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| communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response |
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| a plan for the optimal use of the elecments of promotion: advertising, public relations, personal selling, and sales promotion |
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| the unique set of features of a company and its products that are perceived by the target market as significant and superior to the competitition |
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| the combination of promotional tools- including advertising public relations, personal selling, and sales promotion- used to reach the target market and fulfill the organization that is paid for by a marketer |
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| impersonal, one way mass communication about a product or organization that is paid for by a marketer |
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| the marketing function that evaluates punlic attitudes, identifies areas within the organization the public may be interested in, and executesa porgram of action to earn public understanding and acceptance |
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| public information about a company, product, service, or issue appearing in the mass media as a news item |
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| marketing activities- other than personal selling, advertising, and public relations- that stimulate consumer buying and dealer effectiveness |
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| a purchase situation involving a personal, paid for communication between two people in an attempt to influence each other |
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| seeks to convert an existing need into a want or to stimulate interest in a new product. early stage of life cycle |
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| designed to stimulate a purchase or an action. usually in the growth stage of the product cycle |
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| used to keep the product and brand name in the publics mind. maturity stage of porduct life cycle |
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| a model that outlines the process for achieving promotional goals in terms of stages of consumer involvment with the message; the acronym stands for attention, interest, desire, and action |
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| the advertiser must gain the attention of the target market. a firm cannot sell something if people dont know what it is. apple ipod example |
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| simple awareness of a brand seldom leads to a sale. the next step is to create interest in the product. a print ad cant say all of the features so demonstrations are necessary |
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| have features that make your product more wanted than another product. |
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| when a consumer is convinced to buy a product but hasnt made the purchase yet. |
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| factors affecting the promotional mix |
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| depends on the: nature of the product, the stage in the product life cycle, target market characteristics, the type of buying decision, funds available for promotion, and whether a push or a pull strategy will be used. |
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| tailored specifically for a businesses needs through the use of a sale person |
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| a product that is generally not custom made, mass produced and mass marketed. no personal selling. |
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| the basic goal of promotion is to inform the taget audience that the product is available. extensive advertising and public relations. sales promotion to encourage trial. personal selling gets the retailer to supply the product. |
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| advertising and public relation is still prevalent, but sale promotion can be reduced. persuasive selling is used to general brand loyalty |
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| persuasive and reminder advertising are strongly emphasized. sales promotion comes back into focus. |
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| all promotion, especially advertising is reduced in this stage. personal selling and sales promotion are maintained at the retail level. |
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| a marketing strategy that uses aggressive personal selling and trade advertising to convince a wholesaler or a retailer to carry and sell particular merchandise |
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| a marketing strategy that stimulates consumer demand to obtain product distribution |
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| integrated marketing communications |
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| the careful coordination of all promotional messages for a product or a service to assure the consistency of messages at every contact point where a company meets the consumer |
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| advertising response function |
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| a phenomenon in which spending for advertising and sales promotion increases sales or market share up to a certain level but then produces diminishing returns |
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| institutional advertising |
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| a form of advertising designed to enhance a company's image rather than promote a particular product |
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| a form of advertising that touts the benefits of a specific good or service |
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| a form of advertising in which an organization expresses its views on controversial issues or responds to media attacks |
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| a form of advertising designed to stimulate primary demand for a new product or product category |
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| a form of advertising designed to influence demand for a specific brand. used during the growth phase of the products life. |
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| a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals |
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| a form of advertising that compares two or more specifically named or shown competing brands on one or more specific attributes |
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| a specific task that a campaign should accomplish for a specified target audience during a specified period |
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| according to this method, all advertising objectives should precisely define the target audience, the desired percentage change in some specified measure of effectiveness. Defining Advertising Goals for Measured Advertising Results |
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| what consumers achieve or receive from using a product |
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| a reason for a person to buy a product. examples include: profit, fear, health, admiration, convenience, fun and pleasure, vanity and egotism, environmental consciousness |
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| unique selling proposition |
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| a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign |
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| depicts people in normal settings, such as at the dinner table or in their car |
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| shows how well the product will fit in with the consumers lifestyle |
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| can feature a celebrity, a company official, or a typical consumer making a testimonial or endorsing a product |
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| creates a fantasy for the viewer built around the use of the product |
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| when advertisers use humor in their ads |
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| creates a character that represents the product in advertisements (energizer bunny, starkists charlie the tuna |
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| ex: geico gecko and cavemen |
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| builds a mood or image around the product, such as peace, love, or beauty. |
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| shows consumers the expected benefit. laundry ads and etc. |
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| conveys the message of the advertisement through song |
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| uses research or scientific evidence to give a brand superiority over competitors |
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| the channel used to convey a message to a target audience |
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| the series of decisions advertisers make regarding the selection and use of media, allowing the marketer to optimally and cost-effectively communicate the message to teh target audience |
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| 7 major advertising media |
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| newspapers, radio, television, outdoor media, yellow pages, and the internet |
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| an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturers brand |
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(+)- geographic selectivity and flexibility, short term commitments, year round readership, high individual market coverage
(-)- little geographic selectivity, limited color capabilities, low pass-along rate |
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(+)- good reproduction, especially for color; demographic selectivity; relatively long advertising life
(-)- long term advertising commitments; slow audience buildup; limited demonstration capabilties |
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Pros- low cost; immediacy of message; can be scheduled on short notice; no seasonal change in audience; highly portable
cons- no visual treatment; short advertising life of message; high frequency required to generate comprehension and retention |
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| 30 min or longer advertisement that looks more like a television talk show than a sale pitch |
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Pros- ability to reach a wide, diverse audience; low cost per thousand;creative opportunities for demonstration
cons- short life of message; some consumer skepticism about claims; high campaign cost; little demographic selectivity with network providers |
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pros- fastest growing medium; ability to reach a narrow target audience; relatively short lead time required for creating web based advertising
cons- difficult to measure ad effectiveness and return on investment; ad exposure relies on click though from banner ads |
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pros- repetition; moderate cost; flexibility
cons- short message; high "noise" level distracting audience |
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| placing advertising in messages in web based or video games to advertise or promote a product, service, organization, or issue |
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| the combination of media to be used for a promotional campaign |
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| the cost of reaching one member of the target market |
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| the number of target consumers exposed to a commercial at least once during a specific period, usually 4 weeks |
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| the number of times an individual is exposed to a given messsage during a specific period |
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| the abililty of an advertising medium to reach a precisely defined market |
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| the level of distraction to the target audience in a medium. created by competing ads |
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| designation of the media, the specific publications, or programs, and the insertion dates of advertising |
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| continuous media schedule |
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| a media scheduling strategy in which advertising is run steadily thoughout the advertising period; used for products in the later stages of the product life cycle |
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| a media scheduling strategy in which ads are run heavily every other month of every two weeks, to achieve a greater impact with an increased frequency and reach at those times |
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| a media scheduling strategy that uses continuous scheduling throughout the year coupled with a flighted schedule during the best sales periods |
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| a media scheduling strategy that runs advertising only during times of the year when the product it most likely to be used |
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| the element in the promotional mix that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance |
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| placing positive newsworthy information in the news media to attract attention to a product, a service, or a person associated with the firm or institution |
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| publicizing specific products or services |
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| creating internal and external messages to promote a positive image of the firm or institution. |
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| building and maintaining national or local community relations |
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| influencing legislators and government officials to promote or defeat legislation and regulation |
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| employee and investor relations |
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| maintaining positive relationships with employees, shareholders, and others in the financial community |
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| responding to unfavorable publicity or a negative event |
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| a public relations strategy that involves getting a product, service, or company name to appear in a movie, television show , radio program, magazine, newspaper, video game, video or audio clip, book, or commercial for another product; on the internet; or at special events |
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| a public relations strategy in which a company spends money to support an issue, cause, or event that is consistent with corporate objectives, such as improving brand awareness or enhancing corporate image |
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| a type of sponsorship involving the association of a nonprofit organization; through the sponsorship, the company's product or service is promoted, and money is raised for the non profit |
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| a coordinated effort to handle all the effects of unfavorable publicity or of another unexpected unfavorable event |
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