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| communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence opinion or elicit response |
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is a plan for the optimal use of the elements of promotion: advertising, PR, personal selling, and sales promotion
-goal is to convince consumers that g & s offer competitive advantage over the competition |
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| combination of promotional tools used to reach the target market and achieve overall goals |
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| any form of impersonal paid communication in which the sponsor or company is identified |
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marketing function that evaluates the public attitudes and identifies the areas of the company the public may be interested in; for maintaining a positive image and educating the public about new products, objectives and help support sales efforts
The way they communicate with the public |
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consists of the marketing activities that stimulate consumer purchasing and dealer effectiveness. Generally, a SR tool thats used to increase demand aimed at end users, trade customers, or employees
Includes free samples, contests, premiums, trade shows, vacation giveaways, and coupons
Yields faster sales responses. |
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Attention, interest, desire, action: the stages of consumer involvement in the promotional message
Consumers respond to marketing messages in a cognitive, affective, and conatative, sequence. |
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| Uses aggressive personal selling and trade advertising to convinve wholesaler or retailer to carry and sell particular merchandising |
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| stimulates consumer demaND in order to obtain product distribution; tries to inluence end users opinions in order to gain wholesaler support |
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| Major types of Advertising |
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Institutional: designed to enhance a company's image rather than promote a product; doesn't ask the audience to do anything but maintain a positive attitude toward their company
Product Adveritsing: touts the benefits of g and s |
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| Types of Product Advertising |
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Pioneering: intended to stimulate primary demand for a product; heavily used durign the introductory phase of the product life cycle; goal is to create interest
Competitive: Influence demand for a specific brand; promotion is less informative and appeals to emotions; ads begin to stress subtle differences;
Comparative: directly or indirectly compares two or more competing brands on some special attribute |
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| series of advertisements focusing on a common theme, slogan, and set of advertising appeals. Specific advertising effort for a specific product for a defined period of time |
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| specific communication task that a campaign should accomplish; objectives often depend on org objectives and the product being advertised |
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identifies a reason for a person to buy a product; typically play off of consumers' emotions or address some need or want
Profit, health, fear, admiration, convenience, fun and pleasure, vanity and egotism, Environmental consciouness |
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| Unique Selling Proposition |
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desireable, beleivable, and exclusive advertising appeal selcted as the theme for a campaign
"SLOGAN" |
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| channel used to convey a message to a target market |
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| arrangement in which the reatailer and the manufacturer split the advertising costs of a product |
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Combination of media to be used in a promotional campaign;
Decisions based on: costs per contact, reach, frequency, targer audience, flexibillity of the medium, noise level, and the life-span of the medium |
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extra item offered to consumers usually in exchange for some proof that the promoted product has been purchased.
Reinforce decision to buy, increase consumption, and persuade nonusers to switch brands |
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| Loyalty Marketing Programs |
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| program for rewarding loyal consumers for making multiple purchases; objective is to establish long-term mutually beneficial relationships between a company and its key customers |
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| allows a consumer to try a product risk-free |
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| Point of purchase Dispplay: display set-up at the retailer to build traffic, advertise the product, or promote impulse buying |
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| price reduction offered to intermediaries such as wal-mart |
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| money offered to channel intermediaries to encourage them to "push" their products |
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| involves building, maintaining and enhancing interactions with customers in order to develop long-term satisfaction in a mutually beneficial partnership |
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Generating Leads
Qualifying Leads
Approaching the customer and probing needs
Developing and proposing solutions
Handling objections
Closing the sale
Following up |
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| what is given up in exchange for g or s |
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| high introductory price coupled with heavy promotion |
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| general long-term plan for intial price and movements in price throughout a PLC |
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| price deduction for amount of units or specificed dollar amount |
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| price reduction offered for prompt bill repayment |
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| discount to wholesalers and retailers for perfomring channel functions |
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| company customizes product based upon data generated from interactions with customers |
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| process by which customer information is centralized and shared in order to enhance the relationship between customers and the organization |
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| point at which customer and company exchange information and learning relationships |
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| all possible areas of business where customers interact with that business |
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| Point-of-Sale Interaction |
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| communication with customers that occurs at the POS |
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| central repository for data from various funtional areas of the organization that are stored and inventoried on a centralized computer system so that the information can be shared across functional departments of the business |
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| used to find hidden patterns and relationships within data bases |
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