Essentials of Marketing Chapter 13 - Promotion - Introduction to Integrated Marketing Communications

Promotion

communicating information between the seller and the potential buyer or others in the channel to influence attitudes and behavior

Personal selling

involves direct spoken communication between sellers and potential customers

Mass selling

communicating with large numbers of potential customers at the same time

Advertising

any paid form of non-personal presentation of ideas goods or services by an identified sponsor

Publicity

any unpaid form of non-personal presentation of ideas goods or services

Sales promotion

refers to promotion activities other than advertising publicity and personal selling that stimulate interest trial or purchase

Sales managers

concerned with managing personal selling

Advertising managers

manage their company's mass selling effort in television newspapers magazines and other media

Public relations

communication with non-customers including labor public interest groups stockholders and the government

Sales promotion managers

manage their company's sales promotion effort

Integrated marketing communications

the intentional coordination of every communication from a firm to convey a consistent and complete message to target customers

3 basic promotion objectives

informing, persuading, and reminding

AIDA Model

Consists of four promotion jobs 1) to get attention 2) to hold interest 3) to arouse desire 4) to obtain action

Communication process

A source trying to reach a receiver with a message

Trustworthiness and credibility

Customers evaluate both the message and the source in terms of ___ and ___.

Immediate feedback

A major advantage of personal selling is ____.

Mass sellers

Must usually depend on marketing research or total sales figures for feedback

Noise

Any distraction that reduces the effectiveness of the communication process

Common frame of reference

People need a ____ to communicate effectively.

Message channel

A particular ____ may enhance or detract from a message.

Specific and believable

Most marketing managers work to make promotion claims ____ and ____.

Direct-response promotions

Direct marketing communications that are designed to prompt immediate feedback

Pushing

Using normal promotion effort - personal selling, advertising, and sales promotion to help sell the whole marketing mix to possible channel members

Pulling

Getting customers to ask the intermediaries for the product

Adoption curve

Shows when different groups accept ideas and emphasizes the relations among groups and shows that individuals in some groups act as leaders in accepting a new idea

Innovators

The first to adopt a new idea and eager to try a new idea and willing to take risks

Early adopters

Well respected by their peers and often are opinion leaders; they tend to be younger, more mobile, and more creative than later adopters

Early majority

Avoids risk and waits to consider a new idea after many early adopters have tried it and liked it

Late majority

Cautious about new ideas and often they are older and more set in their ways; likely to follow early adopters

Laggards or nonadopters

Prefer to do things the way they've been done in the past and are very suspicious of new ideas; they tend to be older and less educated

Primary demand

Demand for the general product idea - not just for the company's own brand

Selective demand

Demand for the company's own brand

Task method

Basing the budget on the job to be done; helps set priorities so that the money you spend produces specific results