Marketing Final_promotion

23 cards·by stierdaniel

promotion mix

tools marketers use to communicate and engage with consumers

intergrated marketing communication

coordinating the promotion mix for effectiveness and consistancy

how do we communicate with custiomers

advertising, PR, sales promotions,personal/ professional selling, direct, online, social media

advertising

mass apeal, identified sponser

press release/ onferances, not paid, copany doesnt pay for ad in newspaper but copany pays rep

saled promotion

short term incentive to encourage purchase

personal selling

mono y mono, b2b

direct/ online

catalogs, internest, mobile coupons

pull strategy

calls for spending on ads and consumer promo to induce final consumers to buy product. consumers will demand product from channel memebers

push

calls for using sales force and trade promo to push product through channels, producers promos product to channel members to carry product

channels

manufacturer > wholesaler > retailer > consumer

advertising objectives

inform, remind, persuade

inform

prodcut life cycle (intro)

remind

product life cycle (mature)

persuade

product life cycle (growth)

setting the advertising budget

affordable, % of sales, competitive parity, objective-task

affordable

setting the promo budget at the level management thinks the company can hold

% of sales

setting the promo budget at a certain percentage of surrent forecasted sales or of the unit sales price

competitive parity

settting the promo budget to match the competitors outlays

objective-task

what makes the most sense

puffery

exaggerations among advertisments (legal)

bait-and-switch

advertising products or services at a low price, customers visit store, pressured by salesmen for similar, but higher priced product

Advertising Execution Styles

Slice of life, Lifestyle, Fantasy, Musical, Personality symbol, Technical expertise, Scientific evidence, testimonial