Ch 14 Engaging consumers and communicating customer value

what are the 5 promotional mix tools

advertising, public relations, sales promotion, personal selling, direct and online marketing

promotion def

an communication by marketers that informs, persuades, reminds, and builds relationships with potential buyers of a product to influence an opinion or elicit a response

push strategy

the company pushes the product to resellers who in turn push it to consumers

pull strategy

the company promotes directly to final consumers, creating a demand vacuum that pulls the product through the channel

what strategy works well for impulse products and when manufacturers hae good relationships with customers

push strategy

what strategy works best for new products or when manufacturer has strong and visible brand

pull strategy

promotional goal in introduction life cycle

inform

promotional goal in growth life cycle

persuade

promotional goal in maturity life cycle

persuade

promotional goal in decline life cycle

remind

marketing mix vs promotion mix

marketing mix are tools to use to position offerings and promotion mix are tools to communicate with target

what must the promotional mix be in order to be effective

must be integrated

IMC makes sure that the promotion mix is

consistent

advertising def

any paid form of non-personal presentation and promotion

examples of advertising

broadcast, print, outdoor, internet/social

what is the most visible element of IMC

advertising

public relation def

building good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling unfavorable rumors, stories, and events

examples of public relations

press releases, sponsorships, special events, web pages, lobbying

sales promotion def

short term incentive to encourage the purchase or sale of a product or service

sales promotion examples

discounts, coupons, displays/demonstrations, contests/sweepstakes

personal selling def

the personal presentation by the firm's sales force for the purpose of making sales and building customer relationships

examples of personal selling

sales presentations, trade shows, incentive programs

direct and digital marketing def

making direct connections with targeting individual consumers to both obtain an immediate response and cultivate lasting customer relationships

examples of digital marketing

telemarketing, direct response TV, all things digital

goals of IMC

purchases, gathering info, change, donations

a carefully blended mix of promotion tools creates what

a consistent, clear, and compelling company and brand messages