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Promotion Marketing chapter 7
test 2 chapter 7
23
Marketing
Undergraduate 3
10/27/2009

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Term
Characteristics of good objectives
Definition

SMART

specific, mesurable, attainable, realistic, time specific

Term
Promotional Marketing Objectives
Definition
  • stated in firms mkt plan
  • achieved through overall mkting plan
  • Quantifiable(sales, mkt share, ROI)
  • to be accomplished in set time period
  • must be realistic/attainable to be effective
Term
promotion com objectives
Definition
  • dervived from overall mkting plan
  • more narrow than mkting objectives
  • based on paticular com tasks
  • designed to deliever approperiate messages
  • focused on specific target audience
Term
Sales Objectives
Definition
increase mkt share, increased sales, abd brand extensions
Term
Factors influencing sales include
Definition

communication

tech

the economy

product quality

price

distribution

Term
Carry our effect
Definition
suggests that the effects of advertising on sales are not always immediate and can occur over time
Term
Where sale objectives are appropriate
Definition

Direct- response advertising

Durring sales promotion designed to induce immediate responce

when advertising plays dominate role in mkting program

Term
Com effect pyramid/objectives
Definition

obj: move consumer from awareness to purchase

  1.  90% awareness
  2. 70% knowledge/comprehension
  3. 40% liking
  4. 25% preference
  5. 20% trial
  6. 5% use
Term
Dagmar- an approch to setting objectives
Definition
  • Define
  • Advertising
  • Goals for
  • Measuring
  • Advertising
  • Results
Term

Characteristics of Objectives

 

Definition
  • Concrete, measrable tasks
  • Well-defined audience
  • Benchmark measures
  • Specified time period
Term
Corcave-downward responce model
Definition
as the amount of advertising increases, its incremental value decreases
Term
S-shape responce function
Definition
advertising expenditures have little to no effect at first, fallowed by increased effect, and then a slow wear-out effect (s-shaped)
Term
Factors influencing Advertising Budgets
Definition
  • product life cycle
  • product durability
  • differentiation
  • hidden product qualities
  • product price
  • purchase frequency

 

Term
Budgeting Approches
Definition

Top-down budgeting

-Top management(sets the spending limit)

Promotion budget set to stay within spending limit

Term
affordable method
Definition

part of top-down bud method

what we have to spare; what is left to spend

Term
arbitrary allocation
Definition

top-down bud method

no system; seems like good idea at time

 

Term
% of sales
Definition

top down bud method

set % of slaes or avg per unit

Term
competitive parity
Definition

top-down bud method

match competitor or industry avg spending

Term
Return on investment
Definition

top-down bud method

spending is treated as a capital investment

Term
Objective and task method
Definition

build up approach

isolate objects- create awareness of new product among 20% of target market

Determine tasks required- ad in mag, tv, radio

Estimate required expenditures

monitor

re-evaluate objectives

 

Term

Payout planning

 

Definition

determines the investment value of advertising/promoting approriation

build up approach

Term
Quantitative models
Definition

employ computer simulation models

build up approach

Term
Factors that influence allocation of budget
Definition

org's structure

power/politics

characteristics of decision maker

approval/negotiation channels

preasure for senior managers to arrive at the optimal budget

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