MGT280 Final Flash Cards

Promotional strategy

A plan that incorporates advertising, public relations, personal selling, sales promotion, and social media

Personal explanation of marketing

The unique and strategic way that a company advertises their products and services to customers and markets in a way that makes them feel inclined to engage with their brand.

SMART goals

Goals that are Specific, Measurable, Achievable, Relevant, and Time-bound; used to set clear promotional objectives.

Goals of promotion - I, PRC

to Inform, Persuade, Remind, and Connect

Marketing communications process

The process of getting a message from the sender (brand) to the receiver (consumer). There is noise (distractions) and the message can get lost.

4 P’s of marketing

Price, Promotion, Place, Product

Promotional mix

The set of tools a company uses to communicate with the target market and achieve its goals.

The 5 marketing tools - APPSS

Advertising, Public Relations, Personal Selling, Social Media, Sales Promotion

Advertising

Paid, Non-personal message to a large audience

• ex. TV Ads, online ads, billboards

Public Relations

Managing the brand’s image & relationships

• ex. press releases, events, media coverage

Personal Selling

Direct, person to person communication to make a sale

• ex. sales reps, in-store associates

Sales Promotions

Short term incentives to boost sales

• ex. coupons, discounts, free sample

Social Media

engaging and communicating with customers online

• ex. Instagram, TikTok, Twitter, replies, content

Paid media

Brand pays for promotion

• Ads (TV, IG, Google), billboards, sponshorships (YT)

Earned media

Promotion that’s earned and not owned or paid for by a brand

• word of mouth, buzz, influencer using a product, PR

Owned media

Brand-controlled channels such as websites, blogs, email, and social media accounts.

Integrated marketing communications (IMC)

The coordination of all promotional messages to ensure consistency across every consumer touchpoint.

• Ensures one, unified, clear message across all contact points

Push vs. Pull strategies

Strategies that decide who promotion is aimed at

Push strategy

A marketing strategy that promotes to retail and wholesalers with the goal to get them to stock and sell the product and push the product through the channel.

Company —> Retailer —> Customer

What will a push strategy use to promote?

Personal selling, Trade ads, incentives to stores

Pull strategy

A marketing strategy that promotes directly to consumers with the goal to make customers ask stores for the product. consumer demand to obtain product distribution.

Company —> Customer —> Retailer

What will a pull strategy use to promote?

Advertising, social media, PR

AIDA model

The steps a customer goes through when interacting with a promotional message. This helps shape promotion strategies.

What does “AIDA” stand for?

Attention, Interest, Desire, Action

Public relations

The marketing function that manages how the public views your brand and building trust and acceptance.

Publicity

Public information about a company, product, service, or issue appearing in the mass media as a news item

Product placement

PR strategy placing a product in another form of media, including movies, TV, music videos, games, or events to increase awareness.

Sponsorship

A public relations strategy in which a company spends money to support an issue, cause, or event that is consistent with company objectives, such as improving brand awareness or enhancing corporate image

Experiential marketing

Involves engaging with consumers in a way that enables them to feel the brand—not just read about it

Brand activations

Experiential events designed to create memorable interactions with the brand.

Think: Coachella houses, Polly Pocket house, Rhode popup

Press releases (purpose)

A written statement sent to media outlets sharing newsworthy information.

Press release best practices

Be newsworthy, concise, include quotes, answer 5Ws, and provide clear contact info.

Advertising

Impersonal, one-way mass communication about a product or organization that is paid for by a marketer

Types of advertising

Newspapers, magazines, radio, TV, digital, social, mobile, outdoor.

Advertising pros

Can reach large audiences, strong creative opportunities, measurable digital performance

Advertising cons

Expensive; clutter; short message life; limited targeting in some media.

Online ad elements

Branding, product imagery, design, promotion, and clear call-to-action.

Ad–landing page alignment

Branding, messaging, visuals, and CTA should match between the ad and landing page.

Sales promotions

Short-term marketing activities that stimulate consumer buying and dealer effectiveness.

Purpose of sales promotions

To increase short-term demand, encourage trial, or reward loyalty.

Personal selling

A purchase situation involving a personal, paid-for communication between two people in an attempt to influence each other

Personal selling process

Generate leads → pre-approach → presentation/handling objections → closing → follow-up.

Tradeshows

Events where companies exhibit products to generate leads and network.

Price

The amount given up in exchange for a good or service.

Price–quality association

Consumers often infer higher quality from higher prices, especially under uncertainty.

Value-based pricing

Pricing based on the actual or perceived value of goods/services.

Competitive pricing

Pricing based on price points of competitors’ and similar products in the market.

Cost-plus pricing

Pricing based on the cost to make a product and the ideal markup you’d like to make for profit.

Everyday low pricing (EDLP)

Consistent low prices without frequent sales. (ex TjMaxx, Marshalls)

High/low pricing

High regular prices with periodic deep discounts.

Market penetration pricing

Low introductory price to quickly gain market share.

Price skimming

High initial price to target early adopters willing to pay more.

Dynamic pricing

Pricing based on how, when, and where a product is sold. A way to maximize profits.

Surge pricing

Extreme form of dynamic pricing where prices rise during peak demand.

Influencer marketing

Partnering with influencers to promote products through authentic content.

Mega influencers

Celebrities with 1M+ followers.

Micro & nano influencers

Micro: 10k–50k followers; Nano: 1k–10k followers.

Value of influencers

High engagement, authenticity, niche audiences, strong persuasion.

Engagement rate

(Likes + comments) ÷ followers × 100; measures content effectiveness

Vetting influencers

Evaluate niche fit, authenticity, engagement, past partnerships, and follower quality.

Measuring marketing effectiveness

Determines whether marketing efforts achieved goals and ROI.

Value of measurement

Helps optimize strategy, justify spending, and improve future campaigns.

Determining KPIs

Choose KPIs that directly match marketing goals

Google Analytics

Tool that works best for tracking website traffic, behavior, conversions, and campaign performance.

Social media insights

Platform analytics showing engagement, reach, impressions, follower growth, etc.

Code of ethics

A guideline to help marketing managers and other employees make better decisions

Common ethical grey areas

Native advertising, misleading food labels, influencer disclosure, data privacy.

Native Advertisement

Any paid media where the ad experience matches the form and function of the user experience in which the ad is placed.

Role of regulation in marketing

FTC, FDA, and FCC regulate advertising, labeling, and communication practices.