MKTG Chapter 18 Integrating Marketing Communications and Direct Marketing (copy)

Promotional Mix

The combination of one or more communication tools used to: (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product.

Integrated Marketing Communications (IMC)

The concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide a consistent message across all audiences.

• efficient means for reaching large numbers of people

What are the strengths of advertising?

• high absolute cost

• difficult to receive good feedback

What are the weaknesses of advertising?

• immediate feedback

• very persuasive

• can select audience

• can give complex information

What are the strengths of personal selling

• extremely expensive per exposure

• messages may differ between salespeople

what are the weaknesses of personal selling

• often most credible source in the consumer’s mind

what are the strengths of public relations

• difficult to get media cooperation

what are the weaknesses of public relations

• effective at changing behavior in short run

• very flexible

what are the strengths of sales promotion

• easily abused

• can lead to promotion wars

• easily duplicated

what are the weaknesses of sales promotion

• messages can be prepared quickly

• facilitates relationship with customer

what are the strengths of direct marketing

• declining customer response

• database management is expensive

what are the weaknesses of direct marketing

mass

Is advertising mass or customized?

customized

Is personal selling mass or customized?

mass

Is public relations mass or customized?

mass

Is sales promotion mass or customized?

customized

Is direct marketing mass or customized?

1. advertising

2. personal selling

3. public relations

4. sales promotion

5. direct marketing

What are the 5 elements of the promotional mix?

advertising

Which element of the promotional mix is the most important in the prepruchase stage

Advertising definition

Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor.

Public relations definition

A form of communication management that seeks to influence the feelings, opinions, or beliefs held by customers, prospective customers, stockholders, suppliers, employees, and other publics about a company and its products or services.

Personal selling definition

 The two-way flow of communication between a buyer and seller, often in a face-to-face encounter, designed to influence a person’s or group’s purchase decision.

sales promotion definition

 A short-term inducement of value offered to arouse interest in buying a product or service.

to inform

What is the promotional objective the introduction stage of the product life cycle

to persuade

What is the promotional objective the growth stage of the product life cycle

to remind

What is the promotional objective in the maturity stage of the product life cycle

to phase out

What is the promotional objective the decline stage of the product life cycle

• publicity in magazines

• advertising

• salesforce calling on intermediaries

• sales promotion in form of free samples

What is the promotional activity of the introduction phase of the product life cycle?

• personal selling to intermediaries

• advertising to differentiate a product from competing brands

What is the promotional activity of the growth phase of the product life cycle

• reminder advertising

• sales promotion in form of discounts, coupons, and events

• limited personal selling

• direct-mail reminders

What is the promotional activity of the maturity phase of the product life cycle?

• little money spent on promotion

What is the promotional activity of the decline phase of the product life cycle?

pharmaceuticals

What is an example of the push strategy?

Push strategy

Directing the promotional mix to channel members to gain their cooperation in ordering and stocking the product.

Pull strategy

Directing the promotional mix at ultimate consumers to encourage them to ask the retailer for a product

Hierarchy of effects

The sequence of stages a prospective buyer goes through from initial awareness of a product to eventual action that includes awareness, interest, evaluation, trial, and adoption of the product.

Direct order

The result of direct marketing offers that contain all the information necessary for a prospective buyer to make a decision to purchase and complete the transaction.

lead

designed to generate interest in a product or service and a request for additional information.

Traffic generation

The outcome of a direct marketing offer designed to motivate people to visit a business.

because its temporary and sales drop off when it ends

Why would sales promotion not be the sole promotion for a campaign

Buy one get one free deal

What is an example of a sales promotion

hosting a charity event to enhance the company’s repuation and build goodwill in the community

What is an example of public relations

A fitness app sends an email to its subscribers saying “Get fit for the new year 50% off!”

what is an example of direct marketing

a billboard

what is an example of advertising

a sales rep selling a car

what is an example of personal selling