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MKTG 360 EXAM 3
CHAPTERS 12,13,14
35
Marketing
Undergraduate 3
04/04/2012

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Term
4 elements of the Promotional Mix
Definition
1 advertising
2 personal selling
3 sale promotion
5 publicity and public relation
Term
Promotional mix: Advertising
Definition
non-personal communication from identified sponsor using mass media
Term
Promo Mix: Personal Selling
Definition
Direct interaction between company representative and consumer
Term
Promo Mix: Sale Promotion
Definition
Short term incentives
- encourages sales during a SPECIFIC time period
Term
Promo Mix: Publicity/PR
Definition
Portrays organization and produces positivity
- gives people a positive perception of your business
Term
Communication Model (5 elements)
what are they?
Using TV ad example fill them in accordingly
Definition
1. Source- brand
2. Message- what they want us to know or understand
3. Medium- transmission(TV)
- noise/interference: anything that interrupts message
ex. other commercials
4. Receiver- Us/Audience
5.Feedback- what did we think?
Term
Decoding and encoding
- to be effective they must...
- decoding defn
Definition
- they must match up
- decoding: process of assigning meaning to message by reciever
- message personally relevant, source is someone receiver likes, creatively executed, receiver pays attention to medium
Term
AIDA
what does this stand for
Definition
Attention
Interest
Desire
Attention
Term
Types of appeals
-rational
-emtotional
Definition
rational: use your thinking
emotional: Peripheral- EOM model
Term
What is advertisement?
Definition
non personal communication paid for by a known sponsor that uses mass media to persuade, inform, and remind audience
Term
Product Ad
- defn
- purpose
Definition
Defn: message focuses on a specific product
Purpose: educate people about a new product and what it does
- emphasize a brands features and try to convince the target market to choose it over other options
Term
Who creates an Ad?
Designing the Ad? (creativity)
Selecting Ad Media? (factors)
Definition
who creates?
-coordinated comprehensive plan
- it carries out promo objectives/results in a series of ads over a period of time

Designing the Ad:
creative strategy is a process that turns concept into an Ad
- creatives try to develop new idea

Selecting Ad Media
1. reach frequency and impact
2. choose among major TYPES
3. select specific media VEHICLE
4. decide on media TIMING
Term
Types of Ads: Television
pros/cons
Definition
pros:
- creative
- prestigious
- high impact messages
- network tv/cost effective for mass media

Cons
- quickly forgotten
- requires frequent repetition
- fragmented audiences
- shorter ads=clutter
Term
Types of Ads: Radio
Definition
Pros
- good for selecting target market
- heard out of house
- low cost

Cons
- listeners may not pay very much attention
Term
Types of Ads: Newspapers
Definition
Pros
wide exposure and extensive market coverage

Cons
most don't spend time reading newspapers
Term
Types of Ads: Magazines
Definition
Pros
narrowly targeted audiences by specialized magazines

Cons
expensive
long deadlines
Term
Types of Ads: Outdoor
Definition
Pros
very high reach
low cost

Cons
Hard to communicate complex messages
Term
Media Schedule
Definition
schedule of how much to spend each month and on what type of advertising
Term
Top-Down Approach
Definition
identify amount of money you can afford to spend on promotions, then let it filter down to the activities
(CHEAPER/SIMPLER/EASIER)
Term
Bottom-up Approach
Definition
Identify what the goal is, then let the goal determine how much you spend
- more thorough/complex/takes more money and time!
- if have the money/time, this is the best
Term
Competitive parity
Definition
Match what your competition is spending on promotion
Term
Buzz
Viral
Stealth
Guerrilla Marketing
DEFN EACH
Definition
Buzz- word of mouth from customers, usually authentic

Viral Marketing- video clips, interactive games (with ads for product in them)

Stealth- marketers acting as "consumers" to deceive people about the involvement of their product

Guerrilla- ambush customers with promos in places they would not expect
Term
Push vs Pull Strategy
Definition
Push- -if I put my product in front of consumers eyes they will buy it, give incentives to retailers so your product can get on the shelf

Pull
-consumer demands the product (focus on consumer so that they pull it through the channel)
- consumer requests product to the retailer
Term
Gross rating points GRP
how to calculate
what does it measure?
Definition
calculates how many impressions your going to get
Frequency x Reach

OR rating x number of ads=GRP

compares media vehicles
Term
Cost per thousand
how to calculate?
Definition
cost to deliver a msg to a thousand people

= cost of ad/(# of people targeted/1000)
Term
Evaluating Recall:
Unaided recall vs Aided Recall
Definition
research by telephone survey/personal interview
Unaided: ask person if they remember an Ad during a specified period without giving brand name or something assc with it

Aided: test uses name of brand or something similar to help prompt answers
Term
Brand Placement
-Defn
-3 types
Definition
-Practice of integrating specific products and brands into filmed entertainment
- name brand product is used as a prop or set in TV show or movie
- increase brand awareness and image

1. Verbal- it is mentioned (makes a hole in one and says he drank redbull right before)
2.Visual-brand can be observed on set (if happy Gilmore sees a sign for an ad, all he does is see it does not interact)
3.Hands on- interacted with (also visual) (Happy Gilmore subway commercial)
Term
Movie: ET and Reeses
- reeses sales increased by how much?
Definition
60%
other examples
Castaway- FedEx
Talladega Nights- Ricky Bobby and wonder bread
Term
Brand Placement research
-Delorme and Reid
- Russell
Definition
Delorme and Reid 1999
- liked brands increased movie going experience
- made film more enjoyable and realistic
- caused greater identification with character

Russell, 2002
- congruous placements are more persuasive
- incongruent placements were easier to recall
Term
Trade promotions (2 types)
- discounts and deals
- boosting and boasting
Definition
Discounts and deals: merchandise allowance, case allowance. Price break on the product

Industry boosting and boasting: trade shows, promotional products( give to other people with your name on it), incentive programs( who ever sells the most of my brand I will give you some type of reward)
Term
Types of Sales people (3 types)
Definition
1.Order taker: person you call that takes your order
2.Missionary salesperson: someone out there promoting the product but cant actually sell you the product ( A doctor/ Pharmaceutical rep)
3.Order Getter: Person can sell the product to you (Bartels can sell me prescription drugs)
Term
Types of selling
- relationship
- transactional
- which one is related to CRM?
Definition
Relationship selling: focus on relationship
- seen as a consultant, has companies/customers best interest in mind

Transactional selling: focus on one time sale, only on transaction, not too concerned about building customer relationship

CRM is related to relationship management
Term
Types of Sales Force Commissions (5)
important ones
1. straight comission
2. comission-with-draw
3. Straight Salary
4. Combination
Definition
Straight commission plan (TRANSACTIONAL SELLING)
-Commission-with-draw plan (loan out of commission, owe back at end of month)
-Straight Salary Compensation plan
-Qouta-Bonus Plan
-Combination plan- most companies do this
(some salary with commission of sales)
Term
Public Relations
what does it do
Definition
Attempts to influence the way consumers, stockholders and other publics feel about companies, brands, politicians, celebrities
- Tylenol and tamper proof packaging
- Issue Press release to shift peoples view about your company
Term
Promotional Mix Impact
- how can you tell if it was effective?
Definition
-how do you measure effectiveness?
-QR codes (can track this measure/how many times it was scanned)

you need some sort of way to measure if your promotional campaign was successful!
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