account MANAGER oversees this step in the process as they are the team leader and the lie-son between the client and the business.
Effective Techniques in Advertising
Star Power Story Line Humor Comparisons Gigantism Product Demos (New Products)
2. Pre-Approach
Super important and can make or break the sale. Identify key decision makers and make sure you know a ton about the product that you're selling. Make sure you know your strengths and weaknesses (like if you're interviewing then take the StrengthsQuest test).
3. Creating the Advertising Platform
THIS IS... THE SELLING POINT! Advertising platform is the basic issues or selling points to be included in an advertising campaign. EXAMPLES: Ad of Hershey whole bean chocolate bar: Healthy because a lot of fiber!! (fiber might be the selling point for some people). Has to be info that the market deems as important and relatable.
The group of people at whom advertisements are aimed is called the _______
Target AUDIENCE
Which of the following involves the salesperson joining with people from the firm's financial, engineering, and other functional areas?
Team Selling
Media Channels
The ads are going to be created now, and there are advantages and disadvantages of each media platforms that need to be taken into consideration. - newspapers -magazines -direct mail - radio - television - digital media -outdoor
4. Determining the Advertising Appropriation /budget
The advertising budget for a specific time period@ Many factors affect this like size of the market. Many techniques used to determine the advertising appropriation: - Objective & Task approach: the most logical one, budgeting for an advertising campaign by first determining Its objectives and then calculating the cost of all of the tasks needed to attain them. The main problem intros is that sometimes it's hard to accurately estimate the level of effort needed to attain a certain objective. - percent of sales approach: more wisely used, budgeting for an advertising campaign by multiplying the firms' past and expected sales by a standard percentage. Major flaw is the its based on the assumption that sales create advertising rather than advertising creating sales. It's not logical but it's easy to implement. Not good for a struggling business. - Competition matching approach: determining an advertising budget by trying to match competitors' advertising outlays. They try to allocate same budget as the competitor does. This approach should not be done as the only approach. -Arbitrary approach: budgeting for an advertising campaign as specified by a high level executive in the firm. Usually leads to either underspending or overspending.
6. Creating the Advertising Message
The advertising message MUST tie to the creative brief. Everything is taken into consideration here. Advertising must not offend consumers by being too prevalent, obvious, or invasive. To communicate effectively advertisers use words, symbols, and illustrations that are meaningful, familiar, and appealing to people in the target audience. Should you advertise to children? Choice of media influences the content and form of the message. *There are regional issues (ads differ across geographic areas), to help reach many people in different areas.
Advertising Campaign
The creation and execution of a series of advertisements to communicate with a particular target audience. This is very similar to IMC campaign, but the difference is that IMC is a lot of aspects of the promotional and not just advertising. There are 8 major steps!!! May vary according to the organization's resource.
Receiver
The individual, group or organization that decodes a coded message.
Channel Capacity
The limit on the volume of information a communication channel can handle effectively. Determined by the least efficient component of the communication process.
Communications Channel
The medium of transmission that carries the coded message from the source to the receiver. You need to choose and use the appropriate channel to be successful and successfully reach the target market.
"Branding"
The mental associations held by a brand which adds to the perceived value (like Starbucks).
Poor Selling is...
The reflection of problems within SFM not within sales people themselves!
Which of the following statements is NOT true when making a sales presentation?
The salesperson should anticipate objections and handle them before they arise. (THEY NEED TO COUNTER THEM BEFORE THEY ARISE, IF POSSIBLE)
Communication
The sharing of meaning through the transmission of information. They must have a common understanding of the symbols, words, and pictures, both the sender and receiver of information must share common ground.
Product Placement
The strategic location of products or product promotions within entertainment media content to reach the product's target method. Paid to have product placement (its a promotional technique) but to consumers it's hidden!!! Form of advertising. EXAMPLES" Office and chiles example: the awesome blossom and baby back ribs Heinz Commercial : IMDB account, created social media when IMBD took It down- an example of gorilla buzz and viral marketing. "Reverse Product Placement" By 7/11 when they partnered with the Simpson movie and changed 2 stores to KWIK-E-MARTs, awesome results. COLBERT on Digital Product placement on Mirriad : I.T can be deceitful and upset people.
EARNED MEDIA
The things that others' are saying about the company can be good or bad.
Digital Marketing
The use of all digital media, including the internet and mobile and interactive channels, to develop communication and exchanges with customers. This is marketing through electronic market. "The union of content and technology guided by carefully aggregated and thoroughly analyzed data" It's about content and creativity, but also analytics. -Brad Hayes Definition. Social Media Marketing, Blogs and Wikis, Media Sharing Sites, Mobile Marketing, Mobile Apps, and Widgets.
Mobile Marketing
There are many location based services based on where you are (instantly push beacon coupons when someone passes by a certain department in a store). AMAZON GO EXAMPLE: You never have to wait in lines, it's just "walk out" technology. Augmented reality (like Pokemon go) is also huge, also beauty brands that allow you to "try on" certain things (think raybans sunglasses you can try those on).
3. Approach
These are the first impressions! The manner in which a salesperson contacts a potential customer (also critical in the process), you need to develop the relationship. Seek referrals, and cold canvassing is like cold calling and is not as popular. EXAMPLE: PHIL FROM AMAZON, he made himself an amazon page like as a job resume!
Consumer Sales Promotion Methods
They encourage ppl to buy specific products. - Coupons: they build brand awareness and now are digital. Disadvantage is possible fraud. EXAMPLE: Valpak and Apple Watch video example of them paring together and so it gives you discounts at stores, and Valpak ap in car called voximity (car and coupons for lunch). - Cents Off Offers: You pay less than the regular price and they are easy to control. - Rebates and Refunds -Point of purchase Displays: (POP): Signs and window displays to attract customers. EXAMPLE: The heirloom traditions display and she is showing retailers how they would display them to customers. This was a demonstration method to show how the product will work. - Viral Promotions: EXAMPLE: The Dr. Pepper promotion with the prize or the underwear - Games: EX: turning people into a game, soft drink game turning people into the spin machine. - Free Samples/ Promotional Products (like career fair u get free study), this is a huge industry. VIDEO EX: the guy as an innovator, he created the flat pencils and makes products for other companies.
Support Personnel
They facilitate selling but usually do not make the sale themselves. - Missionary Salespeople: They help customers sell to their own customers. - Trade Salespeople: Help retailers promote (they help a producer's customers promote a product_. -Technical salespeople: Technical assistance and help customers apply products.
Order taker
They repeat sales and are more concerned with account maintenance.
8. (Sales Management Areas): Controlling and evaluating performance
Things like calls per day, average sales, and sales potential are all performance indicators.
4. Making the Presentation
This is like getting an interview! Get and hold their attention and stimulate interest, you need to be very enthusiastic! Different buyers respond to different performance and tactics. Make sure to listen and use nonverbal modes of communication.
1. Identifying and Analyzing the Target Audience
This is so important because it helps develop the whole campaign! They need to know who their group that their marketing and targeting to buy their ISH is for!! The more an advertiser knows about the target audience, the more likely they are to develop an effective advertising campaign. If target market is not known then they will probably fail oops. ACCOUNT PLANNER ROLE! TRAVIS EXAMPLE VIDEO: the role that they have is that they are the person between the consumer and the client. They know what the business wants and needs and they use surveys and cons groups and work with more departments. Involves a ton of creative thinking and they are "natural observers" and "HUMAN ANTHROPOLOGISTS".
Source
This is where communication begins. The source is a person, group, or organization with a meaning it tries to share with a receiver or an audience
Combat Competitive Promotional Efforts
This reactive approach is to prevent a sales or market share loss. Some stores offer price-matching programs! You want to make sure you're holding your market share or positioning.
VIDEO EXAMPLE SAP HANNA
Timely and accurate promotion planning is key to maximize returns!!! Technology is impacting marketing with data and analytics and it's important to use this. SAP Accelerated Trade Promotion Planning is in memory Data.
5. Develop the Media Plan
Tons of money in this bish, also this is super analytical. Media plan is a plan that specifies ht media vehicles to be used and the schedule for running advertisements. The plan determines how many people in the target audience will be exposed to the message and sometimes even the effects of the message on the audience. They need to select the media and then prepare a time schedule for each medium. MAIN GOAL IS TO REACH THE LARGEST NUMBER OF PEOPLE THAT THE ADVERTISING BUDGET WILL ALLOW :). Secondary goal is to achieve the appropriate message reach and frequency for the target audience while staying within budget! - REACH = # or % of target market that's exposed to an advertisement in a certain period. - FREQUENCY - # of times the target audience is exposed. ** Effective Exposure" We need to see an ad at least five times before we really get I.T (there needs to be balance because there's also negative exposure where we are WORN OUT)!
Which of the following are likely to restock shelves, obtain more shelf space, set up displays, provide in-store demonstrations, and distribute samples to store customers?
Trade Salespeople
Which of the following is one of the biggest mistakes a marketer can make when engaging in digital marketing?
Treating it like a traditional marketing channel
Which of the following is NOT a public relations tool?
Tv commercial (bc that's an advertisement)
Facilitating Reseller Support
Two-Way street: Produces want to provide support to resellers to assist in selling their products, and in return, they expect resellers to support their products. A manufacturer may provide them with special offers and buying allowances.
Evaluating Public Relations Effectiveness
Various tests and research such as environmental monitoring (changes in public opinion), a PR audit (used to assess org's image among the public), communications audit (analysis of messages or a study), social audit to see if it's being socially responsible.
At ACME Corp., managers are using a strategy of trying to get consumers to share the firm's message via a quirky online YouTube video in a way that spreads dramatically and quickly. This is best described as _______.
Viral Marketing ( a strategy to get consumers to share a message).
Social Media Marketing
Websites and ads with social networking and sharing content. With marketing trends we see the use of video and live deeds, paid social media commerce (you're able to purchase products via social media), as well as ephemeral content (I.T disappears after 24 hours)
2. Defining the Advertising Objectives
What does the firm hope to develop with the campaign? Important that objectives are clear, measurable, and have a specific time period and have a benchmark! Should always be quantifiable. EX: Snapple campaign!
Branding as Storytelling: The Colbert Report
Wheat things product report, definitely giving them publicity, it's kind of negative but also you just watched a 6 minuted advertisement about CRACKERS.
Identify Prospects
You identify potential customers who respond to your messages and then target that group.
6. (Sales Management Areas) Motivating SalesPeople
You need to create a positive climate with support! Sales managers act as models for their sales force and if the sale manager are customer focused then the salespeople will probably be too.
Web Design
You want people to spend a lot of time on your website and for it to be aesthetically pleasing. There are certain trends like minimalism trends, dark mode trends, artistic and quirky trends.
Promotions help consumers because they _______.
allow customers to make more intelligent buying decisions, help customers have KNOWLEDGE about the product!!!
Astrid is considering advertising her new restaurant on the radio to attract more customers. She knows that in order to attract listeners' attention on the radio, it will be important for her to
be both informal and conversational in tone.
To boost sales, ACME Corp. launched a sales promotion effort that required individuals to compete for a free iPad by collecting stickers on the inside of packaging of ACME widgets. This best describes a _______.
consumer game
"Good Bull Advertising" Competition
created something for "Ocean Spray", they wanted to increase the use in households by a quantifiable amount (.5%), they came up with "Be Cranberry Bold", and made a philanthropy event "My Old Wish" and custom bold flavors as well for people. Main thing here was that they maintained a consistent theme and message.
8. Evaluating the Advertisements Effectiveness
last step in the process. you can measure achievement in many ways like assessing the effectiveness of artwork and copy and evaluating media. Advertising can be evaluated during, before, and after the campaign. We need to look at KPIS (Key performance indicators) like sales, changes in awareness, social media likes, ect. - Evaluation before the campaign = pretest using a consumer jury (like prospects_. - During a campaign they rely on inquiries and on responses - evaluation AFTER the campaign = posttest! (Like the Gallup testing example), consider recognition, unaided recall, aided recall, and persuasion. Did the ad meet objectives? EXAMPLE: Tropicana vs the capri suns ad! The last thing that an ad wants to do is remind you of a competitor brand!!! EXAMPLE: Naked dude and the Norwegian Arlines commercial "We're flying your inlays for half price" humors and we won't forget the ad!
Dee works as an insurance salesperson and spends most of his time locating prospects and converting them into buyers. Dee's job function is best described as _______.
new-business sales: Locate prospects and turns them into buyers
The "bricks-and-clicks" model involves maintaining _______.
physical stores and an online shopping site
Web advertisers are trying to engage in self-regulation, so regulators do not develop additional regulation to _______.
protect user privacy. they want as much information as they can get!
The primary goal of a media planner is to _______.
reach the largest number of people in the target market within the budget constraints
ACME Corp. is evaluating the effectiveness of a recent campaign by showing selected consumers the actual advertisement and asking whether they recognize it. ACME is probably using which method to evaluate its campaign?
recognition test
Tomás has a monitor inside his home that tracks when his television is on and what station he is watching. When he goes to the store, he uses an identification card that is scanned at checkout. Ted is providing researchers with _______.
single-source data