ch.14 marketing

Types of marketing promotions

Advertising, Sales promotion, Personal selling, Public relations

Advertising

Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Sales promotion

Short-term incentives to encourage the purchase or sale of a product or service.

Personal selling

Personal customer interactions by the firm's sales force to engage customers, make sales, and build customer relationships.

Public relations (PR)

Activities designed to engage the company's various publics and build good relations with them.

Integrated marketing communications (IMC)

carefully integrating and coordinating the company's communications channels to deliver a clear, consistent, and compelling brand and company message

The communication process

• the transfer of a message from a sender to a receiver

• should start with an audit of all the potential touch points between target customers and the company

• two elements are the major parties in a communication—>the sender and the receiver.

• Two are the major communication tools->the message and the media.

• Four more are major communication functions->encoding, decoding, response, and feedback.

• The last element is noise in the system.

• NINE PROCESSES: Sender, encoding, message, media, decoding, receiver, response, feedback, noise

Paid Media

Promotional channels paid for by the marketer, including traditional media (such as TV, radio, print, or outdoor) and online and digital media (paid search ads, web and social media display ads, mobile ads, or email marketing).

Earned media

PR media channels, such as television, newspapers, blogs, online video sites, and other media not directly paid for or controlled by the marketer but that include the content because of viewer, reader, or user interest.

Owned Media

Promotional channels owned and controlled by the company, including company websites, corporate blogs, owned social media pages, proprietary brand communities, sales forces, and events.

Communication Objectives (5 As)

The five customer journey stages on the path from awareness of a brand to advocating it to others: awareness (I know about the product) appeal (I like the product), ask (I want to know more and be engaged with the band), act (I'm buying and relating to the product) , advocacy (I'm telling others about the product).

Marketing Appeals

fear, sex, humor

Push vs. pull marketing

Push: involves "pushing" the product through marketing channels to final consumers. Promotion to channel members

Pull: Get customer to ask for product. Promote to customer for action. Mass selling typical.