#13: Promotion

What are the main elements of the promotion mix?

Advertising, content, sales promotion, personal selling, direct relations, direct marketing

What are the three purposes of promotion when communicating value?

To inform customers of product benefits

What is a push strategy?

A strategy where producers push products through intermediaries to end users.

What is a pull strategy?

A strategy where producers stimulate consumer demand so customers pull products through intermediaries.

What is advertising?

Paid placement of announcements and persuasive messages to inform, gain liking or interest, and stimulate action

What are the cognitive objectives of advertising?

To create awareness and provide knowledge.

What are the affective objectives of advertising?

To create favorable impressions and establish a preferred brand position in the consumer’s mind.

What are the behavioral objectives of advertising?

To stimulate action and drive sales.

What does the S.O.L.E. framework stand for?

Stopping power, obvious benefit, linkage, and equity.

What is stopping power in advertising?

The ability of an ad to grab attention.

What is obvious benefit in advertising?

Clearly communicating the product’s benefit quickly.

What is linkage in advertising?

Connecting the reason to believe with the benefit in a convincing way.

What is equity in the S.O.L.E. framework?

Reinforcing brand identity and positioning.

What is the ultimate goal of promotion?

To influence someone to make a purchase.

What techniques help ads break through the clutter?

Celebrities, color and contrast, humor, and emotion

What is content marketing?

Creating valuable, relevant, and consistent CONTENT to attract and acquire customers

What is the purpose of a brand story in content marketing?

To increase emotional bonding and stickiness with consumers.

Where does most content marketing reside?

On owned or earned media.

Is content marketing typically a push or pull strategy?

Pull strategy.

What is sales promotion?

Short-term incentives to encourage trial or increase purchases.

What are examples of sales promotions?

Coupons, samples, contests

What is personal selling?

Direct interaction between a salesperson and customer to make a sale or build relationships.

What is public relations?

Managing the public’s perception through media placement and communication efforts.

What is product placement (embedded marketing)?

Placing products within movies, TV shows, or video games

What is direct marketing?

Direct communication with consumers to generate an order, request for information, or visit to a retail outlet

What are common direct marketing channels?

Direct mail, facebook ads, google adwords

What is brand legacy in a creative brief?

Background information about the brand.

What is the copy strategy in a creative brief?

What is the one thing we want to communicate to the target audience? What is the key benefit? What’s the reason to believe?

What is the executional objective in a creative brief?

Instructions for how the message should be executed creatively.

What are key customer groups in a creative brief?

Primary target audiences for the message.

What are key competitors in a creative brief?

The brands competing for the same customers.

What is recall in ad performance measurement?

Whether consumers remember the ad and the advertiser.

What is persuasion in ad performance measurement?

Whether consumers remember the key benefit communicated in the ad.