Marketing Chapter 15 – Marketing Communications

A plan for the optimal use of the elements of promotion
Promotional Strategy
Promotional Strategy (Promotional Mix)
Advertising, Public Relations, Personal Selling, Sales Promotion, Social Media
Marketing Mix
Product, Place, Promotion, Price
The set of unique features of a company and its products that are perceived as superior over the competition.
Competitive Advantage
Features of Competitive Advantage
High product quality, Rapid delivery, Low prices, Excellent service, Unique features
The process by which meanings are exchanged or shared through a common set of symbols
Communication
Categories of Communication
Interpersonal Communication and Mass Communication
Direct, face-to-face communication between two or more people
Interpersonal Communication
Refers to communicating a concept or message to larger audiences, usually through a mass medium such as television or newspapers
Mass Communication
Marketing communication is a _________ _______ ______________
Two Way Process
Other advertisements, news articles, other store displays
Noise
Originates the message – Marketing manager, Advertising manager, Advertising agency, Other consumers
Sender
The conversion of the sender’s ideas and thoughts into a message, usually words or signs –
Advertisement, Sales presentation, Store display, Coupon, Press release, Social media
Encoding the message
Communication medium –
Media, Salesperson, Retail store, Local news show
Message channel
The interpretation of the language and symbols sent –
Receiver interpretation of message
Decoding the message
The ____________’s response to a message is direct feedback to the source. Since mass communicators are cut off from direct feedback, they rely on market research or analysis of viewer perceptions for indirect feedback –
Customers, Viewers/listeners, News media, Clients
Receiver
__________ _____________ seeks to convert an existing need into a want or to stimulate interest in a new product. It is more prevalent during the early stages of the product life cycle.
Informative Promotion
____________ _____________ is designed to stimulate a purchase or an action. It becomes the main promotion goal when the product enters the growth stage of its life cycle.
Persuasive Promotion
_____________ ____________ is used to keep the product/brand name in the public’s mind. It is effective during the maturity cycle.
Reminder Promotion
_________________ is designed to form relationships with customers and potential customers to encourage them to be brand advocates. This helps introduce new products, stimulate purchase, and keep the brand in customer’s minds, which makes connecting important for all stages in the PLC.
Connecting
A combination of promotion tools used to reach the target market and fulfill the organization’s overall goals.
Promotional Mix
Most commonly distributed by traditional media, though increasingly through non-traditional media, such as Websites, email, blogs, and interactive video kiosks in malls and supermarkets
Advertising
Evaluates public attitudes, identifies areas within the organization that public may be interested in, and executes a program to earn public understanding. Helps company maintain a POSITIVE IMAGE
Public Relations
Marketing activities – other than personal selling, advertising, and public relations – that stimulate consumer buying and dealer effectiveness
Sales Promotion
Planned presentation to one or more prospective buyers for the purpose of making a sale
Personal Selling
Attempts to persuade the buyer into a specific point of view, creates a win-lose outcome
Traditional Selling
Long-term relationships; creates a win-win outcome
Relationship Selling
Promotion tools used to facilitate conversations among people online
Social Media
AIDA
Attention, Interest, Desire, Action
Model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message
AIDA
The careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer
Integrated Marketing Communications
For a routine buying decision, such as the purchase of toothpaste, the most effective promotional tools are ______________ and especially __________ ______________.
Advertising, Sales Promotion
For buying decisions that are neither routine nor complex, _____________ and _______ ______________ help establish awareness.
Advertising, Public Relations
In contrast, consumers making complex decisions need large amounts of information, and ___________ ______________ is the most effective tool. _______ ___________ is also effective for conveying large amounts of information.
Personal Selling, Print Advertising
Manufacturers may use aggressive personal selling and trade advertising to convince a wholesaler/retailer to carry and sell their merchandise. The wholesaler, in turn, pushes the merchandise forward by persuading the retailer to handle the goods. The retailer uses advertising and other forms of promotion to convince customers to buy the “pushed” products.
Push Strategy
Stimulates consumer demand to obtain product distribution. The manufacturer focuses promotional efforts on end consumers and opinion leaders. The wholesaler then places an order for the “pulled” merchandise from the manufacturer. Consumer demand pulls the product through the channel of distribution.
Pull Strategy