Promotion Marketing

promotion
communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an opinion or elicit a response
competitive advantage
high product quality, rapid delivery, low prices, excellent service, unique features
promotional Mix
combination of promotion tools used to reach the target market and fulfill the organization’s overall goals
promotion tools
advertising, public relations, sales promotion, personal selling
integrated marketing communications
the careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer
public relations
evaluates public attitudes, identifies areas of public interest, and executes a program of action, public understanding and acceptance
publicity
public information about a company, person, product, service or issue appearing in the mass media as a news item
sales promotion
a short run tool used to stimulate immediate increases in demand. includes free samples, contests, trade shows, vacation give-a-ways and coupons
personal selling
A planned, face-to-face presentation to one or more prospective buyers for the purpose of making a sale.
marketing communication
the process by which we exchange or share meanings through a common set of symbols
categories of communication
interpersonal communication and mass communication.
AIDA concept
model that outlines the process for achieving promotional goals in terms of stages of consumer involvement with the message. Attention, Interest, Desire, Action
pioneering advertising
intended to stimulate primary demand for a new product. Heavily used during the product introductory stage. Seeks to create product interest.
competitive advertising
used to influence demand for a specific brand. used during the growth stage of the PLC. promotions become less informative and appeal more to emotions.
compatative advertising
Directly or indirectly compares two or more competing brands or brand attributes. used when product is experiencing slow growth or enters marketplace against strong competition
advertising campaign
a series of related advertisements focusing on a common theme, slogan, and set of advertising appeals.
unique selling Proposition
a desirable, exclusive, and believable advertising appeal selected as the theme for a campaign
direct selling
marketing and selling products, direct to consumers away from a retail location
DRTV
tv spots that are 60 to 120 seconds long
infomercials
a 30 minute or longer advertising program for a single product
home shopping channels
entire cable channels dedicated to selling multiple brands, items, and services
message exectution process:
choose exectution style
choose a tone
choose format elements
forms of online promotion
content sponsorships.
alliances and affiliate programs.
viral marketing.
corporate blogs
sponsored by a company or one of its brands and maintained by one or more of the company’s employees
noncorporate blogs
independent and not associated with the marketing efforts of any particular company or brand.
guerilla marketing
An unconventional system of promotions that relies on time, energy, and imagination rather than a big budget
public relations
the element in the promotional mix that evaluates public attitudes, identifies issues of public concern, and executes programs to gain public acceptance
new product publicity
in the introductory stage of PLC
product placement
getting your name, product, or service to appear in a movie, tv show, radio program, magazine for another product
sponsorship
a company spends money to support an issue, cause or event that is consistent with corporate objectives, such as brand awareness or enhancing corporate image.
cause-related marketing
the association of a for-profit company with a non-profit organization.
company websites
used to promote and introduce products, obtain customer feedback, post news releases and other information and interact with customers.
needs assesment
a determination of the customer’s specific needs and wants and the range of options a customer has for satisfying them.
salesperson must know about..
product or service
customers
competition
industry