MARK 3000 Exam 3- (Ch 17, 18)

The Communication Process

Sender → Transmitter → Channel → Receiver

Sender

Origin of the message (the firm)

Transmitter

Marketing department of agency partner

Channel

Medium transmitting the message

Receiver

Consumer target who sees or hears message

The AIDA Model

Awareness → Interest → Desire → Action

At each stage, the consumer makes a decision about whether or not to take the next step based on the information at hand

Brand Awareness

• Brand awareness refers to the customer’s ability to recognize or recall a brand of retailer, product, or service

• Two key awareness metrics:

  • Aided recall

  • Top-of-mind awareness

Brand Awareness- Aided recall

Refers to a consumer’s recognition of a brand after the name is presented to them

• For example, “Are you familiar with the store Publix?”

Brand Awareness- Tof of mind awareness

Indicates a higher level of awareness in which a consumer mentions a specific brand of product or service before all others.

• For example, “Name a grocery store” “Publix”

The Lagged Effect

• Sometimes consumers don’t act immediately after receiving a marketing communication

• The lagged effect describes a delayed response to a piece of marketing communication

• Multiple exposures are often necessary to lead consumers to take further action, and it is difficult to determine when calculating MROI which exposure led to purchas

Assess the impact

This view of sales data shows a lift, or incremental increase in sales, during the time of the campaign

Two different types of strategies to reach firm objectives

Push vs Pull

Push strategy

• Aims to increase demand by motivating wholesalers, retailers, salespeople to promote the firm’s product over competitive products

Pull Strategy

• Aims to increase demand by speaking to

  consumers directly

• By persuading consumers directly, the hope is they will pull the

  product into the marketing channel by asking for it

Informative Advertising

• Relies on facts, statistics, and product features rather than emotion

• Used to create and build brand awareness and to push the

  consumer through the buying cycle to the point of purchase

• Even when awareness is high, this form of advertising can be

  used to educate customers about upcoming sales, events, or

  the arrival of new merchandise

Persuasive Advertising

• relies more on emotional appeals

• When a product has gained a certain level of brand awareness, firms now need to persuade consumers to take action

• Typically used in the growth and early maturity stages of the PLC when competition is most intense

• May be used to reposition an established brand in the later stages of the PLC

Rminder Advertising

• used to remind consumers about a product, rather than using informational or emotional appeals

• Can also be employed to prompt repurchases

• Occurs after the product or service has gained market acceptance and is in the maturity stage

Product-Focused Advertisements

• Inform, persuade, or remind consumers about a product or service

• Most consumer-facing advertising is product focused, as opposed to institutional or public service advertisin

Institutional Advertisements

• Promote a company, corporation, business, or institution

• These ads are used to improve or enhance the public perception of a firm or organization

Public Service Advertisements

• designed to raise awareness of public welfare issues

• Like institutional and product focused advertising, PSAs also inform, persuade, or remind consumers, but the focus is for the betterment of society

Objectives

The goal of the advertisement

Appeals

The creative strategy to connect with the target audience

Informational Appeals

• more cognitive and persuade using rational thought

• This kind of message helps consumers make purchase decisions by offering factual informatio

Emotional Appeals

• persuade by triggering an emotional response rather than offering rational argument

• Focus on feelings about the self

• Key to this the use of emotion to create a bond between the consumer and the brand

Mass Midea

FIrms use this to reach a broad audience with a product message

Niche Media

Firms use this to customize that same message for various audiences

Meida Scheduling

• Every advertising campaign has a set duration, and during that

  period, marketers must determine when and how often to

  expose consumers to the messaging

• The three types are:

  • Continous strategy

  • Flighting schedule

  • Pulsing Schedule

Sales Promotions

• special incentives or excitement-building programs that encourage consumers to take action

• occur either in conjunction with an advertising campaign or as a stand-alone component of a marketing communications plan

• In either case, they must be consistent with the brand image

Types of Sales Promotions

• Premiums

• Contests

• Sweepstakes

• Smapling

• Point-of-purchase displays

• Product placements

How salespeople add value to CUSTOMERS

• provide individualized information and advice that aids in the decision-making process, which is especially

important in complex industries

• save customers time by not only simplifying the buying process, but sometimes help customers perform their job duties (from stocking shelves to assisting in the OR

How salespeople add value to the FIRM

• Members of a sales force are afforded the time and resources tovfocus on building long-term customer relationships

• This relationship contributes to building customer loyalty, and assists the firm in identifying new opportunities with existing customers