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38 Cards in this Set
- Front
- Back
specific blend of tools that the company uses to persuasively communicate customer value and build customer relationships |
Promotion mix |
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Promotion mix |
Advertising, direct marketing, personal selling, sales promotion, public relations |
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any paid form of non-personal presentation and promotion of ideas, goods, or services by an identified sponsor |
Advertising (broadcast, print, internet, outdoor) |
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the short-term incentive to encourage the purchase or sale of a product or service |
Sales promotion (discounts, coupons, displays, demonstrations) |
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involves building good relations with the company’s various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events |
Public relations (press releases, sponsorship, special events, web pages) |
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the personal presentation by the firm’s sales force for the purpose of making sales and building customer relationships |
Personal selling (sales presentations, trade shows, incentive programs) |
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involves making direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships—through the use of direct mail, telephone, direct-response television, e-mail, and the Internet to communicate directly with specific consumers |
Direct marketing (catalog, telemarketing, kiosks) |
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the integration by the company of its communication channels to deliver a clear, consistent, and compelling message about the organization and its brands |
Integrated marketing communications |
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Steps in developing an effective integrated communications and promotion program |
•Identify the target audience •Determine the communication objectives. •Design a message •Choose the media through which to send the message •Select the message source •Collect feedback |
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Communications decisions |
Identify target audience |
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The stages consumers normally pass through on their way to a purchase, including awareness, knowledge, liking, preferences, conviction, and, finally, the actual purchase. |
Buyer-readiness stages |
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Buyer-readiness stages |
Determining the communication objectives |
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Communication objectives |
Awareness, knowledge, liking, preference, conviction, purchase |
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AIDA |
Attention, interest, desire, action |
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appeal or theme that will produce the desired response (rational, emotional and moral appeal |
Message content |
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Message content |
Designing a message |
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relates to the audience’s self-interest |
Rational appeal |
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an attempt to stir up positive or negative emotions to motivate a purchase |
Emotional appeal |
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directed to an audience's sense of what is right and proper |
Moral appeal |
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Personal and nonpersonal |
Choose media |
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channels which two or more people communicate directly with each other, including face to face, on the phone, via mail or e-mail, or even through internet “chat.’’ |
Personal communication |
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personal communications about a product between target buyers and neighbors, friends, family members, and associates |
Word-of-mouth influence |
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people within a reference group who, because of their special skills, knowledge, personality, or other characteristics, exerts social influence on others |
Opinion leaders |
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involves cultivating opinion leaders and getting them to spread information about a product or service to others in their communities |
Buzz marketing |
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Nonpersonal channels |
Major media, atmospheres, events |
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media that carry messages without personal contact or feedback, including major media, atmospheres, and events that affect the buyer directly |
Non-personal communication |
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designed environments that create or reinforce the buyer’s leanings toward buying a product |
Atmospheres |
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are staged occurrences that communicate messages to target audiences |
Events (press conference, grand opening, exhibits, public tours) |
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The message’s impact on the target audience is affected by how the audience views the communicator |
Selecting the message source |
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Athletes and entertainers |
Celebrities |
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Health care providers |
Professionals |
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Involves the communicator understanding the effect on the target audience by measuring behavior resulting from the behavior |
Collecting feedback |
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Methods in Setting the Total Promotion Budget |
•Affordable •Percentage-of-sales •Competitive party •Objective-task |
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Setting the promotion budget at the level management thinks the company can afford |
Affordable method |
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Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales rice |
Percentage-of-sales method |
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Setting the promotion budget to match competitors’ outlays |
Competitive-parity method |
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reaches masses of geographically dispersed buyers at a low cost per exposure, and it enables the seller to repeat a message many times |
Advertising |
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Socially responsible marketing communication |
Personal selling |